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Credibility Counts©2002, Diana Ratliff476 wordsIf prospective customers don't believe you, you might as wellstart your "Going Out of Business Sale" right now.This is especially true on the Internet, where anyone can (andevidently does!) put up a website. Sources of information in asite may be unclear. You may find it difficult to identify theauthor or publisher and wonder about their motives. Thequalifications of the source to speak on the particular topic orsell a particular product may be questionable.Because of this, credibility is an important concern whenyou're using the Internet, whether you're the visitor or thewebmaster. As a shopper or 'Net surfer, you don't want to quotean "expert" who proves not to be, or send credit cardinformation to some sleazy con artist whose site disappearsbefore the order arrives. As a web designer or webmaster, youcannot afford to be seen by site visitors as anything less thanhonest, ethical and aboveboard.Yet few sites use more than half of the strategies that buildtrust in the site visitor's mind, according to usability expertJakob Nielsen and the Nielsen Norman Group. In October 2000,they tested 20 big e-commerce sites and found that the averagesite complied with only 55% of guidelines for trustworthydesign. Smaller sites tend to use even fewer of therecommendations.So what can you do to make sure your website is believable andbuilds trust in the mind of your visitors?Plenty. Here are some pointers.·Make sure that information about your company is complete andeasy to find. Include full contact information. Photos of theprincipal employees help your visitor trust you because theycome to feel they know you.·If you're selling something, don't be coy and make visitorshunt all over for the price. Price it fair and put it there.·Give enough information about your product or service toallow the visitor to make a decision. YOU know why your "WonderWidget" is worth $29.95, but your visitor doesn't. This alsomeans including important information such as shipping costs andreturn policies.·Make sure your site looks professional, loads quickly, is upto date, and is free of spelling and punctuation mistakes.·If you collect personal information (names, email addresses,credit card information), use it appropriately and securely. Explain why you're collecting the information and what you willdo with it.·Make sure your site visitors can reach someone quickly ifthey need help.·Give your visitors what they came for. If they're lookingfor information on "how to build an igloo", don't make them waitthrough a Flash presentation of a snowstorm before they get tothe instructions.According to an old saying, "Honesty is the best policy." Ifyou want to be successful on the Internet, it's an essentialpolicy as well.
Credibility,Counts,Credibility