Building online trust

Start by conducting your business in a trustworthy fashion - then build on that promise.

Encourage trust among online prospects by injecting a human voice into the text and imagery on your site. For example, consider including photographs of yourself and your team. The photographs should project an image of you that is appropriate to your business -- the photo on a musician's web site could be much more casual than that of a company catering to corporations.

In a virtual business environment, a photo is the next best thing to a handshake. And it's one more way to establish trust among prospects who may be thousands of miles away.

As for text, write with a voice, both in the website copy and any marketing document that leaves your office. An email newsletter, for example, consistently written in that same human voice as the text on your web site and sent out regularly, will show you're a serious business, worthy of at least initial trust. Once again, build on that promise.