When a customer comes to your website, you want them to automatically know who you are and what you’re all about. Being able to accurately portray your brand through your website increases your ability to connect with your customers, helping you make a long-lasting connection with your target audience.
But simply listing your values on your homepage probably isn’t enough to get your customer to trust you. To capture their attention and convince them you’re sincere, get creative about the way you share what your company is about.
Let’s take a look at six different ways you can effectively share your core values on your website.
Make a Promise to Customers
Your core values should be expectations you’ve defined for yourself, your employees and your company. When you state your core values, you’re telling customers and clients that these are the standards you’ll hold yourself against, so why not display them on your website as a promise to your customers?
Infusionsoft’s culture page does a great job of using this strategy. Stating each value as a statement allows customers to understand you’re committed to reaching these expectations. They’re definitive, and they make the customer feel like they can hold you accountable, improving trust.
Focus on Customer Value
When you created your core values, you should have considered how they help your customer. Because our customers are constantly in search of information as to how your business will help them, you may see better results if you frame your core values as a way to directly improve the lives of your customers.
By benefiting the customer instead of the company, you show you’re looking to help your customers anyway you can.
One example of a company that uses this technique is SquareSpace. As you can see from the values page on their website, they explain how each of their core values provides value to the client or customer. By framing each value in a way that the customer receives the most benefit, customers can see how the company is helping them and will feel more included to trust them.
Create Some Humanity
Understanding why a company has values can be difficult for some customers. If they’re not used to thinking about the people behind the business, it can be difficult for a customer to identify with your core values. If your values don’t have any humanity in them, it may seem like a desperate effort to make a connection with your target audience.
Putting some humanity into your values can improve a connection with your audience. A great example of a company that does this is UBreakIFix. By putting some personality into their core values section, website visitors get a better feel for the people behind the business.
Create a Video
Many different companies are turning to video content instead of written content, and it may be a smart decision for portraying your core values. Video gives you an opportunity to show the employees of your business, explain difficult concepts and get a better response from audience members.
Because a video allows you to great a stronger emotion to your values, you can see some positive reactions when completed appropriately.
BoomTown has created a simple video sharing their core values. In the couple of minutes that the video spans, watchers are better able to understand what the company does, what they’re trying to accomplish and how they do it. Not only can the company share their core values with website visitors, they can also create a lasting impression.
Keep It Simple
Sometimes making too big of a production about your values can make you seem fake. Because you want your values to build a strong relationship with your target audience, you want to appear sincere and caring. This may mean simply dedicating a page of your website to values or sharing a stripped-down version of your company’s values.
Zappos doesn’t get fancy with the way they display their core values, and it works. By simply listing the ten values the company follows, customers can understand the purpose of the business. Because they’re not showy about their values, some clients and customers may feel as if they’re more genuine.
Tell a Story
There should be a personal story behind each value you establish. When you can describe why that value is important to you and your company, customers can see you took time to think about what you’d like to provide customers or the community. Sharing these stories on your website can make your core values more interesting and believable.
Teach For America provides a short video for each of their core values, helping customers understand how that unique value is actually applied in their day-to-day operations. By putting a story behind the values, complete with video, customers begin to understand they are actual principles you live by in your business — not just words you posted on your website as a marketing tool.
Your core values should be important to your business, so portray them on your website in the right way. While these examples and tips can provide you with some ideas to get started, get creative with the way you emulate your company’s core values.
Lexie Lu is a freelance designer and blogger. Her ideal day involves a design book, pajamas and a cup of coffee. She writes for Design Roast and can be followed on Twitter @lexieludesigner.
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