How to Build Trust With New Customers Online

Shapo.io's Head of Marketing covers how to build trust with new customers online using real reviews, transparent pricing, and simple design tips.

By David Ehrentreu

Trust is the currency of modern business. And for UK small business owners competing in today’s digital-first world, building that trust quickly and authentically can be the difference between a sale and a bounce.

While word-of-mouth still matters, most first impressions now happen online—on your website, your Google Business Profile, or through customer reviews. In this guide, we’ll explore practical ways you can build real trust with potential customers from the very first click.

1. Show Real People Behind the Brand

Consumers don’t trust faceless companies. In fact, according to Edelman’s Trust Barometer, 88% of consumers say trust is critical in deciding which brands to buy from. And people trust people more than logos.

Practical tips:

Add a photo and short bio of the founder or team members to your website’s “About” page.
Use your own voice in social media captions or blog posts.
Respond to comments and reviews as a human—not as “Customer Service.”

This kind of transparency goes a long way in helping customers feel like they’re buying from a real person, not just a brand.

2. Collect and Display Customer Reviews

Nothing builds trust quite like seeing others vouch for your business.

Whether you're a plumber in Peterborough or a D2C skincare brand based in Brighton, real reviews serve as powerful social proof. They're more persuasive than any marketing copy—and they're free.

Here’s how to do it right:

Claim your Google Business Profile and regularly request reviews after a purchase or service.
Ask loyal customers for testimonials you can feature on your website.
Showcase ratings and reviews across your product pages or checkout flow.

Make sure to reply to reviews—good or bad. It shows responsiveness and professionalism.

3. Be Crystal Clear on Pricing & Process

Confusion erodes trust. One of the most common reasons customers abandon carts or hesitate to book a service is uncertainty around pricing, expectations, or next steps.

To build confidence:

List your pricing clearly. If you offer custom quotes, explain how it works.
Walk the customer through what happens after they click “buy” or “book a consultation.”
Include FAQs about delivery, returns, timelines, and guarantees.

Even if you're in a service-based industry, adding “What to Expect” steps to your site can eliminate friction.

4. Lean Into Third-Party Trust Signals

UK consumers are increasingly savvy online. They know what to look for—and they want reassurance that you’re legitimate.

Here are simple trust signals to include on your website:

Accreditations or trade memberships (e.g. FSB, Checkatrade)
Press mentions or customer logos
Secure checkout icons or trust badges
Privacy policy and contact page that’s easy to find

If you’re a newer business, link to your Trustpilot or Google reviews to give people confidence.

5. Offer a Risk-Free First Step

No one wants to feel like they’re making a mistake. One way to reduce this fear is by offering a low-risk way to engage with your business.

Consider:

A free consultation or trial period
A money-back guarantee
A “pay after service” model if appropriate for your trade

This gives hesitant customers a nudge and signals that you believe in your own value.

6. Make Your Website Instantly Credible

According to a Stanford web credibility study, 75% of users judge a business’s credibility based on its website design. That doesn’t mean you need to spend thousands, but it does mean your site needs to feel professional.

Quick wins to improve trust through design:

Use high-quality imagery (bonus if it’s original, not stock)
Avoid typos and broken links
Ensure your site is mobile-friendly
Have a clear call to action on every page

You should also make sure your site loads quickly—use PageSpeed Insights to check and improve performance.

7. Be Active Where Your Customers Are

Building trust doesn’t stop at your website.

Be present and helpful in the places your audience spends time—whether that’s LinkedIn, local Facebook groups, or review platforms. Share tips, answer questions, and show up consistently. You’ll build familiarity, which eventually becomes trust.

This also helps word-of-mouth marketing happen naturally, as people start recommending you in those spaces.

Final Thought

In a crowded market, trust is your secret weapon.

For UK business owners, building trust online isn’t about flashy marketing or gimmicks. It’s about showing up with clarity, credibility, and consistency. Do that, and you'll convert more browsers into buyers—and turn first-time customers into long-term advocates.

About the author

David Ehrentreu is the Head of Marketing at Shapo.io, a tool that helps small businesses collect and showcase customer testimonials to build trust and increase conversions. Shapo supports businesses of all sizes with user-friendly tools for collecting video and text reviews.