Step 4: Advertising - Purchasing of targeted visitors across web - This step involves elements such as pay-per-click campaigns, newsletter ads, website ads, etc. Depending on your budget, this step can be as expensive as you choose. So long as you invest in right programs and design your ad copy properly, you stand to make an excellent return on your investment here.

Step 5: Monitoring - Keep an eye on your site’s standings - Often most overlooked step, you need to be very vigilante of how your site is performing in eyes of search engines. Have your keyphrase rankings increased? Decreased? When? Why? Tracking and charting your progress is extremely important to measuring effectiveness of any changes you make to your promotion campaign.

So now what?

Now that you’ve gone through 5 key steps, it’s time to repeat process. Actually, once you complete a phase you should never leave it alone. You should be addressing each of these 5 steps on an on-going basis.

Optimized pages become un-optimized moment a search engine changes its ranking algorithm; which, as any SEO specialist will tell you, happens all too often and all too randomly.

Sites will drop their link to your site without letting you know, or maybe add you and not tell you. Keep your ear to ground on this front to ensure that you’re capitalizing on any opportunities and keeping your inbound link numbers high. You can also do some optimization with your pay-for-inclusion listings, so take advantage of that.

Pay-per-click advertising is a complete science unto itself, so expect to spend plenty of time learning which keyphrases and ads works, and which don't. Freshen up your ads to grab attention if they're underperforming.

And finally, by tracking your progress you will ensure there are no surprises. Well, there are sure to be surprises, but hopefully you won’t find out about them two months after fact. Good luck!

Are they related to business community?

Another way to establish credibility and trust is to belong to community, trade or professional associations. These entities usually authorize their members to use their logos. For example, a repair shop's website can use seal of ASE to emphasize that its mechanics are well trained. Similarly, a business consultant's website can display a logo of American Management Association, or a real estate agent can display a logo of National Association of Realtors. Use these associations to your advantage in your "About Us" page.

Should I trust them with my private information?

People are very protective of their personal information, especially on-line. You should have a privacy policy crearly displayed somewhere in your website, and you should link to it from your "About Us" page (and also from your homepage). Aside from that, if you sell goods or services on-line, it is a good idea to become a Truste privacy sealholder. By becoming a Truste member and displaying Truste seal in your "About Us" page, you will demonstrate that you abide by Truste's best practices. This alone may make difference between prospective customers buying from you instead of from somebody else.

Some Implementation Details

If information in your "About Us" takes too much space and makes your text too long, you can always split it among several pages (you will then have an "About Us" section instead of just a page). If you do so, create a small menu of options that apply only to your "About Us" section. The links in that menu can be called: Our People, Our Business, Portfolio, Customers, Community, Privacy, etc. The best location to place this menu is on a column to right of page, since usually left column or top of page are reserved for main navigation menu of site. Finally, a link to your "About Us" page must be present in your homepage (it doesn't have to be in most prominent location or in your main navigation menu, but it has to be visible and easily accessible).

Summary

On web, it is very difficult to determine if a company is good and reputable. One way to help prospective customers know that they can trust your business is through a good "About Us" page. A good "About Us" page must answer most common questions prospective customers are likely to ask themselves to determine if they should give you their trust. Your "About Us" page should be easily accesible through a link in your homepage.