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Wednesday, Oct. 17, 2007 at 11:19 am

Stanford’s 10 Guidelines for Increased Web Credibility

By Jeff Sexton
October 17th, 2007

Captology NotebookPersuasion starts and ends with credibility. Some would say that the offer is the fundamental element. But if readers doubt your intentions or honesty, you might as well be offering free $100 bills and still failing to convert.

Credibility is everything.

That’s why I found a recent 2002 report from the Stanford Persuasive Technology Lab so fascinating. Not only does it offer 10 Guidelines for increasing your website’s credibility — and they’re all solid guidelines. Better yet, you don’t even have to read the report!

You can get the summary in this nice little slide show

(In an upcoming post, I’ll critique the report and offer some “advanced” — more sophisticated, anyway — techniques and strategies for building credibility with your core audience.)

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Comments (5)

  1. [...] Grokdotcom, j’ai découvert une super présentation de BJ Fogg, du Laboratoire de Technologie Persuasive [...]

  2. Hi Jeff – generally agree with your comments/critique, but “recent report”? The web site says 2002, and I think I can remember it being around before that

  3. Alan,

    Thanks for the comment, and point taken; 2002 is not exactly recent. Must be my age showing – is early 2000s really all that long ago? Gosh, that must mean it’s been decades since I graduated…

    -Jeff

  4. Oddly enough i find the screenshot size way too small on this site to be usable, only after clicking to slide could i read it. This would me really informative with an audio overlay.

  5. [...] Grokdotcom, j’ai découvert une super présentation de BJ Fogg, du Laboratoire de Technologie Persuasive [...]

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Jeff is a Persuasion Architect, Web copywriter, blogger, and instructor of FutureNow's Persuasive Online Copywriting workshop. Follow Jeff Sexton on twitter

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