We all value trust. It makes us buy from the corner store and buy online. Growing use and perhaps trust in the online world made it clear in 2006 that dollars, deals and demand can be generated online with the right approach.

For many businesses it's time for a change to benefit from growing confidence in the online world. Does your business have to do better online in 2007? Does your website need a Web 2.0 makeover?

There is more engagement by Australian users of the Internet. Useful statistics and commentary for this can be found in Trust and Growth in the Online Environment, released in November 2005 by Department of Communications, Information Technology and the Arts (www.dcita.gov.au). 

There's a truism about good Web 2.0 websites which is not often said with simplicity. It is that rivers of more easily accessed information on the Web fuel use and engagement with customers, clients and other fellow travellers. Helping easier access are Google, Yahoo!, YouTube, Wikipedia, Technorati, Bloglines, Internet Explorer, Firefox and other US-based sites and technologies. Australian and New Zealand sites in the game include Seek, Carsales, Realestate, NineMSN, Fairfax Digital, Sensis, Webjet and TradeMe.   How can your business or organisation also benefit?

In our firm we've acted recently for several new Web ventures seeking to revolutionise the habits of people in selecting service providers of various descriptions. These are ventures seeking clients (for services) rather than customers (for products). Online purchase of products put a dent in the revenues of Yellow Pages in recent years. In 2007 it's time for online selection of service providers. We're talking about Web surfers searching for trades people, employees, insurance providers, professional advisers and other service providers. We've seen it happen for us - Lightbulb and other sections of www.dilanchian.com.au are the principal generators of new clients to our firm, not traditional referral sources.

In recent months we've also acted for an increasing number of clients with sites generating leads and dollars online for their service businesses. 

For example, we completed a project for an IT services client establishing a non-cash payment system for its customer. We provided six legal components to our client:

• company structure suiting tax considerations, legal risks and the role of other players, ie our client's transnational corporate customer, independent contractors, a bank and an Internet payment gateway for real-time credit card processing; 
• online terms and conditions for dealings by our client given the above structure;
• finance law advice, eg regarding financial services regulation;
• online marketing law advice, eg contract law to adjust screen layouts and protocols and trade practices law to finalise Website marketing text;
• privacy statement preparation; and
• elements to "reduce friction" in online transactions, including brevity and clarity in documents. As another wonderful example of American brevity eBay says it "reduces frinction" in sale transactions. Like Amazon, it is an expert in building trust online. It has to be, like banks its customers are targets for bogus emails by phishing criminals, as illustrated.

I've been tracking Web 2.0 developments intensively since mid-2005 and the Internet since about 1993. But the above practical work for clients escalates learning and keeps theory real. So what's the critical take-away from the above for capitalism online?

The topic of trust featured in a few studies and initiatives (with which I was involved) since the early 1990s by AIMIA , IIA and other digital media players seeking to increase the use of e-commerce. In about 2000 trust was necessary for building "portal", "B2B" and "B2C" transaction arrangements. The Australian Government has always been keen to ensure trust remains, its latest initiative is Stay Smart Online. Trust is of course something which should exist before anyone elects to enter into any legally binding contract. But trust is a bigger subject than just legally binding contracts. So what does it take to build trust online? We can simplify the above six bullet points down to  three, a troika if you will.

Online trust troika

As a simple and tested framework, in 2007 building trust online will involve what I call the "trust troika" of:

• CONTENT appropriate Website information architecture (this requires simplicity, which is hard to achieve), content and design as well as reliable communication with prospects, customers and users - these are collectively by far the most important requirements for building trust;
• SECURITY measures required given innovation in scams using spam, trojans, worms, spyware, phishing, botnets, zombies; and
• LEGALS  legal work to cover contracts, privacy, IP and other Website-specific legal topics, eg use of legally appropriate terminology.

Actually, recent online developments are very good news for small business with artful and smart presence on the World Wide Web. People are flocking to Websites, blogs, wikis, podcasts, enewsletters and online videos to obtain the latest news, opinion and facts. As I

In the old days when people wanted to buy products or services they generally called their mediators or information gatekeepers for a good lead or referral. They called a trusted relative, friend, adviser, senior work colleague or librarian or they bought a book, magazine or newspaper. They still do. However today, artful and smart use of digital media draws people online and creates familiarity and appreciation.

People now select products and services more and more from their own interrogation of a screen and the associated information - if it is there. It's that information and the trust troika that you have to get right in 2007, a year shaping up for a revolution.  The market will move beyond people looking for a job, car, house or holiday online. More and more it's about services and in time it will reshape traditional professions and businesses generally as much as it is now reshaping the media and entertainment sectors.

Once the online visitors to your site feel good about you and your offering, then your business too will achieve one of the most vital things for success online in 2007 - trust.