Brand credibility + beautiful web design + SEO

The goal

Sapere operates in an extremely competitive market. When your rivals in the field are internationally known household names, you have to present your ‘A’ game. Sapere needed to demonstrate their credibility and reputation in a way that equalled or surpassed their peers.

The process

Sapere understood that they couldn’t simply repackage the old site content. They needed to have a clear picture of their current and future clients, understand their needs, and then present the information clearly and cleanly. We undertook brand workshops, client persona development and needs analysis, wireframing and UI/UX planning and testing, SEO-researched structure/content rewrites, and integrated it all into the final web concepts and brand design.

The deliverables

A site design that is stunningly elegant yet maintains a human and professional touch, featuring a streamlined UI and exceptionally well-structured content that defies its size. It effectively represents Sapere’s people and their skills.

The Wonderlab Long Read on Understanding and Building Online Credibility

Sapere (above) understood the need to improve their adequately functioning site, as it lacked the same brand credibility as their international competitors. But what is online credibility, and why does it even matter? Simply put, it’s how trustworthy your website or brand appears online. It encompasses the quality and professionalism of your website content, customer reviews, and social media presence. High online credibility can lead to increased customer loyalty, better conversion rates, and an overall stronger brand image. It’s important regardless of whether you are communicating to a single consumer (B2C) or to another business (B2B), as in Sapere’s case.

Why Online Credibility is Crucial

In a crowded marketplace, potential customers often conduct online research before making purchasing decisions. If your online credibility is lacking, they may choose a competitor that appears more established or trustworthy. Building your credibility can help you gain the attention of your target audience and convert them into loyal customers.
But how do you go about it? This shopping list of steps is a good start.

Optimise Your Website

• User-Friendly Design
  Your website is often the first impression potential customers have of your brand. A clean, professional design can instil confidence. Make sure your site is easy to navigate, visually appealing, and mobile-responsive.
• Quality Content
  Providing valuable, well-researched content is essential. High-quality content not only showcases your expertise but also enhances your site’s credibility. Consider publishing blog posts, case studies, and informative articles that address your audience’s pain points. Google’s search algorithms actively pursue quality over quantity; post irrelevant content or rubbish, and your traffic will drop.
• Ensure Transparency
  Transparency fosters trust. Include an “About Us” style page detailing your brand’s story, mission, and values. Displaying clear contact information and team bios can humanise your brand and make it more relatable.

Leverage Social Proof

• Customer Reviews and Testimonials
  Positive reviews can significantly enhance your credibility. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and social media. Showcase testimonials on your website to provide social proof of your product or service quality.
• Case Studies
  Highlighting successful projects can illustrate your expertise and the value you bring. Create case studies that detail the challenges faced, your solutions, and the results achieved. This not only demonstrates your capabilities but also builds trust.
• Collaborations and Partnerships
  Partnering with reputable organisations or influencers can lend credibility to your brand. Seek collaborations that align with your values and mission, allowing you to tap into their audience while enhancing your own credibility.

Invest in Content Marketing

• Blogging
  Regularly publishing informative and engaging blog posts can position your brand as a thought leader in your industry. Focus on topics relevant to your audience, and use researched keywords and phrases (see point 5 below) to ensure your content is discoverable.
• Video Content
  Video content is becoming increasingly popular and can be a powerful way to convey your brand’s message. Create educational or promotional videos that highlight your products, share customer stories, or explain industry trends. Ensure these videos are easily accessible on your website and social media. Don’t worry—you don’t have to be in front of the camera. There are alternatives, like animation or voiceover narration.
• Webinars and Live Q&A Sessions
  Hosting webinars or live sessions can further establish your authority in your field. Provide valuable insights and engage with your audience in real time, fostering a sense of community and trust.

Enhance Your Social Media Presence

• Choose the Right Platforms
  Identify the social media platforms where your target audience is most active. Focus your efforts on these channels to build a strong presence and engage with potential customers.
• Consistent Branding
  Ensure your branding is consistent across all platforms. This includes your logo, colour palette, and messaging. Consistency reinforces your brand identity and fosters recognition.
• Engage and Interact
  Social media is a two-way street. Engage with your audience by responding to comments, messages, and reviews. Show appreciation for their support, and address any concerns promptly. This responsiveness builds trust and credibility.

Prioritise SEO Best Practices

• Keyword Research
  Conduct thorough keyword research to identify terms your target audience is searching for. Use these keywords strategically in your content, headings, and meta descriptions to enhance your visibility in search results. AI can help greatly with this—but use it with caution, as AI can’t understand the intricacies of your business and the market it operates within in the same way that you can.
• On-Page SEO
  Optimise your website’s on-page SEO elements, such as title tags, header tags, and alt texts for images. A well-optimised website is more likely to rank higher in search engine results, increasing your credibility and visibility.
• Quality Backlinks
  Building quality backlinks from reputable sites can improve your site’s authority. Focus on creating valuable content that others want to reference and share, and consider guest blogging on established websites in your niche.

Monitor and Respond to Feedback

• Reputation Management
  Regularly monitor your online reputation using tools like Google Alerts or social media monitoring software. Address any negative feedback or reviews professionally and promptly, showing that you value customer input. The more active you are, the more credible you will be to Google, and the more likely they will serve up your page when your keywords are searched.
• Use Feedback for Improvement
  Customer feedback can provide valuable insights into areas for improvement. Use this information to refine your products, services, and overall customer experience.

Build an Email List

• Create Valuable Lead Magnets
  Offer valuable resources such as guides, white papers, or exclusive discounts in exchange for email sign-ups. This helps you build a list of interested prospects who are more likely to trust and engage with your brand.
• Regular Newsletters
  Send regular newsletters to your subscribers, providing them with valuable content, updates, and promotions. This keeps your audience engaged and reinforces your credibility as a reliable source of information. But don’t over-publish; too many newsletters are almost as bad as none at all.
  As a rule of thumb, monthly newsletters are good for B2B or nonprofits; e-commerce and content media businesses should be more regular and bi-weekly.

Highlight Staff, Industry Certifications, and Awards

• Our work with Sapere perfectly highlighted how important their staff are to their core business value. Their staff bios are consistently the most visited pages across their whole site, even outstripping their services page. Your staff are a huge asset, and promoting them via articles and profiles is beneficial for you, them, and your future clients.
  Also, if you hold any relevant industry certifications or have received awards, display these on your website and marketing materials. This establishes your expertise and commitment to quality, enhancing your overall credibility.

Focus on Customer Service

• Provide Exceptional Support
  Delivering outstanding online customer service can differentiate you from larger competitors. Be responsive to inquiries, provide clear communication, and go the extra mile to resolve issues.
• Create a Knowledge Base
  Develop a comprehensive FAQ section or knowledge base on your website. This not only provides quick answers for customers but also demonstrates your commitment to transparency and support. Questions can be based on experience and real-world examples, but don’t forget Google as a resource! Researching Google’s “People Also Ask” options can also give great insight into what customers are actually searching for.

Improving your online credibility when competing against larger companies may seem challenging, but it is entirely achievable with the right strategies. By optimising your website, leveraging social proof, investing in content marketing, enhancing your social media presence, and prioritising customer service, you can build a strong online reputation that resonates with your audience. Brand consistency is key when implementing these strategies – and we can help with that.