Increase Your Website Credibility in the Age of Content Marketing



your website credibility

As content marketing increasingly becomes the standard avenue for building trust and gaining credibility with customers, your website is going to have to keep up with the trend. Heavy-handed and ‘salesy’ strategies that may have worked a few years ago in order to get email opt-ins or conversions just aren’t going to cut it anymore.

Consumers are looking for someone they can trust – period. And trust isn’t something you can fake.

So for business owners and marketers looking to succeed in this age of inbound marketing, having a website that conveys trustworthiness, credibility and authenticity is going to be paramount.

So how do you do this? How do you make sure your website stand out among less credible resources online?

7 Ways to Increase Your Website Credibility

1. Show Who’s Behind Your Business

Let’s face it, your business’s biggest asset is you. Don’t hide behind your logo or business name. Let your website visitors know there are real people behind your business and/or brand.

You can do this in a variety of ways, including:

  • Place your photo on your “About” page.

  • Prominently display your contact information (refrain from using general email addresses like info@your-company.com when possible).

  • Display photos of your business and location (if you have a brick and mortar storefront, public office space, etc.).

  • Profile employees (if you’re more than a “one man band” in business).

Credibility in the Age of Content Marketing

2. Show Who’s Writing Your Content

This is, I believe, going to be a make it or break it proposition for businesses in the content marketing age.

Don’t assume that your audience demands your personal involvement in all areas of your content marketing such as emails, blog posts and social media updates. Most will understand that you simply don’t have time to do it all.

If you have staff to perform these functions for you, be transparent by having them include their names and credentials.

3. Display Industry Certifications and Awards

Showcasing any industry-specific certifications, accreditations, or awards your business has received can significantly boost your website’s credibility. Place these recognitions prominently on your homepage or about page.

Certifications from reputable organizations or awards from industry groups can serve as a testament to your expertise and commitment to excellence in your field. They provide tangible proof of your qualifications and can make visitors more confident in your services or products.

4. Incorporate Case Studies or Success Stories

Including detailed case studies or success stories on your website can be a powerful way to demonstrate your track record and expertise. These stories should outline specific challenges your clients faced, the solutions you provided, and the results achieved. By presenting real-world examples of how your business has successfully helped others, you offer potential customers a relatable and compelling reason to trust and choose your services. Make sure these case studies are easily accessible and include quotes or testimonials from satisfied clients for added authenticity.

5. Show That Others Like You

Offering social proof on your website is a not-so-subtle way of saying, ‘Hey, others like me, why don’t you?’ Help alleviate fears your website visitors may have about connecting with you by showing that others have done it before.

You can include social proof on your site by using social media counters, showing the number of email subscribers you have or by displaying verifiable testimonials.

6. Show That Your Content is Current

There are obviously some sites and types of content that are, by their very nature, timely and up-to-date (think news sites, travel booking sites, shopping sites, etc.). But if it’s not immediately obvious that your content is fresh and timely, you may be losing credibility without even realizing it.

Make sure your blog posts are dated, and that any ‘newsy’ type content is clearly labeled as current. Of course, if you’re not regularly updating your website, this is going to hurt your credibility, so be aware of this up front.

Credibility in the Age of Content Marketing

7. Be Clear About Your Biases

Whether you have an eCommerce site, a content-based site or a site that simply represents your online and/or brick and mortar business, be clear and transparent about the purpose of your site and any potential conflicts of interest that could arise.

For instance, if the ultimate goal of your website is to sell your web design services, don’t masquerade your site as something else. Be up front about what you do, why you’re doing it and if or how your content may be affected.

In a time where content needs to be reliable and authentic in order to stand out from the pack, content marketers are going to need to be diligent about conveying this credibility to their website visitors.

Credibility in the Age of Content Marketing

Elevate Your Digital Brand: Crafting Compelling Online Experiences

In a world dominated by digital interactions, your brand’s online presence has become its digital ambassador. Creating a compelling and engaging digital experience is no longer an option—it’s a strategic imperative. From websites to social media profiles, every touchpoint plays a role in shaping how customers perceive your brand. Here’s how you can craft online experiences that captivate and resonate:

  1. Seamless Website Design
    • User-Centric Layout: Design your website with user experience at the forefront. Intuitive navigation and clear information hierarchy guide visitors seamlessly.
    • Mobile Optimization: Ensure your website is fully responsive, providing an optimal experience across all devices, from smartphones to desktops.
  2. Captivating Visual Storytelling
    • Visual Consistency: Maintain a consistent visual identity with a unified color palette, typography, and imagery.
    • Compelling Imagery: Utilize high-quality images that resonate with your brand’s narrative. Showcasing real-life scenarios can create emotional connections.
  3. Engaging Content Strategy
    • Value-Driven Content: Offer content that addresses your audience’s pain points, answers questions, and provides actionable insights.
    • Varied Content Formats: Diversify content types, including articles, videos, infographics, and podcasts, to cater to different preferences.
  4. Personalized User Experiences
    • Data-Driven Insights: Leverage user data to tailor experiences. Personalized recommendations and content resonate more deeply.
    • Dynamic Content: Implement dynamic elements that adjust based on user behavior, creating a customized journey.
  5. Interactive Engagement
    • Two-Way Conversations: Encourage audience interaction through comments, polls, and quizzes. Respond promptly to foster meaningful connections.
    • Gamification Elements: Integrate gamified elements like quizzes, contests, and challenges to enhance engagement and make experiences memorable.
  6. Social Media Immersion
    • Strategic Platform Selection: Choose social media platforms aligned with your target audience’s preferences and behaviors.
    • Consistent Brand Voice: Maintain a cohesive brand voice across all social media interactions, fostering familiarity and recognition.
  7. Transparency and Trust
    • Open Communication: Be transparent about your brand’s values, practices, and intentions. Honesty builds trust and credibility.
    • Customer Testimonials: Showcase authentic customer feedback and success stories to reinforce your brand’s reliability.
  8. Effortless Customer Journey
    • Streamlined Purchases: Simplify the purchasing process, minimizing steps and obstacles to conversion.
    • Customer Support Accessibility: Provide accessible customer support options to address queries and concerns promptly.
AspectKey Strategies and Practices
Seamless Website Design- Prioritize user experience with intuitive navigation
- Ensure mobile responsiveness for optimal device compatibility
Captivating Visual Storytelling- Maintain visual consistency through unified design elements
- Utilize high-quality images aligned with brand narrative
Engaging Content Strategy- Offer value-driven content addressing audience pain points
- Diversify content formats for varied audience preferences
Personalized User Experiences- Leverage user data for personalized content and recommendations
- Implement dynamic elements for customized user journeys
Interactive Engagement- Foster audience interaction through comments, polls, and quizzes
- Incorporate gamification for enhanced engagement and memorability
Social Media Immersion- Choose appropriate platforms based on target audience behaviors
- Maintain consistent brand voice across all social interactions
Transparency and Trust- Communicate brand values transparently
- Showcase authentic customer testimonials and success stories
Effortless Customer Journey- Simplify purchasing process for streamlined conversions
- Provide accessible customer support options for prompt assistance

Credibility in the Age of Content Marketing

Elevating your digital brand involves intertwining creativity, strategy, and user-centric design. It’s about creating a cohesive and compelling narrative that resonates across all digital touchpoints. As your brand embarks on this digital journey, remember that the ultimate goal is to create an online experience that not only captivates but also forges enduring connections with your audience.

Frequently Asked Questions: Increasing Website Credibility

Why is building credibility important for websites?

Building credibility is crucial for websites because it directly impacts how visitors perceive your brand and content. In today’s digital landscape, where trust is a significant factor in decision-making, having a credible website establishes authenticity, reliability, and expertise. Credibility enhances user engagement, encourages repeat visits, and ultimately drives conversions.

How can I show transparency and authenticity on my website?

Transparency and authenticity can be showcased through various strategies:

  1. Display Real People: Introduce the faces behind your business. Feature photos of yourself, your team, and your workplace to humanize your brand.
  2. Transparent Content Creation: Clearly attribute content creators’ names and credentials. This enhances trust by demonstrating expertise and accountability.
  3. Social Proof: Display social media counters, subscriber counts, and verifiable testimonials. This demonstrates that others have engaged with and appreciated your content.
  4. Clear Purpose: Be open about your website’s purpose, goals, and potential conflicts of interest. Clearly communicate your brand’s values, mission, and intentions.

How can I keep my website content current and timely?

Maintaining current and timely content is essential for credibility:

  1. Dated Content: Ensure your blog posts are dated, and label any time-sensitive content as “current” to avoid confusion.
  2. Regular Updates: Consistently update your website with fresh content to demonstrate your commitment to staying relevant and informed.
  3. News and Trends: Cover industry news and trends, signaling that you’re up-to-date with the latest developments.

What are some effective ways to engage users and create an interactive experience?

Engaging users through interactivity enhances their experience and credibility perception:

  1. Two-Way Conversations: Encourage comments, questions, and discussions on your content. Respond thoughtfully to user engagement to foster connections.
  2. Gamification: Integrate gamified elements like quizzes, contests, and challenges to make interactions enjoyable and memorable.
  3. User-Centric Design: Create dynamic content that adjusts based on user behavior, providing personalized and relevant experiences.

How can I ensure that my website’s design contributes to its credibility?

Your website’s design plays a significant role in shaping credibility:

  1. User-Centric Layout: Prioritize intuitive navigation and a clear information hierarchy to ensure visitors can easily find what they’re looking for.
  2. Mobile Optimization: Ensure your website is fully responsive, offering an optimal experience across different devices, from smartphones to desktops.
  3. Visual Consistency: Maintain a consistent visual identity with unified colors, typography, and imagery that align with your brand’s narrative.

Why is showcasing customer testimonials and feedback important for building credibility?

Customer testimonials and feedback provide social proof and validate your brand’s value:

  1. Authenticity: Genuine testimonials show that real people have benefitted from your products or services, enhancing your credibility.
  2. Reliability: Positive feedback reassures potential customers that your offerings deliver on their promises.
  3. Trust Building: Testimonials create a sense of trust and assurance, especially for visitors who are considering making a purchase or engaging with your brand.

Elevating your digital brand involves creating a holistic and captivating online experience that resonates with your audience. By implementing these strategies, you can enhance your website’s credibility, engage users effectively, and foster lasting connections with your audience.

What are some ways to create a compelling online experience for my brand?

Crafting a compelling online experience involves various elements:

  1. Captivating Visual Storytelling: Utilize high-quality images that align with your brand’s narrative to create emotional connections with visitors.
  2. Engaging Content Strategy: Offer value-driven content that addresses audience pain points and diversify content formats to cater to different preferences.
  3. Personalized User Experiences: Leverage user data to tailor content and experiences, enhancing engagement and resonance.
  4. Interactive Engagement: Foster two-way conversations and incorporate gamified elements to keep users engaged and make experiences memorable.
  5. Transparency and Trust: Communicate your brand’s values transparently and showcase authentic customer feedback to build trust and credibility.
  6. Effortless Customer Journey: Streamline the purchasing process and provide accessible customer support options for a seamless user experience.

By embracing these strategies, you can create a digital brand that captivates users, fosters engagement, and establishes enduring connections.

Suspiscious Photo via Shutterstock


More in: 34 Comments ▼

Drew Hendricks Drew Hendricks is a tech, social media and environmental addict. He writes for many major publications such as National Geographic, Technorati and The Huffington Post.

34 Reactions
  1. Most people think that creating great content is just all about churning out great articles. But they often forget the personal side of things. In this time where more and more people are in touch with social media, there is an even greater need to get personal. I like how you give some tips on getting yourself out there through your content.

  2. Increase your website credibility can make good a business in the age of content marketing. It has to be searchable by Google which is the dominant search engine.

  3. Content that’s the first thing you have to keep in mind when you’re in the online marketing world. Social media and other mediums may be able to deliver your content to the right audience yet if it’s unsatisfactory, your marketing efforts will be wasted.

  4. Drew,

    I’d like to add one more thing: Reputation rocks – so having top biz influencers’ guest post published on your blog can boost your credibility.

  5. I like sites with a sense of humour. I’m not saying all businesses should do this or that I’m put off by those that don’t — but I find copy with a sense of humour draws me in. That’s one of the reasons I like companies like Virgin and Nandos.

  6. These are great basic ideas to manage your website credibility, I would add one item if your site asks for personal information in the course of doing business such as a shopping cart to buy your goods and services.

    Look into getting a certified seal from one of the security firms like McAffee Secure. The addiiton of one of these seals is expected in addition to using HTTPS. This should be on top of a well thought out Terms & Conditions, Privacy, and Email Policies.

    Lastly, social media is a surefire way to increase credibility by helping people with questions in your field of expertise and by regular engagement.

    By helping others and with daily engagement you will be proving your credibility and sending positive signals to reputation services like Klout.

  7. Also try making ads less prominent until you establish a good base of daily visitors. Nothing screams ‘useless content’ like a big pop up ad before the person gets a chance to even read the posts.

  8. Drew: I don’t really use any special tactics, I am acting in a natural way, being myself.

    Btw: Intriguing photo by Shutterstock! 😉

  9. Folks, these are some awesome tips!!! Love them.

  10. Great tips here Drew! Being approachable and conveying a personal quality is paramount when there are so many online websites who don’t go beyond trying to sell you something. One thing you touched on briefly that I find especially important is the necessity to back down from a ‘heavy-handed’ selling approach. In my content writing service Prose Media, I too often find that businesses view content solely as an opportunity to bombard followers and browsers with a targeted advertisement, boasting about the company’s services, position within the industry, and the reasons why they think the customer should be buying their products. This is mistaking the true purpose of content, one of which is as you have said to establish trust, credibility and name recognition, as well as to initiate engagement between the potential customer and the brand. By tuning your content to offer something to your audience, instead of to convince them to buy something from you, you’ll stand out from the pack and establish more of a personal connection that will pay off in the long run.

  11. These are excellent tips and transparency matters now more than ever. People want to know the players who are behind the business. A cute caricature or logo just isn’t enough anymore. Gaining trust is crucial as well as posting meaningful content with value.

  12. Thanks alot for sharing this informative post. Content plays a major role in marketing and it is through the content that we can build its client and market its products or services.

  13. Adding a good looking about me page with owner photo have huge impact on visitors. People want to know who is behind this page or website. And when they got info about that they will definitely be more satisfied and become regular website visitor and most interested in your service or product.

    Thanks Drew For this great share.

  14. I absolutely agree, owning a bias is extremely important. It’s impossible to make everyone happy, and if you can’t represent your own influences then what is the point of promoting either side of a topic?

  15. Drew, I’ve heard some people recommend that blog posts NOT be dated. The theory is that current postings are more appealing than older ones, which puts those oldie-but-goodie posts at risk for being ignored. What are your thoughts on that “older is less interesting” argument? What about other commenters – what are your thoughts?

  16. I couldn’t agree more, Drew – it’s important to have a company website that conveys trustworthiness, especially when we ascertain whether or not a site will serve our needs within five seconds. I love your content tips, and I’d like to add another: You’ve fostered a company around something distinct you have to offer. You’re an expert in a given subject and you benefit people with this knowledge, product or service. Shouldn’t your website reflect this? In order to stand out in a crowded industry and set your business apart from your competitors, shape content through matchless branded messaging. Give your visitors a reason to come back again and again to engage with your brand.

  17. These are all good points but being personable has to be the number one thing that will get people to trust you and your site. A little information about yourself and maybe even a picture can go a long way.

  18. Also never forget about the design of your website. If it looks outdated or unprofessional who would like to work with you? It is kind of an online business suit for your company! So keep it smart!

  19. I guess, as the adage goes, ‘trust is earned’. I’m wondering what the trends will be in content marketing this 2014. I’m on the lookout, that is. Your tips make a lot of sense though, especially with authorship. Readers want to connect with a real person, not some ‘admin’.

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