When was the last time you engaged with a business because of the people behind it, rather than just a slick website? Let’s be honest, people are more interested in doing business with people. Although a well-optimised website plays a key role in converting customers, the people behind your brand are a fundamental part of encouraging potential customers to engage.
Research indicates that 55% of buyers say clear team bios and personal insights significantly influence their purchasing decisions. It’s time to ditch the generic stock photos and robotic content, and instead, bring your team to life and let them showcase your services or products.
Face Value: The Power of Authenticity in Business
Authenticity is the cornerstone of a trustworthy digital marketing strategy. When we see the real people behind a business, we’re more inclined to trust and connect with it. Katie McAleese, Director of zib digital New Zealand, puts it best: “People are the reason someone chooses to work with your company – and just as importantly, why they choose to stay. In a digital world filled with automation and polished messaging, authenticity cuts through.”
And the best way to show that authenticity? “Don’t hide your people behind logos and taglines. Make them visible. Make them relatable. Make them your brand’s competitive edge.”
By honestly showcasing your team, leadership, and customer success stories, you can build a connection with your audience that goes beyond mere transactions.
The Impact on Your Website
As humans, our brains are wired to recognise and respond to faces, voices, and stories – it’s how we’ve always communicated and built trust.
In the context of business, this means that when visitors land on your website, they’re not just looking for information – they’re looking for a sense of connection. Looking at our own experience with our zib digital website, and the data behind our client’s websites, the amount of people who navigate from the home page straight to the about us page is astonishing. Often before they look deeper into your products and services, they firstly want to know about the brand, and the people. By being genuine, vulnerable, and human throughout your entire website can build trust, drive engagement, and ultimately, drive better business results.
In essence, authenticity isn’t just a marketing tactic – it’s a way to speak directly to the human experience, bypassing the noise and clutter of the digital marketing world. By being genuine, vulnerable, and human, you can build trust, drive engagement, and ultimately, drive better business results.
Let’s be clear – authenticity isn’t about manipulating perceptions or telling customers what they want to hear – it’s about being real, relatable, and genuinely helpful in a way that builds trust.
Practical Ways to Showcase Your Team
So, how can you start putting people at the heart of your content? Here are some practical ideas:
- Get Real with Your Team Bios: Write team bios that actually reflect your team members. Highlighting their experience and what they bring to the table for the potential client is vital, as is humanising them. By highlighting your team’s passions and interests beyond their job titles, you can create more opportunities for potential customers to connect with and relate to them.
- Customer Success Stories: Share real customer success stories and case studies. Share video testimonials that go beyond the results of your product or service, and instead explore the client’s overall experience – including what it was like working with your team and how the process made them feel.
- Behind-the-Scenes Content: Give your audience a glimpse into your company culture with realistic behind-the-scenes content. This is a great way to humanise your brand by showing your team in action and highlighting the diverse skills they bring to the table.
- Video Content: Introduce your team with short, personal videos. You could even try live Q&A sessions or team introductions to create a sense of connection with your audience.
Beyond Keywords: The Power of Human-Centric Content
Search engines love high-quality, engaging content – and featuring people in your content can make it more shareable on social media, boosting your reach and brand recall. By focusing on authentic content, you can create a marketing strategy that’s both effective and genuine.
It’s time to rethink the way we approach content. By showcasing your team and customers, you can build trust, drive engagement, and create a brand that’s genuinely relatable. If you’re ready to take your content to the next level, let’s chat about how Zib Digital can help.
Ready to make your website and content more engaging? Book a strategy session with us to discuss how you can leverage human-centric content to drive conversions and boost your brand’s online presence.
