In a world where AI and constant algorithm changes make it harder than ever for small businesses to stand out, one thing matters most… trust. Joining us on the latest episode of The Small Business Show is Scott Baradell, the founder of Trust Signals Marketing and author of Trust Signals: Brand Building in a Post-Truth World. Baradell joins us to discuss how businesses can build credibility and earn customer confidence.
While trust in major institutions, such as media, government, and nonprofits, has declined steadily over the past 30 to 40 years, the need for trust has not diminished. What has changed is who people trust and how trust is formed, creating a more fragmented landscape in which brands, podcasters, social media personalities, and customer voices play a key role.
Trust Signals
According to Baradell, the concept of trust signals dates back to the 90’s internet boom, when online transactions were new and risky. Early trust signals included the Better Business Bureau and Norton Security seals, which helped convince customers to share sensitive data. Today, the principal focuses on the points of communication online, whether through your website, reviews, media coverage, or social media. These elements signal credibility and help customers decide to do business with you.
Key modern trust signals include:
- Customer reviews (Google reviews being the most common)
- Tesimonials
- Client or customer logos
- Media mentions and podcast features
- Articles and other earned PR converge
Baradell emphasizes that although small businesses don’t need massive marketing budgets to compete with larger companies, visibility alone isn’t enough; rather, the combination of visibility, credibility, and trust is essential. Therefore, he offers practical steps, which include:
- Collecting and showcasing organic customer reviews immediately after service or purchase
- Optimizing websites with SEO and location-specific content
- Using backlinks and content strategies to boost local search rankings
- Ensuring websites are up-to-date, functional, and accurately represent the brand across the customer’s journey
He also suggests that businesses can leverage AI tools such as ChatGPT to support content creation and distribution, but authenticity and personal imprint remain key differentiators.
“The time and effort you put to put your imprint on [your website] in terms of what the story you want to tell, what’s important about you, what’s different about you… Those things can really only come from you, and if you really commit to that, the authenticity will come out.”
A company’s website, Baradell says, often serves as the first and most important trust checkpoint for customers. Beyond basic functionality, it acts as a storytelling platform that communicates what makes a business credible and different.
He encourages owners to audit their websites regularly to ensure that forms function properly, contact information is accurate, and branding elements such as logos and copyright dates are up to date. Consistency across the entire customer journey, from search results to checkout, reinforces trust.
The ultimate trust amplifier
Customer reviews, especially on Google, remain one of the most powerful trust amplifiers. More than half of all online reviews are posted to Google, making it a critical platform for reputation management. Reviews also influence how businesses appear in AI-powered search tools and map results, which rely heavily on online trust signals.
Baradell added that internal reviews, such as those on Glassdoor, also shape perceptions of a company’s culture and reliability, influencing potential hires, partners, and customers.
Further, he framed artificial intelligence as an opportunity, not a threat, for small businesses. AI tools can help create content, boost search visibility, and support public relations without large teams or budgets. Still, authenticity is critical, and AI-generated content must reflect a company’s authentic voice and values.
Baradell encouraged small business owners to conduct regular website audits, actively manage reviews, and carefully oversee every public-facing touchpoint. He emphasized that investments in web design, SEO, and public relations should be treated as core business functions, not optional costs.
As trust in traditional institutions continues to erode, Baradell said small businesses that commit to consistent, authentic trust-building can gain a competitive edge. While AI can help scale those efforts, human oversight and credibility remain essential.
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