6 Subtle Ways to Build Trust with Your Customers


Share on LinkedIn

Trust is the foundation of every successful business-customer relationship. If it’s lost, it can have disastrous consequences, and it’s easy to earn back.

As a business owner or marketer, you can’t afford to let that happen. Building and maintaining trust with your audience should be one of your top priorities. Today, I’m going to show you six subtle yet effective strategies that you can use to forge a strong bond of trust with your customers.

Implementing these tactics requires time and effort, but the payoff is well worth it. When people trust your business, you can expect more sales and much better retention rates since people are happy to buy from you again.

I firmly believe that it’s one of the key ingredients for long-term business growth and success.

Let’s get started!

Sprinkle User Reviews throughout Your Site

What’s one of the first things you do when considering a purchase? You probably read reviews from past customers, right? Personally, I won’t buy something online if there aren’t at least a few reviews different reviews for me to read. I bet you’re a lot like me because 95% of shoppers say they look for product reviews before placing an order.

With this statistic in mind, it’s obvious that user reviews are one of the best ways to build your brand’s credibility. They let visitors who aren’t familiar with your brand see what it’s like from the point of view of real, paying customers.

So, you’ll want to sprinkle reviews on key parts of your site. My advice is to strategically place reviews on product pages, your homepage, checkout flow, and even confirmation emails. You’re bound to win people over if they can see that others have also had a positive experience using your product or service.

If you’re wondering how this tip will impact your sales, consider this: displaying reviews can boost your current conversion rate by up to 20%. For new business owners, this number can actually be even more!

Create Detailed Product Pages

Have you ever felt unsure about a purchase because of vague or missing product details? If so, you’re not alone! Detailed product pages can go a long way toward building trust with your audience and turning them into customers. If someone buys the wrong product and has a bad experience with your brand, there’s a slim chance they will trust you in the future.

Your goal should be to give visitors all the information they need to make an informed decision. The most important factors are:

  • Highly-detailed product descriptions
  • Engaging visuals (images and videos)
  • Transparent listings of specifications and instructions so people know the size and function of what they’re buying.
  • User reviews for the specific product.
  • A satisfaction guarantee (more on that later!)

This level of transparency prevents unpleasant surprises and allows customers to evaluate whether the offering genuinely meets their needs. No one likes to feel duped after making a purchase!

We were most surprised by the impact of video. Believe it or not, a whopping 87% of marketers reported increased revenue after adding videos to their websites. Plus, pages featuring videos enjoy an impressive 41% higher click-through rate compared to text-only counterparts.

Everything listed here is vital for building trust with customers who are about to place an order, so check your existing pages to make sure you’re offering the best experience possible.

Have a Clear Satisfaction Guarantee

Let’s face it – making a purchase always carries some risk, no matter how well-informed the decision. A satisfaction guarantee is an excellent opportunity for you to eliminate that lingering doubt and make customers feel safe when shopping on your website.

Put plainly, a satisfaction guarantee is your brand’s promise to refund or replace a product if the customer isn’t fully satisfied within a specified timeframe. Simple, right? Yet this straightforward policy is one of the most important things you can do to build trust.

In your guarantee, you should make the terms and rules as clear as possible. Spell everything out in plain language so there’s no room for confusion or disappointment later on.

For example, you could say, “14-Day Risk-Free Trial! If you’re not satisfied after 14 days, get in touch, and we will do everything in our power to make things right — including giving you a refund!”

Highlight Trust Seals

One of the biggest challenges for an online business is establishing trust with people who have never actually handed you sensitive information (like a debit card) before. Your lack of physical presence can breed skepticism and hesitation from some customers, which is why you need trust seals.

These nifty badges (like SSL certificates, Better Business Bureau accreditations, or seals from reputable payment providers) are a great way to build credibility. They signal to visitors that your site is secure, your business is legitimate, and that other reputable brands, like PayPal and McAfee, trust you.

The data doesn’t lie—forms with trust badges see an average 42% spike in conversions. You’re more likely to see results on payment forms, which is where security is most important.

Over the years, we’ve made sure to include trust seals wherever we can. These subtle markers work subliminally to assuage any lingering doubts in your customers’ minds.

Reward Customers for Their Loyalty

Once you’ve attracted customers to your brand, the next challenge is nurturing long-lasting relationships built on mutual loyalty and trust. A well-designed loyalty program is a great way to turn this idea into a reality.

Loyalty programs come in many shapes and sizes—points systems, tiered rewards structures, exclusive discounts or experiences; the list goes on. The key to finding what works for your brand is identifying incentives that align with your customer’s wants and needs while keeping them engaged.

By rewarding your biggest supporters with special perks, you show that you appreciate them and their business. This positive reinforcement creates a cycle of trust and satisfaction. The more valued customers feel, the likelier they are to remain loyal and increase their lifetime value to your company.

What’s more, loyalty programs foster a sense of community and belonging around your brand. When your customers feel like they’re rewarded for engaging with your business, they’re more likely to stick around.

Master Customer Service

When customers reach out with a question or concern, how you handle that interaction can make or break their trust. That’s why mastering customer service is so crucial for cultivating long-term relationships.

You’ll want to start by establishing a responsive, capable support team and a good chatbot program. Chatbots are excellent for handling common questions, such as order inquiries, password changes, and general information.

Meanwhile, your live team can help users with more complicated, nuanced problems. This strategy ensures everyone gets fast, accurate, and friendly service. Believe it or not, this one factor can have a massive impact on trust.

It’s also crucial to meet customers where they are by offering omnichannel support across phone, email, live chat, social media (where 4.74 billion users are active!), and more. Taking these extra steps allows customers to choose their preferred communication method, which leads to a pleasant, engaging experience for everyone.


As you can see, there are plenty of powerful and subtle ways to win your customers’ trust. If you’re ready to take the next step, start thinking about how you can implement one or two of these tips into your website. I bet if you spend a little time thinking about it, you can come up with a foundation that helps you build trust with existing customers as well as people finding your site for the first time.

Syed Balkhi
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here