Every day we consciously and intuitively decide whom to trust. We base our judgments on a firm handshake, a solid-looking storefront or membership in the same club. The intangible Internet eliminates those physical litmus tests.
“Online trust must be developed without face-to-face contact, and it must be created instantly in the few precious seconds it takes a website visitor to evaluate your value proposition,” said this article in Website Magazine.
The article describes the four pillars of building trust online.
- Appearance: First impressions matter.
- Transactional Assurance: Reassure those people who rightly fear spam and identity theft.
- Experts & media: Repeat favorable publicity, display endorsements
- Consensus of peers: List your customers, show your size (“Billions and billions sold”)