How to Build Trust with Customers: A Real Business Example

Longevity and success in business depends on establishing customer trust. Today, from moment a potential customer encounters your brand, be it through a referral, phone call, a Google Business Profile, a website visit or LinkedIn profile, sets the tone for your entire relationship—every interaction—between a company and its customers is a critical opportunity to either build trust or erode it.

Allow me to illustrate this through a real business story I got from Tommy Mello who is currently growing A1 Garage from $200M to $1B. This story underscores the significance of trust in shaping customer experiences and, ultimately, business success.

The Seed of Trust

In the early days, when A1 Garage was just finding its footing, Tommy made a bold move by hiring his mother to handle customer service. Little did he know that this decision would lay the groundwork for building an empire rooted in trust and customer satisfaction.

"When she got on the phone and answered customers, she'd call them 'honey'..."

Tommy recalls with a mixture of amusement and incredulity how his mother's endearing habit of addressing customers as "honey" would initially leave him flabbergasted. His reaction was one of bemused disbelief, often accompanied by a silent plea: "Mom… book the call! Please!"

But Tommy's mother and the voice of A1 Garage's customer service, had a knack for turning ordinary interactions into memorable experiences. She would not only address customer concerns with empathy but also weave in personal anecdotes about her son, Tommy.

"I'm SO sorry to hear about your problem! I'm going to send out our best technician, his name is Tommy…"

Her heartfelt assurances and genuine enthusiasm about her son's expertise had an unexpected impact. By the time she hung up the phone, something magical would happen.

"When I showed up at the customer's house, they'd look at me and say: 'Are you Tommy? I heard that you're the best!'"

The customers' warm reception and immediate trust in Tommy were nothing short of astounding. It dawned on him that his mother, through her personalized interactions, had already laid the foundation for a strong bond based on trust and familiarity.

"Anything I told them to do, they said yes."

Tommy was amazed by the level of receptiveness and cooperation he encountered. It became clear that his customers weren't just purchasing a service—they were buying into a story, one crafted by his mother's heartfelt exchanges.

"What on earth was going on!?"

Tommy's bewilderment gradually transformed into realization. His mother, through her genuine care and storytelling, was not only managing customer service but also shaping the future trajectory of A1 Garage.

"It turned out that they already trusted and liked me… because they knew about my entire life story (thanks to my mom!)"

The pivotal role of trust in business success became evident. Customers' familiarity with Tommy's story, thanks to his mother's narratives, paved the way for smoother sales interactions and enhanced marketing effectiveness.

"His mom was setting up the future of the business."

Tommy's epiphany underscored the profound impact of reputation-building. His mom wasn't just answering calls—she was cultivating relationships and forging a path towards sustained growth.

"She was building our reputation, which made sales and marketing so much more effective."

The Continuum of Trust To The Sale: How Every Interaction Shapes the Next

What I take away from the story is the incredible impact of every interaction that a customer or prospect has with your company—it can either erode or build trust.

This makes me think about how your website shapes the narrative and sets the tone for the next interaction, whether that's online or offline.

The question is: How do you build a website that builds trust with customers and shapes the next interaction?

5 Must Have Elements of a Website That Build Trust with Customers

1. A Promise To Solve a Problem

No one wants what you sell - they want their problem solved.

The first thing that your website must do is - promise to solve a real problem. Avoid those big headlines telling what you do or what industry you're in. If people are on your website, they probably know that already.

Instead, tell them the most significant pain point that you solve. That’s the greatest opportunity to differentiate your business from every other company that does what you do.

For example, here's the homepage of a small business marketing consulting firm. Rather than promoting their marketing services, they tell us the problem they solve

Here's the homepage of a government contractor. Rather than promoting their software development services, they tell us the problem they solve

Here's the homepage of a professional service firm. Rather than promoting their geotechnical engineering capabilities, they tell us the problem they solve

Here's the homepage of a home service company. Rather than promoting their tree cutting service, they tell us the problem they solve

2. A Next Step Call to Action

There are many reasons somebody might want to talk to you. So it is essential to help your customers move through the buying journey by using strategic calls to action or CTAs. 

Offer various stopping points where people can take action if they want. Don't wait until the bottom of the page, or just have a contact us link in your top navigation menu.

• “I want to know more,”

• “I want an evaluation,”

• “Set up a meeting,”

• “Get this free report"

• “Learn more”

These are all examples of different CTAs that could be used throughout your website to ultimately connect you to your site visitors.

You can have various CTAs all over your website for many reasons, but they should be clear, immediately visible, and at strategic stopping points throughout your customer's journey.

For example, here's the CTA of a adoption agency.

For example, here's the CTA of a Financial Advisory Firm.

For example, here's the CTA of a Personal Injury Law Firm.

3. A Real You Video

Many companies are beginning to feature video on their website, and for a good reason! Video allows you to give people a real sense of who you are, what you stand for, and let people hear your story. It’s also a great way to produce content to engage your audience.

Video is one of the best ways to develop trust with potential buyers, especially for small businesses. Still, it has to go beyond just putting a video of the owner talking about what their company does. 

You can have more genuine customer testimonials, reveal how your services are delivered, create how-to videos solving a problem, explain your unique approach to the market, or just have videos showcasing your company culture.

4. A "Who do you get results for?" Section

Go as far as you can to narrow the focus on who makes an ideal customer for you and make them an essential part of your website content strategy. You might even go as far as saying, “If you're not this type of company or person, we're probably not a good fit for you.”

Be specific about who you serve and what problem you solve for them. Be explicit about who gets the best results from your services because those will be your best customers.

Showing your clients in different industries or situations is an effective way to show others who you work with. The more they recognize themselves on your website content, the easier it will be for them to go deeper on a buying journey.

5. Trust and Proof Elements

Even with all of that information from you, sometimes prospects want one final layer of reassurance. Of course you think your business is great, but do your existing customers agree?

You need to have elements that build trust on your website, whether they be logos of current customers or testimonials for your audience to glance over. Have reviews or accolades you want your audience to see? Make them easy to find and place them on the website.

When we land on a website, we first determine whether or not the company can solve the problem. If they do, the next step is to look for details about how they've helped like-minded people.

Need Help Developing a Website That Builds Trust With Customers?

The websites we help you build will generate leads, look great on mobile, and be fully customized to your needs and the needs of your customers.

Contact Us