Do you know what the top mission of your website is?
If you answered: To sell my books. You are wrong.
The most important duty of your website is to develop trust with your website visitors. First-time visitors make up 60 to 70 percent of traffic every month for the average website. When these new people reach your website, your job is to introduce them to you and your books. But, more importantly, you must build trust with these visitors. Trust is required for a sale to happen.
To develop trust with your website visitors, make sure that you are providing these four things on your website.
1. Relevant Content
If the majority of the daily visitors to your website are brand new, they are most likely unfamiliar with you and your books. Your primary job is to build trust with these people through information. Providing content that answers their questions and informs and educates them helps you build trust. When website visitors scan your information—and they do scan—and find valuable advice that is relevant to their situation, they begin to trust you and your message.
2. Free Samples
Be open with what you provide in your books. Studies show that providing samples improves sales. If people are confident that they will like what they are spending their money on, they are more likely to purchase. In some cases, offering a sample can boost sales by 2,000 percent. A sample raises people’s confidence. Offer one to a few chapters of your books so that people can sample what you have published to increase their trust and confidence in you.
Social proof increases consumers’ trust in a brand or product. Social proof is the construct that persuasion of an idea or behavior for an individual is linked with how others are responding to it. In essence, social proof reduces the perception of risk associated with a purchase. Testimonials are one form of social proof. They tell potential customers that others are benefiting from your books, increasing customers’ trust in you and your books.
4. Friendly, Prompt Support
If you sell books directly from your website, provide a way for people to contact you. From time to time, as Director of Christian Small Publishers Association (CSPA), I receive calls from people who are trying to reach a Member of CSPA. These people tell me that they have tried to purchase a book, or made a purchase, or have an issue with their purchase, yet are unable to get a hold of the publisher or author. They have called me to obtain help in this matter.
One recent study by Corra found that 52.4% of shoppers prefer to communicate through live chat on a website, while 32.8% preferred email for communicating, and 14.5% choose a phone call. If you are not providing live chat on your website, at least make sure that you provide a telephone number and an email. Then, be sure to check your emails and phone messages regularly so that you don’t leave customers or potential customers languishing. Prompt responses help to build trust.
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