Hall of Fame Profile: Dr. Ralph Wilson, Wilson Internet Services & Wilsonweb.com

Dr. Ralph Wilson wears many hats in the world of Internet ecommerce. He runs the popular web marketing and ecommerce web site, wilsonweb.com. He's also the editor of Web Marketing Today, a popular web marketing newsletter with an email circulation in excess of 82,000. Wilson has also designed over 100 business websites and 18 online stores since 1995.

Wilson is a recognized Internet marketing expert who's authored nearly 200 articles on all aspects of e-commerce, store design, and Web marketing. He is widely cited, quoted, and reviewed by periodicals such as Business Week, Investor's Business Daily, the Wall Street Journal, PC Magazine, PC Week, ABCNews Online, MSNBC, and ZDNet TV, and dozens of directories, research centers, and business centers.

Tips From the Guru
Dr. Ralph Wilson on Making Your Site Trustworthy

Web users worldwide have been buzzing for years about the insights of Dr. Ralph Wilson, aka Dr. Ebiz. A widely acknowledged Internet guru, he's given hundreds of thousands of people Internet marketing advice since 1995 through newsletters, e-books, articles, seminars, and his book, Planning Your Internet Marketing Strategy.

Wilson realized early on that trust was paramount if consumers were to use the Web as a commercial resource. Creating Web-site credibility, and overcoming what Wilson calls "the central problem of fear and distrust," is key. You need to overcome the fact that, as he says, "You can't shake hands with a Webmaster."

"Tell your story," Wilson suggests. "Rather than a corporate-sounding 'About Us' section, provide insight into the people behind the company, their passion for the business, their struggles to achieve success, and their plans for the future." Developing a chatty, person-to-person rapport gives you an advantage over larger, impersonal business entities.

Wilson also suggests including a photograph of the business itself, when applicable, and getting involved with trust organizations, such as the Better Business Bureau; if you can, display their logos. Include any awards you've won. Also, promise that all visitor information will be kept confidential and never sold to third parties.

Wilson emphasizes that writing articles and providing expert content plays a large part in establishing visitor trust, and has helped him grow his e-mail newsletter relationship with his more than 120,000 subscribers. "Publishing instantly makes you an expert, and expertise instills trust," says Wilson. "Not even a politician could easily shake 120,000 hands, yet I do it figuratively a couple times a month."