Using “Dave Smith Consulting” (a real company with a fake name) as an example, this post discusses building trust with prospects with a website. In this instance, the No. 1 Google search query leading visitors to Dave Smith Consulting was, as expected, “Dave Smith Consulting.” The No. 2 search query, however, was “Should I trust Dave Smith Consulting.” “This illustrates the importance of building trust with prospects at every stage of the inbound lead generation process, because ultimately, when prospects read your website content, they are looking for reasons to trust your company.” The website doesn’t have to close the deal, but it has to form enough trust to compel visitors to call or email the business for more information and take a step closer to being a sales lead. Here are five lessons from this little example: 1) a good offer isn’t enough, 2) use client testimonials, 3) write case studies, 4) publish white papers and 5) share sufficient details. (Search Engine Journal)
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