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Selling Professional Services and the Web: Establishing an Impression of Authenticity

Obviously a key component of trust is a belief that you speak the truth. Your Web site, like a proposal or any other type of promotional material, is read defensively and with a degree of suspicion. This is reasonable – readers know that the ostensive purpose of your Web site is to influence their decision regarding your firm. They expect to be coerced or misled if only through slick language, overstatement or intentional omission.

This reaction is instinctive and automatic – so how do you overcome it?

• Complete, value-based case studies. An informed reader knows that almost anyone can say “we always deliver the highest value to the client”. Statements like this are readily dismissed as noise.
  
  Your shrewder reader also knows that the success of a project you were involved in may or may not be due to the actions of your firm. Take care to spell out (a) the specific challenges that made this an interesting case, (b) the specific actions your team took and (c) the specific results or client value that can be attributed to your team’s actions. It’s harder to conceal or mislead in stories told this way – and it will give your case studies a well-deserved sense of authenticity.
  
  
• Testimonials. Everyone knows that testimonials are powerful in creating credibility – but they are generally left out of most promotional materials.
  
  
• Position papers tied to specific examples or case studies. Many firms use position papers to establish expertise. Papers that draw on specific and complete, value-based case studies are read with a much higher degree of credibility. Today, blog or short articles like this one can work in the same fashion. But take care to give real information and not fluff.

Using the above methods will not only press you to tell a more complete and accurate story, but will leave your readers with a feeling that you are in fact telling the truth. And truth and authenticity are key building parts of trust in you budding relationship with your prospect.

Find out how to establish stability and dependability online
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