BUILDING TRUST ON OUR WEBSITES

One hot summer I ran a 5K race. Afterwards, leaning against a railing and sweating buckets, a man approached.

“Good race?”

“Hah,” I panted, “yeah, a little hot.”

“Have you heard the good new of Jesus Christ?”

Now, this conversation goes differently with someone I’ve known for 20 years on a back porch after a nice dinner and beverage. That’s because of trust, something the person who approached me after that race didn’t earn.

We’ve spent so much time building trust on social media platforms, with stories, photos of our pets, our travels, our bookshelves, our weekend adventures, and then when it comes to our website, it’s just “are you ready to convert?”

The trust can’t stop on our websites, it has to get bigger. More stories, pet, travels, whatever… if we’re doing all that on social media platforms to impress strangers, what does it say when our website is just a static business card?