You wear a trench coat, smoke, and talk really fast, right? Oh you don’t? Well these are
assumptions people make of computer techs they don’t know yet.
Imagine you’re a customer. A woman. Now scan your website for 2 minutes.
Seriously ask yourself: would you invite this stranger into your home? Because more
than fixing your customer’s computer, you’re asking them to trust you, and you must build
trust and credibility if they’re going to pick up that phone and make the call.
More important than your prices and services, your website must feature your
business’s most important asset: YOU.
You need to answer two questions: Who is this person and why should I hire him?
3 tips for building trust with your website:
1. Show your face.
Get over your vanity and add your photo to your home page. You might think you’re
ugly, but the ugliest picture is…no picture. Remember how people assume the worst of
what they don’t know? A basic headshot is fine. It should have a link saying “meet the
owner” that links to your “about us” page.
2. Establish yourself as an expert. Offer proof.
Your “about us” page should give specific reasons that you’re the one (among so many)
to hire. Examples: cite relevant tech jobs you’ve held; certifications; years of experience;
publications; special projects (ie, volunteered for school district, set up network for
church, etc.); trade associations (ACRBO or local chamber of commerce); reviews (Yelp,
Citysearch, Yahoo, etc.) and awards (Angies List Super Service Award, Yelp, etc.).
Talks is cheap: “I’m the cheapest…I’m the best” is PURE NOISE. Give them something
TANGIBLE.
3. Who are you…off the job?
What do you love? Sports teams? Any movies? Play any sports? Hobbies? What town
do you live in? How long did you live there (people TRUST born and raised “locals.”?
College? Favorite people? Think of it like a Facebook profile: a short list of your likes
and loves which reveal the depth of your personality.
Remember, you’re technical, but your customers are EMOTIONAL and you must make
a personal connection with the visitor. The ultimate litmus test? If she didn’t know you,
would your mom hire you based on your website?
Author:
Robert Keppel is the author of MYPCREPAIRBIZ (guide to Internet marketing for computer repair businesses.









