Sparrow's approach to establishing your brand.
What is 'The Sparrow Element'?
The reason people engage with you is deeper than 'Do I like you?'
Trust is the issue.
Trust is earned, not fabricated.
So, we use a very research-based and scientific process to help companies craft compelling digital experiences that are built on the three elements of trust:
Without all three elements of trust present, visitors will not be compelled to engage with you.
The Sparrow Elements
Have you done what you said you can do before? If so, what do people say about you? Do they love your work, or your people most? How can you prove that you can follow through with your services 'as advertised?'
Have you woven your unique personality into your experience online, so that it is authentic representation of who you are? Have you embraced who you are in the way you talk about yourself, show pictures of your work... are you trying to look and feel like your biggest competition?
Do you compel your visitors to take a desired action? How do you persuade them to call, email, or stop by your storefront? How do you provoke their attention in the short time you have to establish trust?
1 + 1 + 1 = 3
You need all three elements.
Visitors made subconscious trust decisions in less than 0.05 seconds.
If your site hasn't loaded in 3 seconds, you will lose 50% of your potential customers.
If they stay on your site, they give up easily if they are confused or can't find what they are looking for.
Being personal and persuasive may spark interest, but 87% of visitors seek out third-party reviews and/or review project case studies to see if you have proven you can deliver as advertised. If you aren't proven, they'll move on.
If you have proven your past successes and personalized your presence online, but you never persuade a visitor to take the next step - you are unable to begin to establish trust.
Proving you can deliver and being persuasive in your language online is good - but your personality is what makes you unique, and helps visitors decide if you are the right fit for them.