Because in business, people usually buy the
person first and the product second.
Customers are far more likely to buy from
you if they like you and trust you.
… establishing trust and getting visitors to
like you is tough, because your readers don’t
have much time.
So you don’t want to write too much.
Less is more, remember?
You might only have 400 words to convince
someone to like you and trust you.
Sometimes much less.
So the words you choose are important.
What can you do?
Here are 4 quick tips.
1. Keep it simple.
You’re already close to a sale, so don’t go
Keep in mind the goal – telling someone
your life story at this stage isn’t going to
2. Don’t go overboard on trust.
Bang on about how trustworthy you are and
people are likely to think the opposite.
Keep it minimal and hope that, along with
the professional nature of your site, it’s
3. Mention past clients.
It’s not name-dropping, it’s reassuring.
Research has shown that indecisive
consumers give huge weight to what other
people say about a business.
4. Be personable.
The more approachable you can be, the
If possible, post a picture of yourself. Your
identity is important to prospective
If it isn’t possible, use friendly words. But
don’t overstep the mark and get too ‘pally’.
Splash Copywriters are experienced, creative
copywriters who have written for some of
the UK’s biggest companies.
We know how to write words that work, so if
you think we can help you in any way, get in
Call Matt on 07812 581 297 or take a look at