I took a scooter tour around a city I visited recently. It was a ton of fun, but when you think about it, it’s wild the amount of trust it takes to book a tour.
You’re signing up for an experience you don’t know anything about, expecting a total stranger to show up. And they do. The tour guides are great at what they do.
When it comes to building trust, guide sites do a great job of showing that they can solve your problem. Here’s the formula:
- Your problem: in a new place, don’t know what to do.
- Desired outcome: have fun, have an experience, learn something new firsthand.
- Their solution: options of things to do, sorted by location, duration, experience, with an easy booking process.
They’ve shown that they understand you so well, anticipated any question that you may have, then served up a solution that you can’t resist. Boom, tour booked.
The same thing can happen on your website.
Building trust on your website isn’t just using social proof like testimonials. It’s showing that you understand your audience, you can anticipate their hesitations, and then serve them a solution they can’t resist.
There’s a million and ten clichés about it, but people really do buy from people. We want the human connection and experience, and we need to see our own problem reflected back at us before we trust someone with our money.
When the trust is built, sales conversations get easier because people are open to your offer. When your website communicates all of that, your business grows.