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Landing Page Optimization For Dummies® by Michael Harwood, Martin Harwood

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Chapter 7. Building Customer Trust

In This Chapter

  • Developing trust between you and your visitor

  • Peppering your page with trust

  • Keeping your customers secure

  • Using testimonials and policies to your advantage

  • Placing trust elements in your landing pages

  • Understanding the five trust building tips

  • Checking off your trust elements

 

"Trust is a peculiar resource; it is built rather than depleted by use."

 
 --Unknown

You know you're honest and that your products and services are legit. You are honest, aren't you? If not, feel free to skip this chapter.

For the rest, proving your credibility and developing visitor trust doesn't happen by accident. You have very specific strategies to follow — and elements to place on your landing page — that help separate you from the shysters, charlatans, and other Internet bad guys out there. If you don't make use of these elements and strategies, visitors have no way of developing any sort of trust in you.

For us to state flat out that your visitors won't become your customers if you don't make the effort to gain their trust may be too black and white. The truth is, not everyone is that cautious — a pool of folks out there will believe anything. (Why do you think crooks try Internet scams in the first place? Because they work some small percentage of the time.) However, if you wish to reach a conversion level worth mentioning, you need to reassure your visitors that you aren't another online scam. In this chapter, you explore your options when it comes to reassuring ...

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