BUILD TRUST BEFORE SALES PAGES

Tweaking headlines, re-writing copy, adding testimonials, changing the color the button – you’ve done all these things, but you’re still not making the sale.

Two things – maybe your offering isn’t something that people need, or maybe there’s not enough trust yet.

I got talking about this in my conversation with Deanna Seymour, about sales pages. Well, long sales pages. You’ve seen them; two miles longs, 9000 words, and they don’t say anything.

Like Deanna says during this conversation, by the time she’s on a sales page, she already knows she wants the thing, to which I replied:

“I think it’s a trust thing. The trust that (is) built. Like, there are people that we both know, they could send a Google Doc with a PayPal button on it. Yes, I’m signing up because we built that trust. We trust them now. I don’t know that an 18-page sales page builds trust. I think the trust comes way before someone clicks on your sales page.”

You don’t fix trust with more copy. You fix trust by, well, building trust.

You build trust by showing up and doing what you say you’re going to do. By fixing the things you say you fix, and showing how you do it. Every step of the way, you’re reinforcing the belief that you’re the right person for the job.

I’ve seen a bunch of coaching websites with the “click here to book an intro call,” but not a single video showing their face, their tone, their vibes.

How do you build trust with a “book now” button?

Why would any woman hop on a call with a man in 2026 without seeing some videos?

Why would anyone sign up for a virtual yoga class without hearing your voice, or seeing how you manage an online session?

These things aren’t fixed with 5,000 word sales pages, or reading testimonials from people we don’t know. Trust is built brick by brick, by showing up as your full human self, and sometimes that includes seeing your face and hearing your voice.

Listen to “Building a Business Without Social Media with Seth Werkheiser” on Deanna Seymour’s Big Fun, Small Business podcast here.