In the world of economic development, trust isn’t just a nice-to-have—it’s essential. When businesses scout locations, they aren’t only evaluating logistics and incentives; they’re searching for a community they can believe in, one that aligns with their values and priorities. According to the 2022 Edelman Trust Barometer, 58% of people say they prefer brands they trust. For businesses, selecting a location works similarly: they want to invest in communities where they see a future for their company and employees.
Here’s how to transform your EDO website into a trust-building powerhouse through the power of storytelling:
1. Feature Case Studies That Showcase Success
Case studies are an ideal way to show—not just tell—what’s possible. Highlight businesses that have found success in your region, detailing how they’ve thrived and the unique role your EDO played in their journey. Did your EDO assist in securing financing, navigating zoning laws, or connecting them with local talent? By sharing specific challenges your organization helped solve or targeted goals it helped achieve, you’re giving potential investors a step-by-step of how you support businesses.
Example: If a tech startup expanded its workforce by 50% after relocating, share that story. Illustrate how your EDO’s local connections or access to resources enabled that growth. Such case studies give prospective businesses a real taste of what’s possible and reinforce that your EDO is actively invested in helping companies succeed.
2. Share Authentic Testimonials from Local Business Leaders
There’s nothing quite as persuasive as hearing it directly from the source. Testimonials from business leaders add credibility and a human touch, especially when they outline specific benefits of working in your community. Gather testimonials that share diverse perspectives: one leader may highlight the talent pool, another the quality of life, and yet another the infrastructure. The broader the range of perspectives, the more convincing your case.
Pro Tip: Video testimonials are particularly impactful. With video, the authenticity of a business leader’s words and expressions is undeniable. Even a short, two-minute clip can capture what makes your region special and build trust instantly—serving as an elevator pitch that lets local leaders speak directly to prospective investors.
3. Highlight the Community Impact of Local Businesses
Today’s businesses care about more than just their bottom line—they’re committed to making a positive impact. Showcasing the social and community contributions of businesses within your region can be a major attractor, especially for companies with a strong focus on corporate social responsibility (CSR). Highlight the ways in which your region’s businesses contribute to the community, from charitable initiatives to local job creation.
Example: Perhaps a local manufacturing company funds STEM programs in local schools, or a restaurant group organizes annual charity drives. Feature these stories on your website, ideally in a dedicated “Community Impact” section. This not only elevates local businesses but also shows potential investors that your region values and supports businesses that give back.
4. Create a Compelling Blog or News Section to Keep the Story Going
An active blog or news section is a powerful tool for regularly showcasing your community’s growth and vibrancy. Share updates about new businesses opening up, local economic milestones, or exciting community events. By regularly sharing fresh content, you demonstrate that your EDO is an engaged and dynamic force—not a static organization. It’s also a chance to spotlight recent wins, whether that’s a new company moving to town or a partnership with a local university.
Make sure your blog posts are more than just press releases. Each post should tell a story. For instance, if a new biotech firm has set up shop in your region, don’t just announce it—dive into why they chose your area and what they hope to achieve. These ongoing updates offer site selectors and potential investors a front-row seat to the evolution of your community.
Pro Tip: Curate a “Stories of Success” Series
Consider creating a dedicated “Stories of Success” series on your website. This series could feature a rotating selection of case studies, testimonials, and community impact stories that illustrate your region’s journey. Update it every few months to keep things fresh, and highlight a mix of large and small businesses. Sometimes, a story about a small family-owned business thriving in your community can be just as impactful as a major corporate investment. This curated series gives your website a personal touch and showcases the ongoing success within your region.
Why Storytelling Matters More Than Ever
At the end of the day, people connect with stories, not statistics. While data and metrics are important, they can only go so far in convincing businesses to choose your location. Stories resonate emotionally, helping potential investors envision themselves as part of a community—contributing to its success and being supported by it in return.
Use your EDO website as a storytelling platform. From case studies and testimonials to community impact and success stories, make sure every page reflects the heart of your community. When businesses can see themselves as part of your story, that’s when they’ll want to make it their own.
