Helen Savage, copywriter for the glazing industry, highlights the growing importance of building trust in your brand and explains how a blog on your website could help.
According to YouGov, 44% of global consumers want to source products from businesses that are socially and environmentally responsible. But 60% of these consumers are mistrustful of green claims made by brands. In the UK alone, this figure jumps to 71%. And it’s not just green issues customers care about. Fifty-eight per cent of UK consumers want the companies they buy from to have a clear and transparent point of view on wider issues in society because they want to trust the brands they buy from.
So, how do businesses win the trust of customers?
Show off your personality - Business blogging is a fantastic way of letting customers get to know the real you. When done well, blogs are consistent, so provide visitors to your website with an ongoing insight into your business, your brand and your ethos.
You may feel like you’ve covered all bases in the main body of your website copy, but where your website is hopefully a bit more sales-focused, concentrating on the key features and benefits of your offering, a business blog can delve a little deeper and explore your thoughts, opinions, and feelings about wider issues and current market trends.
Blogs allow readers to gather information on a business or brand straight from the horse’s mouth. Over time, with a consistent and considered blog, you can show visitors to your site the real personality behind your offering.
Build an authentic business blog - The great thing about a business blog is that it’s not a one hit wonder and it doesn’t need to present a single perfect picture. It’s about building an authentic overview of your entire offering and authenticity means being genuine with your readers. As well as giving helpful advice and positive case studies, be honest about what you find difficult, or the problems you have overcome. In the fenestration industry, there are also still misconceptions among consumers about the sector and specific products or materials. Companies that can be up front about these concerns and offer genuine information and advice are more likely to build trust and be top of mind when prospects are ready to buy.
Trust has always been important, but it is becoming increasingly important for people to work with companies they feel are honest and reliable – people they like and trust – and a business blog is a fantastic way to get your genuine ethos across on an ongoing basis.
For help writing a consistent business blog or for more top tips on copywriting for your business, visit blogwrite.co.uk/blog
