Why local trust matters more than ever for your small business

Before big-box stores and national chains, there were neighborhood shops where owners greeted you by name. They thrived because they earned the community’s trust.

Small businesses may look a bit different today, but people still value personalized service and strong community connections. In fact, The Harris Poll shows 71% of consumers still trust local businesses more than large, faceless corporations.

By earning that trust and building genuine relationships, you can turn one-time customers into loyal ones.

Why customer trust matters

No longer do shoppers solely consider the price or quality of items when making a purchase. Recent research from the Edelman Trust Barometer found that when customers are ready to buy, 88% consider their trust in a brand to be equally important. For a Utah small business owner, gaining trust is more than good customer service, it's a competitive advantage. 

How to build customer trust

Trust is built through visibility, responsiveness and community presence. Over time, these types of customer interactions compound, building the reputation of your small business in Utah.

Build a professional website

According to an Uberall survey, 91% of customers search online before visiting a small business in person. And when someone finds a company online, 85% visit within a week, 17% of them the next day.

A professional website is one of the most important tools for building credibility and interest in your Utah small business. Give the best first impression by ensuring every page loads quickly, all the links are correct and your information and inventory are up-to-date.

Your website showcases your goods or services, of course, but it’s also where you can establish your company as a trusted resource. Include a page with blog articles that cover industry news, information and ideas that are relevant to your customers.

Keep your Google Business Profile updated

In addition to a website, consider completing a Google Business Profile, which will appear when anyone uses Google to search your name. It will display information such as business hours, address and a link to your website.

A storefront or website isn’t required to have a business profile. If you are a home-based service provider, for example, it could include contact information and customer reviews. You can also use it to accept bookings for services.

Need help making the most of your Google profile? Tap here →

Word of mouth

It pays to keep customers happy, because positive word of mouth generates business without additional marketing costs.

Customers who already trust you are your best ally. A Nielsen study found that 88% of consumers trust their friends’ recommendations more than media advertising. Earn those recommendations by exceeding customer expectations.

You can prompt satisfied customers to share their good opinions by offering a future discount or other reward.

Read and respond to customer reviews

Online reviews have become a powerful part of the purchasing decision. A recent BrightLocal study found that 97% of customers read online reviews before buying an item or hiring a service. Customer feedback gives other shoppers confidence to buy, even when they don’t know the reviewer.

Don’t worry that you may not receive all five-star reviews. People realize there are many opinions, and a variety of rankings appears more trustworthy.

While readers are interested in the customer experience, they also want to know how you respond to the reviews. Your quick (preferably within 48 hours) and tactful replies tell searchers you are reliable and you care about every customer.

Keep in mind, reviews are the most influential local ranking signal for search engines. They look for new and relevant information, so when you respond to reviews, you’re providing new content. Every response can improve your perceived relevance.

Take advantage of local advertising opportunities

Big brands may have the cash for glitzy national ad campaigns, but your local advertising will have more impact.

Because your customers are your neighbors, you can target them with relevant messaging, convenience and a personal connection. According to The Harris Poll, 63% of respondents felt businesses in local ads were a genuine part of the community.

KSL is a natural fit for local advertising because we have a ready-made Utah audience of more than 4.8 million monthly users.

On KSL Classifieds, you can easily create listings for items to sell or rent. Service providers such as plumbers and landscapers can promote their business in the Services category. Digital display, video and audio ads can help you reach an even broader local audience.

Find out more about local advertising on KSL →

Create a customer community

Americans trust small business more than any other institution, according to a Gallup poll. Why? Because a smaller, local company seems more reachable and accountable.

Community marketing focuses on making your business feel open and accessible. Instead of relying solely on product promotion, this is about creating a space for customer feedback.

On social media platforms or in an online forum, such as Reddit, start a directed discussion. Members of the “community” can share their appreciation for your products or services, offer insights and provide support for one another.

For in-person conversations, host workshops, webinars or other meetups where you can talk about related topics such as hobbies or lifestyles.

Start building trust today

As a small business owner, you can provide something national brands cannot: familiar faces, personalized service and trusted connections.

It’s not enough to offer a great deal or an innovative product. A small business must be responsive, build strong relationships and deliver great service. These positive and consistent interactions will help you develop the trust that brings customers back again and again.

Ready to grow your local presence? Learn how KSL can help →