The Hidden Signals in Your Copy That Tell Customers Not to Trust You

Copy is an extremely important element when it comes to running a business, especially within the marketing department.

Everything that your customers or users engage with is influential when building brand trust and converting consumers into paying customers.

Some hidden signals can often erode customer trust in your copy. So with that being said, here are some mistakes to avoid making when it comes to the curation of your own company copy.

Vague and generic language

The language and tone in which you create copy are important to master. It’s also essential that you’re consistent with quality so that it’s recognisable to consumers when they engage in it.

If you’re using fluffy, non-specific copy that lacks concrete details or relevancy to the audience, then they’re likely to click off the content. It’s good to make sure all copy is well written and to smooth out unnatural writing where possible.

Missing or weak online pages

When it comes to your online presence, your website is often the biggest seller. That’s why it’s good to make sure your design pops and that the site is easily navigable. For some brands and businesses, missing or weak online pages can be a point of trust.

If you don’t have an ‘About Us’ page, for example, then that can give customers a reason to suspect that something’s not quite right.

Lack of social proof

In order to get customers to spend money on the business, they need to be able to see evidence of previous customers and their experiences with your company. From customer reviews to case studies or logos of recognised clients, you may struggle to convert new leads into paying customers.

That’s why it’s important to work hard on nurturing these existing relationships and asking for positive feedback on completion of the transaction or project.

No clear contact details

A lack of contact details is a red flag because it doesn’t offer the customer an easy way to reach you. A lot of copy when it comes to your social media profiles and website should ideally have some form of contact details available.

Not doing it will put you at a disadvantage by making you unreachable and causing suspicion about why you don’t want to be reached.

Exaggerated claims and falsehoods

Fabrication of connections, to exaggerate claims and false information, can all lead to the downfall of your reputation.

When you’re building trust, you need to offer both transparency and valid expertise. Most customers and clients will see right through a company’s lies.

Security omissions

Missing SSL certificates and trust badges are types of copy that should be simple to attain and offer trust for all customers who pay attention to this online. 

Poor design and user experience

The design and user experience of your website should be a positive and hassle-free one. If it’s cluttered, unprofessional, or outdated, then you might want to think about updating it before it loses you customers.

Overly personal outreach

It’s good to be mindful of how you reach out to customers. Make it too personal, and they’re likely to feel like they’ve had their privacy invaded.

These hidden signals are all something to avoid doing when it comes to creating copy for your business. 

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