Build trust, professional writer, website content, how to get people to buy, small business marketing, Lyndall Guinery-Smith

7 ways to build trust with your readers

Want to know how to build trust with your readers – and get them to buy?

If you want people to buy from you, they need to first know, like and trust you. A good website will provide enough information for interested readers to get to know and like you, but influencing a reader to trust you is a much bigger step.

In the past, you’d meet people face-to-face and have the opportunity to form a connection and build the “know, like and trust factor” through things like your conversation, body language, tone, rapport and your follow up afterwards.

Now that so much business is done online, we need to establish that connection, build rapport and engage customers quickly – so it’s essential that you have the right type of content on our website. Even if they know and like you, most people won’t part with their hard-earned dollars until they trust you.

Here are 7 ways to build trust with your readers…

1. It’s about them NOT you

This may seem counterintuitive, but the first and most important thing to understand is that the message needs to be about the reader, not about you. A lot of business owners are passionate about what they do and want to tell everyone how good they are at it, but unless you tell the story in a way which quickly and clearly illustrates, “What’s-In-It-For-Me?” to the reader, then you’re likely to lose them.

You need to tell the reader what you can do for them or how your product or service will improve their lives before they care about who you are. Of course, credentials are important, but in terms of capturing the reader’s attention, they are secondary to addressing the needs of the reader.

2.  Know who you’re talking to

So, exactly who is it you’re trying to attract? Who is your target audience? Do you have an ideal customer? It’s important to know who you are targeting with your message. You cannot possibly target everyone with one message. What’s important to one may not be relevant to another. Get clear on who your target audience is – and write the message as though you are speaking directly and personally to them.

3.  Know what their pain points are and address them

A good way to build rapport is to talk about an issue which causes your target reader pain or stress and let them know how you solve their problem. For example, if you’re a fashion company targeting the mature woman, their pain points might be that they want clothes which fit and flatter their body, which are comfortable.  Find your readers’ pain point/s.

4.  Answer questions your current customers ask

What are some of the questions your customers ask you? Take these questions and expand upon them, providing comprehensive information about each answer, so that there are less questions in your reader’s mind.

5.  Offer the reader something useful for nothing

You can also build trust with your readers by clearly demonstrating your knowledge and experience – and then giving it away. One good way to do this is by offering a free eBook or short online course which contains helpful or useful information. If you’ve given your reader something of value for nothing up front, you establish a relationship and they get to know you and what you offer. They are then more likely to buy from you.

6.  Use a case study to illustrate and tell a story

A great way to demonstrate your skills and experience is to use case studies. Showing before and after photos if possible, mapping out the issue and how you solved it, to show that you can actually do what you say you can do.

Use a testimonial from the previous customer if possible – this will reinforce your offering, especially if it’s a video testimonial or links to the person’s website. Use a photo or the company’s logo to reinforce the validity of the testimonial.

Case studies show that you can be the solution to the reader’s problem.

7.  Build authority by demonstrating you know what you’re talking about

Make use of your site’s blog section (or get one added if you don’t already have one). Write and post regular content with a variety of topics to educate and engage your readers – and build authority. Not only will this information help the reader, it will also show how you can help solve their problem and that you can be trusted.

 

Hopefully, the above information has provided some tips you can use to build trust with your readers. What do you already do to build trust on your website? Do you have any additional tips to add? Please leave your comments in the box below, thank you.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

Engaging About Us page, website copywriting, web writer, how to write an about us page

How to write an engaging About Us page that wins business

Do you have an engaging About Us page? Does it entice your readers and generate interest amongst your customers and prospective customers? Does it accurately portray your brand? If not, read on.

Did you know the About Us page is the second most clicked page on a website, after the Home page?

In this digital age, your customers want to know, like and trust you before they will commit to doing business with you. People do business with people they connect with, so your website needs to help make a connection with your readers.

It’s a little bit like dating. First-time readers come to your site to be wooed. Even if they’ve already met you, they want to find out more about you before they commit. You really want to make a good impression, because this relationship could be going places!

And what do readers find when they click on your About Us page? Is it an engaging story that helps them to know, like and trust you – or is it a dry company history that has them clicking away in seconds out of sheer boredom? Or worse still, is your About Us page blank?

If you want to know how to write an engaging About Us page that people actually want to read, here are a few key points that those great About Us pages address:

Building relationships is key

People do business with people they know, like & trust. It’s important to make a good first impression, establish a connection, build the relationship and back it up with social proof, then you can ask for their business. Your website needs to be an accurate portrayal of your brand and what you stand for. Your About Us page is the ideal place to express this.

It’s about them, not you

Even though it’s your About Us page, the story actually needs to be about your customer and what you do for them – it has to be customer-focused. Basically, they want to know how you solve their problem. Some companies break their page into headings like About Us/Me and About You, which outlines who their customers are and what outcomes they’ve achieved for those customers.

Craft your story

Make it interesting and easy to read. Try writing down 25 random things about your company – this can be done while brainstorming with your staff or associates – the pick out the most relevant of those items and include them in your story.
PLEASE only briefly mention your Company History. We know it’s important to explain how long you’ve been in business, but nobody really wants to know all the nitty-gritty, they’re just looking for proof that you’ll produce the goods.

Watch your tone

“It’s not what you say, it’s how you say it!” We all know that tone is important when we’re speaking with someone face-to-face or on the phone, but what about non-verbal tone?
With the rapid increase in social media, much of what’s written online now has a more conversational tone. Many websites speak to the reader as though the business owner is telling their story face-to-face, which is wonderful. However, you do also need to be careful to sound professional so that you’re taken seriously when it comes to doing business.

Think about your brand. Is your organisation fun-loving, friendly and just a little bit cheeky? Go with an informal, friendly tone. Do you operate in the corporate sector, doing business with government organisations and large corporations? Your tone may need to be more business-like and formal, but you can still show your personality and not be too stuffy, while also being professional.

Ready to start writing your engaging About Us page?

Ask yourself the following questions:

  •  Who is our ideal customer?
  •  What does our ideal customer want from us?
  •  Outline the outcomes we achieve for our customers…
  •  How do we deliver our product or service to customers?
  •  What experience do we have that’s relevant to our customers?
  •  Do we know our point of difference and what it means to our customers?
  •  How do we help customers? Solve their problem? Address their pain points?
  •  Do we change/improve our customers’ lives? How?

Did you notice that every one of the above questions is focused on the customer? Your About Us page must be customer-focused.

If you can write down the answers to most of the above questions, the information can be used to demonstrate what you do and the outcomes you achieve, which the reader will then want for themselves!

Your readers are looking for something that will engage them and help form a connection with you. Remember to be authentic, be human and be relatable in your writing. Your readers will love you for it!

If you have any queries about writing an engaging About Us page, or you’d like some professional help with writing your page, please check out our website copywriting services and feel free to contact us via email and we’ll be happy to answer your questions.

 

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

How to write an outstanding staff profile, help writing staff profile, professional staff profile writer

How to write an outstanding staff profile

Knowing how to write an outstanding staff profile can be challenging – particularly if you’re trying to write about yourself.

The purpose of a profile is to tell a little of your story, to encourage readers to relate to you, and to nurture what we call the “know, like & trust factor”.  Most people want to know who they’re dealing with, and get to know, like and trust you before they commit to doing business with you. This is particularly true for service businesses and higher cost products.

Other than detailing what you do, how you do it, where you do it and what your specialties are, your profile should include any major achievements, awards and successes you’ve experienced.

For many of us, it can be difficult to say good things, to celebrate our successes and tout our accomplishments. While for others, these are things they’re always ready to shout from the nearest rooftop!

If, like most of us, you’re in the first group, fear not! Here are

Here are 5 top tips on how to write an outstanding staff profile:

1. Find a buddy 

Ask a colleague or friend to interview you. Set out a list of questions and ask them to note your answers. This might sound silly, but the process of being interviewed can bring out information you may not have otherwise divulged (only if you want to!).

2.  Hers or mine?

Should one write in the first person or third person – that is “I” versus “Tom”? For an outstanding staff profile, it is advisable to ALWAYS use the third person. The reason is that, when we’re told something good about an individual or business, we tend to believe a “neutral” third party’s opinion over and above the individual themselves. This is just human nature. The words “I” and “my can sound self-important and pretentious in a profile, which doesn’t encourage the reader to know, like and trust you.

Which of the following statements do you find more believable and likable?

“Tom demonstrates a passion and enthusiasm for property. He is known for his dedication to incredible customer service and strong focus on achieving the best possible results for his valued clients”.

“I demonstrate a passion and enthusiasm for property. I am known for my dedication to incredible customer service and I have a strong focus on achieving the best possible results for my valued clients”.

3. Use everyday language

Think about your reader and write for them. Use terms they will be familiar with, rather than too much technical language or jargon.

Be sure to check for spelling, punctuation and grammar mistakes – these are so very easy to make and overlook. Ask someone else to proofread your document before you publish it, and be sure to make any corrections.

4. Include a recent photo 

It’s surprising how many people don’t have their photo on their profile. People do business with people, so they want to know what you look like. This goes back to the whole know, like and trust factor you’re trying to build.

Invest in using a professional photographer, as they have good lighting and will advise you on various angles which may suit you face shape or the image you wish to portray. If possible, smile in the photo. You don’t have to look like the Cheshire Cat, but you do want to look friendly and approachable. Your photo and profile should make your prospects want to pick up the phone and call you.

5. Toot your horn, but not too loudy! 

This can be a bit tricky. It’s also where a professional writer can be of great value. You should mention if you’ve won an award, achieved great sales figures, topped your class at University or have any other significant achievements. However, it’s easy to come across as being an overachiever if you have more than a few, and you need to be careful not to sound conceited as well.

Writing in the third person can help, or simply stating the name and year the award was won. Using bullet points, rather than elaborate paragraphs can also assist with simply stating the achievement, while not “bragging too much”.

For example:

  • Winner – Sales Achiever of the Year, Excel Sales Company, 2015

Another tip is to keep your achievements relevant to your audience. If you won an award in a previous job, and you’ve changed direction in your career, or if you won something at school and you’ve been out in the workforce for more than ten years, the award may not be worth mentioning.

One final tip …

As with any type of writing, it’s a good idea to get someone else to read your profile before you publish it – whether it’s in print or online. If possible, find a person who doesn’t know you well, ask them to read your profile, and then ask them what kind of assumptions they made about you based on the information they read in your profile. Ask for open, honest feedback because you want your profile to portray the best possible image of you while also being accurate! Ask them if they think you’ve an outstanding staff profile – or not.

It can be hard to write about yourself – especially the good stuff! Sometimes it’s easier to get a third party to write your profile for you. If you need expert help in putting together an outstanding staff profile, I’d be happy to help. You’ll find more information about my staff profile writing services, together with some samples of profiles I’ve written. If you’d like to speak to me personally, please email me with your requirements.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and I love to write copy which attracts and engages your customers – improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

Write About Us page, About Us pages, how to write an about us page

How to write the best About Us page for your site – Top 5 tips

Do you want to win more business? These About Us page tips will get you started…

Take a close look at the About page of your website. Does the page provide the information your customers are looking for, or is it a boring re-hash of your Company History?

Whether you realise it or not, your About page isn’t really about you, it’s about your customers, and getting them to know, like and trust you. If you want to capture their attention, and their business, you first need to tell them how you can solve their problem, then back it up with the reasons why you can do this.

Following are my Top 5 tips to write a winning About Us page for your site:

1.  Before you start writing, consider your customer

Think about:

  • Who is my customer?
  • List the problems  I/can I solve for them
  • What does the customer want to know about our company/me?
  • What voice or style do they respond to? i.e. formal or more friendly/casual?

If you’re unsure of the answers to these questions, ask your customers.

2.  Tell them HOW you help solve their problem

Make a clear and concise statement about what you do for your customers. This gets their interest and provides motivation to read on.

3.  Tell them WHY you are the best choice

Here’s your opportunity to make them want to deal with you by expressing your personality, being informative and entertaining, as well as conveying your company’s culture and values. This enables you to engage them with your personal and/or company’s story and to build trust.

You can then include the qualifications and experience you have to back up your claims. Highlight your expertise – accomplishments, awards, volunteer or charity work, associations, education, passion, links to media/press articles you’ve features in, tell them why you do what you do so well.

4.  Express your point of difference

Remember your reader is most likely looking your competitor’s sites as well, so it’s important to clearly state your UVP (Unique Value Proposition – or what makes you stand out from your competitors) on your About page. Research your competitor’s sites to ensure yours stands out.

Simply expressing your story and humanising your organisation can be your point of difference too. People want to know who you are, what you stand for and why they should trust you. It’s important to be honest, authentic and real in order to be trustworthy.

5.  Show your face

Personally, I much prefer to deal with an organisation where I can see photos or video on the Home page or About page. Displaying a photo or video provides a further opportunity for people to get to know, like and trust you. Whether you use individual shots or a team picture, it is essential that you include pictures.

Bonus tip

Invite them to connect with you on social networking sites such as Facebook, LinkedIn or Google+. That way, they have the opportunity to get to know you before they give you their business.

Should you be feeling a little overwhelmed about writing your About Us page (or any other web page), engaging the services of a Professional Writer can often save you time, money and heartache. Feel free to email me to discuss your project – I’d be happy to assist.

If you’d like to receive more writing tips, please connect with me on Facebook or sign up to the newsletter on my Professional Writer website.

And lastly … I’d love to know – what do you think makes a great About Us page?  Please comment below.

Want to know more?

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

If you enjoyed this post, you may also enjoy these:

How to write an engaging About Us page

How to write an About Us page which wins more business

About Us page tips for Startups 

5 top tips to help get your business article published

You want to promote your business and attract more customers. You’ve done your research and found out that writing a press release or article is a great way to start the ball rolling.

Here are some tips to get you started:

  1. Know your market – Before you begin, you need to know exactly who your target market is, i.e. who will buy your products or services, then tailor the press release or article specifically to attract the attention of that target market.
  2. Where to publish – Once you know your market, you’ll need to find out where they get their information, i.e. do they read certain websites or publications? Where are you most likely to get their attention?
  3. Set the tone – Knowing your target market, are they more likely to relate to a formal, business-like tone or a more relaxed and friendly approach?
  4. Your story angle – To get the attention of an editor, you’ll need a good story angle – something that is of interest to their readers. Can you: Save them time, money or stress? Help them plan for a holiday, better future or family needs? Think about how you can help solve the reader’s problem.
  5. Research your publication – Contact the magazine, newspaper or website where you wish to publish your article and ask whether they take freelance submission or press releases before you start writing. If the answer is yes, ask them what their editorial guidelines are and make sure you stick to those rules when writing and submitting your article.

 

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

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