In real life, you are a confident professional.
You have a firm handshake, a friendly smile and all the answers to impress your future customers, to dispel their doubts and to win their trust.
But on the internet, you are your content. Those static paragraphs, pictures and buttons speak for you now.
On your website, you need to connect with people you can’t see and answer questions you can’t hear, fighting for their attention one line at a time.
How do you impress without being there in person? How do you keep your visitors engaged? And how do you make them trust you enough to buy?
Here are 11 proven tips that will help you create web content that gains trust and converts visitors.
I’m sure you’ve heard this often enough: Your website should load fast enough for your visitors.
How fast is fast enough?
For e-commerce websites, Google recommends a threshold of 2 seconds. In any case, monitor your page load time and bounce rate to see if any of your pages load too slow.
The easiest wins you can achieve are:
Other steps that will take a bit more effort but will spare you several seconds of page load time include, among others:
“Just do it.” “Think different.” “Taste the feeling.”
The slogans of world famous companies are often praised as examples of copy to look up to.
Wouldn’t it be great if your business had a catchy tagline?
Your website visitors won’t act on things they don’t understand. So, it’s important that your copy is clear on every page, but especially on your homepage.
The first questions most of the people visiting your homepage ask themselves are:
Fail to deliver the answers instantly, and you lose them.
Follow these simple steps to create a clear website tagline:
1). Define your target audience.
2). Decide what the biggest benefit of your product or services is.
3). Use one of these formulas to create a clear website tagline:
Here’s a great tip to spot unclear copy if you are multilingual:
Autotranslate your page into another language you speak. Your brain won’t be able to trick you by automatically filling in the blanks, so you’ll easily spot the missing information. Besides, as Google doesn’t do well with metaphors, you’ll know if you are being too clever if the translation won’t make any sense.
If you are:
…your copy is “me”-focused.
But as most of your visitors care only about what you can do for them, you need to center your copy around their needs.
Regardless of the page, focus on building trust and describe the ways you can help your potential customers solve their problems.
Your website visitors will skim your page. Once they find something they are interested in, they’ll start reading.
To help them find what they are looking for faster and to keep their attention when they dive into it, you need to make your page easy to scan and text, easy to process.
It doesn’t mean that your website visitors will never have time to read anything on your website. They will make time for your content, but only if you manage to convince them fast enough that your content is worth their time.
Navigation has a premium location on your website. So, it’s tempting to put as many links as possible there.
Yet, the more options your navigation offers, the less is the probability that your visitors will click anywhere.
If you or your company works with clients face-to-face, showing your face on your website is a must.
Seeing a likable and trustworthy picture or video of you gives your visitors a better idea of who you are as a person and whether they can trust you.
But don’t rely on your prospects to visit your About page to “meet” you. They might not make it there. Start building a relationship with them where they are most often – on your homepage.
Use photographs of real people from your team wherever possible, as your visitors will react differently to stock photos.
Although your visitors will initially judge your website based on its design, whether they will stick around and buy depends on how well your design supports your message and how easy it is to use.
Unfortunately, too often design gets in the way of bringing out the important information.
The most common example used on even simple websites are the elements that move by themselves.
Whether it’s a blog post, a testimonial or a client logo carousel, studies show that the elements that move uncontrollably frustrate your visitors and cost you valuable clicks.
What to add a hip design feature? Ask yourself why. If your only argument is “because it’s pretty”, it shouldn’t be on your website.
Pop-ups, sliders and welcome mats. Users loathe them, yet, website owners proceed using them.
No wonder. Numerous case studies show that pop-ups help you grow your email list.
But here’s another piece of data:
If you are a small or medium business owner, on average, you need 1319 people to see your opt-in interstitial to get 1 email subscriber who clicks on a link in your newsletter.
Use this formula to determine how many of your prospects may be getting annoyed and abandoning your website before you get one engaged subscriber:
[100 / Popup Conversion Rate%] x [100 / Email Click-Through Rate%]
If you can live with this number, great.
But if it’s your traffic over several days, consider trying a non-intrusive way to grow your list:
The more text columns, images and CTA buttons are competing for your visitors’ attention, the less attention will each of them receive.
Also, if your page is visually cluttered, your visitors won’t be able to recognize what’s important and may not take that action you want them to take.
To beat visual clutter:
Your prospects have no reason to take your word for it. That’s why it’s crucial to back up your claims with credible customer testimonials.
Yet, not all customer testimonials are created equal.
Winning trust with web content may seem different from how you would do it in person. But it’s really all about the same things.
On the web, as well as in real life, trust is built upon:
…what you say (your copy),
…what you do (web design you expose your visitors to)
…and how it makes your visitors feel (user experience).
Sure, every website is unique, and somewhere in the online universe there is a horribly cluttered website with five pop-ups and three exclamation marks in a tagline that brings in good money.
Yet, these tips work more often than not. And as much as creating web content that resonates and inspires to take an action is about knowing your audience,
…will get you a long way towards winning their trust and, ultimately, converting potential clients into paying customers.