Chris Rackley | Web Strategy is not a science. On the other side of the coin, though, I'd feel arrogant if I called it an art. I can just tell you, positively and without a shadow of a doubt, that Web Strategy is, in fact, not a science.

Working personally with dozens of clients on their Web presence, I've learned that you can give them the very best you have: You can set things in motion to boost their ranks in Google and Yahoo, you can give them a contemporary, refreshing design, you can add functionality to their site that sets them apart from their competitors; but if they don't implicitly trust you - it's all for naught.

The trust factor cannot be overstated. You have got to get your clients to believe that you know what is best for them and that you have the ability to get them there. If they don't have that faith in you - if they're still coming in to the project with a "show me" attitude - then you're in trouble. Here's a few tips to getting your clients to place their trust in you:

1. Plan every meeting well. Whether its in a conference room, over the phone, or simply an email exchange, take the time to know what you're going to tell your clients, and what you're not going to tell them. If a client knew every detail about your process, it would be overwhelming. That being said:
2. Clearly communicate your process and motives to the client. I've found that many times we just expect our clients to blindly follow us. But if they don't have a very clear idea of what to expect from you (and what's to be expected of them), then confusion will set in and the trust factor will take a hit to the chin. Of course, the only way to clearly communicate goes back to #1. If you haven't thought out what you're going to tell your clients, you're likely to forget a thing or two - and that could cost you later.
3. Set proper expectations. I'm not a "sales" guy. Whenever I put on my "sales hat," I usually mess things up. There's one thing I know about salespeople, though - they like to make promises. Lots of promises. I'll never promise something to a client or prospective client that can't be delivered. Beyond that, many times, we think just because we haven't promised something, that the client is on the same page. Not so. Make sure to always clearly explain the "yays" and "nays" to your client . . . especially if they're on a budget. Let them know that they're going to get the very best they can get for the money, but it may not be the best overall. Amazon.com is a $500k site (or more) that spends $1m a year on Google ads. A small business owner who wants to sell stuff online needs to have it explained to him that it won't be Amazon. If that doesn't happen, he'll be "settling" for his site, rather than enjoying it.
4. Give them your best. I look at rock stars who tour and am amazed. People pay $80 to get in to see them. They can't get into a routine with their shows. Each one has to be the very best they've ever done. That's the same way you have to treat your clients. Think outside the box. Light up their minds. Show them the possibilities. But then be honest, sometimes brutally so - they'll thank you for it. Work hard to treat every client like they're your only client. They'll see that, and they'll trust you more for it.