In last week’s article, I wrote about the number of businesses that have taken their products and services online since March this year. This has resulted in some stiff competition for search engine rankings. But making it onto the front page for your chosen search term is just the start of it. Once people have found you, you need to ensure they follow through on the ‘Call to Action’ you have carefully placed in their path. In short, you need to build customer confidence through your website content. In this post, I’m sharing four ways to help you do just that!
Build Customer Confidence through Website Content
Be Clear & Concise:
The elevator pitch isn’t just for face-to-face networking (remember those days?)… It’s also something you need to convey digitally. When people land on your website, they need to know who you are, what you do, and why you do it. But, here’s the trick… You need to deliver that in one concise sentence. At KateCoote, we do Digital Marketing. We help you stand out from the online crowd, so you get found and get results! There’s no fluff. We’re saying exactly what we do on the packet!
Remember that imagery can also have a significant bearing on customer confidence. Does your imagery appeal to your target market?
In a previous life, I had an online fashion accessories store. The best piece of advice I was given was to buy for my customers, not for me. Similarly, your imagery should reflect the market you are targeting, not necessarily what you think looks pretty. Of course, there’s a balance to strike here; you want to amplify your business’ personality while still keeping a broader appeal.
The about page is often one of the most visited pages on any website. So it needs to build customer confidence immediately. But here’s the tricky bit… Your “About” page isn’t really about you at all; it’s about your customer and what you can do for them. So, a digital CV just won’t cut it. Add to that, the fact that writing about oneself is inherently difficult, and it seems like a daunting task. To build customer confidence, you need to have confidence in yourself. In short, toot your horn! And if you cringe at the very thought of it, get a professional to write this page for you. It will be a sound investment.
Whenever we are asked to review and rewrite website content, this is often the page we begin with, and clients love what we do!
I am lost for words! which is odd for me. 🙂. Thank you so much for creating two beautiful pieces of writing for us. We are delighted with the blog and about us, you have captured just what I wanted to say in both – Brilliant!!
Finally, please, please, please include an image of yourself and your company team on this page. If you can, it’s worth investing in professional photography. Check out this collaboration between the fantastic Vicky Booker (Personal Stylist & Coach) and photographer, Moira Lizzie. And while you’re at it, check out Vicky’s website. A brilliant example of how to build customer confidence through the website content.
Do you see what I did up there? I used a testimonial to illustrate what we do well. Testimonials play a vital part in building customer confidence in your business or brand. Wherever possible, try to include a name and image of the person who is saying super things about you, together with details of their company and position. Scroll down on the homepage of my website HERE for examples.
Tips & Advice:
A regularly updated blog page with helpful tips and advice for clients and customers, will, without doubt, build trust and credibility in your business and brand. As you set yourself up as the go-to authority in your industry niche, the inquiries or product purchases are sure to come flooding in.
At Kate Coote, we can help you build customer confidence with fantastic website content. We’re based near Chichester in West Sussex but work with clients both nationally and internationally. Talk to us about how we can help you.