The importance of authenticity

It’s important to be authentic both online and offline because people expect consistency whenever they interact with you. Authenticity means your website, social media and reviews should reflect who you really are. You can do this by showing real projects, genuine testimonials and honest honest messaging that your customers can trust.

Offline is about backing that up in person through the way you communicate with homeowners, the professionalism of your team, and the quality of your installations. If what you say online doesn’t match what people experience in real life, trust is lost quickly. But when the two align, your reputation grows stronger, and customers are far more likely to recommend you and return in the future.

Online

• Share photos and videos of real installations (not just polished stock images)
• Post customer testimonials and reviews left on external sites
• Show the people behind your business – fitters, surveyors or the office team
• Be transparent about lead times, price ranges and what customers can expect in working with your business
• Use your own voice in posts and content, rather than copying generic text

Offline

• Keep promises made online, if you promote punctuality and cleanliness, make sure your team delivers this on site
• Be open and honest with homeowners about what will and won’t work for their property
• Showcase your accreditations or guarantees in brochures and conversations, but explain them clearly
• Share printed before and after case studies that match your website so people can see this when going into your showroom
• Encourage fitters and sales teams to reflect the same friendly, professional tone that customers see in your marketing.

When your online presence matches what people matches what people experience in real life, it makes a big difference. Customers notice when your images, posts and messaging reflect the way your team actually works, and it instantly builds trust.

Authenticity shows that your business is reliable, professional and transparent, qualities that people remember long after an installation has finished.

Keep your messaging and actions aligned, and your customers will not only trust you – they’ll want to work with you again and recommend you to others.

If you need any help or advice, contact our marketing team.