Shweiki Media teams up with Marcus Sheridan—president of The Sales Lion—to present a must-watch webinar on the three secrets to creating a trustworthy website. Today, in this webinar, Sheridan will discuss something that applies to every business in the world. Specifically, we will be looking at the three ways businesses can enhance their websites in order to build and foster an incredible amount of trust between them and the consumer.
Studies show that 70% of the buying decision is made before the consumer even talks to a salesperson, and this number seems to be increasing daily. This means that consumers are generating all of their trust with a company before they even engage with them. So where does it happen? A consumer’s trust is first established on the company’s website.
What takes a website from being just average to being extraordinary? What makes a website so trust-inducing that consumers only want to do business with that company and no one else?
Obviously, there are many factors that play a role in building a consumer’s trust. However, there are three specific ways a business can set itself apart from its competitors.
Secret #1: “We’re Probably Not a Good Fit for You If…”
The first section a company should add to their website is a “Who we are not a good fit for” section. Many businesses have not put this type of section on their websites, but it is incredibly trust-inducing and will produce dramatic results.
This page is one of the highest converting pages for The Sales Lion. The Sales Lion is a sales and marketing coaching and consulting company but we talk about who our services are not a good fit for.
Even though, The Sales Lion is a marketing company, we understand we are not certain things. For example, we say we are not a good fit for a company or organization if they are looking to outsource 100% of their marketing. Why do we say that? At The Sales Lion, we help our clients produce content, not produce it for them unlike most marketing companies. Some people like this and some do not, but the great thing is when they do read this, they know immediately if they self-qualify for us. Therefore, when prospects contact us and fill out our contact form, there is a much higher chance it will be a better fit in the beginning.
This is one of our highest lead converting pages on our website.
Secret #2: Tell Consumers About The Problems You Solve
When someone visits a website, is it because they are interested in their own questions, problems and issues? Or are they more interested in reading about a company? Obviously, consumers are more interested in their own problems. Because of that, companies need to form language around those problems and the way consumers would actually say them.
On The Sales Lion website, we have a section called “Problems We Solve.” It is one of the highest viewed pages.
So, how does it work?
If you click on “Problems We Solve,” it will take you to a page that has statements phrased exactly as prospects would say them. For example, the statement: “I’m frustrated with my SEO firm and their poor results,” is one that people make all the time.
One should think of problem statements that prospects make frequently and write them down. Then it’s as simple as picking the top 10 to 15 statements and form a “Problems We Solve” page, listing and addressing each of them.
For example, the statement: “I can’t get buy-in from my team for content marketing,” links to a page where one can get content marketing buy-in. There is a problem and then there is an article expressing how to solve that problem.
Not only is this good for the searcher, it is also great for search engines and SEO. Each one of these phrases is a long-tailed keyword phrase someone might search online, and it gives companies a higher probability of showing up in search engine result pages.
Secret #3: How Much Does It Cost?
The fact is that over 90% of businesses are afraid to talk about how much their services cost. That’s a shame, because it’s always one of the first questions customers and prospects have.
One of The Sales Lion’s highest pages in terms of views and conversions is “How much does a content marketing content consultant or agency cost?” where they talk about the industry and then discuss what they charge as a company.
This principle is not industry specific. It is a matter of whether or not companies are willing to give consumers what they want. If companies are willing to address the major topic of cost and teach their prospects and consumers what they can expect as they begin researching, then they will certainly generate more trust, traffic, leads and sales, and that’s really what it is all about.
- What you are not
- The problems you solve. Specifically, as the prospect or customer would say them.
- Talk about cost/pricing. Explain how much it is in the industry, and then explain how much you charge. You don’t have to put a price list, but you do need to be willing to address the question.
If a business does these three things, then it will become the industry’s voice, create incredible amounts of trust and will get the results it is looking for.