The web is saturated with self-proclaimed gurus and “experts” in every field imaginable. There’s a reason for this — people want to go to the expert. They want advice/services/products from the guy who has driven the hard road and come out the champion. The gal who has found the secret solution to their biggest roadblock.

Whether they know it or not, the first thing your visitor is wondering when they get to your site is “Is this guy legit?” “Does she know what the bones she’s talking about?” “Should I stick around or go somewhere else?”

Answer their question, for Pete’s sake

Obviously, you’re credible. I know that and you know that. But they are still in the dark. Your site’s design and logo obviously have a big part in your perceived credibility, but so does your voice. The things you say (and how you say them) DO matter.

Look at the front page of your website. It should be at least 75% credibility. 75 percent, Jack! If yours isn’t, that should be a big priority.

Things that increase your credibility

• Your picture. “He’s a real person. Slightly funny-looking, but he looks trustworthy. I want to buy from him.”
• Testimonials. “These testimonials look real…not made up or contrived. I want to work with this gal.”
• Concrete numbers that show success. “Wow…they’re now selling their 1 billionth t-shirt. Must be good.”
• Waiting lists. “It sucks that I have to wait. But man, it’s going to be worth it.”
• Name-dropping. “Her grandmother was Marilyn Monroe! No stinking way!”
• Good connections. “He runs in the same circles as those WWDC yuppies. He must know a lot about design and technology.”

Things that decrease your credibility

• Low numbers. “That guy only has 10 subscribers? Cheesy.”
• Weak connections. “Why do I care that she’s in the ‘Mommies Who Clean, Cook, and Do Business At The Same Time’ community?” (Ooooh…that hurts.)
• Trying too hard. “Ick.”
• Too many attempts to get people to do stuff. “‘Share this! Tweet this! Comment here! Vote now! Buy three!’ What do they think I am, their pet monkey?”
• Blandness. “This organization is generic. Nothing new here.”
• Not having cohesive content. “This guy writes about steak knives, ballet, and mariachi bands. What the heck?”
• Self-serving copy. “I can’t find any of the information I need on this site. It’s all about how awesome this person is and how I should buy from them.”

Credibility is one of those things that you can tweak in the teeniest tiniest way and get gigantic results. It’s like taking the veil off of how cool you are. There are enough veiled, muffled voices online — it’s fun to rip it off and let your coolness show. (Also? It pays the bills.)