How do you increase website conversions?

Marketers and business owners use various strategies to inspire sales. For example, you might focus on optimizing your landing pages for conversions. You could invest heavily in advertising. Or, you could maximize business growth via product innovation.

All of these tactics make for excellent ways to boost business results. However, they’re not the most effective (or budget-friendly) way to increase website conversions.

Instead, to inspire your audience to buy, invest in trust-building content. 

After all, content marketing is an exceptional way to improve reach and establish credibility. And, when used right, it can be the secret to moving your potential customers from the top to the bottom stages of the sales funnel.

This article will outline some of the most effective ways to use content to build trust and increase website conversions. Moreover, it will provide several inspiring examples of how successful brands have employed this type of digital marketing to reach their sales objectives.

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How does trust impact website conversions?

Why do brands work hard to make their target audiences perceive them as trustworthy? Well, there are many benefits of investing in trust-building marketing strategies.

For one, research shows that people usually buy from familiar brands. In a new environment, most consumers will opt for a business they already know. And the same goes for online purchases. A 2018 research study discovered that 82% of people select a familiar business for their first click on SERPs.

(Image Source: Econsultancy)

But there’s more to gain by building brand trust. Data shows that brand credibility also correlates to higher average conversion rates. 

For example, look at the 2023 Trust Barometer Special Report. This study revealed that 88% of people consider brand trust important when making buying decisions.

Moreover, note how the only purchase factors outperforming brand trust include product value and quality. 

With this in mind, it’s clear that building credibility is a must-do for organizations trying to attract new customers.

Of course, increasing website conversions via trust isn’t just about converting new customers. Brand reliability is just as important when it comes to customer retention.

Data from Adobe shows that consumers who trust brands are:

• 71% more likely to buy more
• 61% more likely to recommend the business to a friend
• Have a 41% chance of joining a loyalty program
• 40% are likely to post a positive review or comment on social networks

How to use trustworthy content to maximize conversion rates

A robust content marketing strategy is essential for the growth of your business.

Today’s consumers spend lots of time interacting with online resources. And they often use those resources for brand discovery, product research, and gathering inspiration for future purchases.

(Image Source: Statista)

This dependence on online content can be great news for brands trying to maximize reach and conversions. Nonetheless, it can also indicate needing to invest in higher-quality resources that inspire sales through trust. Why? Because nothing harms your brand’s reputation as effectively as a low-quality piece of content.

With this in mind, you must invest resources in creating and distributing credible, user-centric posts. Ultimately, these are the only resources with long-term potential to boost conversion rates on your site.

Unsure how to accomplish this goal? Here are some of the most effective ways to use valuable content to build trust and increase website conversions.

Optimize for SEO to improve ranking for relevant keywords

Investing in SEO has always been effective at raising site conversions.

However, many marketers forget that improving SERP rankings doesn’t just impact organic web traffic. It also establishes your brand as a go-to in your industry. And, through the effect of familiarity, it increases your chances of converting visitors into customers.

Look at consumer psychology research. You’ll find that people often trust (and become attached to) organizations they’re familiar with. 

So, if you want to use content to encourage sales, start with SEO.

To see a great example of a brand that does this, look at Goldstein Patent Law. Thanks to in-depth user behavior research, this brand understands what keywords its prospects search for on Google. So, Goldstein Patent Law invests in high-quality resources — like the What Is the Difference Between a Logo and a Trademark article. That way, it manages to win the featured snippet position on Google.

(Image Source: Google)

But how does position zero on Google contribute to brand trust?

The first factor to consider is that people are highly likely to click on the first result. According to research, the average CTR for the #1 result on SERPs is 27.6% — more than ten times bigger than for the #10 result on the same page.

Secondly, attracting more web visitors allows you to convince more consumers of your brand’s trustworthiness. A unique and valuable awareness-stage article can amplify your brand’s visibility and reputation.

Thirdly, you can optimize top-of-the-funnel content for trust and conversions. All you have to do is insert relevant product links. This is what BJJ Fanatics does in its Gilbert Burns article. By following this tactic, you can call attention to your products naturally. Plus, you can move prospects down the sales funnel. And you might even increase the chances of a first-time web visit transforming into a sale.

(Image Source: BJJ Fanatics)

Create content that matches your prospects’ search intent

Once you’ve mastered SEO, it’s time to take the next step in optimizing your content for trust and website conversions.

One great way to do this is to optimize for search intent.

(Image Source: Semrush)

Most marketers perceive this strategy as conversion-boosting. And some advanced experts understand its role in shortening the sales cycle. 

Yet, publishing content that meets your prospects’ needs and creates a stellar user experience also benefits your brand. Plus, matching search intent proves your brand’s dedication to user-centricity.

But how do resources optimized for user intent affect brand confidence?

To answer this question, you must first understand the elements of trust. According to research on consumer trust in ecommerce, the three characteristics of a credible brand are that it is:

• Competent — it can solve the pain points it promises to remove
• Benevolent — it holds consumer interest ahead of self-interest and sincerely cares for its customers
• Consistent – it acts with honesty and integrity at all times (even when it’s not beneficial)

As you can see, building brand trust — especially with content — requires putting your audience’s needs first. 

So, do you want to use content to build brand trust and inspire conversions? Then consider ways to make your articles more helpful to your web visitors.

One excellent way to accomplish this is to create honest, commercial-intent articles, like the Best Golf Shoes resource on Breaking Eighty. This post is chock-full of handy information about various golf footwear options. But what makes it unique is that it’s transparent and objective. It doesn’t hesitate to point out product drawbacks. Plus, it makes it very clear that the page contains affiliate links, earning readers’ trust through transparency.

Prioritize user value over sales

As you explore methods to build brand trust with content, use every opportunity to prove your organization’s benevolence.

Unsure if this strategy can benefit your brand or improve conversion rate optimization? Think again.

According to research from SurveyMonkey, 74% of consumers think they’re seeing too many ads. More worryingly, people don’t just see ads as irrelevant. They also find them overwhelming and repetitive.

To improve web conversions via content marketing, why not invest in resources that prove your dedication to your users?

In a recent survey, GWI asked people what they wanted from commercial content. The results show that people want to see ads that are:

• Entertaining
• Informative about products
• Provide them with discounts and special offers
• Have educational value

This information can be a great pathway toward establishing your brand’s authority and benevolence. Especially if you decide to invest in content that presents your audience with value without pressuring them to convert.

For a great example of a brand that uses this tactic to build trust and increase web conversions, check out DialMyCalls, a mass text messaging and notification service. In their How to Send Text Messages Using an Email Address, the business presents readers with step-by-step instructions on how to use email for SMS marketing. 

Even though Dial My Calls offers a product that does the same thing, the content team doesn’t include any sales pressure in the resource. Instead, it simply mentions the benefits of using the brand’s software in the Superior Alternatives section of the article. Then, it allows readers to decide if they’re willing to convert.

(Image Source: Dial My Calls)

Support claims with real-life proof

Sometimes, the best way to position your business as trustworthy is to show you care about your customers. On other occasions, it’s to prove you’re the most competent organization to remove their pain points.

Investing in proof-based content — such as case studies — is a tried and true method of establishing authority and inspiring website conversions. And, if you think about the benefits of social proof, that’s not much of a surprise.

There are many ways you can incorporate proof in your content marketing strategy.

For example, Deel publishes in-depth customer stories to describe how clients use its software to achieve growth. In the piece dedicated to Magic, the brand goes through the challenges and goals of a successful user. It doesn’t just do this to demonstrate one of the potential uses of its solution. Deel understands that software buyers require evidence of a product’s effectiveness. So, it bases a lot of its content efforts on case studies.

Alternatively, if you want to incorporate trust-building and conversion-inspiring content on your landing pages, you can show off any instance of social proof. You can get great results even from simple brand/product ratings or positive customer feedback.

For example, check out the Ecobee landing page. The commercial resource is evidently optimized to inspire purchases. However, Ecobee understands that consumers need proof before buying. So, it includes a social proof section on the page, showing off third-party content praising the solution and supporting the brand’s claims.

(Image Source: Ecobee)

You can also enhance existing content with effective trust signals. For example, you can use illustrations or badges to point out that your article has been fact-checked. 

Check out the How Nature Filters Water resources on the Livestrong site. They state the author’s name and inform readers that the article has been medically reviewed. Plus, they even list the fact-checker’s medical certifications.

(Image Source: LIVESTRONG)

Explore opportunities for guest posting or interviews

Using content to build trust and inspire website conversions is more than about what you publish on your company blog or social media channels.

Sure, the content you distribute on your brand’s channels is the primary driver of brand credibility. However, do you want to establish your reputation as a competent business entity? In that case, you must explore guest posting opportunities.

This tactic will help you maximize your reach and engage new audiences. It will also provide a valuable opportunity to prove your expertise. It might even allow you to piggyback on the credibility of the channel you’re creating.

Authors often use this trust and conversion-enhancing content strategy. For example, look at the Sleep Diplomat website. You’ll notice it dedicates an entire page to highlighting noteworthy guest appearances. 

These include interviews on the Joe Rogan Experience podcast, a TED talk, and a MasterClass course. These are all widely trusted channels. So, the tactic results in an instant boost in the brand’s credibility and an uptick in book sales. 

(Image Source: Sleep Diplomat)

Demonstrate superiority through comparison

Sometimes, the best way to build trust and boost conversions is to focus on what your brand does best. Others, it’s to point out the specific things it does better than your competitors.

Many brands steer clear of comparisons. However, when used methodically, this type of content can be a great conversion booster. Moreover, it can demonstrate competence, especially if you use it on landing pages meant to win over your competitors’ potential customers.

Another thing to remember about comparison content is that your audience will look for it during the evaluation stage of the buyer’s journey. According to a recent report from PWC, almost one-third of consumers now collect product information from price comparison sites.

If you know buyers want more insightful product comparison content, why not offer it on your website? That way, you can control the context. Plus, you can include strategic conversion elements like CTAs and product links to maximize your content’s sales potential.

Check out the Cerebelly homepage for inspiration on achieving your conversion goals. Knowing parents want the best for their kids, the business includes a comparison chart on its website. It’s an easy way to demonstrate the superiority of Cerebelly’s products. 

But the content also presents prospects with relevant information and highlights the uniqueness of this brand’s offer. Moreover, the well-placed Shop Now CTA ensures a positive conversion-influencing impact and genuinely encourages web visitors to shop.

(Image Source: Cerebelly)

Employ authentic formats

As you explore ways to use content to build trust and increase website conversions, there’s one thing you have to understand.

Consumers don’t always see branded content as authentic and trustworthy.

Just look at the findings from the 2023 State of User-Generated Content report. According to this original research conducted by TINT, authentic user-generated and creator content outperforms branded content in trustworthiness. 

Do you want to encourage your audience to perceive your business as reliable? If yes, explore ways to incorporate these formats in your conversion-inspiring content.

The Moto Machines brand does this splendidly in the Rider’s Guide to Choosing a Dash Camera for a Motorcycle article. Here, the business presents buyers with multiple product recommendations. 

But instead of embedding generic product photos in the text, Moto Machines provides original photos. The photos show what each gadget looks like. They are imperfect, but they give the article a more authentic feel. They transform the post from a conversion-oriented blog to an approachable resource written by a fellow moto-enthusiast.

(Image Source: Moto Machines)

Final thoughts

There you have it, some of the best ways to use content to build trust and increase web conversions.

As you can see, it doesn’t matter if you intend to publish on your company blog or incorporate these resources on your landing pages. The only way to earn your audience’s confidence is to show that you care about them.

Do that, and you will encourage them to shop with your brand. You’ll also have a much bigger chance of turning them into loyal customers. And you might even earn some positive customer testimonials in the process.