7 ways to use content to build trust and convert more website visitors into customers

For a long time, content marketing was considered merely a way to attract customers to your brand.

And, sure, high-quality posts (distributed via your company blog or social media profile) are still practically unmatched in their ability to generate brand and product awareness. Nonetheless, investing in customer-centric content can deliver numerous advanced benefits.

A well-developed content marketing strategy can boost your website’s conversion rate. Or, if your main challenges include brand positioning, then producing and distributing trust-building resources could be the way to establish your brand as an industry leader (and the go-to) for your target audience.

So, if you’re looking for tips on how to get the most out of your content strategy, here are the best ways to use content to build trust and convert more website visitors into customers.

Source: depositphotos.com

Invest in High-Quality Awareness-Stage Resources

Why do people use the web? Let’s look at the available data regarding consumers’ online behavior.

According to Statista, some of the most common reasons people use the internet in 2024 include:

• Finding information (60.3%).
• Researching how to do things (48.5%)
• Researching products and brands (43.5%)

In other words, internet users actively seek informative, value-driven resources that help them solve their pain points. 

So, by producing content that does this, you can effectively:  

• attract your ideal buyers
• help them remove specific frustrations
• establish your brand as a trustworthy and competent entity
• maximize web visitors’ chances of converting into customers

When implementing this tactic, the one thing you need to pay attention to is to prioritize your audience’s needs over profits.

Do your best to produce unique, valuable, and easy-to-consume resources. Avoid putting too much sales pressure on your prospects. And, if possible, find ways to prove your dedication to customer experience, ideally by giving information/insights away for free.

For inspiration on how to do this, check out Planable’s How to Schedule Instagram Posts article:

• The article is an excellent way for the business to attract new prospects. 
• It’s highly informative, helping establish brand credibility. 
• Most mentions of the brand’s product appear at the end of the article. 
• The CTAs on the page contain risk-minimizing microcopy pointing out that readers can try the product for free without providing credit card info.

Source: planable.io

Enhance Consideration-Stage Webpages with Informational Content

One commonly overlooked consumer behavior is that not all buyers enter the sales cycle at the awareness stage.

People often know what type of solution they require to resolve their pain points. So, instead of trying to reach them with top-of-the-funnel content, you need to produce and publish resources that will benefit them while evaluating potential solutions to their problems.

Creating content specifically for your product collection pages—which web visitors might reach from SERPs—is an excellent way to support your prospects during their buyer’s journey.

Ultimately, people need trustworthy advice when shopping for products they’re unfamiliar with. So, why not have your in-house team of experts provide valuable information or directions? That way, you can effectively position your business as a trustworthy entity and maximize your prospects’ chances of converting into loyal customers.

For example, the Magnesium page on Vitamart includes helpful information on this mineral, but that’s not all. It also gives buyers an overview of the best supplement forms based on user needs. Plus, the live chat button allows shoppers to contact an expert, further establishing Vitamart’s reputation as a reliable source of products and information.

Source: vitamart.ca

Use Visuals to Maximize Product Understanding

Earning your target audience’s trust can be tough—especially if you’re an innovative brand trying to push the boundaries of what’s possible.

According to the latest Trust Barometer from Edelman, 69 percent of people feel like innovations are poorly managed and don’t benefit them. Moreover, 82 percent of consumers think businesses need to take action to make new tech more approachable, most notably by hearing customer concerns and allowing them to ask questions.

With this in mind, it’s clear that poor product understanding makes up one of the biggest obstacles to earning web visitors’ confidence and convincing them to convert into customers.

Fortunately, you can overcome this barrier by adjusting your communication method. In fact, by investing in approachable educational content, you can significantly enhance product understanding and help your target audience comprehend the immense benefits offered by your solutions.

For example, by enhancing written content with visuals, you can help web visitors understand your solution’s value. Take a look at how they did it on the Infraredi Red Light Therapy Wrap product page:

Source: infraredi.com.au

Or, if you want to further increase your brand’s reputation as a credible business, explore advanced ways to help your audience comprehend the benefits you deliver. For instance, Wyzowl found that watching a short video is the favorite way for 44 percent of consumers to learn about new products.

So, it’s no surprise that SaaS brands like SurveySparrow regularly include explainer videos to describe product features, like on the Customer Journey Map page.

Source: surveysparrow.com

Show off Third-Party Social Proof to Remove Conversion Barriers

Why do consumers fail to go through with their shopping intentions?

According to research from the Baymard Institute, some of the top reasons for cart abandonment include lack of brand trust, insufficient cost transparency, and an unsatisfactory returns policy. 

In other words, people abandon their carts when they perceive shopping with your business as risky.

So, knowing that your web visitors aren’t converting into customers because they need a stronger incentive to trust your brand, you must incorporate social proof content in your conversion rate optimization strategy.

One of the easiest ways to enhance brand trust with social proof is to show off brand/product reviews and ratings. But, if you want to emphasize your brand’s credibility and industry authority, try to show off trust badges issued by institutions your target audience already trusts.

For a great example of how to do this, check out Main Clinic Supply. Operating in the health industry, which often suffers from low consumer trust, this brand must do its absolute best to convince prospects of its credibility. That’s why it shows off visuals that support its claims. In addition to the “7,500+ 5-star ratings” badge, Main Clinic Supply displays its Low Price Guarantee, its A+ rating from the Better Business Bureau, and its status as one of only two Inogen-authorized dealers in the US.

Source: mainclinicsupply.com

Employ UGC to Demonstrate the Authenticity of Your Claims

When it comes to social proof that can help you win customer trust and boost conversions, don’t forget about user-generated content.

Yes, branded content works marvelously for demonstrating your business’ competence. Especially if you produce and distribute posts highlighting your team’s expertise or that present your audience with tangible value.

Still, data shows that consumers often feel like branded content lacks authenticity, which is why UGC ranks so high for its trust-building potential.

With this in mind, you must incorporate this format on your website. For the best possible results, highlight UGC that sounds relatable and supports your claims.

For example, Raintree Nursery includes a Customer Growing Journeys section on its homepage. Here, it features customer feedback describing the process of growing their fruits, including their main challenges and the hacks they’ve used to produce better harvests. 

It’s an effective strategy for a number of reasons:

• It establishes the brand’s reputation as a credible fruit tree retailer. 
• It provides novice gardeners with valuable insights into the growing process.
• It manages their expectations and ensures they don’t anticipate impossible results just a few months after planting their brand-new fruit trees.

Source: raintreenursery.com

Use Formatting to Maximize Readability and Comprehension

Sometimes, the best way to utilize content to build trust and boost conversions isn’t to make impressive claims or provide proof of your brand’s competence. Instead, it’s to ensure your target audience finds it easy to understand your brand’s promises.

Now, one way to do this is to back up your value propositions with visuals, as mentioned above. However, if you’re working with a limited content marketing budget and need to do more with less, remember that formatting also plays a crucial part in convincing web visitors of your expertise.

Knowing that almost 80 percent of web users don’t read online but scan pages for relevant information, employing formatting techniques that enhance readability and attract web visitors’ attention to conversion-inspiring information makes for a really easy way to get your message across.

In addition to using contrast and typography to communicate key benefits, try to surround your claims with negative space to help them stand out. Furthermore, consider using layouts that aid information comprehension, such as the checklist on eTraining’s OSHA 40-Hour HAZWOPER Training page.

Source: etraintoday.com

Use Your Company Blog to Provide Post-Purchase Support

Last but not least, as you explore ways to use content to build trust and convert more customers, remember that most consumers want to spend their hard-earned money with brands that provide great support.

In fact, data shows that 58% of people would pay more if it meant getting better customer service. The good news is that you can easily use your content to show prospects that you plan on providing them with an unmatched experience.

Consider a strategy as simple as creating blog posts that instruct buyers on how to care for their products—like Andar’s What Does Leather Conditioner Do article. This is a great way to prove your brand’s dedication to ensuring customer satisfaction. Moreover, it can enhance customer loyalty and, consequently, establish your business’s reputation as a customer-oriented organization people can trust.

Source: andar.com

Final Thoughts

Gaining and retaining your target audience’s confidence is never easy — especially when competing with well-established names in your industry. Nevertheless, investing in the right content marketing strategies can be a great way to boost brand trust and conversions.

So, if you want to take your business to the next level, don’t hesitate to try out the tactics outlined in this article. And do your best to adapt them to serve your brand and ideal customers. That way, you won’t just demonstrate your business competence. You’ll do it in a way that resonates with your prospects and convinces them to choose you over your competitors.