Trust-first copywriting: The trust signals that actually influence buying decisions

Having a superior product or service is no longer a guaranteed path to success. Nowadays, consumers are inundated with choices, which can mean they’re more likely to stick with what they know rather than take a chance on your brand. Overcoming this hesitation hinges on building genuine customer trust – helping you stand out from the crowd and encourage both new and repeat business. 

But how can you build this trust and credibility in every line of copy that you write? This blog post delves into the critical trust signals that every piece of marketing copy must incorporate to effectively persuade and convert, transforming hesitant browsers into loyal customers. 

What are trust signals?

Trust signals can be visual or textual elements that assure potential customers of your brand’s reliability and credibility. As the name suggests, they increase the likelihood that consumers will trust you and therefore move along the sales funnel – trusting that their money is safe with you and that they will receive a high-quality product or service. 

Online, where direct human interaction is often limited, these signals become paramount. Without them, your website, product pages, landing pages, blog posts and even emails may fail to capture the customer’s attention and, more importantly, their belief. For copywriters, content marketers and SEO professionals, understanding and implementing these signals is essential for driving conversion strategy by tapping into buyer and consumer behaviour – and into the minds of your target audience.

Why are trust signals important?

Ultimately, simply persuading your target audience with benefits and features is no longer enough to secure conversions. Today, to compete with the endless options in the online space, copywriters must build a bedrock of trust by anticipating and proactively addressing customer needs, and by framing every message with an honest, transparent tone. This shift in approach transforms marketing from a sales pitch into a helpful guide, creating a deeper connection with consumers that naturally leads to sales.

It’s clear that when customers feel confident in a brand, their likelihood of making a purchase increases dramatically. But this is only the beginning; with this bedrock of trust, you’re cultivating a lasting relationship between the customer and your brand, leading to long-term customer loyalty, word-of-mouth referrals, and sustainable business growth. 

Examples of trust signals in marketing copy

So, what ecommerce trust signals can you easily incorporate into your marketing copy (including emails, product pages, blog posts, social media posts and landing pages) to build better relationships with customers and grow your business? Let’s take a look at the best examples below:

1. Social proof

Social proof is a psychological phenomenon where people copy the actions and behaviours of others in an attempt to reflect ‘correct behaviour’ for a given situation through conformity and validation. In marketing and business, this means that customers will often stick to familiar brands that they know others are using. For example, long queues at a shop or restaurant will signal popularity and encourage others to visit, or a product that frequently sells out will become even more in demand as people assume it’s a must-have. 

For your website, social proof means providing powerful reassurance to potential customers who are unsure about making a commitment. The volume and quality of the following copy elements contribute to this powerful effect:

• Customer reviews and ratings. User-generated content (like customer reviews) uses authenticity and social proof to influence purchasing decisions. Display positive reviews and ratings prominently on your website to build trust with your customers.

• Testimonials. Customer testimonials offer a more in-depth exploration of your business’s positive impact by detailing specific benefits and experiences. When crafting customer testimonials, focus on genuine voices and relatable, authentic experiences – avoiding overly polished or generic statements. 

• Media/celebrity/influencer endorsements. Being featured in reputable media outlets or receiving endorsements from popular celebrities or influencers lends your brand borrowed authority. Incorporate these endorsements into your marketing copy to bolster your own credibility and reputation.

• Case studies. By showcasing how you’ve helped other customers achieve specific, measurable results, case studies provide in-depth proof of your capabilities and trustworthiness. Add snippets of and links to your case studies in your marketing copy to reinforce any strong claims you make.

2. Guarantees and assurances

No one likes to make a bad purchase. Often, the biggest barrier preventing a new customer from making their first purchase with you is risking their hard-earned cash on a product or service they don’t fully trust yet. The solution? Reduce the sense of risk by including the following trust signals on website copy:

• Money-back guarantees. A well-worded money-back guarantee is one of the most potent trust signals in marketing. Make sure this content is prominently displayed and clearly worded, and customers will feel more comfortable making a purchase. It also communicates that you stand behind your product/service and are willing to take on the risk. 

• Certifications. Displaying recognised security badges (like SSL certificates for secure transactions) and relevant industry certifications on your website, especially during checkout and on product pages, provides crucial visual reassurance to customers.

3. Free trials and samples

Another way to reduce the sense of risk for new customers is to offer a free trial or sample of your product or service, allowing them to directly experience what you have to offer without making a financial commitment. Your copy should clearly explain the terms of the trial or sample, highlighting the benefits the customer will gain from trying it. Emphasise that there’s no obligation, and make the sign-up process straightforward. 

This approach bypasses the need for immediate trust by allowing the product itself to build confidence, which will impact future conversion and loyalty. In particular, this is a powerful tactic for small business owners looking to gain initial traction and demonstrate the value proposition of their offerings. 

4. Establishing credibility

Consumers naturally gravitate towards sources they perceive as knowledgeable and experienced. Demonstrating authority and expertise through your copy establishes credibility, making your brand a more trustworthy choice. This is especially true for complex products or services where consumers may feel out of their depth. 

You can produce more informative, useful content by referencing proprietary research, showcasing product demos, and/or consistently using benefit-focused messaging that highlights your unique understanding of the customer’s needs. In addition, you can feature the following in your marketing copy:

• Awards. Winning industry awards is a strong signal of your brand’s excellence and trustworthiness. These achievements should be proudly displayed on your website and in marketing materials and copy. Plus, they can be particularly impactful on a sales page or pricing pages to justify premium offerings.

• Professional affiliations and memberships. Membership in reputable professional organisations or industry associations signals that your business adheres to important standards and has a strong reputation. Make sure to mention these memberships on About pages and/or in the footer of each page.

5. Educational and transparent content

Positioning your brand as a source of valuable knowledge through thought leadership and educational content builds a strong sense of trust. This involves creating blog posts, webinars or in-depth guides that address your target audience’s pain points and offer insightful solutions. When your copy consistently provides value and demonstrates a deep understanding of your industry, you build credibility and establish your brand as a trusted advisor – which is a crucial step towards improving your conversion rate. 

However, this doesn’t mean using jargon or overly complex language to ‘impress’ customers. This often just leads to confusion and a loss of interest, whereas clarity and transparency in your copy builds genuine trust. Here’s how to write truly informative, educational and industry-leading content without distorting your brand messaging or confusing customers:

• Prioritise accessibility. When you write clear, accessible language on every page of your website, from login page prompts to detailed explanations on content pages, you ensure every potential customer knows what your business is all about – reducing the risk of miscommunication and disappointment.

• Focus on a clear, compelling value proposition. Similarly, featuring a clear and compelling value proposition prominently throughout your copy will ensure customers understand your offering immediately, building confidence and paving the way for conversion.

• Offer something new and useful. What does your business offer that others don’t? Why should a customer choose you out of the competition? Clearly state your brand’s value, and offer content on your website that’s truly useful for consumers (such as statistics from your own research, in-depth case studies, helpful visual elements and so on.)

• Set clear expectations. Transparency means being honest about what your product or service can and cannot do. Manage expectations in your copy by clearly explaining what your offering is for.

• Address concerns proactively. The most effective copy anticipates customer concerns and addresses them before they even become roadblocks to conversion. Answer these common concerns into your website’s content, structured FAQs and product descriptions to provide immediate reassurance, clarity and trust.

Trust is the essential currency that boosts conversions and builds lasting customer relationships. By strategically integrating the key trust signals above into your marketing copy, you can dismantle buyer hesitation and build genuine credibility. Never underestimate the importance of a clear value proposition, authentic customer testimonials, clear money-back guarantees, proven expertise and honest communication – these are the factors that can make or break your business’s growth and reputation.

All Articles