Persuasive Technology Lab captology.stanford.edu Guideline #3 we are real • Show that there's a real organization behind your site. Showing that your website is for a legitimate organization will boost the site's credibility. The easiest way to do this is by listing a physical address. Other features can also help, such as posting a photo of your offices or listing a membership with the local chamber of commerce. Research support – chi00, chi01a, chi01b, ptl02, unp, cww02 #22 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.