Signs of Life. How a touch of humanity connects in our digital world
The big question
When was the last time a website made you feel something? Made you trust the business behind it? Made you think, “Yes! These are the people I can really work with”?
If you’re struggling to make your marketing work, and wondering why it feels so hard to connect, this post is for you. In it I’ll share:
Why marketing feels harder than ever, and why buying does too.
How a simple human touch turned me from a cautious browser into a loyal customer.
How you can build more humanity into your website and why that’s the key to building trust and winning new business.
Right, here goes.
Making your marketing work for you
Recently, I was invited to speak at the members day for the British Blinds & Shutters Association (BBSA) - a fascinating sector, 75% small businesses, more innovative than I first knew. My mission? To help business owners and marketers to find a better way to make their marketing and content work for them.
In preparation, I ran a short survey. The results were striking, but maybe not surprising to you. Many said marketing felt overwhelming, with so many tactics and a real struggle to stand out. Despite all the digital tools, what’s really working? The same thing that’s always worked: conversations, relationships, human connection.
My mission to help them was made easier by the fact that, purely by chance, I’d found myself not just a speaker at this event… but also a potential customer too. Lucky coincidence.
Marketing is hard. Buying is hard too.
In the weeks leading up to the event, I was helping a friend to buy blinds for his beautiful Georgian flat. This process is harder than I thought it would be.
I asked my friends but nobody seemed to know someone who could help. So I jumped online and searched for local suppliers. Every website looked the same! (Some were literally the same) No personality. No stories. Limited helpful information. Just technical product information and generic promises. And when I reached out? Silence!
It left me wondering: Who’s real? Who can I trust with this?
‘Our Apples’
That experience reminded me of a similar struggle I had when booking a family holiday a few years ago.
Searching online for a hotel in Astrurias, northern Spain, every website seemed identical (Rooms, Rates, Location, Book Now). Professional, yes, but completely forgettable.
Until I found one that had, right there in the top menu, a curious little link: ‘Our Apples’, it said.
I clicked. And there unfolded a beautiful story about the family’s cider orchard, their love of the land, and the history behind their home and their produce.
It wasn’t the slickest website by a long shot. But that small human touch was all I needed to feel a spark. And you know what? That holiday turned out to be one of the best we’ve ever had.
It wasn’t polish that built my trust. It was humanity.
The power of intimacy: The Trust Equation
To build trust we need to make an emotional connection.
This isn’t fluffy, it’s maths!
The Trust Equation from Trusted Advisor
The Trust Equation developed by Charles H. Green in his book ‘Trusted Advisor’ explains this beautifully:
Trust = (Credibility + Reliability + Intimacy) ÷ Self-Orientation
Most businesses focus on Credibility and Reliability: their experience, their track record. But they forget the two most powerful factors in building trust: Intimacy and Low Self-Orientation (customer focus).
Intimacy is a curious word in the business realm, but this is where signs of life come in. It’s about emotional connection. Empathy. Showing the real people behind the business.
[You can read more about the Trust Equation in my blog: Does your website build trust in what you do - a model].
Build more humanity into your website (and your marketing)
Whatever sector we’re in, we need to make this human, person-to-person connection to build trust.
You can do this too.
Have a look at your website. Here’s a quick checklist to assess the human connection it makes now:
Are the people behind the business visible? (Photos, team stories, About Us pages.)
Is there a clear company purpose or story that connects emotionally?
Is what you stand for and care about obvious and compelling?
Does the tone of voice feel human, warm, and relatable?
Are you answering real customer questions openly and helpfully?
There are a few simple things you can do to up the humanity of your website (and comms):
Remember you’re writing for humans. Don’t be a robot! Real people are reading your stuff.
Reach out and listen to your clients or customers. Just 3–5 good conversations can reveal what really matters to them, and the kind of connection they want.
Set your story free. Every business has one (yes, even yours!). Find it and share it with pride.
Shine a light on your people. The humans behind the work are your biggest marketing asset.
Don’t over-rely on AI. Remember the importance of human craft.
Show signs of life
In the age of AI and mass-produced content, you stand out not by being slicker and more ‘professional’ than your competitors, but by showing up and being more human.
Show your face. Share your story - what drives you, what you care about, what lights you up, with love and pride. And build the trust that turns browsers like me into buyers, and buyers into loyal advocates: raving fans who willingly shout about what you do.
Small human touches build real trust.
Does your website connect on a human level, with other humans? How can you inject a little more humanity into your marketing today?
Business is personal. Remember that your marketing is too.
Further reading & resources
The Trusted Advisor by Charles H. Green – Essential reading on building trust in business relationships.
Building brand trust in the age of AI - why human connection still matters (Fast Company)
Adopt the AI Sandwich approach. Sign up to Kerry Harrison’s Minds & Machines newsletter to find out more.
>> My Website Trust Analyser – Get in touch to request a copy