An astute airline executive once said that if a passenger noticed coffee stains on their tray when they pulled it down from the seat in front of them, they would wonder what else was being overlooked regarding the maintenance of the plane. The same philosophy applies to a web site.

Is there a link on your site that says “Click Here” to read more about your company or a product you’re offering that doesn’t work when a visitor clicks on it?

Hmmmm….coffee stains on a tray = “Is this plane safe?”

On the surface, this might seem like a long reach, but think about it. I’m not saying that it immediately goes to the airline passenger wondering if a technician’s maintenance checklist was followed precisely, meaning that the procedure to follow when replacing a particular gasket and tightening each bolt to the correct foot-pound level in proper sequence was adhered to, so the access door won’t allow a cabin pressure problem, that would lead to an in-flight emergency, that could lead to a crash. Of course it doesn’t work that way. A passenger on a plane doesn’t have a clue about specific maintenance procedures. But they can decide on a dime that there may be a reason not to trust, and trust is what it’s all about.

Let’s face it. The Internet is rife with fraud and other depravities, and people know it.

Oh, they’re willing to give you a chance to prove that you can be trusted, and when they click on that aforementioned link and it works like it’s supposed to, their trust factor, which is tantamount to giving you the benefit of the doubt, is there. However, if that link doesn’t work, well, like the Elvis Presley song  “Suspicious Minds”, which is about a mistrusting and dysfunctional relationship and the need of the characters to overcome their issues in order to “go on together” says, things just aren’t working out.

How do you maintain your trust factor?

The first step is to make sure that part of your arrangement with your designer is that their fee not only covers getting your site up and running, but covers maintenance for a 12-month period.

The second step is to set aside a few minutes to look on your site every day. If there is a link to something, click on it to make sure it works. If you have “Add To Cart” buttons on your site, go shopping and make sure the right item winds up in the cart at the right price (yes, you can just empty your cart and won’t have to wind up buying something just to check on your site).

And, when was the last time you read your “About Us” text on your site? Is there a typo that’s been lurking there from the beginning but nobody (other than visitors to your site) has noticed it yet? If there have only been a couple of pairs of eyes involved in the text on your site, find more people to read it on purpose. Perhaps a simple edit will make more sense, or make it say the same thing in fewer words.

Having your site accomplished in WordPress is part of making this work. While other systems are complex and can only be managed by a designer who is familiar with the software, code, language, programming, or whatever all that stuff is called, you can, with a reasonable investment of time and energy either by you or someone in your office, become skilled enough to make minor changes on your site’s pages when this simple content management system is employed. And, of course, when it’s necessary to go beyond the minor changes, that’s when you call for help from the designer you hired to accomplish the site and provide a given amount of time every month in order to handle necessary major updates and other functions that are beyond your skill level.

It’s simple. Building a site is only the beginning. Keeping it fresh and up-to-date is ultimately what allows you to do business on the web.

Learn from yesterday….Live for today…Look forward to tomorrow

Jim

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