- The most effective websites demonstrate the trustworthiness and authenticity of your business.
- Consistent design and copy promote a good user experience, greater trust, and more sales.
- For best results, focus on the value that you can offer to your audience rather than merely talking about your business.
These days, your online reputation plays a big role in your professional success. Whether you’re a freelancer, entrepreneur, consultant, or aspiring leader, you need to pay close attention to your personal brand. Are you projecting the right image? Your website is your 24/7 marketing tool to help you connect with your target audience.
Here’s how to refine and power up your digital presence.
Start By Offering Value
The harsh truth is that no one cares about how you got into your business or what skills you have. They want to know what you can do for them. As soon as people land on your website, they should see your value proposition.
This can be a brief welcome message that describes what you do for your clients, a compelling headline that promises a benefit, or a mission statement that offers a solution. Don’t leave visitors wondering what you do; they won’t take the time to find out. Make your value proposition clear and concise.
Let Your Story Guide Your Content
Few things are more off-putting than websites filled with fluffy or boastful language, except perhaps websites that are weak and generic. You must strike a balance between confident personal statements and inauthentic self-promotion.
The key is to leverage your story to inspire and unify your content. You’ll make a stronger connection with your website’s visitors.
Be Honest and Straightforward in Your Copy
Your website is one of the first points of contact with strangers. If they see an inconsistent voice, dubious claims, and keyword-stuffed content on your site, they won’t trust you enough to do business with you.
Maintain a consistent, engaging voice throughout your site’s copy, and write as though you were talking to a friend rather than inflating your words
Write Action-Oriented CTAs
Ever seen a fantastic website with a beautiful design and compelling copy, but with call-to-action (CTA) buttons that read things like “Click here”? CTAs are the key element in converting visitors to leads, and it’s safe to say that generic, uninspired language doesn’t boost your conversion rate.
Give your visitors a reason to click: use a strong verb and communicate the benefit they’ll receive if they take action.
Skip the Stock Photography
Despite the vast selection of stock images available to use, odds are that your target audience is familiar with many of them and can easily identify one on your website. Stock images come off as inauthentic.
By using them on your site, you’re sending the message that you have nothing real to offer. Also, they contribute to a generic look-and-feel, which is the last thing you want when trying to stand out from the crowd.
Use Consistent Layout and Design
A big part of trust is predictability. When people aren’t sure what to expect as they move through your site, they’re less likely to perceive your brand as trustworthy, even if your content and photos are genuine. Inconsistent designs are disorienting and distracting. You don’t want your website’s visitors to be uncertain if they’re in the right place.
A good user experience helps build trust in your brand, which, in turn, leads to increased sales. Make sure that your website uses the same basic design from page to page, including fonts, header elements, button styles, image styles, etc.
Add Social Proof
No matter how honest and confident you are in your website’s copy, people are wired to care what others think. That’s why it’s immensely beneficial to include testimonials, reviews, and awards on your website. Someone who isn’t familiar with your brand wants to know that you can do what you say.
They’re much more inclined to take action if they can see evidence that you’ve helped others like them. Be sure to be honest when including social proof. People can always tell if you fake it, and if they discover that the “proof” is false, you’ve lost a potential customer forever.
There’s much more to a website than a pretty design and SEO-friendly content. Your digital presence is a crucial element of your personal brand, and it plays a huge role in cultivating trust with your audience. From the overall user-friendliness of the site down to the copy in each CTA button, ensure that your website demonstrates your authenticity and value to visitors. Anything that seems confusing, fake, or overly promotional will drive away customers.
Remember, your personal brand is an extension of your professional reputation. Craft your website to speak to that.