Although the Internet has provided a wealth of opportunity for all of us, it has also created a breeding ground for scam artists. Internet users are very reluctant to make purchases online, and share their personal information. For this reason, you must take every opportunity to convey your professionalism -- from your web site, products and services, to your customer service, each will play an important part in your success.

The moment your site loads, your visitors will have an instant reaction -- your site will either convey your professionalism or your amateurism. If your site doesn't look professional, your visitors may leave your site prematurely and never return.

In addition to having a professional appearance, a professional web site should possess the following essential components:

Domain Name
In order to establish credibility, you must be willing to invest in your own domain name and professional web hosting. Web sites hosted on free servers are not taken seriously and will suffer a serious loss of business. Your visitors may feel that if you don't have your own domain, you may not be a credible company. They'll simply take their business elsewhere.

Professional Logo
A professional looking logo is an absolute must. Not only will it give your site a more professional appearance, but it will also enable your visitors to recognize your brand.

Theme-based Content
Your web site should focus on a specific subject and provide a variety of information that relates to the subject. For example, if your web site focuses on dog grooming, your pages might include all of the following:

  � Dog grooming articles
  � Dog grooming ezine (newsletter)
  � Dog grooming tips
  � Dog grooming accessories
  � Links to Dog Grooming resources
  � Dog grooming news links
  � Dog grooming photographs

Content comes in a variety of forms including news, articles, tips, horoscopes, weather and resource links. Although fresh, original content is preferable.

Email Capture
Collecting your potential customers' email addresses is an absolute must. Whether you publish an ezine, provide web site and/or product announcements or tips, you must take every opportunity to capture your visitors' email addresses.

Privacy Policy
Internet users are becoming more and more concerned with their privacy. However, there is something you can do to ease their minds. By creating a page on your web site called "Privacy" your visitors will know exactly how you will be using the information collect.

About Page
An "About" page is an essential part of a professional web site. Your potential customers want to know exactly who you are.
Your About page should include all of the following:

1. A personal or professional biography
2. A photograph of yourself / management
3. A complete description of you and/or your company
4. Your web site and/or company objectives
5. Your name, address, phone number and email address

It is very important that you include an "About" page -- especially if you're selling a product or service. You must do everything in your power to put your visitors' minds at ease.

Testimonials
A great way to build your credibility with your potential customers is to display your customer testimonials. Include your customer's name, email address and web address with
each unsolicited testimonial to increase believability.

Money Back Guarantee
To further increase your credibility, you must completely remove your potential customers' risk. Provide them with a solid, no risk, money back guarantee. This will put their mind at ease by building their confidence in you and your product.

Feedback
Many times, potential customers will have questions about your products and services. Instead of displaying an email address on your web site, consider using a feedback form.
Your personal response to your potential customers can literally determine whether or not you're going to make a sale.

Secure Server
If you're processing your customers' orders online, you must place your order form on a secure server. Not only will a secure server protect your customers' personal information,
but it also provides him/her with added confidence in placing an order with you.

Copyrights
Display your copyright information at the bottom of each page. It's best to include both the word Copyright and the © symbol, as some countries don't recognize one or the other.

Your copyright might look like this:

Copyright © Your Company Name

By taking the time to ensure your site possesses these essential components, you will increase your chances of success considerably.