Full Transcript
Lauren: So it's Thanksgiving week, and I'm at my cousin's bakery helping out. And she's got these customers who have been coming in for years... like, literally since she opened. And I'm thinking... what actually makes people that loyal? Like, what are customers really thankful for?
Honor: Welcome to the 805 Web Minute with Lauren and Honor... We make interwebs and website stuff make sense... Let's get into it.
Honor: That's a great Thanksgiving question. And here's something that should make every small business owner feel good... 70% of Americans trust small businesses more than any other institution.
Lauren: Wait, more than big corporations?
Honor: More than big corporations, more than media, more than government. Small businesses are the most trusted institution in the country.
Lauren: Oh! That's actually really heartwarming. So we're not starting from zero here.
Honor: Right. But that trust is earned. It's because you know your customers' names, you stand behind your work, you're a neighbor... not some faceless corporation. And there are a few specific things customers are really thankful for.
Lauren: Okay, what's number one?
Honor: Being treated like a person. 86% of buyers say they're willing to pay more for a better customer experience. Not a cheaper price... a better experience.
Lauren: So it's not about being the cheapest option?
Honor: Not at all. It's about answering the phone instead of sending to voicemail. Remembering that Mrs. Johnson prefers afternoon appointments. Following up after a job. The small stuff that Amazon will never do.
Lauren: Right! Like, Amazon can ship you anything in a day, but they're never gonna ask how your kid's soccer game went.
Honor: Exactly. That's your superpower as a small business. Number two is reliability. 93% of customers say they'll keep buying from you if you just... do what you say you'll do.
Lauren: That seems almost too simple?
Honor: It is simple! Show up when you say you will. Do what you promised. Fix problems without making excuses. The bar is lower than you'd think because so many businesses don't clear it.
Lauren: Okay, personal touch and reliability. What's the third thing?
Honor: Looking like you have your act together. And this is where first impressions get scary. People judge your business in 50 milliseconds.
Lauren: Fifty... wait, that's like a twentieth of a second!
Honor: Before they've read a single word, they've already decided if you seem trustworthy. And 75% of consumers judge your credibility based on how your website looks.
Lauren: That's like... judging a restaurant by whether the menu has stains on it. You haven't even tasted the food, but you're already suspicious!
Honor: Perfect. And the payoff for getting this right is huge. Repeat customers spend 67% more than new ones. And 59% of Americans say once they're loyal to a brand, they'll do business with them for life.
Lauren: For life?! That's a long time!
Honor: Win them once, win them forever. But here's the catch... 88% of people won't come back after one bad experience. One bad experience, and they're gone.
Lauren: So you could be amazing at what you do, but if your website makes a bad first impression, they never even give you a chance.
Honor: That's the gap. Your loyal customers probably found you through word of mouth. They got to know you. But new customers? They're Googling you first. And what they find either confirms or contradicts that recommendation.
Lauren: Okay, so what should people actually do about this?
Honor: Here's your Thanksgiving homework. Pull up your website on your phone. Show it to someone at dinner who doesn't know your business. Ask them one question... would you trust this company?
Lauren: Ooh, the Thanksgiving dinner test! No complicated audit, just... watch their face.
Honor: That ten-second gut reaction is what every potential customer experiences. If your site doesn't pass the dinner test, it's costing you business.
Lauren: So the moral of the story is... your loyal customers love the personal touch. But new customers judge you online before they ever meet you. Make sure your website looks as trustworthy as you actually are. And if it doesn't... give YouGrow a call!
Honor: Yeah. We build websites that make you look as trustworthy as you actually are. 79 dollars a month, month-to-month, no setup fee. Updates whenever you need them, just email or call. We're local, in Arroyo Grande. When you call, you get me... not a ticket, not a call center... a neighbor.
Lauren: Happy Thanksgiving everyone! Alright, this has been 805 Web Minute. Thanks for listening.