In my last blog, Read This Before You Design Your Website, I discussed what your website should do for your business and how your budget should look when building your website. In this blog, we’ll look at the value of trust and how your clients will be more likely to opt-in to your site when they trust you.
There is one variable that makes “selling” the services of an independent professional different from selling widgets: TRUST. Before people are going to drop hundreds or thousands of dollars on your services, they are going to have to trust you significantly.
Here are three ways to earn trust from your prospects and clients:
- Your prospects trust your clients, if they know them. Leverage your client list, client’s logos, and client testimonials; and you can obviously have your trusted clients and colleagues refer people to you, transfering the trust and goodwill they’ve built to you.
- Your prospects trust your consistency. This one is huge, and I touched on it in the blog post about networking. When you are still around month after month, year after year, with good relationships and a solid reputation, people will obviously trust you more. It’s important to be consistent in your efforts, whether networking, blogging, or speaking.
- They trust your expertise. That book you’ve written, or those blog posts you put up consistently, week after week, contain content that proves to your prospect that you know what you’re talking about. (This is precisely why I encourage my clients to GIVE IT ALL AWAY. Don’t hold back your “best stuff” because you want people to hire you to get it; it actually works the other way around.)
Your website is the perfect forum for connecting with people’s pain, frustration, hopes and dreams, and for showing them that you really know who they are, what they struggle with, and how to help them break through. Don’t expect to get people to sign up for your expensive programs as a result of visiting your website — their buying process likely doesn’t work that way. This one distinction can revolutionize your thought process in building your website and email marketing strategy. I hope you wrote this one down.