How to win your customer’s trust
So, you want to know how to get customers to trust you and your business? Here are the details …
As you probably already know, people buy from businesses they know, like and trust. Once they get to know and like your business, you’ll need to understand how to win your customer’s trust. It’s often a step-by-step process, and it can take time to build trust. Of course, the level of trust required by customers sometimes depends on the value of the purchase. For a small purchase at a low price, the required level of trust is low, whereas it’s usually high when it comes to more expensive items such as furniture, cars, travel and houses.
Your website is most often the first point of contact for prospective customers and a valuable resource in building your “know, like and trust factor”.
9 ways to win your customer’s trust through your website…
1. Address Your Audience
Know who is reading your information and write with your audience in mind. Think about their level of understanding of your products and services, and clearly explain what they need to know to make a purchasing decision.
2. Be Clear
Make sure the information on your website is easy to navigate and clearly written. Use everyday language rather than jargon.
3. Show Customers How You Help Them
If a prospective customer lands on your site, they’re most likely looking for information about your company or your products and services. They have a problem and you need to clearly demonstrate how you’re going to solve it for them.
4. Have a page for FAQs
Answer every frequently asked question so that your buyers have all the information they need to make an informed buying decision. If you really want to win your customer’s trust, you need to make sure all the information they need is readily available.
5. Be Authentic
Be yourself, stick to your brand message – don’t try to be something you’re not. Your prospective customers will quickly lose interest if they feel you’re not being authentic.
It’s also important to humanise your content, making it simple and easy for readers. Don’t be too formal and staid. Remember to keep your audience in mind.
6. Be Generous
Where appropriate, give something away for free. This may be a free trial, a sample of your product or an information product which shares valuable information and educates them about your products or shares industry information.
Industry experts often advise us to “give away some of our best stuff” in order to build trust.
7. Be Consistent
If you make a promise, keep it. Do you have an email newsletter or a blog? This applies to your schedule for sending out newsletters or posting blog articles. If you say you’re going to post daily, post daily, or if it’s weekly, fortnightly or monthly, ensure you follow through on this. While it might seem minor to you, the recipient can feel let down if you don’t deliver what you say you will.
Consistency is also important when it comes to the quality of your posts.
Updating your blog and social media can be time-consuming, so it sometimes falls through the cracks. Try not to let this happen. If a prospective customer goes to your Facebook page, will they find any recent posts? If you’re busy, you can schedule your posts to appear daily or as often as you like.
8. Leverage Social Proof
Ask for testimonials from your clients and display them on your website – tap into the power of third party endorsements.
Provide case studies showing the process and outcomes your product or service provides. Before and after photos can have a big impact.
9. Make it easy to contact you
Make it clear how you can be contacted, whether it’s by phone, email or an online enquiry form. If you want prospects to phone you, be sure to include your phone number in big bold letters or have a separate button in the sidebar which clearly shows your phone number.
If you have an online enquiry form, ensure your system is set up to receive an email immediately and make sure that email address is monitored. On the form, you need to inform prospects of the period in which they can expect a reply, for example, within 24 hours, 48 hours or whatever is appropriate. Follow through and ensure they receive a reply within that time or you may break their trust before you even establish a relationship with them.
These tips have outlined how to win your customer’s trust through your website content. If you’d like assistance with writing website content for your specific audience, please feel free to contact me to arrange a chat.
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.