For most organisations the first impression is now digital. How consistency and clarity build credibility online.
Prospective clients, partners and talent typically form a view of an organisation before any conversation takes place. That view is built from a website, a profile, a document or a piece of content.
Trust online is built through consistency and clarity: a position that is easy to understand, an identity that is applied carefully, and content that demonstrates expertise rather than asserting it.
A useful test is to review your digital presence as a stranger would. Is it clear who you serve and what you do? Does the tone match the way you work in person? Where the answer is no, there is a straightforward opportunity to improve.