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Copywriting to Build Trust With Your Website Visitors by Cathy Goodwin, Ph.D.
Copyright (c) 2006-2022 Cathy Goodwin, Ph.D.
One of the biggest thrills of having a website is watching visitors land, sign up for your freebie and maybe even buy your product - on their very first visit! I always find myself purring when that happens.
So I started asking, "How can we build trust through a website?" Of course you can build trust by sustaining performance. When your readers get your ezine week after week, with no interruption, they regard you as "reliable."
But what can visitors learn in the first five minutes? And after reading, studying and listening to my own results, I've come up with 5 trust-building factors.
1. Create accurate, realistic, credible promises.
Believe it or not, one of the best ways to create realistic expectations is to follow principles of good copywriting. Create mouth-watering benefits and irresistible features. Tell readers what they'll find and where.
2. Go boldly into the jungle of the Internet.
It's no accident. The most successful website owners aren't afraid to share success stories. They say confidently, "I can do this."
Timid websites actually scare their visitors. "What's he trying to do?" "Why doesn't she ask for my order?" "Maybe I'll hurt their feelings if I ask a tough question."
3. Appoint yourself a ghost-buster.
Does your website resemble the Internet version of a ghost town? Do you display classes that closed six months ago and links that go nowhere?
Okay, I know. When you have a humongous website (and I do), you will get glitches. You will forget a key link to a class. You'll have spelling errors.
But most readers can tell a "live site" from a "haunted site."
Once I found the site of a high-profile marketing coach. Eagerly I followed the links to a promised teleclass, including requirements to fill out a zero-balance credit card form. And what did I get for my efforts? A notice, "Classes canceled until July 2006."
In September 2006, that was not a good sign.
4. Get signed testimonials.
Once we could get away with testimonials from "Betty A. in St. Louis." Today we need Betty's full name and perhaps her occupation.
When you have sensitive topics, create a "success stories" page, where you can disguise the identifying features of your clients. Or you can create an information product and collect testimonials that attest to your knowledge and awareness.
And yes, the content of testimonials adds to credibility. That's another article.
5. Add lots and lots of content.
Readers tell me they learn a lot about how I work when they read my articles and online book reviews. They get a sense of how I think. They can assess consistency from one web page to another and from one article to another.
My clients often find themselves moving from a thin bare-bones site to a strong, information-rich site. So their own clients feel right at home from the very first visit.
One of those clients recently told me, "I sometimes get booked directly from my site now. People feel they know me." An added bonus: Content attracts traffic, too.
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Top-Level Category: Business Online Articles
10 Most Recent Articles Written by Cathy Goodwin, Ph.D.
Want Your Copy to Win Clients? Take Your Shots!
Written by: Cathy Goodwin, Ph.D. |
Distributed: 2006-09-07 |
Word Count: 592 |
Page Views: 3929
| Votes: 8 |
Rating: 2.75
When writing an article, web site or brochure, we often get stuck
because we can't find the perfect opening. We can take a lesson
from basketball players: winners tend to take a lot of shots and
don't get hung up on the referee's latest call.
Goodwin Career Breakthroughs Crystal Ball
Written by: Cathy Goodwin, Ph.D. |
Distributed: 2006-05-23 |
Word Count: 694 |
Page Views: 2994
| Votes: 10 |
Rating: 2.40
Effective career planning starts with, "Lose the crystal ball."
Often we can't predict what will happen, but we can find ways to
create good outcomes no matter what happens. Here are 5 steps to
winning the toughest decision games.
Internet Marketing With Client-Attracting Teleseminars: The 7 Most Common Mistakes
Written by: Cathy Goodwin, Ph.D. |
Distributed: 2006-05-03 |
Word Count: 0 |
Page Views: 2236
| Votes: 2 |
Rating: 0.50
Strategic Internet Marketing means attracting clients to your
website. Many e- businesses have built huge successes on a
foundation of teleseminars. But to win business with
teleseminars, you have to avoid these 7 traps.
Your Most Expensive Web Site Marketing Mistake
Written by: Cathy Goodwin, Ph.D. |
Distributed: 2006-04-19 |
Word Count: 0 |
Page Views: 1681
| Votes: 2 |
Rating: 0.50
'Can you give me some feedback on my brand new website?' a life
coach named 'Kevin' asked his e-zine subscribers. 'I just revised
my site --- finally!'
7 Dog Adoption Tips I Learned From My 2 Dogs
Written by: Cathy Goodwin, Ph.D. |
Distributed: 2006-04-18 |
Word Count: 0 |
Page Views: 1694
| Votes: 2 |
Rating: 0.50
Adopting a dog? I'm not a veterinarian or a dog trainer, but
I've enjoyed two successful adoptions. Here are some tips
I've picked up along the way.
Making a Professional Career Change? 10 Career-Killers to Avoid When You Resign Your Job
Written by: Cathy Goodwin, Ph.D. |
Distributed: 2006-04-14 |
Word Count: 0 |
Page Views: 2167
| Votes: 2 |
Rating: 0.00
Congratulations! You just got an offer for a wonderful new job.
There's just one catch. You have to say good-by to your current
employer. Clients often admit they're nervous about making the
departure announcement.
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Written by: Bill Platt |
Distributed: 2013-08-27 |
Word Count: 1669 |
Page Views: 7537
| Votes: 18 |
Rating: 2.50
In article marketing, there are many factors that will
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Distributed: 2013-08-24 |
Word Count: 1149 |
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Rating: 1.86
Some people still believe that all they have to do is build
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Distributed: 2013-08-21 |
Word Count: 439 |
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Written by: Bill Platt |
Distributed: 2013-08-01 |
Word Count: 1399 |
Page Views: 6135
| Votes: 10 |
Rating: 1.80
Visit several marketing blogs or marketing forums, and you
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Top 10 Reasons Why Online Marketers Fail With Article Marketing
Written by: Bill Platt |
Distributed: 2013-07-31 |
Word Count: 1025 |
Page Views: 7305
| Votes: 13 |
Rating: 2.08
If you've been marketing products online for any length of
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Article Marketing Tip: Stop Trying To Sell From Within Your Articles
Written by: Bill Platt |
Distributed: 2013-07-30 |
Word Count: 1229 |
Page Views: 5540
| Votes: 10 |
Rating: 1.40
The basic premise of article marketing is to present people
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The Six Degrees of Internet Marketing
Written by: Bill Platt |
Distributed: 2013-07-30 |
Word Count: 991 |
Page Views: 7970
| Votes: 14 |
Rating: 2.43
The theory behind the Six Degrees of Separation is that all
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Word Count: 1373 |
Page Views: 5505
| Votes: 11 |
Rating: 1.45
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Word Count: 677 |
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Rating: 2.00
Many people suggest that you should write articles on the
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Word Count: 536 |
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Word Count: 508
Total Views: 2934
Article Rating: 1.88 of 5
Votes Cast: 8
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Internal ID: #3792
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