I hear this all the time, “people say”, “they said”, “my friend said” and the most popular “it said on this Web site…”. One of the traits that contributes to me excelling at what I do is I am a logical thinker. I think allot about what I am doing, seeing, reading. I simply do not believe e-mails, Web sites or phone solicitors at their face value and know there is always more to anything than what I am initially exposed to.

For the small business owner this analogy should apply to online consultants, applications, eStores and services. Think about it… If you wanted to, right now, you could put up a Web site that you indeed had discovered the cure for cancer. Now, the quality and creditability of that site wouldn’t be as good as if I were to do the same. It would go without saying that my site would most certainly look more legitimate and professional than yours because this is what I do for a living. Still doesn’t mean I found the cure for cancer though…

So carry that over to all the Web sites you visit for whatever your need of the day is. Keep in mind anyone can put up a Web site. But… the credibility and legitimacy of the site should come into question if the site is home-brewed and obviously not created by a professional. Credible companies invest in looking credible — period. Not an end all be all here folks, just one ingredient of the trust puzzle!

Then, you carry that one step further and land at a very clean, professional and seemingly upstanding site. You still shouldn’t without any thought trust that site on it’s face value either! Why? Because of what I stated above. Anyone can put up a Web site! It doesn’t mean they are credible, doesn’t guarantee they are honest, doesn’t ensure they are accurate or legit! They may have simply hired a professional which in of itself doesn’t guarantee legitimacy.

While a more professional and properly developed presentation certainly should be viewed as more trustworthy; that doesn’t mean the content or services are accurate or have your best interest at heart. When it comes to Web sites, before you do business with or assume their informaiton valid, you need to vet these sites and make sure they have the security protocols and proper practices combined with reputation and experience that only time and excellence in their field can offer.

Once you stop holding Web sites to a highest bar; you risk being taken advantage of and not getting what you think you are paying for. Everything online should pass a basic “smell test” where you investigate the site and their history. One way that I allow folks to check me out is to suggest they “Google Me” so that they can see what I’ve been up to and for how long. That provides a solid back up to everything I have here on my site. You can’t hide from Google — good, bad or indifferent!

So don’t fall for words or sites or e-mails that cater to what you don’t know, don’t want to know or deal with. Know if it is too good to be true; it is. Learn just enough to know who knows what they are doing — because you know anyone can put up a Web site!

At your service,
Judith