Building authority is important in any industry but especially so when it comes to building contractors and roofing companies. There are certain stereotypes surrounding the trade insinuating poor time management, poor work ethic and leaving detritus behind. While we know that that is not true, it is undeniable that the ads that perform best are ones that convey a sense of trust and authority.
How do you build honest authority on your site and ads so they can perform better in a digital space?
Reviews
The online version of word of mouth, online referral carry an awful lot of respect and here are the stats to back that up:
- 50% of people said they’d visit a business’s website after reading an online review in 2018.
- 73% of people trust a local business more if it has positive online reviews.
- 93% of people say online reviews impact their buying decisions.
- Displaying reviews can increase conversion rates by 270%.
- 40% of people only take into account reviews written in the past 2 weeks
- 73% of consumers say written reviews make more of an impression than star/number ratings.
Mixed Media Reviews
When gathering reviews, it is good to ask for both written and video reviews and gain permission to use them in online ads or on the site. This mix of media can help you reach and engage different users within your audience and improve traction.
Recent and Relevant Reviews
Many people will only take into account reviews that have been posted in the last year or so, considering older reviews outdated and therefore not useful. Making sure you are regularly updating the reviews on your landing pages and in your ads is key to maintaining the authority they offer.
Though having a review for the product or service you are promoting is always best, it is not a deal-breaker. A review that speaks warmly of the customer service or level of professionalism will still have an impact.
Interacting with Reviews
Once reviews have been posted, it is you responsibility to either respond to thank them, or to address the concerns they have highlighted. 89% of people read businesses’ responses to positive and negative reviews so it is important to remain professional.
Businesses that reply to reviews at least 25% of the time have an average of 35% more revenue so there is a financial incentive beyond the mere defence of your brand reputation or good manners.
Authority Boards
Gaining customer reviews can take time, and as naturally cynical folk, they can only go so far. Authority boards offer a professional backing that simply cannot be found elsewhere. They also have easy to recognize icons and logos that can be put on ads and landing pages to quickly convey that your company is not only recognized, but also affiliated with an authority of note.
Whether you choose to display your official certification for techniques, the endorsements for a material you use, or the overall acknowledgement of your company with authority boards, a little logo can go a long way!