The number one aim of your website is to build trust. According to PWC, 91% of customers say they would buy from a company they trust, and of those, 14% said they would buy significantly more.
That’s why I, as a copywriter, am constantly harping on about the importance of using your content to build trust.
You can’t do that using AI, but you can by using HI.
HI will trump AI every time and build trust
What is HI? I hear you cry.
As opposed to AI (Artificial Intelligence), HI stands for Human Intelligence.
In other words, me.
When you use AI for your content (in any form), you give a computer a few parameters and let it do its thing.
I have a few issues with that.
- If your competitor, Joe Blogs, down the road, puts in the same parameters, you’re going to end up with much the same content
- Because it can only use your parameters, it will concentrate on the what and not the why
- It can’t account for your brand’s personality
- The copy will be generic
- Computers can’t form relationships, leaving the content dry and emotionless
- The computer can’t make suggestions, challenge your ideas or demonstrate new ways of thinking
- AI doesn’t have a hope of reading between the lines of your parameters to work out what you’re looking for
And, because of all those reasons, you will struggle to build trust using AI.
In a face-to-face situation, you can use your charm to build a trusting relationship. In an online world, there are no opportunities to ask questions or have some banter. In the online world, your content carries the element of trust, which is why you need HI – a human copywriter. Just like me.
How to build trust online
It is possible to build trust without actually meeting your customers. However, it takes time and effort.
Here are my top six tips for increasing the trustability of your website.
Content
Okay, cards on the table; I’m a copywriter, so as far as I’m concerned, the content of your website is always going to be a priority. Indeed, although the design and functionality of your site will have a part to play in the trust game, what you actually say in words will decide whether you get the deal or not.
Content that’s boring and that only focuses on your company will not win you friends. It’s vital that it concentrates on your customers’ needs and how your product or service will make their lives easier; in other words, forget the ‘we’ and focus on the ‘you’.
Here are some other things you should avoid in your copy:
- Stop stuffing it with keywords
- Proofread to make sure there are no typos
- Use simple vocabulary
- Write in short sentences and paragraphs
- Don’t use jargon, marketing speak or any other ridiculously complex words in the mistaken belief they make you sound intelligent (they don’t)
- Make sure you use a good font size
- DO NOT WRITE IN CAPITALS OR USE MULTIPLE COLOURS
- Don’t overdo the number of links in your content because too many will confuse
Keep up with the times
Now for a few words about your site’s design. Web design evolves at an alarming rate. I’m not suggesting you get your website redesigned every year, but it would pay to review it every 3-4 years to make sure it’s not looking tired.
Plus, a responsive site (i.e. viewable across all devices) is essential, considering mobile web browsing is continually growing.
Social proof will build trust
According to Trustpilot, 89% of global consumers check online reviews when purchasing, and 91% trust ratings and reviews when making purchase decisions.
So, even if your content is spot on, readers will still want proof that you’re genuine and will fulfil your promises.
If you use testimonials, attribute them to a real person. Your readers aren’t stupid and are unlikely to trust glowing reports without an identity.
Contact details
There’s a growing trend among companies to omit their contact details and have a Frequently Asked Question section. Don’t follow them. Visitors to your website are more likely to trust you if you make it easier for them to contact you.
That means showing your phone number, email, online chat (if you use it), and address. There’s nothing more frustrating than having to trawl through a website trying to find out how to get in touch.
No contact details make it look like you’re not interested in helping your customers.
Call to action
This is essential because, regardless of what you think, if you don’t ask your website visitors to get in touch, they won’t.
Again, as in point four, make it easy for them to contact you. However, there’s no need to finish every section with a call to action. One or two per page is more than enough.
Who are you?
People are still curious about who they’re doing business with, so your About Us page is vital. However, it’s not there for you to fill it with ‘we’ and bore the pants off your readers.
It is still a sales opportunity, and it should focus on the ‘why’ of what you do. That means showing your readers the story behind what you do, how you identified the issue they’re facing, and the difference your product or service makes.
Build trust
As you have read, building trust isn’t as simple as flicking on a switch. You have to tread carefully, think about what your customers want to know, and focus all your energy on that. Forget about how great you think you are; they don’t really care. They just want to know you can take their pain away, fulfil your promises, and be there for them if they need you.
Sally Ormond – Human Intelligence Copywriter