1.
WHY YOUR REPUTATION & CREDIBILITY IS
ESSENTIAL TO DRIVING CONVERSIONS*
*(AND HOW TO BOOST THEM)
AISHA (SKIPPY) KELLAWAY | @AISHAKELLAWAY

2.
WITHOUT CREDIBILITY,
MARKETING/ADVERTISING
IS NOT GOING TO WORK.

3.
4 TYPES OF CREDIBILITY
‣Presumed credibility – (Recognised brand with good
reputation)
‣Reputed credibility - (Word of mouth referrals, reviews or
publicity/citations)
‣Surface credibility - (Web design and user experience, quality
content and trust signals)
‣Earned credibility - (First hand experience, customer support,
delivering on a promise)
#DIGITALGAGGLEBJ FOGG - WEB CREDIBILITY SPECIALIST & BEHAVIOURAL PSYCHOLOGIST

4.
DIGITAL CONTENT &
COMMUNICATIONS
AISHA (SKIPPY) KELLAWAY

5.
BRAND IS ANOTHER WORD FOR
REPUTATION & IMAGE.
AND YOU DON’T GET A REPUTATION JUST
BY CLAIMING SOMETHING.
Dave Trott
“One plus one equals three: A master class in creative thinking”
#DIGITALGAGGLE

6.
YOUR REPUTATION
PRECEDES YOU
#DIGITALGAGGLE

7.
THE FOUNDATIONS
START WITH YOUR
MISSION AND VALUES
WHAT IS YOUR PURPOSE AND
WHAT DO YOU BELIEVE IN?

8.
MISSION: VALUES:
What is your
purpose? Why do
you do what you
do?
What do you
believe in? How do
you make your
decisions?
WHO ARE YOU TARGETING?

9.
PERFORM A CLIENT/CUSTOMER
AUDIT
▸ Most valuable and least trouble
▸ Rich, Inspired, Famous
▸ Least churn
▸ Highest lifetime value
▸ Highest satisfaction
#DIGITALGAGGLE

10.
SURVEY TOP CUSTOMERS/
CLIENTS
▸ Basic demographic information
▸ Why they chose you
▸ What they like about your service
(Look for benefits, rather than just
features)
▸ What could be improved
▸ Who else they think would benefit
from your service
#DIGITALGAGGLE

11.
SEGMENT USERS
#DIGITALGAGGLE

12.
MISSION: VALUES:
What is your
purpose? Why do
you do what you
do?
What do you
believe in? How do
you make your
decisions?
WHAT ARE YOUR USERS
THINKING?

13.
ANALYSE REVIEWS
▸ Look for trends
▸ Language used
▸ Use insights to enhance messaging
and speak to your target users in THEIR
language
▸ Communicate benefits over features
#DIGITALGAGGLE

14.
ANALYTICS & SITE ENGAGEMENT SOFTWARE
▸ Quantitative data
▸ Search queries
▸ Heat maps
▸ Mouse tracking
▸ Scroll activity
▸ Session recording
#DIGITALGAGGLE

15.
USER TESTING
▸ Detailed insights and thought
processes
▸ First impressions
▸ Demographic targeting
▸ Guaranteed quality users
▸ Competitor analysis
#DIGITALGAGGLE

16.
MISSION: VALUES:
What is your
purpose? Why do
you do what you
do?
What do you
believe in? How do
you make your
decisions?
TACTICS TO BOOST
SURFACE CREDIBILITY

17.
MAKE CONTACT INFORMATION EASY TO FIND
#DIGITALGAGGLE

18.
USE ORDINARY* WORDS
▸ *2 caveats - #1: Sometimes, especially in b2b, industry terminology is necessary to communicate you understand the
consumer and their needs. Using industry terminology does not need to make your copy wanky - you can still write clearly and
simply but include necessary terms and phrases! #2: Technical terminology can also be useful to filter out the wrong users
#DIGITALGAGGLE

19.
SPELL AND GRAMMAR CHECK
#DIGITALGAGGLE

20.
PEOPLE BUY INTO (AND TRUST) PEOPLE

21.
INCLUDE SOCIAL PROOF
#DIGITALGAGGLE

22.
SYSTEMISE REVIEW PROMPTS
▸ Create a system for asking clients/
customers for reviews
▸ Make it easy for them
▸ 52% of buyers say they trust a company
more if they have a few negative
reviews (via Capterra) - negative
reviews (and how you handle them) are
an opportunity for you to shine!
#DIGITALGAGGLE

23.
SHOW INDUSTRY ASSOCIATIONS
#DIGITALGAGGLE

24.
MAKE SURE YOUR SITE WORKS
#DIGITALGAGGLE

25.
BE TRANSPARENT ABOUT DATA

26.
MISSION: VALUES:
What is your
purpose? Why do
you do what you
do?
What do you
believe in? How do
you make your
decisions?
OVER TO YOU TO MEET AND
EXCEED

27.
THANK YOU!
AISHA@SCARLETROO.COM | @AISHAKELLAWAY