We’ve all heard the phrase, “People do business with those who they know, like, and trust.” If you’re a small business owner, you’ll hear that phrase repeated like a mantra in just about every event you go to. But just because it might be annoying, it doesn’t mean that it’s not true.
Let’s break it down, starting with the “know”. If people don’t know who you are and what services or products you sell, of course, you’re not gonna succeed. Sounds pretty obvious. “Like” is a little bit more subjective. Like takes time. It means building a relationship. It means finding common ground. But “Trust”… that’s what will get people to finally take action. Once they understand what you do, like how you’re doing it, and trust that you’ll do it well, that’s when you hit the jackpot.
But how does that translate to a website? How can your business evoke the same feelings from someone who’s interacting with it online while you’re not there?
Know: Make Your Brand Discoverable
In the digital landscape, knowing starts with being visible. Your digital footprint is the foundation of your online presence, making sure potential clients can find you in the first place. This is about more than just having a website—it’s about having a website that works for you, alongside active social media channels, and strong search engine optimization (SEO) that puts you in front of the people who are already looking for the solutions you offer.
When your digital presence is clear and consistent, people can discover what you’re all about even if they’ve never met you. Consider it the online version of introducing yourself at a networking event: it’s your chance to make a positive first impression and start building familiarity.
Like: Tell Your Story, Show Your Why
Once people know who you are, the next step is getting them to like you. This phase is about sharing your story, your values, and what makes your business different. It’s about the why behind your brand, your unique selling proposition (USP), and the journey that brought you to where you are today.
Sharing your brand story gives potential clients a reason to connect with you on a deeper level. When people feel they understand not only what you do but why you do it, they’re more likely to feel aligned with your brand. Whether it’s through an engaging “About Us” page, blog posts that highlight your journey, or social media content that showcases your values, sharing your story helps people find common ground with your business and start to like what you stand for.
Trust: Build Confidence with Transparency and Testimonials
Finally, we come to Trust, the part that will ultimately make people take action. Trust is all about building credibility and showing that you’ll deliver on your promises. For an online brand, trust is created through transparency, social proof, and providing a clear and reassuring process for how you work with clients.
Client testimonials and reviews are one of the strongest ways to build trust online. They show potential customers that others have had positive experiences with your business, making them more comfortable choosing you. Additionally, being transparent about your process—such as what clients can expect when working with you, how long each step typically takes, and any other relevant details—helps people feel secure and prepared when they decide to engage with your business.
Effective web design can also play a role in creating a trusting environment. Adding features that allow clients to interact with your brand, such as live chat or an FAQ section, can make browsing your site feel more engaging and less like a solitary experience. People want to know that support is there if they need it, and adding these interactive elements can make your site feel more approachable and responsive.
Turning Visitors into Loyal Clients
At Bear Double, we believe a strong online presence should be built with the Know, Like, Trust framework in mind. By being discoverable, sharing your unique story, and building credibility through transparent practices, your brand can foster real connections that encourage lasting loyalty.
Remember, in the digital age, your website and online presence are extensions of your brand. When people know, like, and trust your business, they’re not only more likely to choose you—they’re more likely to keep coming back. And that’s the true jackpot.