Trust is the currency of our time. It seems like no one trusts anyone anymore. Marketing, Politics, Religion, and, perhaps, simply being too online have led to divisions and skepticism across the board. To grow a successful business, people need to trust you. In "The Trusted Brand," I guide you through key elements of brand strategy, messaging, and psychology to help you build a brand that inspires trust in your ideal customers, so your business succeeds.
A Better Headline for Your Website
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Hi, Reader! 👋 If your website headline says any version of the following, you’re confusing your customers.
Click through a dozen home services websites and you’ll run into variations of this several times. Attorneys...same thing. Probably a lot of Accountants, too. It's wild how many self-proclaimed "trusted" businesses there are just in your city. You might think it’s clear (we provide a specific service in a particular city) BUT… If EVERYONE is saying the same thing, your customers are burning too many calories trying to figure out which company to hire. The confusion comes in trying to understand what makes you different or a better choice. You can still include your city and service type, but try this instead. Put what you do in a smaller font above your headline and make it an H1 heading.
Then, in a larger font as an H2, use a tagline that hits directly on the problem you solve or your customer’s aspiration.
Here is the other thing... NO ONE believes YOU when you say that YOU are “Indianapolis’s trusted XYZ.” Let your customer testimonials and case studies make that point. Include certifications, licenses, and awards on your website to make that case FOR YOU. Focus on the problem your customers have and how they feel about it, rather than your authority in the space. If you do that, you will stand out from the 15 other “trusted” providers in your area. Remember: Looking or sounding THE SAME as your competition will never help grow your business. Different is memorable. |
​The Trusted Brand Newsletter
Trust is the currency of our time. It seems like no one trusts anyone anymore. Marketing, Politics, Religion, and, perhaps, simply being too online have led to divisions and skepticism across the board. To grow a successful business, people need to trust you. In "The Trusted Brand," I guide you through key elements of brand strategy, messaging, and psychology to help you build a brand that inspires trust in your ideal customers, so your business succeeds.
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Hi, Reader! đź‘‹ Most small business owners don't realize that confusion is killing their business. Quietly, and sometimes slowly. Ideal customers find your website, land on your homepage, and aren't really sure if what you offer solves their problem. Even people referred by customers who love you, check your website and social media, aren't quite sure what you do, or if you're right for them, and move on. Here's the kicker... You read through your homepage and think, "Sounds good to me!" BUT,...