Your business website is more than just an online location – it’s a representation of your brand and values. Brands are waking up to the fact that the first thing visitors desire these days isn't usually a CTA button pushed in their faces. Many are instead conscientious customers who want to know that the brand values them.
We are talking about brand transparency here. Even Google recently cited brand transparency as a critical competitive differentiator. For businesses trying to keep up nowadays - what is also essential to get across via the website and branding - other than what they sell? Read through to discover!
1. How products are created or service provided
Their features, the results they offer, the precise composition, the source of the materials, the methods used, the personnel involved, any third-party collaborations etc.
2. Your brand’s story
By sharing it, you can create a relatable and human image - from humble beginnings to significant accomplishments, narrating your journey allows customers to understand the events that have shaped your brand.
3. Who is behind the brand
The possibilities are endless, offering an excellent chance to humanize the brand and showcase your team and dedicated individuals who make it all possible.
4. Brand's ethics
Consumers want to know what your brand stands for and if it cares about more than just profit. Сommunicate what the company believes in and its commitment to certain ideals.
5. Сhallenges, mistakes and flaws
To make your brand more human, you have to own your mistakes. Buyers are suspicious of companies that try to cover up their flaws, and sharing vulnerability actually increases engagement.
6. Spaces for dialogue
Communication channels like a direct email, live chat, phone number, forum, you name it - available on the website - reassure customers that their voices matter and increase transparency.
7. Behind-the-scenes glimpses
Pull back the curtain to detail – with information, photos or, better yet, videos – your facilities, production processes or how your services are delivered, to humanize your business. Instagram is perfectly suited for this purpose if you don't feel like your website is.
8. Openness about privacy policy updates, data storage and usage etc.
By prioritizing clarity and user-friendliness, you can effectively ensure everyone understands their rights and options and feels at ease.
We believe - getting these right could mean the difference between blending in and standing out.
