{% set baseFontFamily = "Open Sans" %} /* Add the font family you wish to use. You may need to import it above. */

{% set headerFontFamily = "Open Sans" %} /* This affects only headers on the site. Add the font family you wish to use. You may need to import it above. */

{% set textColor = "#565656" %} /* This sets the universal color of dark text on the site */

{% set pageCenter = "1100px" %} /* This sets the width of the website */

{% set headerType = "fixed" %} /* To make this a fixed header, change the value to "fixed" - otherwise, set it to "static" */

{% set lightGreyColor = "#f7f7f7" %} /* This affects all grey background sections */

{% set baseFontWeight = "normal" %} /* More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set headerFontWeight = "normal" %} /* For Headers; More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set buttonRadius = '40px' %} /* "0" for square edges, "10px" for rounded edges, "40px" for pill shape; This will change all buttons */

After you have updated your stylesheet, make sure you turn this module off

How Website Content Generates Trust

How Website Content Generates Trust 

When considering what we can do with website content, customer service, and marketing to engender trust, there is a whole bunch of things people are typically looking for to determine whether we are building trust at scale (ordered from most trustworthy to least trustworthy):

  • Information from a services/customer service group
  • Information from a marketing group
  • Information from a sales group
  • Information from a PR group
  • Information from an advertising group

This data is interchangeable and will ultimately shift based on your buyer personas and how they perceive your business.

Generic Doesn’t Cut It

One of the big things that we know across the board is generic “one-size-fits-most” messaging simply is not going to cut it anymore for the modern buyer.

When the practice of blogging initially began, there was so much less competition for people’s attention; the challenges laid in convincing prospects of a business's’ value and asking them to embrace a new medium.

Today, it is the opposite scenario. People are multitasking like crazy; it’s incredibly difficult to catch their attention.


The modern buyer is used to personalization.

Companies like Netflix, Amazon, and Sirius Radio have made personalization the norm because these companies learn what their clients like. In their business model, there is a tremendous amount of reporting, predictive behavior, and tracking (what you are viewing/listening to and purchasing), and then they offer suggestions based on your likes and interests.

Not only does this help keep their clients, influencers, and decision-makers engaged with their products/services, but it also nurtures them, stemming customer retention (they keep coming back and are not canceling their services). 


Is your business personalizing content to generate trust among prospects and clients? Let us know in the Comments below. 

To learn more about optimizing your website, content, and building trust amongst your various audiences, download our eBook, "Why Traditional Website Design Fails."

Why Traditional Website Design Fails

Topics: Inbound Marketing