In the Internet business you only have about three seconds to get and keep someone's attention and there is always another thousand sites just a short search away. So what are some things that may scare away your guests or make them doubt your customer service, your product or your motives?
1. You say "we are the best XXXX in the world." Everybody says that so it logically it cannot be true. Be more specific and honest, something like "we have more low-cost royalty free images than any other stock photography site," but write it only if is true and can be verified.
2. Your links do not work. One bad link and you will likely lose your visitor.
3. Your pages looks like a 90's flashback. If you site looks out dated visitors will think that it is not well maintained and that perhaps nobody will answer their emails or telephone calls after purchase.
4. Bad grammar, syntax and word usage. Poor content makes people think that either your quality is bad or that your product is from outside the US and than they worry about what kind of customer support they can get.
5. No telephone number is posted. Although email is an excellent communication technology, many would like to feel that they can call you up and talk to a real person.
6. Information is outdated. I have seen sites where the copyright at the bottom of the page has not been updated in years or the text says something like "now supports Windows XP."
7. You require a credit card for people to see the product. Many people do not like giving out their credit card number and if they cannot see the product before purchase they wonder if they are being duped. A good demo or trial version can make or break a sale.
8. You require a social security number. Though some industries can benefit from having a potential clients social security number, many are leery of giving out that kind of information online. If you need a SSN provide excellent security and offer visitors an alternative to entering in their SSN online, such as by phone.
9. You say your product is free but it is clearly not. This makes people feel tricked.
10. You have too many pop up ads. People really do not like pop up ads, they may be lucrative but they are never fun for the visitor and they distract the customer from your product.
Gaining visitor trust can be difficult. But if you keep your site up-to-date, high quality and free of malware, spyware, pop up ads and so on your visitors may think that you are upfront and attentive to your site.
Author: Pamela S. Stevens, SEO Jive
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