by Marcia Yudkin

abstract prepared by Hugh Fisher

Marcia Yudkin, marketing consultant and author, offers her considerable experience in the field of online marketing and offers advice on earning your customers’ trust.

According to Yudkin, first-time visitors to your website will have two questions in mind: “Who are you, really? And why should I trust you?” In order to stand out from other websites and put their minds at ease, she suggests a judicious use of testimonial quotes from your customers or clients, as well as photographs of your office: “…A photo makes you seem more real, appealing and accessible. Likewise, pictures of your company location or of your sales reps who are clearly not models but actual staff members help bring your company to life.”

Among the other common-sense ways to improve credibility that Yudkin describes: offer links to professional articles can also boost your credibility, especially if you work in a technical field; seek media coverage, then show on your site how your business has been featured in newspapers and on television and radio; and provide testimonials from clients who’ve used your products or services to underscore your reliability. These methods can add to a prospective customers’ trust and make them want to learn more about you.

http://aboutpublicrelations.net/ucyudkin4a.htm

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