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It’s been etched in our collective psyche as online merchants that some consumers have a tendency to distrust Internet businesses. Many people I know are wary of buying goods or services online.
在我们的集体意识中，人们已经将其刻蚀为在线商人，因为有些消费者倾向于不信任互联网业务。 我认识的许多人都警惕在网上购买商品或服务。
Why is this?
为什么是这样？
As a general rule, in the "real world" you can make judgements as to a business owner’s trustworthiness fairly quickly. Would you be more likely to buy a watch, for example, from a neat, clean, little Mom ‘n Pop store or from a shifty character on a street corner whose first question is, "You aren’t a cop, are ya"?
通常，在“现实世界”中，您可以很快地判断企业主的可信度。 例如，您会更愿意从整洁，干净的小妈妈商店买手表，还是从街头拐角处的易变人物那里买手表，而第一个问题是：“您不是警察，是吗？” ？
Online, people’s perceptions of your site help them form opinions about your trustworthiness as well.
在网上，人们对您网站的看法也帮助他们形成了关于您的可信度的意见。
Simply put, your site should be designed to inspire trust in your visitors. If you’re serious about doing business online, your visitors should be able to tell that the minute they load your home page. It doesn’t have to be stodgy; it does have to be professional.
简而言之，您的网站应设计为激发对访问者的信任。 如果您真的想在网上开展业务，访问者应该能够告诉他们他们加载主页的时间。 不必笨拙； 它必须是专业的。
It’s beyond the scope of this article to go into detail on how to convey a professional image. What I’ll try to do here is give you a short list of DOs and DON’Ts that I believe will help enhance your online credibility.
详细介绍如何传达专业形象超出了本文的范围。 我将在这里尝试做的是，为您提供简短的DO和DO清单，我相信这些清单将有助于提高您的在线信誉。
Use professional looking graphics. If you can’t design them, hire someone else to do it.
使用专业外观的图形。 如果您无法设计它们，请雇用其他人来做。
The graphic you use for an image map doesn’t have to be a clickable Matisse, but it shouldn’t look like an animal lacking an opposable thumb went to town on your image editing software either.
用于图像地图的图形不必一定是可点击的Matisse，但它也不应该看起来像缺少对立拇指的动物也可以在图像编辑软件上使用。
I’m confident that you’re capable of designing your own graphic elements. You should download an evaluation version of Paint Shop Pro and give it a try; you’ll probably be surprised at what you can accomplish.
我相信您有能力设计自己的图形元素。 您应该下载Paint Shop Pro的评估版并尝试一下。 您可能会对实现的成就感到惊讶。
In my opinion, patterned backgrounds are better left on personal pages. Black text on a white background provides easy readability and a more professional image. You can use TABLEs, border backgrounds, and/or graphic images to provide a little color.
我认为，带图案的背景最好留在个人页面上。 白色背景上的黑色文本易于阅读，图像更专业。 您可以使用表格，边框背景和/或图形图像来提供一点颜色。
This next statement isn’t intended to offend anyone, but I think it needs to be said (again, my opinion): the borders and backgrounds with images of money SCREAM rip-off. There is nothing that will make me mouse away at a higher rate of speed than a badly tiled $20 bill background; my scam meter goes off the minute the page starts to load and I’ll promise you, I’m not there to see it finish.
下一条声明无意冒犯任何人，但我认为必须重申(我的观点)：带有金钱的图像SCREAM的边界和背景被盗用。 没有什么能比平铺20美元的钞票背景快得多的速度了。 页面开始加载的那一刻，我的诈骗计就关闭了，我向你保证，我还没来得及看完它。
I believe it’s essential for most companies serious about doing business online to accept credit cards.
我认为对于大多数认真从事在线业务的公司来说，接受信用卡至关重要。
To ease the apprehensions of those who are leery of this form of payment, take a few minutes and put together a page that explains your process for accepting credit card orders online. That way, those visitors who are anxious about using their credit card can learn the security features of your ordering system.
为了减轻对这种付款方式持怀疑态度的人的担忧，请花几分钟时间，整理一下页面，说明您在线接受信用卡订单的过程。 这样，那些急于使用信用卡的访客就可以了解您的订购系统的安全功能。
Unfortunately, far too many web site owners think doing business on the Internet means hawking other people’s goods or services.
不幸的是，太多的网站所有者认为在Internet上开展业务意味着贩卖他人的商品或服务。
Don’t misunderstand me, there is nothing wrong with affiliate programs, per se. The problem comes in when some site owners are deluded enough to think that they will make money from affiliate programs that are totally unrelated to their own site’s content.
别误会我，会员计划本身没有任何问题。 问题出在某些站点所有者被迷惑到足以使他们从与他们自己站点的内容完全无关的联属网络营销计划中获利时。
For example, if you operate a site that caters to lumberjacks, you probably aren’t going to get rich displaying a link to "Fluffy’s World" that pays you $.01 every time someone clicks to watch Fluffy snoring on top of the sofa via the live pet cam. Whereas, for example, if you operate a site devoted to The X-Files TV show, you might be able to make some extra money by partnering with a site that sells science-fiction related merchandise that will pay you for referrals.
例如，如果您经营一个迎合伐木工人的网站，则您可能不会因为显示“蓬松世界”的链接而致富，每次有人点击观看“蓬松世界”在沙发上打时，您只需支付$ .01现场宠物摄像头。 举例来说，如果您经营一家致力于X-Files电视节目的网站，则可以与销售与科幻小说相关商品的网站合作，从而赚钱一些，这些商品将为您提供推荐。
Please don’t develop a site that is just a collection of links, banner ads, or affiliate programs. Develop your own unique content!
请不要开发仅包含链接，横幅广告或会员计划的网站。 开发自己的独特内容！
As a business owner, I would be especially cautious of overdoing it with affiliate programs and banner exchanges. What will your visitors think about your product or service if they have to weed through a dozen banner ads or affiliate buttons to get to it? Obviously you didn’t think it important enough to occupy center stage, why should they?
作为企业主，我将特别谨慎，不要通过会员计划和标语交换来过度使用它。 如果访问者必须通过十几个横幅广告或会员按钮进行除草才能进入您的产品或服务，他们会怎么看？ 显然，您认为占据中心舞台并不重要，为什么要这么做？
I would venture a guess that perhaps the most common mistake Internet business owners make is not including a way for visitors to get in touch with them. This only adds to the impression some people have of Internet businesses as "fly-by-night" operations.
我想大胆猜测一下，也许互联网企业主犯的最常见错误是没有包括访客与他们联系的方式。 这只会增加某些人对Internet业务的印象，即“夜间飞行”。
Would you run a television ad or hand out a business card that didn’t include a way for customers to contact you?
您是否会投放电视广告或发放名片，而该名片不包含客户与您联系的方式？
If your site is effective, the visitor will decide "I want to buy it" or "I want to know more". How easy have you made it for he or she to do either of these things?
如果您的网站有效，则访问者将决定“我要购买”或“我想了解更多”。 您使他或她做这些事情的难易程度如何？
At a minimum, I would suggest including your email link on every page of your site. I recommend listing alternate methods to reach your business as well. How will you convince anyone to do business with you if you make it next to impossible to reach you?
至少，我建议您在网站的每个页面上都包含您的电子邮件链接。 我建议也列出其他方法来拓展您的业务。 如果您几乎无法与您联系，您将如何说服任何人与您开展业务？
Keep in mind that the only thing worse than not being able to get in touch with the site owner is contacting the owner and it taking the owner anywhere from one day to one millennium to get a response.
请记住，与无法与网站所有者联系的唯一糟糕的事情是与所有者联系，从一天到一千年的任何时间，所有者都会获得响应。
Have you ever been to a site and got the distinct feeling that a tumbleweed was about to blow across your screen at any moment? Cyberspace businesses go paws up quicker than a Razorback fan will don a hog hat and yell "wooooo pig sooie".
您是否曾经去过某个站点，并有一种独特的感觉，那就是随时会有风滚草在屏幕上吹来？ 网络空间业务的增长速度要比Razorback迷戴上猪帽子并大喊“ wooooo pig sooie”快得多。
Assure your visitors that this is not the case with you. Update your page frequently and let people know it. You might consider a "What’s New" section or simply a "This page last updated…" line. Do what you have to do to convey the fact that you’re here and you plan on staying.
向您的访客保证，事实并非如此。 经常更新您的页面，让人们知道。 您可以考虑“新增功能”部分，也可以仅考虑“该页面最近更新…”行。 做您必须做的事情，传达您已经在这里并打算留下的事实。
It’s just like in the real world folks; do a good job for someone and they’ll tell their friends. Do a poor job and they’ll tell everyone within earshot at the supermarket, the barbershop, the gas station, etc.
就像现实世界中的人们一样。 为某人做好事，他们会告诉朋友。 做得不好，他们会告诉超市，理发店，加油站等所有人。
You might consider incorporating a way to provide incentives for people who generate referrals for you. Good word-of-mouth advertising is priceless for developing trust.
您可以考虑采用一种方法为那些为您推荐的人提供激励。 良好的口碑广告对于建立信任是无价的。
This last category is kind of a catchall. Your site’s overall appearance *must* convey professionalism.
最后一个类别有点笼统。 您网站的整体外观*必须*传达专业知识。
This means no spelling, HTML, or grammatical errors. The design should be neat and clean. Correct any mistakes ASAP and cycle out old material.
这意味着没有拼写，HTML或语法错误。 设计应整洁干净。 尽快更正任何错误，并淘汰旧材料。
Instead of spending your time adding the latest, greatest, coolest whatever, work on improving your content and delivery.
与其花费时间添加最新，最伟大，最酷的内容，不如改善内容和交付。
Spend some time surfing around to the web sites of the larger companies and pay attention to how they present material (NOTE: I did *NOT* say copy those sites). What kinds of things on various sites instill a feeling of trust for you? What things cause you to want to bolt? Which sites have that professional "look"? What aspects of the site cause you to feel that way?
花一些时间浏览大型公司的网站，并注意它们展示材料的方式(注意：我确实*没有*说要复制那些网站)。 各种网站上的哪些内容为您带来了信任感？ 是什么导致您想要螺栓？ 哪些站点具有该专业“外观”？ 网站的哪些方面使您有这种感觉？
Remember, people’s perception of your site can make or break your business… what message does your site convey to your visitors?
记住，人们对您网站的认知会影响您的业务发展或成败……您的网站向访问者传达了什么信息？
翻译自: https://www.sitepoint.com/inspiring-trust-online/
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