Introducing Business Matters, a new feature from the Source staff created specifically for local businesses. Our goal is to explore issues that impact business success, from branding and marketing to broader trends shaping both brick-and-mortar and online commerce.
What do customers want?
While this may be an eternal question that varies a bit from one business to another, one fact remains: today’s customer puts a premium on having a clear picture of those they buy from.
A recent article from a trusted digital marketing agency argues that, “Homeowners have become increasingly interested in transparency about the businesses they hire.”
In particular, people searching for contractors place a premium on revealing content, especially video, that “shows your team at work, explains your quality control processes, or introduces crew members builds trust by demystifying the service experience.”
This method of being transparent to customers can be extended to any business.
“Seeing real faces, understanding processes, and witnessing attention to detail,” the agency points out, “creates comfort and confidence that sales copy cannot achieve.”
First and foremost, the goal is to “address common anxieties” and to build trust.
For a business interested in providing this transparency, the key may well lie in determining where to start.
What Questions Do Customers Ask Over and Over Again?
The answer of how to begin starts with your customers.
Every time customers ask a question you’ve heard again and again, they’re telling you where to be more transparent.
Therefore, one logical place to start is to “[e]valuate whether your website content addresses the questions your customers actually ask.”
You should ask yourself these questions:
-Is your content too technical?
-Do your ads answer, in advance, common customer questions?
-Are you demonstrating “how things work” in a way that reassures customers and makes them feel confident about your company?
-Do you acknowledge in your presence online that different types of customers have unique questions? Or, as the agency observes, “are you marketing based on assumptions and generalities?”
Very simple adjustments to your website, social media presence and ads can provide the transparency that anxious, and increasingly wary and skeptical consumers crave.
To see how our platforms can help you showcase your business, check out our current opportunities on our Ad Rates Page. We can help you to plan the placement that best aligns with your transparency goals.
Article reference:
https://www.artunlimitedusa.com/blog/top-marketing-trends-small-businesses-should-watch-in-2026/
