effective ways to use your website to showcase your brand's strengths

Most industries are saturated with almost endless choices consumers can pick from. Buyers are aware of their versatile options. Data shows people aren’t afraid to shop around, as 61% to 70% of consumers will switch brands if it means getting a better deal or a higher-quality product.

That’s why showcasing your brand’s strengths and credibility is so important. Your website could be the key to attracting customers to your brand.

So, if you’re willing to make small investments in your online presence, here are the 5 effective ways to use your website to showcase your brand’s strengths.

Invest In High-Quality Visuals And UX Design

High-Quality Visuals and UX Design
Source: depositphotos.com

When using your site to build trust and prove your credibility, it is essential to ensure it looks and performs well.

According to scientific research, buyers regularly judge a brand’s trustworthiness based on website design. Aesthetic appearances highly impact the credibility of the presented content, showing just how important it is for you to invest in high-quality web design.

Of course, a pretty website won’t be enough to showcase your brand’s strengths (even though it can immensely help). To genuinely encourage your audience to see your business as an authority in your industry, you must create a user experience that meets web visitor expectations regarding load speed and functionality without sacrificing usability.

Some of the best examples of highly aesthetic yet usable websites come from ecommerce. Check out the Acne Studios homepage, for example. It includes a visually stunning header section, a minimalist UI, and a clear structure that allows consumers to shop for products easily. 

Overall, the design choices work marvelously. They show off the brand’s primary strength — its commitment to producing beautiful products. They also mirror the company’s minimalist approach to apparel, which is perfectly reflected in the easy-to-use navigation and clear labels.

Source: acnestudios.com

Support Claims With Proof

Using your website to prove your brand’s credibility isn’t just about employing pretty visuals and making impressive promises in your USPs. As with every endeavor in life, you will have to walk the walk if you want your audience to see your business as an industry authority.

In addition to making highly targeted, relevant claims that address your potential customer’s pain points, earning their trust will also depend on proving your competence to make those pain points disappear. The easiest way to do this is with social proof and trust signals. By showing off badges, certificates, awards, ratings, and testimonials, you’ll prove to your audience that your brand genuinely delivers the results it promises. Plus, you’ll have the unique opportunity to show off your strengths.

Relying on existing UGC to boost your brand’s trustworthiness is a fantastic way to achieve the desired effect. 

For example, if you look at the Beech-Nut homepage, you’ll notice a section that includes embedded posts from Instagram. As many featured posts feature a user-submitted image of a baby enjoying the brand’s product, the web design element significantly boosts customer trust.

Source: beechnut.com

But if you want to establish further your brand’s strengths, credibility, and trustworthiness, why not do something similar to Medical Alert Buyers Guide

In its Best Medical Alert System article, this brand uses custom trust signal graphics to describe, in detail, its process of selecting the best products in the market. These graphics include a Testing Statistics section, while the Hands-On Testing Process visuals explain the brand’s methodology. The embedded ReliaScore ratings support its choice of the best medical alert systems available for purchase.

Source: medicalalertbuyersguide.org

Don’t Hesitate To Share Your Stories And Insights

Highlighting your brand’s trustworthiness and competence is something you can do quite effectively with social proof or trust elements. However, being the best in your niche often won’t be enough to convince your target audience to convert. 

If you want prospects to form a connection with your business (and become their go-to option), you need to help them relate to your organization.

Investing in educational content is a tremendous way to inspire conversions. Research shows that these posts often motivate consumers to convert, boosting CRs by as much as 131%. But, if you want the highest possible chance of showcasing your brand’s strengths in a way relevant to your target audience, why not take a slightly more personal approach?

Sharing your unique insights and experience will allow your prospects to learn about your organization’s story. More importantly, you’ll use that history to prove your expertise and show that you genuinely understand and care about your prospects’ pain points. 79% of people expect that from brands.

Check out this Smash guide on Amazon PPC Management Agencies for an excellent example of achieving this effect. In the article, the brand points out the agency they use, explaining why it’s their first choice and what specific criteria the service provider meets better than the other options reviewed in the resource.

Source: smash.vc

If you want to highlight your brand’s commitment to customer satisfaction further, you could invest in content that combines customer education with social proof—case studies.

If you check out the Ortto website, you’ll notice that the brand regularly publishes case studies. In these pieces of content, the brand’s marketing team points out the challenges the solution removes. Furthermore, it describes the different and unique ways the brand’s product works to show how easy it is to adjust to any client’s specific needs and use cases.

Source: ortto.com

Make Trust-Building Content Easy-To-Consume

Sometimes, showcasing your brand’s strengths isn’t about the format you use to communicate credibility. Instead, it’s about how easy you make it for your audience to form positive opinions about your business.

You need to ensure that the content you publish is engaging. But, in addition to optimizing text for readability, consider whether including multimedia formats could further benefit your audience. After all, customers who know your brand are prepared to go above and beyond to help them solve their pain points won’t just grow to trust your brand. They’ll also be more likely to leave a positive review, recommend you to their peers, and (most importantly) buy from you in the future.

There are numerous ways to elevate content in terms of user-friendliness. If you’re on a budget, just do your best to employ formatting to help your web visitors extract as much value as possible in as little time.

Check out how Love the Night Sky does it in its Planets Visible Tonight guide. The resource includes a handy table of contents to help readers explore relevant astronomical events. It also includes illustrations to show readers what to expect. The article also includes a few tables to make the information as easy to consume as possible.

Source: lovethenightsky.com

However, if you want to go above and beyond and use your site to its full potential, why not do something similar to Breaking Eighty? In its Best Golf Rangefinders product guide, this brand supports each review section with illustrations, images, in-depth video reviews, and product links. This may seem like overkill. Nonetheless, the attention to detail makes the article a one-stop resource for consumers in the market for this type of product, eliminating any need to do additional research outside of reading this guide (and ensuring readers form a positive opinion about the brand).

Source: breakingeighty.com

Repurpose Website Content On Relevant Channels

Finally, as you explore strategies to showcase your brand’s strengths, don’t forget that only publishing credibility and trust-inspiring content on your site won’t be enough to build a bulletproof reputation for your business. 

If you want maximum results, explore ways to repurpose website content on relevant distribution channels like social media.

You don’t have to share each post on your chosen social channels. However, ensuring that your entire online presence consistently highlights your brand’s strengths, inspires trust, and showcases social proof will ensure that your audience forms and retains a positive impression of your business. Plus, this strategy will help maximize your followers’ chances of choosing your solutions once they’re ready to convert.

For inspiration on how to do this, look up to StackAdapt. This brand’s Instagram features a host of credibility-boosting content like its website. And the strategy works marvelously. 

Ultimately, StackAdapt’s marketing team understands the buyer journey. Brand discovery and engagement usually happen off-site. So, to maximize its chances of attracting customers to its website in the first place, StackAdapt uses social media to reach its target audience, present them with trust-building content, and then inspire them to check out the organization’s solutions on-site.

Source: instagram.com

Final Thoughts

Investing in your brand’s reputation—mainly focusing on positives and strengths—is crucial for building a business that can succeed in today’s competitive market.

The good news is that investing in your website can help you achieve a lot. Of course, establishing and maintaining brand credibility doesn’t end there. 

So, make sure you implement the tactics in this article, but also don’t forget to apply them to your entire online presence. That’s the only way to effectively attract, engage, convert, and retain customers for your business.

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