Whether you’re a roofer, an HVAC technician, a general contractor, or a cleaning service, your reputation is currency. Like crypto, it has perceived value. That value makes it easier to attract paying customers and convince them your service is worth more. You can directly impact that perception by actively building trust with customers in service-based businesses.
But many local companies struggle with this. You often work with people one-on-one. No matter how happy one client was, the greater community may never hear about it.
That’s a missed opportunity. We want to see you never miss out again.
Engineering Credibility: A Blueprint for Service Success
Like every big project, building trust with customers in service-based businesses requires a blueprint. It’s written out, and you’re ready to get down to it.
We’re going to focus on the stuff that really matters and share the most efficient way to get it done.
1. Define Your Online Presence
If you spend any time online these days, you may feel building an online presence is complicated and time-consuming. You don’t have time for all of that. But here’s the secret. You only need 2 things to build an online presence. Focus on these 2, and you’re halfway to the finish line. Those two things are…
Website Optimization: Transforming Visitors into Raving Fans
Your website is not just a digital business card. It can be a revenue-driving machine. You can actively use it to build trust and guide people toward signing up for services now, paying more, and returning for their next service need—by building trust.
A professional website is crucial. It should be user-friendly. mobile-responsive and showcase your work. Highlight customer testimonials, case studies, certifications, local partnerships, sponsored events, and publications you’ve been featured in. These elements can build credibility instantly with complete strangers. And that’s what you have to do online.
Optimization continues by making it easy for people to find answers, ask you questions, explore services, and take the next step when they’re ready—whatever that is within your business model. You need the tools in place to track how visitors navigate your website to eliminate roadblocks and lay out the welcome signs that invite people to join others who already enjoy your services.
Social Proof
Testimonials on your website are a form of social proof, but it’s time to go beyond your website to build third-party social proof. Some people may be wary of the testimonials on your website, knowing you can alter them. Those coming directly from your clients carry more weight.
Fill out your social media profiles completely and start posting regularly. They don’t have to be fancy or take a lot of time. A quick blurb with a photo of your latest project or an amateur video of your team at work are good places to start. Engage with customers as they engage with you, responding to comments and sharing what they share on your page.
At first, it may feel like you’re the only one seeing your posts. But as you continue to apply the strategies for building trust with customers, you’ll see this is time well spent.
Social proof also includes review sites like Yelp and Google Business. Again, fill these out completely. Start responding to reviews and sharing project photos and videos.
Each of these interactions is like one brick in the process of building a house. With each brick, you’re building a community hub where people can learn about your services and share their experiences. You’re showing you care about customers after they’ve settled their bill.
Bottom line: Online reviews are important. But there’s more to building trust than simply getting more reviews.
2. Represent Transparency in Everything You Do
Most people in need of services have been burned before. They’re looking for that bait and switch. They seek out the cracks in your online persona.
The best way to overcome this is through a commitment to absolute transparency. You put your cards out on the table. What you see is what you get.
Transparency in Pricing
We get it—every project is different. You can’t set some prices in stone. But even for projects like this, you can provide general estimates. And that’s what people are looking for sometimes. They’re not even going to think about getting certain services unless they have an idea of what they cost up-front.
So, in short, put the exact price for services when you can right there for all to see. Don’t think you’ll draw them in and then tell them what it costs.
If you can’t give a precise price because of the variance in client needs, give people a ballpark. Break down the individual costs that go into a project so people have a better understanding of why their services may cost more or less.
Update this information regularly.
Transparency of Services
Make it clear what people are getting for a price and what may be extra. Reduce uncertainty to build credibility.
Transparency in Expectations
Share what to expect during a service or project. Will it take you a couple of hours, a week, or 10 weeks? Remember, these are just estimates, and you can be clear that plans can change. But when someone hires a service provider they want to know up-front what kind of disruption this might cause to their life.
3. Create Real Personal Connections
You want to be authentic, but everything you do online can feel fake. How can you overcome this to build trust?
The Right Kind of About Us
Does your about us sound like “me, me, me”? “We’re committed to…quality, customer relationships, integrity”…or whatever your value proposition might be. Instead, let’s show people what you represent and why you do things the way you do. Use your about us to craft a compelling story. Highlight your team and their expertise. Helps customers connect and feel they share your values.
Make Customer Service Mean Something Again
Most service providers say customer service is important. How can you demonstrate that you’ve put your promises into practice? Measure and improve your communication and responsiveness. Prompt, helpful interactions make customers feel valued and respected.
4. Exude Expertise and Authority
It’s who you are. So own it. Embody it. But once again, you show it rather than telling.
Educational Content
Create informative content. You want people to walk away feeling they learned something useful, but they’d rather hire you to do it.
Blog about industry insights and tips. Sharing your knowledge demonstrates your expertise and builds authority. This kind of content is also key to increasing your visibility in search and social, making it a powerful marketing tool.
Take this a step further by making this educational content highly relevant to the community in which you do business. This localizes your brand and makes your content hyper-relevant to likely customers.
Case Studies and Success Stories
Showcase past projects and successes—as visually as possible because a picture is worth 1000 words.
Detailed case studies highlight your ability to solve problems and deliver results. This proof reassures potential customers of your capabilities to manage the project… even when it doesn’t go exactly as planned.
Now, here’s the thing.
You’re not going to get it 100% right every time. That’s why people need professionals with experience to solve problems. Don’t shy away from sharing those hurdles. They build trust and can help you manage customer beliefs that everything always goes as planned.
5. Invite Your Local Community to Join You
Your business exists within a community. Enhance connections by amplifying your “localness”.
Local SEO Strategies
Optimize for local search by referencing local people, events, and locations. Use local SEO strategies to ensure your business appears in local search results. This visibility helps attract customers within your service area.
Also, explore the power of leveraging:
- Local ads
- Google Maps
- Google Business
- Local Directories
Community Involvement
Participate in local events and sponsorships. Building relationships with local businesses and customers strengthens your community ties and enhances your reputation.
6. Be Willing to Guarantee Your Work
You may be thinking I can’t afford to offer a full guarantee. There are too many things out of our control that could go wrong. We’d argue you can’t afford not to.
Build Confidence
People hire service providers to manage these risks. It’s often why people pay someone when they could do it themselves. Offer guarantees and warranties. These promises show you stand behind your work. They alleviate customer concerns and boost confidence in your services.
Honesty and Integrity
Always deal with customer issues honestly. Standing by your work and addressing problems transparently builds long-term trust and loyalty.
Building Trust with Customers in Service-based Businesses
Trust is the foundation of any successful service-based business. By building a blueprint around each of these credibility-generating activities, you build and maintain customer trust. Start today and see the difference it makes. To find out the more effective way to implement these strategies, attend a Surefire Local demo.