By Philip Allen: e-Business Expert, Studio Director at mwa Digital

As business owners we know all too well the value of a companies reputation. Our internal business procedures are geared to delivering better standards for our customers, and we know if we get it wrong the damage could run into thousands, even millions of pounds worth of lost sales opportunities.

However, if the latest trends are anything to go by, far too few companies value the importance of trust, integrity and reputation when its comes to market facing issues such as the company Web site.

Research demonstrates that the vast majority of company Web sites woefully underperform. They fail to deliver what the customer wants, fail to deliver what owners (or the stakeholders) want, and give a poor return on investment. Moreover, in an increasing cycle of competitive perceptions, underperforming Web sites can actually damage their company's reputations and drive customers away for good.

It may be a damming indictment of the utopian power of the World Wide Web, but the research doesn't lie. In fact, it is estimated that 77% of all Web sites fail to provide a satisfactory User experience and don't deliver a successful outcome. Proof indeed that not all brand awareness is positive brand awareness when it comes to Web sites.

Central to the problem appears to be the attitude that some business owners still have to their online presence. Many companies are still living with Web sites conceived on the basis that demonstrating who they are and what they do is enough in itself to convert Users into customers.

In fact, you'd be surprised at the number of people who still think the About Us page is the most important page on the site when statistically speaking, the About Us page is the least read page on "any" Web site.

The truth of the matter is that Internet Users don't give a jot about the size of the factory, when the company was started, or the date the last CEO handed over the reigns.

All they want to know is can you be trusted to solve their problems, because if you can't, the next company who might is only a couple of mouse clicks away.

Engaging with Web site Users, building relationships and generating the trust required for them to place an order with you is a very challenging business.

A User will need maybe 3 or 4 interactions with your company before they buy in, so appearing credible enough to get them past the Home Page is critical.

This may seem easy enough, but statistics confirm the average Home Page bounce rate in the UK is as high as 60%, which means over half the people who land on a typical Web site clear straight off without a by or leave.

Web site briefings can take on a familiar tone. It starts off being all about the company and it can be quite a challenge to help people come to terms with the fact that quite often, the clients' initial requirements offer nothing unique, no compelling argument, and nowhere near what their target market will want before they do business with them.

Businesses must understand that their reputation is on the line every time a potential customer lands on their Web site. Visitors will view a variety of competitor Web sites so instilling trust, demonstrating integrity and reinforcing a reputation as a leading authority are critical drivers of Web site success.

The impact required to stimulate initial trust will involve polished graphic design with strong branding and identity. In fact in all areas, the Web site design style will reflect the standards of the products or services offered. If it doesn't, Users will see flaws in the offerings through the flaws in the design and identity.

Content has to be relevant and the best way to achieve this is by developing an audience profile before a project starts, to help identify key motivators, worries and triggers (often called developing personas). Talking to people who aren't buying off you at the moment is essential. Their insight will prove invaluable in understanding how the Web site content should be structured and how it should be delivered.

Getting it right can pay handsome dividends, and the results can be as impressive as these real world examples from our agency's own portfolio demonstrate:

The difference between profit generating successful company Web sites and those that spend their life sitting dead in the water is often the difference between the attitudes of the business owners, stakeholders and team members behind them.

The Internet has moved the balance of power to the consumers and business buyers. These people are now in full control of the purchasing decision. They choose when they want to look, where they want to look and whom they want to talk to.

Brand leaders have always understood how competitive the Internet landscape is and many of them set the standards for others to follow. However it is clear there needs to be a major shift in the attitudes of many business owners and decision makers if more companies are to get real value from their company Web site.

Take the acid test and be brutally honest - ask yourself why your Web site visitors should trust you with their time and money.

If you can't answer the question or if you think you have answered the question but your Web site conversions aren't up to scratch, now could be the time to call in the experts.

Call Philip Allen at mwa Digital on 0844 544 9553