How To Build Trust With Your Website And Why You Need To Act Now

A whole new layer of trust is needed in business now.

In this post, you'll find out how you can use your website to build trust and develop a workflow.

I'll give you three places in your workday to find words to put on your website regularly, and other than your time it is free.

For people to come to your coworking or shared workspace, they need to see that you have COVID preventive measures in place and that you will know what to do if anything else happens.

But no one knows what is going to happen, not even Sarah Cooper.

The Cost of Trust

Steve R Covey has written a lot about trust, and in his book The Speed Of Trust, he gives the framework of when Trust is High, Speed is High, and Cost is Low.

When COVID hit the workspace industry, businesses we know with a close relationship with their members still suffered, but people rallied around to help them.

High Trust

The excellent relationships that owners and community managers had with members meant that open discussions about how people could pay a reduced membership and what the workspace could do to help in return made more sense.

Low Trust

But other more impersonal spaces had people cancel, and members even took legal action to challenge charges on reduced facilities.

Why You Need To Act Now

So few people in the coworking industry in the U.K. make proper posts for their website when the market is open for the taking.
I look at coworking space websites every day all around the world and only a few have COVID opening information on, even less have regular content on them.

There is a coworking boom about to happen, people are sick of being alone at home and very few people in the coworking industry have the right information on their website - EVEN if they have the right equipment and measures in place.

Does your website build trust?

The more decent words you have on your website, the more trust you will build.

When you have adverts or crappy content on your website, it will kill that trust.

Pro tip: It is harder to get people to 'book a tour' so change 'book a tour' on your website to 'book a call' this will be the 'first contact' - read on for more.

People research more and more online before they make a purchase and words on your website help you build trust with both search engines AND with human beings.

So spunking £100's every month on SEO when you are not adding new content to your website is burning money with no purpose.

Read: 'How to make $10 Million from one blog post' here.

People are happy to read between 50 and 100 pages of content before they make a significant purchase.

So for a coworking space, a potential member would need to have more to read than 'about me' or 'book a tour' or some headline about what you think/wish your space is all about.

Three places to find words for your website

A lot of conversations about article writing, blogging or whatever you want to call the act of putting words on your website, go like this:

I don't have time! I'm busy.....er.

How will it fit into my sales process?

What do I write about? - so I'll think about it.

I have not written since school, how can I start now?

Start here now

Look at your workday to find articles you are 'accidentally already writing' and then publish them as a blog post. Here is where you could look.

1. In social media posts

I'll see someone in a freelance, coworking or marketing forum, slack channel, WhatsApp or social media and I'll write and post an answer.

On my phone.

Standing in my kitchen.

While cooking.

When I'm alive, I copy and paste the answer onto my website and publish it. (Of course, I edit it first.)

Pro tip: If you make content for your website, people have something to share for you on social media, no one is going to share your front page.

2. Emails:

You will have people emailing you from your workspace and also people emailing in to ask you.

"is it ok to have dogs."

"Can I bring my bike."

"Are there coffee shops nearby?'

"Is there a helicopter pad near you?"

The questions about COVID are what you can write about now, like right now.

If you have been looking for somewhere to start - THIS IS THE PLACE.

Stop reading or listening to this post, grab something to write with, a pen or the notes app on your phone and write:

'The top five COVID questions we get asked here at 'Acme Coworking.'

Make this into a FAQ page for your website.

Also, make this into a blog post, add a link to your email signature.

Then send people the link to the post - instead of writing out the same thing every time.

Most emails like Google and Office 365 and CRM's have a feature where you can add quick-to-use templates.

3. What people ask you in the kitchen or on calls.

I am always listening hard for what people have problems with, like really hard.

More sex or more leads?

I could send a survey and ask people what do they want, and for the fifteen plus years I've been in marketing people ALWAYS say 'more leads.'

Everyone wants more leads - it is like human beings saying I want more sex.

But when you dig deeper, they want connection, companionship, to be understood, empathy and ice cream.

Does your website copy pass the mum test?

One of the best books I've ever come across in my life is 'The Mum Test' which goes into more in-depth detail about this.

Rob Fitzpatrick opens the book by asking his mother if she'd like an app to see recipes on her iPad.

His mother says yes, but when he dives more in-depth about money, where she gets recipes now and how she keeps them he realizes that this is not a 'real yes' but a 'nice yes'.

Watch this video to see this part of 'The Mum Test' in action.