Internet usage has changed the world. It has changed the way we do business, the way we communicate and the way we learn. And the adoption of internet technologies has spread with meteoric speed. As we rely more on the web to connect our lives, we undoubtedly ask, "Can I trust you? And do you trust me?"

I believe that the growth of the internet would escalate at an even greater rate if one large hurdle could be overcome - the lack of trust between the online community. How many times have you been on a small business website about to make a purchase when distrust rears its cautious head. You've filled your shopping cart; you are already beginning to think about how you will use the items you are planning to purchase. You hesitate and think to yourself, "How do I know I can trust this website?", "What if they sell my information?", "What if they overcharge my credit card?", "How come there are no phone numbers?", "If I have questions or problems, can I ever talk to a real person?" And before you know it, you've navigated away from the page or clicked the little white x in the red box in the upper right corner of your screen. That little white x in the red box is the ultimate sales killer.

So how do we, as small business professionals and entrepreneurs seeking to expand our businesses online, answer these questions and put our prospects and customers minds at ease. Here are eight ideas that can help build trust online.

1. Trust is built when behavior or actions meet expectations. Our prospects and customers expect a competent and honest performance of what we claim we will do. When we meet or exceed that, and we do it with kindness, we build trust.

2. Be Transparent. Customers want to know who you are. They want to know where you are located, and how they can reach you. A "Contact Us" email generating form is not enough for most.

3. Offer phone numbers. Toll free is best. It is not expensive, but it shows your prospective customers that you are willing to invest in obtaining their business.

4. Build the most professionally designed website you can afford. Nothing scares away prospects like an antiquated or poorly functioning website, or one that looks like it was built at home with 10-year-old software.

5. Honor your pricing. Keep your prices up to date, and honor those prices. Do not pad all of the extra costs such as shipping and set-up charges, essentially hiding your profits from your customer. Be forthright in your pricing. If unexpected costs do arise, a customer will be much more likely to accept them if a foundation of trust is built.

6. Answer emails promptly. This is simple and effective.

7. Use 256 bit encryption and SSL servers for your transactions.

8. Participate in independent organizations which publish reviews or reports and assess the trustworthiness of their members

Trust is the most precious asset a web-based business can have and losing trust is easy. So as you build your online business, think about the steps that you can take to engender trust. Work hard to gain trust and work just as hard to keep it.