With so many websites selling the same things, how do you know who to trust and buy from? Getting people to trust you when all they see is your website can be a little daunting. But the truth is people prefer to do business with businesses they know and trust. So, how do you develop a trusting relationship through the Internet and turn a website visitor into an online sale?
The first thing you should recognize is that not everyone is ready to make a purchase when they land on your site. In fact, less than 10% are actually on the Internet looking to buy something. The vast majority of people doing online searches are only there to gather information.
With that in mind, provide your visitors good quality content and keep adding more content on a regular basis so they have a reason to keep coming back to your website. The more people read about you and your product or services, the more they get to know you. The more they know you, the more likely they are to trust you.
Secondly, don’t try to sell every time you write something online. Instead try to provide some useful information about your product or service. By providing some free information that your visitors can use, you not only make yourself look like the expert, you also make yourself the one they think of first when they decide to make a purchase. I like to think of this as selling without appearing to actually be selling.
A good rule of thumb for how much of your content online should be plain useful information that your website visitor isn’t likely to get anywhere else and how much should be sales pitchy is 80/20 (80% information, 20% sales). That’s not to say that you can’t have a little sales pitch at the end of every article on your website just don’t make the whole thing about getting them to make that purchase.
After all there aren’t many people who like to be pitched to every time they see you. Just think about when you are out shopping for something. How often are you “just looking” and how often do you know exactly what you want? Think about it. When you know exactly what you want, you go up to the sales person and ask them where you can find it. Right?
When you are “just looking” you have a pretty good idea of what it is you want but you aren’t ready to pull the trigger and make that purchase just yet. What you really want is more information so that when you do make your purchase, you feel like you did your due diligence and won’t have to suffer from buyer’s remorse when you get home.