In today’s digital world, building trust with customers is no easy feat. With Yelp, Google My Business, and other review sites, customers can easily uncover the good, bad, and ugly about your business and customer service in a matter of seconds.

Don’t let this fact intimidate you. Take hold of your online reputation by utilizing your social media and website to enhance customer trust.

Today’s Ask a Kukui’an features our Director of Marketing and Production, Kiley Fasano.

Kiley provides business and emotional support for our enterprise and SMB clients. Whether it’s a website redesign or a re-branding issue, you can trust that she has your back (and website presence). 



Q: What is the most common mistake you see in SMB websites?

It is literally the first thing I see: not having a proper call to action at the top of a homepage, or above the fold, before the visitor must scroll. If I have to look for it, you’ve already lost me as a customer.

Phone numbers, even in today’s modern times, is still a major source of leads for any SMB. Customers will email you, sure, but most will call your shop.

I cannot tell you how often business owners overlook this; do not place your phone number on your footer! Nor place it in your About Us. Definitely do not place it in the body text using…12 point font, comic sans.

Here’s a great article on effective call to action.

Q: What is the first thing you revamp to solve this issue?

Whether it be a promotion, special or coupon, or a unique service offered, visitors require something that makes them want to call instantly. Simply adding a unique promotion and image, while mirroring content to social media, has a huge impact on your online presence and ranking.



The first thing I do is incorporate these elements through modern website design, eye-catching graphics, and well-placed call to action and value elements. 

For our clients, I strive for impeccably designed website that highlights their branding and converts prospective customers within the first 10 seconds.

Q: What are some of the ways you build trust on your client’s brand new website?

Here at KUKUI, we pride ourselves with being able to provide customers with quality, conversion-optimized websites. We help our clients build their online identity by incorporating elements that not only highlight their branding, but also helps build trust with customers.

Some of the ways we help our clients build trust are through testimonials, visual storytelling, value elements, and user-friendly website design.

If you have great reviews on Yelp, Google+, or any other review sites, you should promote these on your site. Take advantage of digital word of mouth. Clearly displaying your Yelp star rating and how many reviews you have, leads visitors to read your reviews which sparks conversion.



We also recommend adding a personal flair to your site. We urge our clients incorporating unique images of the business and employees. Your community knows who you are, and this shows confidence in serving your area.

Association logos and credentials are also key: logos on your homepage represent brands that visitors trust. For example, ASA, AAA, ASE, HybridShop, etc. These familiar logos demonstrate the value they hold within your business, showing visitors you value their continued business as well.



Q: What is your favorite part of the launch phase?

My favorite part of the launch phase is presenting our web design previews to clients. This gives our clients a chance to see the benefits of having a top converting website. I enjoy educating our business owners on what is best for their online presence, while maintaining the integrity of their brand and reputation.