Building Brand Trust with Transparency: What Web Designers Can do
The web has made it all too easy for consumers to look up anything and everything they’re interested in or have questions about. “Pet stores near me.” “Best web hosting 2020.” “Tom Brady net worth.” And it’s with this easy access to data that consumers have grown pickier about who they do business with. Because if they can get answers to all the other questions in their lives, why can’t they find out everything there is to know about a company they intend to buy from? As such, we’re going to see more companies lean more towards honest and straightforward approaches than they have in previous years… And that means web designers need to be ready to help clients communicate that transparency through their websites. What Web Designers Can Do to Help Brands Build Trust Transparency and trust go hand-in-hand in the minds of consumers. A report from SproutSocial provides additional insight into why it’s so important to them. Although the report focuses on transparency in social media, at its core it’s looking at how brand transparency translates into consumer trust. Here is one of the key takeaways: When brands are honest with consumers about things like their internal workings, pricing, values, and so on, their customers become more loyal. And, not only that, they become active advocates for the brand. As for what your visitors and prospects consider as “transparency”, here are the most common things they look for: We can use this information to better present information on clients’ websites. Here’s how: 1. Be Clear About the Solution First Thing 53% of consumers define brand transparency as clarity. And what better way to be clear than to address their pain and provide your solution right away? In fact, you could take a page out of RE/MAX’s book and take all other distractions out of the way: There is no navigation for the RE/MAX website save for the customer portal link. While you might not be able to get away with that exact design choice on your website, you could tuck your navigation under a hamburger menu to make sure the main thing in view is the call-to-action. By removing other options from view, and painting a very strong argument for why your solution works (e.g. “Each year, our agents help hundreds of thousands of families buy or sell a home”), there’s no reason for visitors to get right to it. You’ve created the shortest, easiest, and clearest pathway to their pain relief. 2. Openly Display Customer and Client Reviews One of the problems with displaying testimonials on a website is that the clients’ words are filtered through the company before they reach prospective clients’ eyes. In addition, brands obviously only want to share the most flattering of reviews, which can lead to some deception (whether intentional or not). More than anything, consumers want brands to be open (59% of those surveyed defined transparency as openness). So, we need to do away with these overly flattering portraits of brands and start being more honest with prospects. For service-based businesses, the solution is simple: Encourage clients to leave reviews on the company’s Google or Facebook business page. You can put a link to those pages on the website so visitors see that honest reviews are welcome. » Read More
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