Armin Laschet - does he deserve our trust?
After I have written in the last post the political confidence building kit as a method for assessing the trustworthiness of politicians based on their website, today I will show how this can be done using the example of the Content marketing on the Website of Armin Laschet looks like. A maximum of 100 trust points can be achieved in total.
I start with the voter orientation. Many companies make the mistake of defining their content from a first-person perspective. We have the greatest products and best services .... But much more important to get the trust of the customer is what can the customer implement with it and what meaning does it have for him. Can he save money, get more time for family, live healthier .... This can be transferred 1:1 to politician websites.
Then let's see what content can be found on Armin Laschet's website on the most important issues that concern citizens. Right on the home page, there is a block entitled "My Germany - My Europe" with the following content focuses:
The most important five points according to the Wahlen research group are all included. In addition, the most important topic by far, "corona management," also appears in a separate page on vaccination strategy and in the image gallery. In each case, three sub-points are shown briefly and concisely, each with one sentence. This is optimal. Therefore, I award this section the possible maximum score of 20 trust points.
The second important area is the Aura. What is the overall impression of the website and thus of the person behind it, in this case Armin Laschet? There are also 20 trust points for this area. Since we have 5 sub-points here, there is a maximum of 4 trust points to be awarded for each of them.
The design of the website as a whole is okay, but still a bit staid and boring. In any case, not on the pulse of time. The Brand Armin Laschet gets too little expressiveness here. What makes him special is certainly listening and creating cohesion. This is underscored with a separate section on the homepage entitled "Working together for the future," which fits in well there in terms of content. Overall 2 from 4 points.
At the Clarity is where the site scores. There are hardly any subpages, no navigation. It doesn't need to, since all the essential content is listed on this one-pager. I also don't think that users want to read much more here. 4 points.
Go to Resoluteness. We all know that Armin Laschet laboriously prevailed against Markus Söder. But this should not play a role here. I judge exclusively what can be found on the website in terms of content. Action" comes as a catchword directly in the header. Shortly thereafter, I read "Courage to decide and determination to act." The video "Governing means: deciding and explaining decisions" also underscores this. Therefore again 4 points.
Particularly with the CDU, which has been in government for so long, the Innovation plays an important role. On the basis of the website, do I trust Armin Laschet to initiate new things? I read about an innovative automotive industry and a genuine digital ministry. The topic of Europe is also being addressed with new topics. Not bad, but I would have expected more food for thought. Therefore 2 from 4 points.
At the Durability the website scores again. There is no "this way, that way" to be seen. Therefore 4 points.
The third area with a maximum of 20 possible confidence points is the Competence with the two main points Experience and Passion. The experience can be seen on the website, for example, in Armin Laschet's dealings with other politicians, especially from the EU. The really heavy hitters (Trump, Putin, Xi Jinping, Erdogan, ...) I have not seen. Passion also comes up short for me. Where did Mr. Laschet spend the night to push through something that is important to him? On which issues does he go into great detail? There is still a lot of room for improvement. Therefore here only 10 out of 20 possible trust pointsn.
This takes us directly to the visible Results, which are the most important building block of trust in so many industries. As an active prime minister, I would want to hear concrete things here about what has been achieved under his leadership. Instead, just "We've made great strides everywhere." That is far too little. There is a link to a work report. But it is so detailed that hardly anyone reads it in the linked form. Result: 2 out of 10 possible trust points.
At the Personality is to examine the extent to which the person comes close to the ideal of a mixture of 2/3 authority and 1/3 innovator. On the website, Armin Laschet comes across as likeable, people-oriented and open. But does he have the authority to push through major decisions at the federal level against all odds? Questionable. And can he take up new developments and actively push them forward? Uncertain. That's why he only gets 5 from 15 possible points.
Last but not least, the Integrity - also an essential point for assessing the trustworthiness of politicians. The prerequisite for matching actions with inner values is knowledge of these values. In this regard, I read about openness, courage, determination and, again and again, the unifying factor. Bringing people and different interests together is a clearly recognizable leitmotif of Armin Laschet. This is complemented with a great love for Europe. These main values are also well comprehensible in action on the website, whether in numerous photos or in video statements - albeit presented in a very boring way. From the point of view of a SEO Agencythere is definitely still room for improvement here. For the communication of integrity there are therefore 13 out of 15 possible points.
All in all, the Website of Armin Laschet 66 out of 100 possible trust points. Not bad, but still a lot of room for improvement.