Author: Michelle Troutman

Michelle Troutman has spent more than a decade crafting attention-getting newsletters and other content for service providers. She specializes in creating standout e-newsletters for law firms and economic development organizations. Her marketing and business administration background and education enhance clear and persuasive copy that speaks to the right clients. Through features in publications like "Attorney at Work" and "Law Fuel," and her e-newsletter and YouTube channel, she inspires service professionals to create engaging content. She enjoys helping businesses that sell their expertise reach their ideal customers.

building trust, web copywriting, writing advice, writing better, writing in plain english, writing more clearly, writing professionalism, writing well, writing with clarity

5 Checks for Trustworthy Website Content

How do you check if a website is trustworthy? The answer can make the difference between prospects who contact you or click away. Because trust is more than a feeling.

You might want to revisit your site to to improve key parts to send the right trust signals: signs visitors look for before they contact you or decide to buy. Use this checklist as your guide to what to consider and why it matters. Then try some of the steps and see how your site converts visitors into leads.

How to Know if a Website Content is Trustworthy

1. Transparency – A Huff Industrial Marketing report reveals visitors want more details about a company or organization, like:

Contact info
An “about” page with team bios
Pricing
Taxes or shipping fees

These all boost the chances of a sale. You can offer just enough information to satisfy curiosity.

Pricing: “Should I show prices or keep them private?” is a question service providers ask, fearing transparency could derail sales or that they’re limiting their income options. But the opposite might be true: being upfront helps you weed out the wrong customers — those who can’t afford you.

A hand marking a checklist with a black pen — a concept for a trustworthy website check to ensure quality and credibility factors are met.

A way around price-based objections is to show a starting price or a fee range. Adding what’s included in the pricing emphasizes the value customers get for their money.

Example: Our estate plans range from $1,200 (a simple will) to $4,500 (a will or trust, power of attorney, living will), depending on the complexity. For a custom estimate, contact us.

Contact info: A clear identity shows you have nothing to hide — and that you stand behind your expertise. If a visitor isn’t sure who’s behind a website or how to contact them, they’re more likely to look elsewhere. Have an easily accessible “About” page, physical address, phone number, and an email.

Service providers can waffle over whether to offer just a phone number or a contact form. To cover all the bases, show both, along with hours of operation or scheduling options that are easy to spot. If applicable, show directions and a map.

Example: Add your phone number as a clickable link and a “Book a 15-minute consult” button in the web page header and sticky footer with an hours block.

Offer a sample of deliverables, the onboarding process, or project scope: Lack of time, a fear of potential legal hassles, or of oversharing are among the reasons providers leave this out.

Something as simple as a “what’s included” or “what to expect” table under each product or service, or a link to a file clarify an offer. It removes friction, easing the buying process. Buyers know what they’ll get, must do, or how long it will take.

Example:

How A+ Accounting works in 3 steps:

Intake and documents (week 1): 30-minute call + send paperwork.
Complete and review (week 2): We send you the complete drafts; you review.
Finalize, pay, and file (week 3): You pay, sign, and we file for you.

State your support terms, guarantee, or refund policy: Companies can avoid offering guarantees and similar assurances because they might have to honor them. But they reduce customers’ perceived buying risks, including the cost and commitment involved — and show your dedication to providing quality work.

Example: If we don’t meet deliverables in 30 days, we’ll [fix/credit/refund X%]. See terms. (Link to short policy.)

Questions to ask for a trustworthy website check:

Can I tell who is behind this website?
Is there a physical address, phone number, and an email listed?
Do potential customers know the value they’ll receive for their money?
Do they know what to expect if they buy from me?
Have I given visitors enough information to reduce their risks (or objections to) buying from/working with me?

2. Professional Design – When you visit pages that load in minutes or feel lost while internet surfing, you know how frustrating that is for visitors. Other issues, like broken links, outdated information, or technical errors make a site seem abandoned or unreliable.

Questions to ask:

Does my website look professional, or does it look like it was patched together?
Are there broken links or confusing menus?
Is the website easy to use on my mobile device?
Is the design consistent?

3. Content Quality and Timeliness – The Nielsen Norman Group (NNG) reports that a trustworthy website has error-free copy. “Fuzzy” facts and spelling, punctuation, and grammatical mistakes can make your business or organization look sloppy. But quality, up-to-date, and accurate information helps your site stand out. It shouldn’t rehash content available elsewhere.

Jargon: The Huff study also states website copy should be free of industry-specific terms (unless your target market uses them). If it’s not clear and easy to understand, it can confuse readers and increase their fear of buying.

Example:

Estate planning your way. What to expect:

A one-hour planning call + checklist
A drafted will or trust document (1–2 revisions)
A signed plan delivered and stored securely

A checklist of five elements for a trustworthy website check including transparency, professional design, content quality, security, and social proof.

Timeliness: Both studies reveal trustworthy website copy should be current.

Show your expertise: Visitors want to know who they’re working with and their level of experience. Offer author bios with titles and credentials and link to professional profiles. Photos and personal touches such as likes or dislikes build trust and reliability.

Example: Jane Smith, Partner — 14 years’ handling elder law and estates. Admitted: NY (2011). Published in State Bar Journal. [LinkedIn] [Full bio]

Reveal your sources: Businesses sometimes don’t disclose sources for claims due to the work involved and potential data privacy concerns. Articles should be well-researched, accurate, and answer customers’ questions. Reference claims through naming and linking to sources, press coverage, or show screenshots of data.

U.S. Federal Trade Commission rules require that advertising claims be truthful, non-deceptive, and evidence-based.

Questions to ask:

Is the information on my website accurate?
Is the content outdated? (e.g., copyright year, last blog post)
Are there lots of spelling and grammar mistakes?
Does the content seem original, or is it generic and copied from elsewhere?
What are the content writer’s qualifications?
Is the information cited from credible sources?
Does the author or organization have a clear bias?

4. Security and Privacy – Visitors need to feel that their personal and financial information is safe, especially on e-commerce sites. A secure connection and clearly displayed privacy policies and terms of service protect user data and build confidence.

Businesses can find this to be too technical and emphasize the website’s look and feel, but trust and security signals, including for accessibility, show you’re up-to-date with industry best practices.

Questions to ask:

Is my website secure? (e.g., does the URL start with “https://”)
Is there a privacy policy that clearly explains how visitor data will be used?
Does the site have any security badges or certifications?

5. Social Proof and Community – People often look to others to validate a website’s credibility. Highlight testimonials, client lists, customer reviews, and other third-party verifications (like industry awards or mentions in reputable media).

Businesses don’t show credentials or mentions because getting permission takes time, yet outside endorsements carry more weight.

Example: “As seen in / partners / press” with direct links.

Testimonials: How many do you need — and where should they go? When customers make decisions, quality beats quantity. Three to five short quotes can be convincing.

Reviews: Businesses often prefer to hide any negativity. But an honest display of reviews, including mistakes, can enhance your credibility. Your response to problems — whether you try to resolve them or remain silent — shows how you work with customers and affects your image.

Example: We post and respond to reviews — here’s an example and how we resolved a customer’s problem.

Case studies: They can be time-consuming and require permission from the people you feature. But real numbers and concrete — rather than generic outcomes — outside of promises — can convince visitors your products or services are effective.

If you must do so, keep client names confidential. Sharing metrics like A/B test results can reveal competitive tactics or client agreements.

Example:

Case snapshot: Estate cleanup
Problem: Client faced probate delays and missed filings.
Action: Reorganized estate plan and filed petitions; coordinated with trustee.
Result: Case closed in 5 months vs typical 10+ months; client reported reduced legal costs. [Read more / download PDF]

Questions to ask:

Does my website have testimonials, reviews, or case studies from real customers?
Are my reviews and social media activity genuine?
Has my business been featured in other credible publications or organizations?

To get started, for quick credibility wins, focus on the first three items: contactability, a smooth user experience, and timely, quality content. These reduce the most decision friction for clients and are easy for a firm to do without selling.

As time permits, follow through with more transparency about how your business handles security and privacy and with evidence to support your claims.

Trustworthy website content is crucial for gaining the right clients because when they see your value, they’re more likely to work with you.

get the checklist to reach the right clients

What do you think about building trust through your website? Feel free to comment below.

QUOTES

“What we now consider a ‘quality’ website design looks very different from a reputable website of the past, but what influences the perception of quality has not changed and will not change in the future.” – Aurora Harley, Nielsen Norman Group, “Trustworthiness in Web Design: 4 Credibility Factors“

“State what your company offers — and the challenges you solve — in jargon-free language.” ~ Huff Industrial Marketing, KoMarketing, & BuyerZone, “2015 B2B Web Usability Report”

words, writing advice, writing better, writing more clearly, writing professionalism, writing redundancies, writing well, writing with clarity

5 Ways to Make Your Writing More Interesting

1. Variety – We all tend to repeat certain words. Repetition isn’t always bad, but if you use the same terms often and they seem redundant, try different ones. They can make your writing more interesting.

Example: “John’s Nursery and Greenhouse offers everything for your gardening needs in its new heated greenhouse.”
Revised: “John’s Nursery and Greenhouse offers everything for your gardening needs in its new heated store.”

2. Challenge yourself – Mix things up. Move from general to more descriptive terms, such as “German Shepherd” vs. “dog.” Adding minor details can make your writing less generic and more specific.

3. Cut the glut – If you’ve written several passages with the same meaning or that point to obvious information, remove them.

Example: “My conclusions are at the end.”

4. Rehab your vocab – Open a dictionary and point at a page and read about the word you land on. Do crosswords and other brain teasers. A game of Scrabble on your smartphone or with a partner can be fun. Read classic books such as “It Pays to Increase Your Word Power” and “30 Days to a More Powerful Vocabulary” to expand your verbal horizons.

5. Use more pronouns – When you refer to a person, place, or a thing more than once, use a pronoun (“him,” “her,” “it,” “them,” etc.).

Example: “George kicked the can down the road. George then hopped on his bike to go to the store.”
Revised: “George kicked the can down the road. He then hopped on his bike to go to the store.”

How do you make your writing more interesting? Feel free to comment below.

Do your newsletters, blog posts, and other content have all the ingredients they need to engage readers? If you need to add some “spice” to keep people coming back for seconds, contact me.

Quotes

“The key is using repetition deliberately, consciously, and strategically. If you don’t think it can be effective, imagine if Shakespeare had had Macbeth say: ‘Tomorrow, and the next day, and the one after that, creeps in this petty pace from one twenty-four-hour period to another.'” ~ Ben Yagoda, “How Not to Write Bad: the Most Common Writing Problems and the Best Ways to Avoid Them.”

“Duplicate, sequential words result from fairly common sentence constructions, and repetition is often recognized as a typo.” ~ Writer’s Relief

Comments? Suggestions? Need help with your communications? Contact me.

writing advice, writing well

5 Ways to Refresh Your Writing

1. Take a break – A vacation from your typical writing routine, a day off, or just letting a troublesome piece “sleep” overnight can refresh your writing. Time away can ease your thought process to help you find new ways to string words together.

2. Use a different approach – Challenge yourself. Set small writing goals. It could be as simple as starting a new article differently each time. You could choose to open one with an interesting quote, then begin the next one with a question. Play around with the concept and see how minor changes can revamp your work.

3. Look around – See what others have written. For instance, have they come up with innovative social media posts? Looking at different writing styles can teach you a lot about other approaches. Perhaps the competing brand, like Progressive Insurance, uses a distinct style, such as humor, to make waves. A few changes that suit your business or organization and its image can help you redefine your marketing.

4. Try figures of speech – Similes and metaphors use comparisons for more descriptive writing; they help explain concepts. A simile contrasts one thing with something different, while a metaphor states that thing is something else. Each one can make your writing more lively and interesting.

Example of a simile: “The salesman was as slick as a salamander.”
Example of a metaphor: “Icicles are stalactites, hanging with pointed tips from the gutters of my she shed.”

5. Share a story – Anecdotes from your life related to the topic — often humorous ones or those that teach a lesson — make a memorable impression. Those experiences are unique to you, but some of us can relate to them. Joey Havens of CPA and business advisory firm Horne LLP uses storytelling effectively in his beBetter blog posts.

What has helped you refresh your writing? Feel free to comment below.

Need help polishing your prose? Contact me.

Quotes

“To refresh your writing, make time for creativity.” ~ Russell Working, Ragan Communications

“Social media’s like a bakery. You can lose credibility, goodwill, and fans by serving up stale and boring content.” ~ Mike Houdeshell

Comments? Suggestions? Need help with your communications? Contact me.

business communication, business writing, writing advice, writing better

The 5 Most Overused Business Words and Phrases of 2020

1. Pivot – Understandably, some of us have had to reorganize our work and our personal lives, which is why this is one of the most overused words and phrases of 2020. I guess people like “pivot” because it brings up an image of turning on a dime or spinning quickly. I prefer the terms “adjust” and “adapt,” however, there’s also the traditional “change.”

2. Unprecedented – Yes, the pandemic and the economic fallout left in its wake are unusual. Everyone knows that by now. Less common alternatives include “unparalleled,” “extraordinary,” and even “freakish.”

3. “New normal” – The definition of “normal” is debatable anyway. The mass media has definitely pounded this phrase into the ground. I like more forward thinking updates, such as “the next normal” and “the new usual.”

4. Disruptor/disruptive – These words appear often at marketing agency websites. Traditionally, a “disruptor” interrupts something to cause problems (as opposed to solving them). Apparently, simply being “creative” is too boring.

Perhaps “disruptive” applies better to the pandemic. I get that in using it, they’re trying to appear hip, artistic, or even edgy, more dynamic than their competitors. But, if it becomes too commonplace, come up with something more original. Why not focus on projecting a more positive image? Maybe you’re really a “creator,” a “rejuvenator,” a “producer,” or even an “activist.”

5. Tone-deaf – I’ve been guilty of using this a few times, mostly when I refer to behavior that would have been more suitable before the pandemic. An alternative with a similar meaning is “inappropriate,” but its proper use depends on the context.

What do you think were the most overused words and phrases of 2020 (or now)? Feel free to comment below.

Need help finding the “write” words? Contact me.

Quotes

“Overused, incorrect, and fuzzy words have plagued writing for centuries.” ~ Ann Gynn, Content Marketing Institute, Stop With the Overused and Incorrect Words in Your Writing

Published December 1, 2020

professional writing, writing advice, writing better

5 Hallmarks of Professional Writing

1. Flow – Professional writing is clear and error-free, peppered with a variety of words and phrases. The prose is also lively, written in an active voice, and flows with a rhythm that pleases the eyes and ears. Oftentimes, behind the writing, a skillful editor has sewn all of these parts together to form a complete work that communicates a powerful message.

2. Fewer “to be” verbs – You might not even need them. You can rely on “is,” “are,” and other “to be” verbs in a pinch, but doing so too often shows that you could use more descriptive wording. Varying your word choice requires more time and thought, but it can pay off in better phrasing. Too many “to be” verbs also signal a lapse into the passive voice. For example, below, the edited passage helps readers see the activity.

Example: The car is speeding up the street.
Edited: The car raced through the street.

3. Everything adds up – Your writing should be clear and make sense. When someone makes a statement and leaves out some information, it may be open to interpretation. For instance, you can skew statistics to confuse readers. It helps to explain complex statements, especially those that involve numbers, to put them in the proper context. It’s more honest and ethical to “write what you mean and mean what you say.”

Example: A high loss ratio on insurance claims signals that an insurer pays a lot of claims and has lost money, which can affect its financial stability and credit rating. The ratio might not be so important if the company has a low market share or amount of customers in a given area. So, if Payout Mutual has a high loss ratio in Tennessee, it’s easy to state that, but to frame a more complete picture, include the company’s market share and any other details necessary to explain the concept correctly.

4. Style – If you’re writing for a company or a publication that follows a certain style that specifies how to format certain words, punctuation, etc. — whether it’s their own or a guide — make sure you proofread with those guidelines in mind.

5. Originality – In an era when plagiarism is common, we should value unique and professional writing more. If you can’t say it better than someone else, you may quote and give credit instead. You can use information from other sources, but write it in your own words. It’s harder, but the effort is more rewarding than stealing someone else’s wording and calling it your own.

What do you think are the hallmarks of professional writing? Feel free to comment below.

Quotes

“It is perfectly okay to write garbage — as long as you edit brilliantly.” ~ C.J. Cherryh

“The scariest moment is always just before you start.” ~ Stephen King, “On Writing: A Memoir of the Craft”

Comments? Suggestions? Could your writing use a dash of professionalism? Contact me.

Michelle Troutman
classywriting.com