Building trust is a key component of establishing a connection with your website visitors. If they don’t trust you, it’s far less likely they’ll decide to get involved with your nonprofit.
But building trust isn’t an easy thing to do, especially if a visitor hasn’t heard of your organization before. So what can you do? Here are three ways you can use your website copy to build trust with your visitors.
1. Own Your Shortcomings
Many people try their best to hide their shortcomings. After all, you want to put your best foot forward, right?
But acknowledging your shortcomings, if done right, can actually be an incredible way to build trust with your visitors. The key here is to say what you can improve upon, and then highlight the various ways you plan on improving. Or, even better, mention something you weren’t good at but have already started working to improve.
A blog post is often your best bet when it comes to this kind of content. Admitting you don’t know it all but showing that you’re working hard to address such issues can build a lot of credibility with your readers.
2. Acknowledge Challenges and Lay Out a Plan
Most nonprofits are established to address a problem. And that problem is typically a tough one. Be realistic and acknowledge that overcoming it is going to be challenging. But tell your visitors exactly how you’re going to tackle it. Inspire them that a solution is possible, and show that you’re part of that solution.
Acknowledging the specific challenges you’re likely to face and highlighting the specific ways you plan on overcoming them helps establish your authority. If I’m going to get involved with an organization, I want it to be one that can clearly showcase the issues we’ll likely face and has a plan. The more specifics, the better.
3. Write Conversationally
Finally, write in a conversational tone. Most organizations use a tone that’s far too formal. Writing how you speak doesn’t make you seem unprofessional. It makes you seem accessible.
Conversational writing makes it more likely that a visitor will develop a relationship with your nonprofit. Don’t rely on complicated sentence structure and industry jargon to establish how smart you are as an organization. Instead, clearly articulate the problem and show the various solutions you have planned. That not only makes you seem knowledgeable, but it also makes you seem more friendly and inviting.
What have you done to build trust with your website visitors? Or have you come across any websites that you think do a great job at building trust? Let me know in the comments below.
Image courtesy of Artem Popov