Originally published September 18, 2022 , updated on July 22, 2024

Your target audience needs to trust you before they’ll buy your products and services. Businesses achieve this by incorporating various strategies that turn prospects into customers and brand advocates. Relationships take time to grow, and more businesses are shifting their focus toward content. Some companies spend thousands of dollars each month to provide relevant articles for their audiences. These companies hire web content writing services to deliver articles based on a consistent schedule. Will this investment help you build trust with your target audience? We highlighted some important details to consider.

SEO Content Writing Services Attract Prospects

The first step to building trust is getting people to discover your company. Your company can work on several projects to strengthen trust, but those efforts only generate revenue if you get a steady stream of prospects. 

Search engine optimisation allows prospects to learn about your company when your business ranks for keywords that align with a customer’s intent. A prospect searching for “how to improve my credit score” is looking for information. This prospect wants actionable tips and may become a client after reading enough of your articles. Customers searching phrases like “best mobile banking app” are looking for a solution. You may get less visibility for these types of searches, but the visitors who find you this way can quickly become customers. These visitors already know the problem and that they need a solution. 

If you demonstrate your brand can solve the consumer’s problems and provide great features, you will get more customers. Search engine optimisation facilitates the initial point of contact, and website content writing services can make these first points of contact more common.

Content Lets You Answer Your Customers’ Questions

Web content writing services review potential keywords and check your prospects’ frequently asked questions. Their team gathers this data to discover relevant blog post ideas that will draw in potential customers. Answering their questions through blog posts, videos, and podcasts will lead to more trust. Your brand will become the go-to resource for some prospects when they have questions about your industry. Some visitors may use your website’s search bar to see how you answered a question instead of doing a Google search.

Effectively answering questions lets you demonstrate your expertise. Your company can highlight its skill set and connect it with products and services. Helpful articles do not push offers but provide value that will make your prospects curious. This curiosity can result in future sales, and it taps into permission marketing. Potential customers want to reach a decision on their own instead of constantly getting prodded to buy the latest product. A business is in a good position when prospects ask about its products and services instead of needing to over-promote its offers.

Collaborate With Industry Experts to Gain Authority by Association

Prospects are most likely to trust experts in your niche. Receiving an endorsement from an expert can help you convert more prospects, but not every industry expert will be keen to make a recommendation. You can build your authority by associating with these industry experts via a mutually beneficial relationship. Some industry experts will happily become guests on your podcast to get more visibility. Some of these experts or brands will promote the episode when it comes out, introducing more people to your business in the process.

A professional content writing service reviews data and listens to your audience. Your analytics dashboard provides critical insights about the people visiting your site. Data is a visual representation of what your prospects want and how they engage with your copy. Website content writing services don’t stop their analysis at keywords; they look at what currently works for your brand and amplify key opportunities. 

When you double down on what your audience already likes, each new article, video, or podcast will serve as an affirmation. Your visitors will feel acknowledged and appreciate that you are producing articles that hit the mark. Analysing data can also improve search engine traffic and lead to better engagement. 

Consistency Builds Trust

Regularly posting new articles will make your brand a familiar name among potential customers. They will associate your brand with reliability since you produce digital resources on a regular basis. This consistency can make prospects feel more confident in buying your offers. While this is a subtle connection, it’s easier to see what would happen in the reverse scenario.

If your business publishes new resources at an inconsistent schedule, consumers will have fewer reasons to keep up with your company. They may go to competitors who consistently produce new blog posts. Consistently publishing new content for a brief period of time, and reverting to a period of inconsistency, can show cracks in your business model. Prospects will wonder why you stopped producing copy. This curiosity may extend to your products and services, as more consumers question if your offers are modern or frozen in time. 

Consistency builds trust and protects you from inconsistency, a dynamic that can ruin trust and discourage prospects from becoming customers. Not every business owner has enough time to create new blog posts, podcast episodes, and videos. SEO content writing services can handle these responsibilities so that you can focus on other areas of your business. 

Articles Can Include Social Proof to Strengthen Your Credibility

Consistently showing up turns your brand into a familiar presence, and this builds trust. You can deepen this trust by incorporating positive social proof in your content. Keep in mind that consumers do their research before buying products and services, and they will look at online reviews to discover what past customers thought about a good or service. 

Including customer testimonials and case studies in your blog posts speeds up the research process. Prospects can see what other people thought about your offers, and the results previous customers achieved. Seeing this information can sway prospects and turn them into customers. Most prospects will scour the web for this information and may become sceptical if they don’t find any online reviews for your company. 

You control what goes into your copy. Highlighting customer success stories, media features, and social proof build your case as a viable choice for consumers. Professional writers know how to weave social proof elements into articles so that they stand out without annoying prospects. 

Instead of selling, professional writers use customer experiences to tell stories. These writers provide a problem and portray your company as the hero with the solution. Storytelling will tap into your audience’s curiosity while revealing how your company can help them. Professional writers can include a subtle call to action that encourages the prospect to contact your company to learn more about your services.

Share Resources on Social Media

Your platform is not the only useful place to share great resources. Posting on social media gives you another touch point to interact with prospects. Most people will not buy your offer right away and will have to see you several times online. For example, prospects may forget about your company if you only limit them to your website. 

Social media is a great place to interact with current prospects. Your posts can rank well on social media algorithms and reach new prospects. Social networks are search engines that can grow your business in the same way as Google. Exploring multiple platforms expands your company’s digital footprint and helps you show up in front of consumers more often.

Some social networks can turn into significant traffic sources that translate into higher revenue. Web content writing services know how to lead social media followers to your website and continue the journey to purchase. These services ensure your social networks work together and fit within your business model instead of acting as separate, disconnected entities. 

Guest Blogging on Other Sites Establishes Credibility

Publishing copy on your website gives prospects more reasons to revisit your home on the web, and every time someone revisits your website, trust grows. You can further strengthen your position by guest blogging on other companies’ websites. Guest blogging isn’t as easy as writing content for your website; the guest blog owner must accept your pitch, and you have to produce content based on their guidelines.

Writers have to jump through more hurdles to write guest posts, and most readers recognise this fact. Seeing your content on industry guest posts will make readers think more highly of your products and services. They interpret it as your brand being good enough to show up on other blogs. Some prospects may become customers after seeing your content on enough guest blogs, while others will learn about you for the first time through these types of posts.

Website content writing services produce many internal blog posts, but they also provide guest posts. Each guest post strengthens trust with your community and helps you interact with new prospects. 

Creating Content Will Help Your Google Ranking

Most people want to improve their positions on Google to generate more traffic, and writing guest posts and producing other content will help your Google ranking. Most Google searchers do not bother looking at the second page of results; they find a resource on the first page and proceed to click the link.

A professional content writing service can get your articles to the top of those results. The traffic advantage is clear, but this strategy will also build trust. Most of the world trusts Google to provide them with valuable content based on their search queries. Google has built on this trust for multiple decades. Many people use Google daily and have it as their default search engine.

Showing up on top of search results lets you capitalise on Google’s authority. Google is recommending top results more than other web pages. If prospects consistently see you rank on the first page for important keywords, they will see you as an authority in your industry. The trust they have for Google will carry over into your brand.

A Professional Content Writing Service Can Create a Knowledge Base

As your content library grows, your brand will have more resources for visitors. A knowledge base can effectively organise articles based on which topics they address, allowing visitors to receive answers quicker. They can browse through the content that addresses their specific concerns instead of browsing through your blog posts based on their publication dates.

Your knowledge base can also give visitors a glimpse into the services you provide. Creating a content category for each service you provide acts as subtle marketing. Prospects who enjoy reading your blog posts may go deeper into your knowledge base and inquire about your offers. 

Professional writers create multiple articles around core services. They use keyword optimisation and other strategies to get noticed, but a knowledge base makes it easier for people to find what they want. Effective site navigation will enhance the user experience. If you have a difficult-to-navigate website, it will frustrate users and make them think twice about using your products and services. Some prospects will interpret a bad user experience as a company with ineffective solutions to their challenges. 

Work With a Professional Content Writing Service That Gets Results

Content will help your business gain market share and build trust, but not every company has the time or resources for article creation. You also need the right plan and objectives to produce meaningful results from your copy. Getting help from a professional content writing service like Goodman Lantern can increase your traffic and sales. Goodman Lantern has worked with hundreds of clients to create content that aligns with their brands and get results. 
Contact us to learn about our services and how we can get your company on the top of search results.

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