How to Build Rapport with a Website

Build a rapport through your website.

Create a website that builds rapport in order to project a professional reputation and instill trust into website visitors. Unlike quick-sale websites that convince visitors to make a one-time purchase, rapport websites focus on long-term relationship building. Understand the demographics and interests of your target website visitors and build a website that shows you understand their needs and desires.

Instructions

1. Write website text specific to your target visitor and display images that feature their demographic. For example, if you sell software for work-at-home moms, explain specifically how working mothers use the software and list features that are most important to them. Display website images of mothers sitting at their computers using your software.

2. Create an "About Us" web page that specifies the number of years you have been in business, how many customers you have served and special awards or achievements, so that visitors trust your company's competency. In addition, include friendly images of company staff so that visitors view your company as approachable and caring.

3. Add customer testimonials on your homepage and throughout your website. Include actual customer names, when possible, so that visitors trust the testimonial as authentic. If you sell complex products or sell advertising on your website, include customer case studies that give details of how customers use and benefit from your products.

4. Create a rapport-building website blog and update content frequently and consistently. For example, update your blog every Monday or every first of the month. This way, visitors will see you as a firm that they can count on.

5. Create a user-forum where website visitors can communicate with each other. Visitors will feel connected to your company as they take part in discussions and read posts from like-minded individuals.

6. Update your website slowly and do not make drastic changes, as this can cause confusion and a feeling of uncertainty among your visitors. If you need to make website changes, keep the same website logo, website domain name, basic color scheme and website navigation so your visitors do not lose sight of your identity.

References

• MIT Sloan Management Review: Trust Me
• Business Know How: Do Customers Trust Your Web Site?
• Entrepreneur: 7 Ways to Convert Online Contacts Into Sales

Resources

• MIT Sloan Management Review: Morph the Web To Build Empathy, Trust and Sales
• Entrepreneur: Building Entrepreneurial E-Commerce Competitive Advantage