On-line consumers want to do business with companies that have a solid reputation -- companies they can trust and who have proven themselves by delivering on their promises. This is reinforced when a company has a bricks-and-mortar presence and a human face to the business.

Here's the evidence...

According to research firm Hitwise (http://www.hitwise.com) the following sites comprise the Top 10 on-line retailers in the UK in December 2005:

1. eBay UK 32.38%
2. Amazon UK 6.27%
3. Argos 2.03%
4. Play.com 1.62%
5. Tesco.com 1.39%
6. Kelkoo United Kingdom 1.33%
7. Dell Europe 0.90%
8. Amazon.com 0.83%
9. Comet UK 0.64%
10. Currys 0.63%

Source: Hitwise.com, posted on http://www.netimperative.com/2005/12/21/Top_20_shopping

4 out of the 10 top Internet retailers in the UK have capitalised on their bricks and mortar presence in high streets. Companies such as Argos, Currys, Comet and Tescos established their credibility through traditional retailing - long before the Internet was even heard of. They have successfully shifted to e-commerce, building upon their household name and the reassurance offered to shoppers who know they can also receive personal, face to face service in their local store whilst having the convenience of being able to order on-line.

Demonstrating that you are a bona-fide company who people can trust is vital for your on-line success. You may not be able to take on the big-guns, but there is still plenty of money to be made and success to be enjoyed.

If your business has a bricks and mortar presence, consider how you can strengthen the ties between this and your website. You need to reassure your web visitors that you are a real business with real people.

One of my most successful small business clients, Kolbjørn Borseth of Aromantic (http://www.aromantic.co.uk), has built a solid reputation in the UK as one of the leading natural skin care experts. Aromantic's headquarters is an ex-undertakers building in a side street in the town of Forres in the far north of Scotland. Not exactly a major high street presence! However, their website is set to exceed £270,000 in sales this year and pays testimony to Kolbjørn's commitment in appearing at trade shows and exhibitions across the UK, as well as the many courses that he runs.

Kolbjørn is the friendly, human face behind his business. He is accessible to his customers. Visitors to Aromantic.co.uk call the office and are often able to get a direct line to his desk. Having on many occasions attempted to convince Kolbjørn that he needs to be less accessible to his customers, I have now learned that his accessibility is a key USP of Aromantic.

I am a firm believer that good people - people whom Stephen Covey (see "The 7 Habits of Highly Effective People") would describe as embodying Character Ethic - make good business people. People implicitly trust them, and as anyone involved in marketing knows - establishing trust is at least 50% of the battle won.

Consider where your Character Ethic exists within your company. Who are your key staff who customers trust and like to talk to? Who is the friendly face of your company?

Now look at the following 8 ways that you can build trust by revealing the human face of your business via your website:

1. ADDRESS YOUR WEBSITE AUDIENCE IN THE FIRST-PERSON

Write your website copy in the first person, penned from the hand of the person who represents the friendly face of your business. If they are not talented at copy writing have this ghost written by a professional copy writer, but make sure it is authentic and reflects their voice and values. Authenticate your copy by including a scan of the person's signature at the end of each page.

2. BE SEEN & HEARD

Include photographs of your key staff and your premises. Consider making a short 'talking heads' video or audio of you introducing your website. Set up some on-line seminars or discussions and invite a small number of guest participants. Use the latest version of Skype (http://www.skype.com) in conjunction with a software tool called Pamela (http://www.pamela-systems.com/) to record these calls as MP3s which can then be turned into podcasts as well as being accessible from your website.

3. BE REACHABLE

Allow your customers to reach you. If your schedule is tight, set up a monthly on-line chat appearance or tele-conference (see 2). Set aside time each month to personally contact important customers. If possible allow each team member to have a direct line and email address. If you have limited time for taking calls consider setting aside a regular time slot when people can reach you and publish these times on your website's contact page.

4. SET UP A BLOG

Blogging is a great way for your customers to get to know you better. Posting regularly (at least once a week) will give your website audience the feeling that you are 'in touch' with them. Keep your business blog professional but also warm and friendly. Make sure that your blog is integrated into your main website. I recommend using Movable Type (http://www.sixapart.com/) because of the design flexibility.

5. USE TEAM PROFILES

Consider including a 'meet the team' section on your website where readers can find out more about the people who are behind your business. Give your audience the chance to get to know who you are.

6. CONVEY YOUR MISSION STATEMENT AND VALUES

If you have a clear set of core values and mission/vision statement consider publishing these on your website. Embody your company's core values within every aspect of your communication strategy. Make sure that you do not contradict these values anywhere within your sales process and marketing strategy. Walk your talk!

7. USE INTERVIEWS

Ask one of your best customers to interview you and your staff. Run a short survey on your website and ask your audience what questions they would like answered. Be friendly, approachable and honest when being interviewed. Use this as an opportunity for people to get to know you and your company better. If you can be interviewed by the press, TV or radio seek permission to publish this material on your website.

8. GET OUT THERE

Take up any opportunities to attend conferences, speak at events and to be seen in the real world. Publish photos, videos and audio clips of these events on your website. Even if the majority of your website audience will not be able to attend these events you will have enhanced your credibility by having demonstrated that you engage in such real world activities.

Regards,

Simon Bowen, fluidstate.com