Building Trust Online

In the online business world, trust is your currency. People don’t just buy products or services — they buy from people they believe in. And here’s the twist: in today’s crowded digital marketplace, you’re not only competing on price or features; you’re competing on credibility.

Think about it — there’s probably someone else selling something similar to you. But why would a customer choose you over them? The answer is almost always:

• They feel like they know you.
• They believe you’re the real deal.
• They trust that you’ll deliver what you promise.

Trust isn’t built overnight. It’s earned through consistent actions, transparency, and delivering genuine value — even before money changes hands.

In this week’s post, we’re diving into:

1. Why trust and credibility are non-negotiable.
2. How to build trust and credibility from day one.
3. Protecting and growing trust over time.

Section 1: Why Trust and Credibility Are Non-Negotiable

People Buy with Emotion, Justify with Logic

Even in an online setting, buying is rarely just a rational decision. People want to feel safe, confident, and understood before they pull out their credit card. Buying decisions start with how something makes people feel—excitement, relief, pride, or belonging. Logic comes in later to rationalize that choice.

That’s why great marketing sparks emotion first, then offers facts, features, and proof to back it up. Emotion pulls the trigger; logic convinces us we aimed correctly. Trust fills that emotional gap.

Without trust, even the best offer will get ignored. With trust, people will give you grace when something doesn’t go perfectly because they believe in your intentions and your ability to fix it.

Credibility Reduces the “Risk Factor”

Every purchase carries a bit of risk for the customer — “Will I waste my money?” “Will this even work for me?” Your job is to lower that perceived risk through social proof, consistent branding, and clear communication. When customers believe you’re credible, the decision feels safer, faster, and easier. Reduced risk removes hesitation and clears the way to “yes.”

The best way to reduce that risk factor is also to show your customer that you know what they’re going through and understand the predicament they are in. Showing that you’ve “been there” and helping them solve that type of problem as well as relating to them is one first big step you have to take to help create that credibility.

Trust Helps You Charge What You’re Worth

Here’s the truth: people don’t pay top dollar to people they don’t trust. If you want to charge premium rates or sell higher-ticket offers, trust and credibility aren’t optional — they’re prerequisites. Trust tells them you’ll deliver value, not just a product or service.

Now granted, there are many out there that are hustling “shinny objects” that seem to sell like hotcakes but deep down, if there is no trust, what they’re selling is a pipe-dream just waiting for a request for a refund, or a chargeback.

Imagine two health coaches selling similar programs.

• Coach A offers a 12-week plan for $500 but has no testimonials, no content that shows expertise, and a vague description of what’s included.
• Coach B charges $1,200 but has video testimonials, a clear program breakdown, a professional online presence, and a free guide that showcases their approach.

Which coach will more people feel confident hiring? Most will choose Coach B — not because they’re more expensive, but because they’ve built the perception of trustworthiness and expertise and that dollar-for-dollar, they most likely will gain more.

With strong trust, clients are willing to pay premium rates because they know they’re investing in reliability, expertise, and peace of mind.

Trust Makes You Referable

Word-of-mouth is still one of the most powerful marketing tools out there. People will only refer you if they trust you. When they recommend you, their own reputation is on the line. By having built that trust, they will definitely be more inclined to refer you.

Action Step for Section 1:
Write down three reasons someone should trust you right now — and three ways you can make that trust more visible in your business.

Section 2: How to Build Trust and Credibility from Day One

Show Up Consistently

Posting once in a while, sending emails sporadically, or showing up on video every few months doesn’t build familiarity. People trust what they see often. Choose a realistic posting or communication schedule — and stick to it. You can change that schedule but don’t forget, the more change is seen, the less credibility of consistency is shown.

That’s one reason many will say that posting every day for 30 days will get you in the habit of producing and showing up on a regular basis. Granted, you might want to tell everyone you’ll be away due to vacation periods but many software’s out there can help you prepare, preload and schedule your videos ahead of time.

Deliver Value Before the Sale

When you help someone solve a problem for free, they start to believe you can solve bigger problems when they pay you. This could be:

• Sharing how-to content.
• Offering a free mini-course or checklist.
• Answering questions in your niche’s online communities.

And don’t forget, providing free problem-solving content will deliver a good portion of that credibility. Even though it doesn’t create any revenue, the credibility it does create will be worth its weight in gold in the near future.

Be Transparent About the Process

People fear the unknown. When you clearly explain what they can expect from your service or product, such as timelines, deliverables, next steps, you remove uncertainty and build confidence and that has incredible value.

The other aspect of being transparent is not being afraid to say “I don’t know, but if you give me the time, I’ll get back to you with an answer”. That shows the more human side we all have and, as my mother would occasionally tell me with a smirk: “you may have read the encyclopedia, but you don’t know everything…”.

I’ve always looked at issues as an opportunity to both increase my knowledge as well as an opportunity to help those around me. When the time comes, that knowledge can make the difference and help you stand out amongst your peers.

Use Proof, Not Just Promises

Your credibility grows when others vouch for you. This includes:

• Testimonials.
• Case studies.
• Screenshots of results (with permission).

Case Study Example:
When launching an online course, I once noticed a competitor claiming their program would “change your life in 30 days.” It sounded great — but they had zero real-world proof. I took the opposite approach: I shared student results, screenshots of feedback, and my own story of building my system over two years. Guess which approach generated more sign-ups? Hint: proof always beats hype.

Be Human and Relatable

Credibility doesn’t mean being perfect. Admitting when you’ve made a mistake, and showing how you fixed it, can actually make you more trustworthy.

Let’s face it, we’re all human (at least I think we are), and I don’t know about you but I’ve made my share of mistakes. The one thing I’ve learnt its that people are more easily able to give you a second chance after you’ve made a mistake and owned up to it. Taking responsibility for your actions goes a long way in proving how relatable you can be to others.

Action Step for Section 2:
Pick one way you can show proof of your expertise this week — a testimonial, a before-and-after result, or a behind-the-scenes look at how you work. Post it where your audience can see it.

Section 3: Protecting and Growing Trust Over Time

Never Overpromise and Underdeliver

Nothing damages credibility faster than failing to meet expectations you set. Be realistic in what you offer, and aim to overdeliver whenever possible.

My mentor Dean Holland sure overdelivers. In everything. Every time he’s provided an opportunity that I’ve taken him up on, he’s overdelivered on what he had told us we could anticipate receiving.

That goes a long way in proving that his credibility is off the charts because I know that he will always overdeliver.

Keep Communicating — Especially When Things Go Wrong

If a delivery is late or a product issue comes up, silence kills trust. Quick, transparent communication, even if it’s just a quick two-line email update, goes a long way in maintaining communication.

We’ve all had situations where we anticipate a response and receive crickets instead. Failure to communicate (isn’t just a movie) but also the demise of many good companies who, for some reason or another, thought that keeping silent would make the problem go away.

Out of sight and out of mind doesn’t usually work out for the best.

Keep Evolving Your Skills and Offers

If your business stays stagnant while the market evolves, people may question your relevance. Keep learning, upgrading, and refining your skills to stay credible in your niche.

A freelance graphic designer I know built a strong client base in 2018. By 2021, most of her designs looked dated compared to competitors. She lost clients, not because she wasn’t good but because she stopped learning new tools. We had talked about this and she did rebuilt her credibility by upskilling and rebranding herself, but it took time. That time and effort cost her a lot, and I’m not just talking about money from revenue.

Reward Loyalty

Offer bonuses, exclusive content, or early access to returning customers. This not only keeps them coming back but also strengthens your reputation for valuing relationships over transactions.

Again, going back to my mentor, Dean Holland, he will offer us 50% discounts on new opportunities and I believe that he does so because he values us as both customers and business colleagues. It’s not necessarily just about the money.

Action Step for Section 3:
Identify one way you can “overdeliver” for your current audience or customers this month. This could be a surprise bonus, a check-in message, or an exclusive tip that’s not publicly available.

Conclusion

Trust and credibility aren’t “nice-to-have” things in the online business world, they’re the engine that keeps it running. Without them, you’re in a constant battle for attention, lowering prices, and trying to out-shout the competition.

But when you intentionally build and protect them, everything changes. Your audience listens more closely. Sales become easier. Your reputation starts working for you, even when you’re not actively selling.

So ask yourself: What am I doing today that builds trust for tomorrow? Then commit to making it a part of your business strategy, not just a side effect.

The more you invest in trust and credibility, the more your audience will invest in you.

Like what you’re reading or have any questions? Don’t be shy, write it up in the comments section for me to reply and more importantly, don’t forget to subscribe to my blog for continuous insights and tips.

Trust the journey – victories await along the way!