Learn the 3 key ingredients to effective website messaging to create a website that builds trust, nurtures relationships, and converts.
Good web design and effective website messaging aren’t just ‘nice-to-haves. In fact, they’re essential to your success. Most people don’t consciously think about these things when visiting a website. But they will subconsciously feel it if something is off. If the design isn’t cohesive or the messaging doesn’t resonate, trust can erode—and with it, belief in your ability to help them.
Effective Website Copy Makes People Believe in You
So, how do we get there? It comes down to these three key ingredients:
1. Confidence
Just as if you were meeting someone in person, your website needs to come across as confident. Confidence on your website is about combining good web design with effective website messaging. This helps to build trust and makes your audience believe that you are capable of solving their problem.
Website messaging isn’t just the words you use—it’s how those words are presented. The layout, fonts, imagery, and flow all work together to ensure your message resonates. When web design and website copy are aligned, they create a seamless experience that communicates trust and credibility from the first glance.
However, the words themselves matter just as much. Your words need to show empathy for your ideal client, showing that you understand their challenges and exactly how to help. A confident website isn’t loud or flashy—it’s clear, professional, and thoughtful. It creates trust by creating an emotional connection with your audience. Which brings me to the second ingredient…
2. Connection
Your website messaging isn’t all about selling — it’s about nurturing relationships. And like any good relationship, authenticity and transparency are key to building trust. Your website copy needs to be clear, genuine, and emotionally resonant, speaking directly to your ideal client’s needs and aspirations.
Here are three ways to build connection through your website message:
- Empathy in your messaging: Speak to your client’s challenges with “you” language. For example: “Struggling to reach your audience? Let’s create a strategy that works for you.”
- Storytelling that resonates: Use transformative stories, testimonials, and case studies to show how you’ve helped others succeed. Pair these with visuals that bring those stories to life.
- A clear path forward: Lay out the steps your audience will take to achieve their goals. For example: “Book a consultation, get your custom plan, and start seeing results.”
By connecting emotionally through empathy, storytelling, and clarity, you foster trust and create a relationship that keeps your audience engaged and loyal.
3. Results
Your audience wants to know: What’s in it for me? They’re looking for solutions to their problems and a vision of how their lives or businesses will improve by working with you. Your website messaging should clearly explain the results you deliver and why you’re the right choice.
Here are three ways to demonstrate results:
- Testimonials that inspire trust: For example, real client stories, like “After working with [your business], we saw a 40% increase in leads,” help prove the value of what you offer.
- Case studies that show transformation: Highlight specific examples of how you’ve helped clients succeed, using metrics or visuals to make the results tangible.
- A portfolio that paints the picture: Showcase work that aligns with your ideal clients’ needs so they can imagine themselves in that picture. Let your results speak for themselves.
So by clearly illustrating the results you deliver, you reassure your audience and inspire them to take the next step with confidence.
Bringing It All Together
Like a good recipe, these three ingredients—confidence, connection, and results—need to come together seamlessly with your website copy. Together, they create a cohesive and compelling experience that makes you irresistible to your ideal customer.
But here’s the catch: a negative experience can have a bigger impact than a positive one. If your website messaging or design erodes confidence, creates negative emotions, or fails to showcase results, you’re missing the opportunity to attract and convert the best clients.
As we say in the biz, “A bad website is like a grumpy salesperson.” And often, what makes a website bad isn’t obvious—it’s a feeling your visitors have when something just doesn’t click. Don’t let your website be the reason someone moves on. Let’s make it work for you, not against you.
If you’re curious about what’s involved in building a website that’s confident, connected, and results-driven, check out my process and prices or this step-by-step guide to my website design project timeline. Or simply schedule a quick chat with the button below—I’d love to hear all about your business and discuss how a great website can help you reach your goals.