Know, Like, Trust: The Recipe for Website Success

In a world buzzing with ticktoks, reels, and all sorts of storytelling content, navigating the ever-changing marketing landscape can be overwhelming.

Algorithms shift, trends come and go, and it can feel like riding a rollercoaster. But amidst this whirlwind, there’s a tried and tested anchor that never fails – the power of know, like, and trust.

Now, I can’t pinpoint the exact origins of this magical phrase, but the concept behind it is timeless. Building rapport, credibility, and trust before making a sale has been at the heart of successful marketing and sales strategies since the dawn of business. And let me tell you, it really works.

One champion of this principle is Bob Burg, whose work I truly admire. He understands the importance of forging genuine connections with clients and customers, going beyond mere transactions. And guess what? That’s exactly how I run and market my own business.

But before we dive into the nitty-gritty of how it all works, let’s take a moment to ponder why it’s so darn effective.

Why is it so darn effective?

The key, lies in its ability to not only drive sales and bookings but also in its potential to create long-lasting relationships with your customers. It’s not just about attracting one-time buyers; it’s about building a community of loyal fans who genuinely care about your brand’s success. They’ll sing your praises, spread the word, and fuel your growth through word-of-mouth marketing.

Now, who wouldn’t want that for their business?

So, let’s move on to the juicy part – how to make this know, like, and trust magic happen.

1

Get Acquainted – Who the Heck Are You?

Imagine walking into a party and introducing yourself like this: Hi, I’m a complete stranger, but trust me with your bank account details! Yeah, that’s not gonna fly. The same goes for your website. You need to clearly communicate who you are, what you offer, and your values to build credibility. Transparency is the name of the game.

Some ideas:

  • Go beyond basic bios: Don’t just list names and titles; tell your story! Share how your business came to be, what drives you, and what values you hold dear.
  • Focus on customer benefits: Provide valuable information that helps visitors understand who you are, what you do, and why it matters to them.

2

Do We Get Along?

Remember, people buy from people, and emotions play a big role in decision-making. So, use your website to connect with potential customers on a personal level. Let them know you’re not just some faceless entity.

Some ideas:

  • Humanize your brand: Put faces to the names.
  • Even better, show them behind-the-scenes of you in action. Let them get a feel for what you do and how you do it.

3

Will You Have My Back?

Ah, trust, the majestic unicorn of the business world – rare and incredibly powerful. Without it, your website is just a pretty face with no substance. But fear not, for trust can be built. And guess what? It starts with knowing and liking.

Some ideas:

  • Transparency: Be honest about what you offer. No one likes the old bait-and-switch trick. If you sell handmade marshmallows, don’t go sending them cotton balls.
  • Make your website as secure as Fort Knox. SSL certificates, privacy policies, and clear contact information go a long way in making visitors feel safe.
  • Deliver what you promise. If you say you’ll send weekly newsletters, don’t disappear after two weeks, leaving your subscribers hanging.

Bringing It All Together:

Making Know, Like, Trust Your Muscle Memory

It’s part of my muscle memory now—whenever I look at a new website, I automatically think about know, like, and trust. This habit can be a bit of a challenge, especially when I have to navigate certain websites (yes, I’m looking at you, government and council sites!).

But don’t just take my word for it. Next time you’re on a new website, ask yourself: what makes you know, like, and trust that business? Is it their compelling story, their relatable tone, or their transparency? Whatever it is, let it inspire you. Roll up your sleeves and make those improvements on your own site. You’ll be amazed at how these small changes can create big connections.

Building customer relationships is a KLT deal—Know, Like, and Trust is a must!


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