Corporate information 'increases consumer trust'

25th April 2008

The drive to convert blog visits into sales can be boosted by the inclusion of company information in posts, it has been claimed.

New advice from Search Engine People asserts that customers who identify with the content of a blog may be deterred from purchasing from a firm if they cannot find enough information about their activities and history.

"I find myself thinking: Wow. Why haven't I heard of these guys before? Who are they? And sadly, I'm left wondering because there is no about us page. And if you're afraid to tell me who you are - then I don't trust you," states the site's Jennifer Osborne.

Her comments follow the release of a report by JupiterResearch which found that peer opinions are trusted three times more than adverts by active social networkers, according to eMarketer.

Ms Osborne also recommends that bloggers adopt a "loop strategy", making certain that no web page is a dead end by second-guessing where users want to go and providing appropriate links.