Building trust in your brand is a must. In fact, in 2020 a whopping 82% of customers surveyed said that trust in a company is important to them. Consumers want to know they can trust a brand before they fork over their money. The more trust you can cultivate in your brand, the more customers and the higher the retention rates your company will enjoy.
There are a number of public relations gambits and brand imaging techniques you might try to increase consumer trust in your brand, but sometimes the simplest solutions are the most effective. In this article, we’ll talk about building trust in your brand with little more than your website copy. Let’s get to it.
Get to the Point
Every marketing strategy begins by attempting to capture the attention of consumers. In a digital age, that doesn’t give you much time.
A benchmark study by digital performance management platform vendor SOASTA found that a delay of just two seconds in load time can increase your site’s bounce rates by up to 103%. Browsing customers do not like to wait around for long.
Let’s apply this concept to your website copy. When it comes to your landing page, get to the point as quickly as possible. Tell customers where they’re at and why they’re there with as little language as possible. Reel them in fast enough, and you may just catch a conversion.
Why does a straightforward approach build trust? Because beating around the bush can give your business the appearance of a sham or a scheme. When you state your value proposition clearly and up front, potential customers will realize that your brand wants to help them out, not cheat them out of their hard-earned money.
Focus on Results
Too many companies focus on their offering’s features. But these are nothing but bells and whistles if customers have no use for them. Using your website copy to focus on results will speak to consumers much more effectively. Instead of showing them the shiny objects you’re offering, appeal to a need of theirs that must be met.
Say a customer is browsing the internet in search of a new cell phone. While high-resolution cameras and the latest in phone speaker technology are all well and good, these features probably don’t satisfy the primary need this customer is looking to address. That information can be provided somewhere else on your website.
Instead, focus on the results customers will achieve from buying a phone from your company. On your landing page, latch onto a statement like “5G service where you live” or “the most reliable connection for you and your family.” Regardless of the additional features your phone might have, customers will be more drawn to the emotional connection that comes from buying a piece of technology used to communicate with their loved ones.
Don’t make consumers take your word for it. Instead, get others to vouch for you.
Testimonials from existing customers are one of the most effective forms of copy out there. Quotes from happy customers will resonate with your website visitors because they are on the same wavelength as those visitors are. Like your prospects, current clients once had the same problem they needed to solve. Consumers are much more likely to trust a brand with testimonials than one with overeager salespeople.
When including testimonials in your website copy, be as concise as possible. You can post a full testimonial, but a snippet from a customer review can be more easily displayed. Plus, it can be used as a teaser to encourage visitors to learn more. Pull out a sentence from your latest five-star review and feature it prominently.
Engage With Your Audience
Treat your customers as more than a dollar sign. When customers are able to engage with a brand, they build more trust in its persona and will return for its products and services. This engagement fosters a relationship on a deeper level than just transactions.
The right call to action will spark engagement with your audience. Using website copy, invite visitors to comment on blog posts or share your content to their social media pages. If copy isn’t enticing enough, try posting images or videos to encourage customers to engage with your site.
A brand mention is similar to a testimonial, but rather than highlighting customer praise, it leverages the credibility of trusted sources. Your company could be mentioned in a Forbes article, for example, which would boost the image of your brand among readers.
Get the right brand mentions out there, and you’ll be building trust before customers even make it to your website. These sort of mentions also boost your standing with search engines, which will cause your website to rank higher.
Once those brand mentions exist, you can include a bank of them alongside customer testimonials and other resources on your site. Direct your most skeptical visitors to these mentions so they can see industry experts and professional analysts giving your brand a good word.
If you think your brand needs a boost in consumer trust, take a look at your website and find ways to improve your copy. Even small changes can make a huge difference in bounce rates and conversions.