> >web-consultants. Business is all about trust. How do we enable our
> >clients to establish trust with their prospects? A web site is brand,
> >it could have been put up by a respectable company or be a total
> >scam. Which means brand is all that's left to judge it upon. And where
> >does that put the myriad of small businesses that don't have the money
> >to build a large brand?
There are some things that can be done. Trust is about one person's
evaluation of another. One way to analyze trust is to break it into
evaluation of (1) expertise and (2) goal alignment. The first is "Does
this business know enough to help me achieve goal X?" The second is "Is
this business interested in helping me achieve my goal X, or their goal
Y?"
People judge expertise from experience (has the business done this
before?), credentials and testimonials. Goal alignment comes from
testimonials and perhaps reward info. The latter is: "Do they do business
in a way that rewards them for helping me, or in a way that rewards them
from helping themselves?" For instance, maybe all sales reps are on 100%
commission. Hmm...
Another possibility is to expose the way the firm does business. I.e.,
"Here's how we would help you. First, we would..." This could help with
both expertise and goal alignment. Don't know whether it would be
effective, though.
Anyone know of empirical research on trust and Web sites?
Kieran
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