Hi there, I'm Greg Merrilees from Studio1 Design, and welcome to part four of our six-part series on the six principles of influence in website design. In this episode, we're diving into the topic of likeability - how to use your website and online presence to make people like you.

As designers and business owners, we've realized that the websites that get the best results are the ones that leverage the power of psychology and strategic design to influence people to take action. That's why we're unpacking these six core principles one by one.

In the previous episodes, we covered reciprocity, authority, and consistency. Today, we're focusing on likeability - a measure of how much people like you. The reason this is so important is that people buy from people they know, like, and trust. If your website doesn't make a good first impression and help people warm up to you, they're unlikely to convert, no matter how great your offer is.

So how do we use likeability on a website? There are quite a few strategies, and I'm excited to dive into them. We'll talk about using video to put a face to your brand, crafting an authentic about page, designing your site with your customer's needs in mind, and making it easy to use and navigate. We'll also discuss the importance of providing valuable free content, interacting with prospects on social media, and even using random acts of kindness to surprise and delight.

Ultimately, the goal is to build trust and rapport with your website visitors, so they feel comfortable taking that next step and becoming a customer. It's all about getting them to know, like, and trust you.

I'm really looking forward to unpacking this topic with my co-host Alan. We've got some great examples and actionable tips to share, so let's dive in!

• How the 6 principles of influence, including likeability, can drive action on your website, with video helping to build trust
• Using video, photos, and simple design to build trust, improve website readability, and drive conversions by focusing on the customer’s needs
• The power of active listening in solving problems and improving customer experiences, as demonstrated by the Genius Bar's responsive approach.
• How listening, compliments, and unexpected gestures build rapport, delight customers, and boost engagement
• The impact of live chat, testing for conversions, and optimizing website speed for better user experience
• The power of likability and personal connection in website design to boost trust and drive sales

Influence Your Audience: The Power of Likeability in Website Design

As designers and business owners, we've learned that the most successful websites are the ones that leverage the power of psychology and strategic design to influence people to take action. That's why we're unpacking the six core principles of influence in a six-part series - and in this installment, we're diving into the topic of likeability.

Likeability is a measure of how much people like you. It's a critical factor in getting website visitors to know, like, and trust you enough to become customers. After all, people are much more likely to buy from someone they feel a connection with.

So how do you use likeability to your advantage on your website? Here are some of the key strategies we recommend:

1. Put a Face to Your Brand with Video

‍One of the most powerful ways to increase likeability is by using video on your website, especially face-to-camera video. This allows people to see your personality, body language, and the way you communicate. It helps them feel like they're getting to know you.

We recently updated our own website and incorporated videos on the main pages. Now, when people hop on a call with us, they often say, "I feel like I already know you from the videos on your site." That personal connection goes a long way.

Even if you're not comfortable being on camera yourself, you can still use video effectively. Consider having a key team member or spokesperson represent your brand. Or, at the very least, include a photo of yourself on your about page, along with a brief introduction.

2. Craft an Authentic About Page

‍Your about page is one of the most visited pages on your website, and it's a prime opportunity to showcase your personality and values. Don't be afraid to let your true colors shine through in the copy.

Share what you're passionate about, what you stand for, and even what you don't like. The more you can express who you are as a person or a brand, the more your visitors will feel like they're getting to know the real you.

And remember, it's not all about you - make sure the focus is on how you can help your customers and solve their problems. That's what they really care about.

3. Design with Your Customers in Mind

‍Speaking of your customers, your entire website should be designed with their needs at the forefront. Use your copy and imagery to show them that you truly understand their pain points and are here to help.

One simple test is to go through your website copy and count the number of times you use "I," "me," or "us" versus the number of times you use words that relate to your customer. If the former outweighs the latter, it's time for a rewrite.

4. Make it Easy to Use and Navigate

‍Nothing will turn people off faster than a confusing, cluttered, or slow-loading website. Improving the user experience and readability of your site can go a long way in making people like you more.

Keep your navigation simple and intuitive. Break up text into shorter, scannable paragraphs. And make sure your font size is large enough for easy reading, especially on mobile.

We recently redesigned a client's website that was slow and difficult to navigate. By streamlining the design, improving the organization, and putting it on faster hosting, we were able to increase her conversions tenfold. People loved the site because it was easy to use.

5. Provide Valuable Free Content

‍Giving away high-quality, valuable content on your blog or in other free resources is a great way to build likeability. It shows that you're generous, knowledgeable, and truly want to help your audience - not just sell to them.

And don't be afraid to let your personality shine through in your content, whether it's through your writing style, sharing personal anecdotes, or even a bit of humor. The more you can make a genuine connection, the more people will like you.

6. Interact and Engage

‍Finally, make an effort to interact with your website visitors and social media followers. Respond to comments, answer questions, and show that you're listening. A simple "thank you" can go a long way.

You can also use random acts of kindness, like offering a free 15-minute call or a bonus download, to surprise and delight your audience. These unexpected gestures can really boost your likeability.

The Power of Likeability

‍At the end of the day, people want to do business with people they like. By incorporating these likeability strategies into your website, you can build trust, foster connections, and drive more conversions.