Honesty pays dividends for small businesses
You’re a small business. You might be only one person wide. But that’s no reason why you can’t do the same brilliant job for your clients as a fat cat-led superbrand with thousands of employees. The trick is to make your website look as professional as possible, so you tick all those reassuring boxes that potential customers are accustomed to seeing.
That doesn’t mean you should mislead people by pretending you’re something you aren’t. Quite the opposite. It just means making it clear you’re equally reliable, professional, trustworthy and able.
Here’s how to make the most of first impressions.
Keep your site bang up to date to make it clear you’re thriving
Make sure your website is contemporary. There’s nothing like a dated-looking design for making a poor impression
Include your street address, registered limited company number, VAT number if you have one, legal details and the logos of the professional bodies you belong to, all of which help to build trust and reassure people
Blog regularly to create and maintain a credible voice
Use proper email addresses. Hotmail, Yahoo or Googlemail addresses make you look dodgy. But don’t set up loads of email addresses to give the impression there’s loads of you. That’s just dishonest
Create a strong offline brand and integrate your visuals /design online and offline so everything you send out looks as though it’s come from the same place, just like the big boys do
Use a professional tone of voice on your site and in all your communications, and ensure it is grammatically correct with accurate spelling
Don’t use ‘we’ when there’s only one of you. Capitalise on the fact that you’re small and beautiful instead of fibbing.