Instant Trust Leads To Internet Sales!
I shared with Linda that you not only need to 'sell trust' on your web site; you also need to create 'instant trust,' the same way she instantly trusted that hot tub site. The best way to create 'instant trust', is to 'Design for show, content for dough.'
Visitors have come to expect a minimum degree of aesthetic competency when visiting a site. In order to get your visitors to read your content, you must create a web site that (on a visual pass/fail scale) will muster at least a 'passing grade.' If your site looks crummy, visitors are less likely to read your content.
Internet Marketing Is Only The Beginning
We conduct corporate training & mortgage seminars where we emphasize that the sales on your web site do not conclude when Internet marketing efforts drop visitors at the front door…it only begins there. While it is very important to deliver visitors to your site; it is 'what you say' and 'how you say it' once a customer arrives that is even more important. This is what determines if a visitor turns into a client.
Elements Of Trust
A successful web sites meets the expectations of the visitor. At a minimum, the following elements need to be included on your web site in order to communicate trustworthiness:
- Your company name, phone number and email contact on every web page.
- Testimonials from past customers.
- Photo of current employees.
- An information page about your company so that people can learn about you (ie. people buy from people they know and like).
- Interest rates that are current…as of today.
- An overview of all the type of loans you offer.
- A consistent navigational bar so people can conveniently roam your site.
- A professional appearance in which the theme is carried out through your entire web site.
- Clean, crisp graphics. No animated graphics.
- Provide not only concise, easy to find information; but also provide more elaborate details for those who 'really have to know."
- Friendly, easy to read, and understand content.
- Bonus information: provide content that differentiates your company from others. Examples might be articles on how to save money by having a 15 year loan or why it may be more cost effective to pay a point or two extra to get a lower interest rate.
Linda agreed to include all these elements in her site, as I asked her, "Now, who are you going to trust with your mortgage web site?"
Rod and Robert are co-founders of MortgagePromote.com, a leading Internet marketing provider to corporate mortgage clients. On request, they conduct nationwide training seminars covering Internet marketing strategies, lead generation, web site development techniques and more. Web site: