Why your website marketing content needs trust building blocks
Why do website marketing? Because you want to convince your customers. Sure, get them to call. Fill out a form. Sign up for a newsletter. Or buy a product. More than one, if you like. All of these are called conversions. With the right marketing content, you can significantly increase the conversion rate. How do you do it?
What is a good conversion rate on websites?
I know it on many projects where we are hired as lead generation agency. At the start of the project, we usually get access to all the ad and analytics tools. A first look then goes to the conversion rate. Quite often it is around 1%. This means that every 100th user of the website does something, which ideally they should do. Isn't it a horrible idea that 99 out of 100 visitors to your website don't find what they were looking for there?
Of course, users stray to your website for a variety of reasons. Not everyone can become a buyer or registered prospect. Many also need several attempts in their customer journey before they finally convert.
In B2B website marketing, it looks like this: The first click may have been just to see if your company basically offers what the prospect was looking for. On this basis, an initial list of possible providers is then created. This is discussed internally. Another two or three employees look at your website, perhaps even several times. By the time someone finally makes contact, 10 visits have been made very quickly. So far so good.
However, the situation is different for stores, providers of online courses or craftsmen. Here, people search with an immediate need in mind. Direct conversion is therefore the goal.
A research by WordStream has come to the conclusion, based on thousands of Google Ads accounts, that the average conversion rate is 2.35%. But as you can see here, most of them have a conversion rate below 1.5%. As a result, anyone who manages to get their website to over 2.35% can be quite happy.
Why is it worth thinking about increasing the conversion rate?
The surprising thing about this evaluation is the red bar on the far right. 10% of the analyzed websites have a conversion rate of 11.45% and more. This means that more than every 10th visitor to the website made a purchase after clicking on a Google ad on the website. That's impressive. And in any case a goal worth many efforts.
For example, if your company pays 1 euro per click on Google (which it can be happy about - in many industries you have to pay much more) and books Google Ads for 2,500 euros per month, it will create 25 new customers with the previous 1% conversion rate. Let's assume that a new customer is worth 100 euros to you. The result of the new customers is therefore 25 * 100 euros = 2,500 euros. The good news: You have not made a loss. The bad news: Unfortunately, you didn't make a profit either. (Effects from returning customers not included).
If you now succeed in increasing the conversion rate to 10%, you will have 250 new customers for the same investment of 2,500 euros. This results in 250 * 100 euros = 25,000 euros - 2,500 euros stake = 22,500 euros profit.
You see: It's immensely worth thinking about how to get your conversion rate up. And that happens exclusively on your website. Your marketing content decides how high your conversion rate is and how much profit remains on the bottom line.
Typical Website Marketing Optimization Approaches
There are a number of simple optimization approaches. Surely you've heard of A/B testing. In funnels or with the help of certain tools, you can simply try different elements. Compare text A with text B in the headline. Or on the button, the call-to-action. Or even vary background colors. This can have significant effects. Surely, however, you will not get into the 10% conversion rate range with this alone.
These optimizations belong much more to the basic craft of website marketing. I also count that your website does not hold hurdles in the form of long forms, barely manageable captcha fields and the like. To achieve more, you need to get to your content. That's where the greatest potential is hidden.
How to achieve higher conversion rates with your marketing content
If you succeed in gaining the trust of your potential customers, the likelihood of contact increases rapidly. Building trust is a kind of lubricant for producing conversions. What does it take?
Regular readers of our blog or listeners of our podcast know the trust building blocks. This tool highlights all aspects that are responsible for building trust in non-personal contact. The six main building blocks are customer focus, competence, integrity, results, aura and personality. These in turn have a number of sub-building blocks, which are shown in the following graphic:
It's now up to you to figure out how to load up your website marketing content with content related to each of the building blocks.
How to best use the trust building blocks
We have accompanied companies in hundreds of workshops to work out this content. The larger the company, the more time-consuming the process. Various departments have to be involved and all content has to be checked twice and three times. But the results are often impressive. Just think of the numbers that can be used to condense the work and work results from your company. The results are usually impressive.
So it's best to sit down with employees from several departments. If you are a freelancer or work in a start-up, it may also make sense to involve a partner or customer with whom you have good contact.
Then highlight each white circle from the overview. Think about what exists in your company to do this. And how you can use this in your marketing content. On the off chance: you can use the results of this process not only online. I've seen them printed, as posters in the office entrance, at trade shows, in videos, and quite a bit more.
You thus create a new self-image for yourself and your company. And you credibly communicate the best content for conveying trust to your potential new customers. You will see: This has an immediate effect on the conversion rate of your website.
And remember, every month you start this project later costs you cash.
For website marketing, the conversion rate is an enormously important figure. It decides significantly on the profit of your Internet activities. Simple measures are not enough to increase it. Your marketing content needs trust building blocks to turn as many prospects as possible into customers.