Page 259 - Professional Search Engine Optimization (SEO)

How to convert visitors into buyers 258

14.2 Create trust

It's very important that your website visitors have trust and confidence in your
company. Your customers must trust you. They won't buy from you if they don't.

1. Make sure that your web pages have a professional design

Your web pages have to look perfect. If necessary, hire a professional web designer.
Don't use blinking text, funny animations or flashy banners on your page. Make sure
that all links on your website are intact.

Don't use automatically created web pages. Some software programs allow you to
automatically create pages that are "optimized" for a special keyword. These doorway
pages don't work anymore on search engines (its simply spamming).

In addition, human web surfers are turned away by that kind of pages. While
doorway pages might look attractive to software programs, web surfers usually hate
them.

Automatically created doorway pages usually look ugly to human web surfers. Often,
they consist of nothing more than a list of buzz-words. You won't get good results
with this method because human web surfers will quickly close such a web page.

2. Tell your website visitors who you are

Make sure that customers know that a real person is sitting behind this web page.
Include your full contact information on your website and make it easy to find.

If your visitors don't know from whom they will purchase and how to contact you,
they won't buy anything. Show your privacy policy.

3. Offer free trials and show your refund policy

The most common way that companies use to establish trustworthiness is to offer a
free trial and a money back guarantee. If your customers know what they'll get, they'll
be more likely to purchase.

4. Use testimonials

Its far better if other people say nice things about you than you saying nice things
about yourself. Testimonials from satisfied customers will show how your business
can do a better job than your competitor when it comes to customer satisfaction.

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