How to harness the "Know-Like-Trust" factor on your website

Jun 18

As a branding designer, strategist, and Squarespace lover I've worked with many female entrepreneurs to elevate their brands and websites allowing them to be of service beyond just the service they offer. I've helped them really tap into the "Know-Like-Trust" factor on their websites, and I wanted to share with you today how you can do this on your website too.

Your website (and your Home page especially) truly is your time to shine, connect, and motivate, and that includes sharing about yourself personally. And this is extra true when your clients will be working closely with you for the service or product you offer - photographers, therapists, hair stylists, etc. They need to feel like they will be comfortable with you, trust that you have their best interests at heart, and have the credentials to provide the results they’re after. This is called the “Know-Like-Trust” factor, and it is a powerful selling tool.

It takes just 1/10 of a second for our website visitors to form an impression about us. That's not much time to build the kind of rapport through the computer screens that we're hoping for. But don't worry - that's where these tips come in.

Eye Contact

I'm sure you're thinking, "Okay Shaina - it's a website. How am I supposed to have eye contact with people?"

So, I first want to explain why eye contact matters at all. It is one of the most powerful tools for trust and connection. Non-verbal communication is over 55% of all interactions and relationships, so why not on your website? I say especially on your website, when you can't actually verbally or physically communicate with someone!

How is the power of eye contact harnessed on a website? This same non-verbal communication can happen through your photography! Choose headshots and photos that have you looking directly at the camera and place them strategically throughout your website. Be sure to have one above the fold (the top of your Home page) to capture visitors as they're making their first impressions. This will give the same feeling of connection and interest in people, and builds trust right off the bat.

2. Your Bio + About Page

The words on your website are another way that you get to communicate to your audience and form connections.

Garrison Wynn said "People buy from people they trust, and they trust people they like." So use these pieces of copy on your website to add some of your personality and humanness. Include things you have in common with your audience, share some of the things that make you unique, and establish your authority in your market.

Here's a little mad-lib style formula to help you write this bit of copy:

Hi there, I’m […your name…]. I […share 3 quick unique things about you…] that […establish your authority and credibility…]. I believe […point of connection that’s super relatable…]. If you’re ready to […solution to the problem you uniquely solve…] you’re in the right place.

And here's a quick example:

"Hi there, I’m Sally. I’m a Canadian-born, mini schnauzer loving, Nancy Drew novel reader that has been helping people heal through massage for the past 6 years. I believe that essential oils are the closest we have to magic and that dogs really are woman’s best friend. If you’re ready to feel better and heal better you’re in the right place.”

3. Testimonials

In the world we live in with the internet right at our fingertips it's become pretty normal for us to search for reviews before making a purchasing decision ourselves. Think back to the last time you chose a restaurant or picked a movie (okay, you might have to think back a ways... it's been a few months in lock-down, right?) or bought something from Amazon - you probably read a few reviews before making a choice. It makes us feel more confident in our choice knowing that others enjoyed it or would recommend it.

We are probably more likely to pick a book on Oprah's book list, or see a movie with 4.7 stars, right?

You can harness that same effect on your website by using the words and experiences of your past clients to assure and motivate prospective clients to choose you and the service you're offering. Testimonials are powerful tools to communicate trustworthiness and make potential customers feel like you are the right choice for their needs because it shows that you helped someone else just like them.

It's best practice to have at least 3 testimonials on your website, to include a photo of the person if you can, and include their name. A slider of testimonials on your Home page can work really well for this!