You’ll hear us tell you that your online web presence matters because it builds trust with clients, but do you still feel lost as to how? I (Chelsea) am hoping an experience of mine will help illustrate. I’ve been running a photography business for nearly three years. And while I’ve always known a website was important, I didn’t fully recognize the utter necessity of it for success until I began working with alder|creative

I recently had a woman call me with a wedding photography inquiry. We had a short conversation where we discussed prices, how I typically run my photography schedules, and what was important to her as a bride. I heard back from her a few days later. My client had this to say:  “I’d like to hire you as my wedding photographer. I love your website and the life you have in your photos. I appreciate that you listen to me and the things I want for my day. I shopped around and I just feel you are the best fit.”

This bride was from out of the area….far far out of the area, and travelling to my location for a destination elopement. I received this client, not by word of mouth, not through Facebook, not through an advertisement, but through my website. If I hadn’t spent so much time with Britta and Eric, this may have slipped my immediate notice. Instead, I felt giddy at my client’s feedback.

Why was her feedback so significant? Because trust was built through my website. Because of my website, my client contacted me, giving me opportunity to close the sale. Here’s how the trust was built and what we try to impress on all alder|creative clients:

  • Storytelling. Blogging, an engaging “about me” page, and concise written content all contribute to the impression people have of you. Too long, you lose people. Too short or written with poor spelling and grammar, people will think you’re careless and not to be trusted. Keep it simple, clear, and engaging.
  • Imagery. People love photos. So blurry, dark, or poor quality photos will turn people off. It is better to have only a few professional-looking photos than it is to have many poor-quality images.
  • Navigation. You have less than a minute of browsing time to capture your audience. If they can’t find the information they are looking for easily, you’ll likely lose that prospective client. Keep your website simple and easy to navigate.
  • Contact information. Keep your contact information up-to-date and give multiple means of access to you. Contact form, email, and telephone gives people options and ease-of-access.

Trust in business has two levels: the first is built via your web presence and the second is built in person. So let me ask you, how is your web presence looking? What would people find if they googled your business? If the answer makes you cringe, it’s time for a switch. Whether you pay someone (like alder|creative?) to update your website for you or try to do it yourself, I hope you understand the potential your website has to bring in a profit by building trust and opening up avenues of communication.