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Professional Services and the Web: Building Trust To Build Business

What role does a professional services Web site play in creating an impression in the minds of your client-prospects? Let’s look at what is going on in the minds of your prospects as they select between you and your competitors.

The selection of a professional services firm is typically much more emotionally charged, and much less “logical” than the selection of a typical business product. The apparent focus is always on tangible, expertise-based questions, credentials and references, budgets, timelines and deliverables definitions. Rarely are the issues of trust, fear or uncertainty discussed. But these issues are often at the forefront of the client’s mind. This is true whether it is a group or individual who will ultimately be making the decision. In fact “logical” support will be sought to support what is primarily an emotional selection process.

Not surprisingly, when we look at a typical design services Web site, we are struck by cold, hard facts and figures: process and deliverable definitions, industry, square footage, budgets and timelines sprinkled liberally with phrases like “committed to excellence” and “uniqueness and appropriateness of each design solution.”

Not only are most professional services sites dry, they also do not specifically address your clients’ underlying concerns. Clients only screen on qualifications, the real decision comes down to more intangible, human qualities – whether they admit it or not. The key issue is trust.

So what can your Web site do to build trust?

Clients assess trust based on a number of factors on both a logical and psycho-logical bases. To make it easy to remember, I like to think of these as the EASE™ factors. Click on any of the factors below to find out how to address this issue in your Web site:

Expertise or credibility; Authenticity; Stability and dependability; Empathy.

Of course, earning the trust of your clients and prospects cannot be accomplished by your Web site alone. But if you attend to these simple principles, your site (and your other materials) will go a long way to establish a basis upon which to build. You may also find that the thinking required for the process may change the way you talk to your clients – in person as well as within your other collateral.

Find out how to establish expertise and credibility online

Ready to make your Web site part of your sales team?
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