An important component of the success of an Internet business hinges on its credibility, defined as the perceived trustworthiness, expertise and security of the Web site. It is how a person judges the site and the level of overall assessment they arrive at — and whether they will continue to patronize the site or dismiss it.

A recent article in ProductMarketing.com magazine discusses the ways a web site can improve their credibility. The article defines credibility as ” believability; it is a perceived quality like beauty… Credible sources have the ability to change opinions, attitudes and behaviors, to motivate and persuade. In contrast, when credibility is low, the potential to influence is also low.”

The article suggests the seven tactics below that you can use to improve your web site’s credibility:

1. Associate your web site with respected organizations – such as the top names in your field or even the local Chamber of Commerce.
2. Respond to inquiries received through the web – respond to the emails sent by your users and customers.
3. Anyone home? Make them feel that you’re real – have contact information.
4. Content you’re willing to sign your name to – literally – authors’ credentials, article citations and references.
5. Content you’re willing to vouch for – have privacy policies, information on who your authors are, archives section to allow users to research past content, etc.
6. Dress for success – site should look professionally designed.
7. Stay current – a user considers a site more credible if it has been updated and the content is fresh.