Someone discovers your business through a social post, a recommendation or a media feature. Before enquiring, they look for more information. Can they understand your offer? Find evidence of your work? Check what previous customers experienced? See how to contact you?
Building customer trust online means giving people useful, credible information as they assess your business. Research into purchasing behaviour, online reviews and website usability offers practical lessons for founders.
The findings below come from different markets and research methods. They provide guidance rather than a guaranteed formula for sales.
1. Help customers understand what they are buying
In a March 2024 Google/Ipsos survey of 18,003 online shoppers across 18 markets, 79% said they felt more confident when they had done the necessary research. Think with Google
What you can do: Answer the questions people ask before making an enquiry.
Explain who your offer is for, what it includes, how delivery works and what customers need to provide. A consultant could describe the process from an initial conversation to the final deliverable.
Use those questions to shape service pages, frequently asked questions and educational posts.
2. Keep your business information consistent across channels
The same Google/Ipsos research found that 75% of shoppers cross-check multiple sources to assess whether information is true. Think with Google
What you can do: Review your website, social profiles, directory listings and published biographies together.
Check your business name, services, contact details and credentials. Update information that could leave a potential customer uncertain about what you currently offer.
Consistency gives people a clearer picture when they move between sources.
3. Make genuine customer feedback easy to find
Northwestern University’s Medill Spiegel Research Center reported that, in its research using data from a high-end gift retailer, products with five reviews had 270% greater purchase likelihood than products without reviews. The finding was first published in 2017 and should not be treated as a predicted increase for every business. spiegel.medill.northwestern.edu
What you can do: Establish a routine for requesting honest feedback after completed work.
For a service business, useful feedback can describe the customer’s original challenge, their experience and what the service helped them accomplish. Ask permission before publishing identifiable testimonials.
4. Keep collecting recent feedback
BrightLocal’s 2026 Local Consumer Review Survey found that 74% of respondents only cared about reviews written within the previous three months. The survey involved a representative panel of 1,002 US adults and focused on local businesses. BrightLocal
What you can do: Continue asking for feedback as your business delivers new work.
You can also update your portfolio with recent projects, current services and fresh examples. Date case studies so readers can understand when the work took place. For businesses with longer project cycles, detailed examples may be more useful than a high volume of reviews.
5. Build a website that supports the next step
BrightLocal also found that 54% of respondents said they would visit a business’s website after reading positive reviews. Positive feedback can therefore lead to further research before someone buys or books. BrightLocal
What you can do: Make sure your website answers the questions that brought someone there. Check that your service descriptions, contact information and enquiry process work on a phone. Remove broken links and make the next step easy to find.
If you receive publicity or customer recommendations, give those interested visitors a useful place to land.
6. Be clear about costs and conditions
Nielsen Norman Group’s website usability research identifies upfront disclosure as a credibility factor. Its guidance includes explaining charges and relevant policies before asking users to commit or provide billing information. NN/G
What you can do: Explain what is included in your offer and what could cost extra.
If your work requires a custom quote, describe how pricing is determined. Clarify deposits, revision limits, delivery timelines and cancellation terms where relevant.
Customers should be able to understand the commitment they are considering.
7. Make your website professional and easy to use
Nielsen Norman Group also identifies design quality as a factor in perceived trustworthiness. Clear navigation and a professional presentation help visitors assess a website’s credibility. NN/G
What you can do: Review your website as a first-time visitor.
Check text readability, image quality, spelling, navigation and mobile layout. Make contact details visible and keep important information easy to locate.
A practical, well-maintained website can support the confidence you are building through your content, customer relationships and publicity.
Start with one trust-building improvement
Choose the area where a potential customer is most likely to encounter uncertainty. You might clarify a service description, request feedback from recent customers, update your biography or simplify your enquiry process. Track the questions people ask so future updates address real concerns.
Give customers a clearer understanding of your business
A well-prepared business spotlight can bring your founder story, services and relevant experience together in one place.
Women of Rubies offers website spotlight features with social media amplification. To enquire, email info@womenofrubies.com with the subject Business Spotlight.
