In “The Importance of Authenticity and Relatability in Big Brand Websites,” the video discusses how big brands prioritize authenticity and relatability on their websites, which creates a stronger connection with customers compared to small businesses that often prioritize professionalism. Using casual conversational copywriting and plain English can make a website more relatable and understandable to customers. Making content skimmable with short paragraphs, headlines, lists, and bolded key phrases helps engage readers and make information easily accessible. Embracing white space in the design of the website creates a clean and approachable look. Big brands also use photos that reflect their customers’ stories and tap into their emotions and aspirations. By understanding these key elements, small businesses can improve their websites and create a genuine connection with potential customers, all without needing a big budget. So, hit that play button and let’s take your website to a whole new level!
The video by Wes McDowell, titled “The Simple Trick Big Brand Websites Use to Hook You,” reveals that big brands have mastered the art of using casual conversational copywriting to create an emotional connection with their customers. They understand the importance of making content skimmable, with short paragraphs and bolded key phrases, to engage readers. These big brands also prioritize using photos that reflect their customers’ stories and aspirations, creating a stronger connection. The video emphasizes that small businesses can adopt these techniques to improve their own websites without requiring a large budget. By understanding the importance of authenticity and relatability, small businesses can create a genuine connection with potential customers, taking their websites to a whole new level.
The Importance of Authenticity and Relatability in Big Brand Websites
Big brand websites have mastered the art of connecting with their customers through authenticity and relatability. By prioritizing these elements, they are able to create a stronger connection with their target audience, leading to increased engagement and brand loyalty.
Creating a Stronger Connection with Customers
Building trust and establishing relationships with customers is crucial for any business. Big brands understand the importance of connecting on a deeper level with their audience. They strive to build trust by being transparent, genuine, and relatable in their website content. This allows customers to feel a sense of familiarity and comfort, ultimately leading to a stronger connection.
Enhancing brand loyalty is another benefit of prioritizing authenticity and relatability. When customers feel connected to a brand on a personal level, they are more likely to become repeat customers and brand advocates. By presenting themselves in an authentic way, big brands are able to foster a sense of brand loyalty and create long-lasting relationships with their customers.
Understanding customer needs and desires is crucial for any business to thrive. Big brands invest in research and customer insights to gain a deeper understanding of their target audience. This knowledge allows them to create content and experiences that resonate with their customers on a personal level. By aligning their website messaging and design with their customers’ needs and desires, big brands are able to establish a stronger connection and provide a more meaningful user experience.
Pushing Customers Away with a Focus on Professionalism
While professionalism is important, small businesses often make the mistake of prioritizing it over relatability. This focus on professionalism can actually push customers away instead of drawing them in. By adopting a more human and relatable approach, businesses can create a stronger connection with their customers.
Alienating Customers with Corporate Jargon
Using corporate jargon and industry-specific language can create a barrier between businesses and their customers. It can make the content difficult to understand and can leave customers feeling disconnected. Big brands understand the importance of speaking in plain, conversational language that is accessible to all. By avoiding jargon and using language that resonates with their customers, they are able to bridge the gap and establish a stronger connection.
Lack of Authenticity and Relatability
Small businesses often fall into the trap of trying to appear more professional by presenting a polished and impersonal image on their websites. However, this approach lacks authenticity and relatability, leading to a disconnect with customers. Big brands understand that authenticity breeds trust, and they prioritize being genuine and relatable in their website content. By showcasing their human side and sharing stories that resonate with their customers, they are able to create a stronger connection and build trust.
Impersonal Communication
Impersonal communication can leave customers feeling disconnected and unimportant. Small businesses sometimes focus too much on presenting a professional image, which can lead to robotic and impersonal communication on their websites. Big brands understand the importance of addressing customers directly and using a friendly and approachable tone in their website content. By engaging in genuine conversation and personalizing the communication, they create a welcoming and relatable experience for their customers.
Using Conversational Copywriting and Plain English
One of the key elements that big brands have mastered is the use of conversational copywriting and plain English. This approach creates a friendly and approachable tone that resonates with customers and makes the content more understandable.
Establishing a Friendly and Approachable Tone
Big brands understand that the tone of their website copy plays a crucial role in creating a connection with their customers. By adopting a friendly and approachable tone, they are able to make customers feel comfortable and welcomed. This tone reflects the brand’s personality and values, making it easier for customers to relate to and engage with the content.
Breaking Down Complex Information
Customers appreciate simplicity and clarity when it comes to understanding information. Big brands excel at breaking down complex concepts and explaining them in plain English. By avoiding technical jargon and using language that is easy to understand, they ensure that customers can grasp the information without feeling overwhelmed. This approach not only strengthens the connection with customers but also establishes the brand as an authority in their industry.
Addressing Customers Directly
Directly addressing customers creates a sense of personal connection and inclusivity. Big brands understand the power of addressing customers directly in their website content. By using pronouns like “you” and “your,” they make the content more relatable and engaging. This approach creates a conversation-like experience and invites customers to feel like active participants in the brand’s story.
Making Content Skimmable
In a fast-paced digital world, it is crucial for businesses to create content that is easily scannable and digestible. Big brands understand this and utilize various techniques to make their content skimmable.
The Power of Headlines and Subheadings
Headlines and subheadings serve as signposts for readers, guiding them through the content and helping them find what they’re looking for quickly. Big brands craft compelling headlines and subheadings that grab attention and convey the main points of the content. By making these elements informative and engaging, they entice readers to dive deeper into the content.
Utilizing Lists and Bulleted Points
Breaking content into lists and bulleted points helps readers easily grasp key information. Big brands understand the power of visual organization and utilize lists and bullet points to highlight important details, key insights, or actionable steps. This approach promotes skimming while still providing valuable information to readers.
Highlighting Key Phrases
Highlighting key phrases or important information within the text helps readers quickly identify and absorb essential points. Big brands use bold formatting to make key phrases stand out, allowing readers to skim the content while still capturing the main ideas. This technique ensures that important information doesn’t go unnoticed.
Utilizing Bold Formatting
Bold formatting is another effective way to draw attention to important information within the content. Big brands strategically use bold formatting to emphasize key messages, key benefits, or calls to action. By making these elements visually prominent, they ensure that readers can easily identify and engage with the most crucial parts of the content.
Embracing White Space in Design
White space, also known as negative space, is the area within a design that is left empty or unmarked. Big brands understand the importance of utilizing white space in their website design to create a clean and minimalistic look.
Creating a Clean and Minimalistic Look
A cluttered and overwhelming design can detract from the overall user experience. Big brands embrace white space to create a visually appealing and uncluttered design. This clean and minimalistic look helps users focus on the content and allows for easier navigation. By giving content room to breathe, big brands create a calming and approachable atmosphere that encourages users to explore further.
Improving Readability and Focus
White space helps improve readability by providing visual breaks between elements, paragraphs, and sections. It allows the eyes to rest and makes it easier for users to scan and comprehend the content. By incorporating white space strategically, big brands enhance the overall readability of their website and direct the user’s focus to the most important elements.
Reducing Clutter and Overwhelm
Too many elements competing for attention can create a sense of overwhelm for users. Big brands use white space to eliminate unnecessary clutter and make the design more visually appealing. By removing distractions and focusing on essential elements, they provide users with a more enjoyable and distraction-free browsing experience.
Using Photos that Reflect Customers’ Stories
Visuals play a significant role in creating an emotional connection with customers. Big brands understand the power of using photos that reflect their customers’ stories and tap into their emotions and aspirations.
Evoking Emotions and Aspirations
Photos have the ability to evoke emotions and inspire action. Big brands carefully select visuals that resonate with their customers’ emotions and aspirations. Whether it’s showcasing moments of joy, accomplishment, or personal growth, these images help customers envision themselves achieving similar outcomes. By connecting on an emotional level, big brands create a stronger bond with their customers.
Authenticity and Relatability in Visuals
Authenticity is key when it comes to visual representation. Big brands prioritize using real people and real scenarios in their photos to create a relatable experience for their customers. These visuals go beyond stock photos and capture genuine moments that customers can instantly connect with. By using authentic visuals, big brands reinforce their commitment to their customers and build trust.
Representation and Inclusive Imagery
Big brands understand the importance of inclusivity and representation in their visuals. They make a conscious effort to showcase diversity and inclusivity in their photos. By representing a wide range of backgrounds, cultures, and identities, they ensure that customers from all walks of life feel seen and valued. This commitment to inclusivity strengthens the connection between the brand and its diverse customer base.
Maintaining Consistency and Balance in Image Selection
While selecting impactful visuals is important, maintaining consistency and balance in image selection is equally crucial for a cohesive and relatable brand image.
Aligning Images with Brand Identity
Every image chosen should align with the brand’s identity and values. Big brands maintain consistency by selecting images that reflect their brand personality, aesthetics, and tone. This cohesiveness ensures that the visuals complement the overall brand message and create a unified and recognizable image.
Choosing Images that Resonate with Target Audience
Understanding the target audience is essential when selecting images. Big brands conduct thorough research to gain insights into their customers’ preferences, interests, and aspirations. This knowledge guides their image selection, helping them choose visuals that resonate deeply with their target audience. By using images that customers can relate to, big brands establish a stronger connection and increase engagement.
Balancing Business Representation with Customer Focus
While it’s essential to showcase expertise and achievements, big brands strike a balance between business representation and customer focus. They ensure that the visuals highlight not only their capabilities but also the positive impact on their customers’ lives. This approach creates a customer-centered experience and reinforces the brand’s commitment to its customers.
Conclusion
Authenticity and relatability are essential elements for big brand websites to create a stronger connection with their customers. By building trust, enhancing brand loyalty, and understanding customer needs, big brands foster meaningful relationships with their target audience. On the other hand, prioritizing professionalism over relatability can push customers away. Conversational copywriting, skimmable content, white space in design, and purposeful image selection all contribute to a website’s authenticity and relatability. By harnessing the power of authenticity and relatability, businesses can drive engagement, increase brand loyalty, and create lasting connections with their customers.
So, if you’re ready to take your website to the next level, remember the importance of authenticity and relatability. Connect with your customers on a deeper level, use conversational copy, make your content skimmable, embrace white space in design, and choose photos that reflect your customers’ stories. By implementing these strategies, you can create a website that engages your audience, drives brand loyalty, and fosters meaningful connections.