Trust Is the Only Currency That Matters on Your Website
Every single website has the same goal.
“But my website is different,” you say. Or, “my audience is unique.”
“I have a B2C website and my goal is driving actual e-commerce sales. I have a B2B website and I’m looking to generate warm leads. I am a publisher and I’m looking to draw tons of traffic so I can sell advertising space. I have a cause-based website and I’m looking to invoke social change.”
There’s no way all of these unique types of websites could have the same goal, right? Wrong.
Every single one has the exact same goal, and that is to build trust.
The only way people will input their credit card data into your e-commerce store is because they trust you. The only way you’ll get people raising their hand as a warm lead is because they trust you. The only way traffic will return to your site repeatedly to consume content is because they trust you. The only way people will change behavior, donate, or volunteer is because they trust you.
For every digital interaction, trust is your currency, and it is your website’s job to create enough of that trust to get a website visitor to do what you want them to do.
It really is that simple.
"OK, I agree with you, but how do we build a website strategy so that we can deliver on that goal in spades?"
I’m so glad you asked!
There are six key principles you should build your website strategy around in order to ensure you will be able to build that trust and ultimately complete more sales, drive more leads or create loyal fans.