Trust is one of the most important factors in online marketing. The simple fact is that if your prospects don’t trust you, they are not going to buy from you. In the good old days, trust was built by meeting people in person. But how can you go about generating trust in the online environment?

trust marketingThere are many techniques you can use to get people to trust you more, turning them from leads to subscribers. Here are a few that you can use.

Display your testimonials

Testimonials from previous happy customers are a simple and effective way to show that you can be trusted. These are the most common form of social proof used online, and they can help to persuade new prospects that you are a trustworthy business.

The reason they are so effective is because it’s not you who is saying how great you are. You are expected to tell the world that you are amazing, but it is far more effective when the praise comes from a third party.

Embrace online reviews

Online reviews are very important for shoppers. Whatever product or service you are providing, your customers will want to read what other people have to say about it beforehand.

So embrace reviews. Encourage your customers to leave a review on a third-party site that you have no control over. Don’t try to bribe them for positive reviews, and just ask for their honest opinions.

That means you may pick up some negative reviews, but don’t be scared off. Every business will get a few negative reviews, and it will look strange if you do not.

Read your reviews regularly, and consider highlighting some of the best on your website. These are more effective than testimonials because you have no control over them, helping you to increase trust.

Display trust icons on your site

Many people are worried about online security these days, so take that worry away when they use your website. Make sure they know that you take their security seriously by prominently displaying security icons.

There are many icons that you could use, such as SOC 3 Certification, which you can use to provide potential customers with greater confidence.

As well as security-related icons, you can also show icons of professional associations you belong to and essential qualifications you have acquired, all of which will become important trust elements.

Connect on social media

Social media provides you with a way to connect with your customers and prospects in a more human way. Use it to provide useful updates full of information, advice, and support. Make your updates useful and genuine, and this will help to build a relationship with your prospects.

Provide exceptional customer service

You may not be able to meet your prospects in person, but you can still provide a high level of customer service. If you become known for providing an exceptional service, this can help you win trust in new prospects as well as existing customers.

Make it really easy for people to contact you via telephone, email, instant chat, and social media. Encourage their comments, both positive and negative, and respond to them quickly when they contact you to help them resolve their problems.

Focus on your design and copy

How your website looks, and how the copy reads, will instantly affect your trustworthiness. A slow website with amateur design will not instill trust in the same way that a professionally designed website will. In the same way, bland copy that does not speak to the prospects needs will fall flat and fail to convert.

Wherever you design a web presence, and wherever you write any copy, make sure you spend enough time on it to make it professional and create the right impression.

Create an email newsletter

One of the best ways to build trust in the digital age is to sign people up to your email newsletter. Many people will not be ready to buy from you when they come across your website. However, capture their email address and you can continue to reach out to them with your tips, suggestions, and expert knowledge.

Over time, this will help them come to trust you.

The great thing about emails is that you can target people in a more personal way. You essentially write to one person, building a relationship with them over time.

Build trust online, enjoy more success

Building trust is so essential in the online environment. So use these suggestions and see how you can implement them to increase trust in your brand. The more people trust you, the more likely they are to want to do business with you, and it doesn’t take much effort on your part to see huge benefits.


Jude White works for a marketing company by day, but is a budding creator by night with keen interests in creative writing and art. She also enjoys article writing, and blogs for a selection of marketing and business websites.