12 Jun Your Guide to Gaining the Trust of your Potential Customers
We talk about building brands and ditching the web equivalent of fashion faux pas, but there is one more thing we just had to mention on the topic of marketing doing more for your brand than just catching leads: trust.
Gaining Trust With Quality Content
Trust is everything with your customers, and buyers are savvier than ever when it comes to vetting companies and websites for the good stuff. There is so. much. content on the web to consume, audiences have to be able to tell the difference between good and bad, reliable and poorly-researched. Luckily for the people who spend the time to contribute honestly to meeting people’s needs and helping them solve a problem, we benefit from this online sleuthing. Unfortunately for some though, a great business with great people and a great vision doesn’t always come through on a website. There are tons of marketing and web design firms in the world for a reason. The way your website looks and sounds matters. A lot. This trust makes or breaks a sale for many potential clients and the web is full of hungry competitors just one click away, anxiously awaiting your unsure audience.
Understanding Your Client’s Needs
How does one build trust with pictures and words on a screen you might ask? Not by putting pictures and words on a screen. You have to know what your client is looking for and deliver it in a way that doesn’t meet their expectations but exceeds them. You have to get in the mind of your audience and ask what they would want to see and hear. All too often we talk to business owners about their old website and they explain the color choice was just a color they picked out of a short list from a web designer. Or the homepage content is the same as it always has been. And that content was originally written on a brochure to hand out at trade shows.
Let’s stop there for a moment.
It is absolutely crucial to understand that the message someone needs to read on a brochure in the middle of a busy trade show is dramatically different from what they should be reading on your website homepage. These audiences are in different situations, with different needs, and different goals. A strategic web approach understands that and designs with it as the spearhead of the project.
Design and Content Working Together
Okay, so the content on your website was toiled over, edited, revised, edited again and the headlines are front-page-of-the-New-York-Times-level good. I hate to be the one to tell you this, but with the wrong design, it doesn’t matter. Your design is what attracts your audience, your content is what keeps them there and compels them to buy. One does not function well without the other. Both are necessary for building the perfect strategy of building trust and conveying important information.
Aligning Values and Benefits
People need the tools to decipher if what you’re selling is worth buying. No one will make a purchase they are unsure of, especially if there is a significant amount of money on the line if they don’t trust the brand. A lot of this trust comes from the way your brand looks, where it can be found, and how closely it speaks to their wants and needs. People make the strongest decisions when they have an emotional connection to the brand or product. When they feel like the product or company selling the product fits into their values, expectations, and perceived quality. Your marketing and brand appearance are the most powerful tools in creating this connection with your audience and without these two working hard toward this goal, you will likely never even get the chance to get them to understand you are the perfect fit.
It doesn’t have to be complicated, but it does have to be conscious. The foundation of your brand needs to reflect your audience, not the other way around. The more you embrace this idea, the more connection your audience will feel with you and the more loyal they will be to your brand. Remember trust is everything. Gaining it is hard, and maintaining it is even harder. Not impossible, but it takes a lot more thought than a few stock photos and product descriptions pulled onto a Wix website on a Saturday afternoon. Don’t believe us? Drop us an email or give us a call and we’d be happy to talk with you about building trust with your audience and the potential your business is missing out on with a lackluster website and content that doesn’t quite instill buying confidence.
The trust of your customers is irreplaceable when you’re ready to get a pulse of what people are saying about you and influencing others. Give us a call and we’ll help you not only accomplish your goals but surpass them and make your sales team relish in the sweet victory of more clients for life.
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