How to Build Trust Without Press Mentions or 1000s of Reviews

8 practical ways to increase credibility

Have you ever had review jealousy? I definitely have. Maybe it’s a growth-person thing, but whenever I land on a website with thousands of glowing reviews and a 4.8/5.0 rating, I find myself thinking, “Give me half of that and I’d be thrilled.”

It’s not that I work with badly rated products. I work with startups, and startups often just don’t have that happy-go-lucky flood of social proof. I used to think it was just a little eComm problem. But the truth is, getting thousands of reviews takes time, and this challenge exists across the board. Even in B2B, you might not even hit 1,000 customers for years… if ever.

And yet, a lot of brands try to cheat the system: cherry-picking a few reviews, formatting them to look polished, slapping on a 4.7/5.0 badge based on 50 responses, and hoping no one notices there’s no way to click through to read them.

I get the impulse. But there’s a better way.

Here are 8 real, practical ways to build trust without needing a massive audience or press coverage. Select the ones that best fit your brand and your audience.

1. Highlight customer success stories

Best for: Products or platforms that are complex, high-consideration, or take time to show results

One of the biggest trust hacks when you don’t have volume is to go deep instead of wide. If you’re working with limited social proof, prioritize quality over quantity. Instead of a handful of short reviews, consider publishing a few in-depth blog posts that walk through your customers’ journeys, aka who they are, what challenges they faced, and how your product helped.

I once did this for a brand that worked with athletes. We sent out a simple online questionnaire to existing customers, and from that alone, we created 6-8 compelling success stories. Way more powerful than a few one-liner quotes.

You can do the same with current users, superfans, or even authority figures in your niche.

2. Lead with founder story and founder videos

Best for: Emotion-driven audiences, founder-led brands

I love a good founder story. I find it instantly humanizes your brand. As the cliché goes, people buy from people. A founder story doesn’t just introduce who you are; it frames why you started. Classic hero’s journey stuff: there was a villain (a problem), it caused chaos, and now you’re here, building the solution.A great example is Lemonade Dolls. Their founder’s story is everywhere in their marketing, her struggle with self confidence in the entertainment industry and a desire to empower women. This started with an Instagram account and ended with a lingerie brand, with lingerie becoming her secret weapon to feeling great. She even stars in the size guide video, personally demonstrating how to measure and find the right fit. This is super smart, since sizing is a major barrier in online clothing purchases—trust me, I’ve been there.

If you’re testing a founder-led angle, don’t be afraid to experiment with different tones and formats. It takes a little time to find the one that clicks.

3. Share behind-the-scenes content

Best for: Complex products, skeptical industries

I once worked with an essential oil startup and visited their office in London. They told me it was near their warehouse, but I didn’t expect to find myself right in the middle of the factory. Once I got used to the lush (if slightly overwhelming) aroma, it felt like stepping into Charlie and the Chocolate Factory. Seeing the entire production process from start to finish was incredible. Bonus: I even left with a little goody bag!

They ended up capturing tons of content during that visit—footage of the team at work, the careful craftsmanship behind their unique scents, and the sourcing of ingredients. 

Sharing your process, your people, and your materials builds a lot of trust. Test adding this kind of content to your website or socials.

For B2B brands, your behind-the-scenes look might focus on ongoing improvements—for example, a SaaS company sharing quick video updates on new features or fixes in progress.One great example is Klayd, who even feature these videos on their homepage.

At Heights, we saw a meaningful uplift after adding behind-the-scenes videos, not just in views, but also because they boosted overall trust with visitors.

4. Focus on customer education

Best for: High-consideration, high-end products

SEO or AEO can feel like a tough game for smaller brands to win, but content isn’t just about search rankings. Sharing educational material is a powerful way to build trust and credibility while answering your audience’s questions in a genuinely helpful, non-salesy way.

If you haven’t already, check out the book They Ask, You Answer—it’s a classic on this approach.

For content inspiration, a tool like Also Asked (shoutout to Juliana Jackson for the recommendation!) is fantastic.

For example, imagine you run a herb shop (I can’t manage a week without me killing at least one of my poor herbs). Typing in “Growing Herbs” into Also Asked gives you a treasure trove of content ideas based on real user questions and searches.

5. Create in-depth product content

Best for: Customers who want to dig deepWe touched on this in the behind-the-scenes section, but even if you can’t share process videos or factory tours, going deep into what your product actually offers builds trust. Whether it’s detailed feature breakdowns for your SaaS or full transparency on ingredients like Mud\Wtr—which even shares where their ingredients are grown and exact measures per serving—this kind of info shows you have nothing to hide and everything to prove.

6. Use FAQs to address concerns

Best for: Hesitant audiences, complex products

I once created an entire newsletter just from analyzing FAQs across 20-30 DTC brands and realized most brands don’t do FAQs justice; they tend to skim the surface.Done right, FAQs help your audience feel heard and understood. Plus, they’re a great place to show off your brand’s personality. A great example of this is Who Gives a Crap, with its fun and approachable tone.

7. Offer a free trial or satisfaction guarantee

Best for: New products, competitive markets

Among the brands I’ve worked with that offer guarantees, only about 1-2% of customers actually use them, but just having the guarantee is reassuring. It builds confidence, especially when you’re crystal clear about the terms, like Simba does on their site.

A well-communicated guarantee can reduce hesitation and make customers feel safer trying something new.

8. Show stamps of approval

Best for: Science-backed companies, regulated industries

Product certifications, expert collaborations, and third-party testing are small but powerful trust signals. IM8, for example, showcase their collaborators right on their page and highlight independent testing.

While I don’t think this is as impactful as some other trust-building tactics, if you’ve invested time and effort into partnerships, certifications, or official qualifications, be sure to flaunt them proudly.

Trust isn’t just about numbers

The best part about these eight techniques is that you don’t need hundreds of reviews, stories, or certifications to win. Each one is a form of content or proof that helps build authority and trust with your audience.

I recommend asking your customers about your competitors, what information they seek, and what makes them trust a product. This insight will guide you toward the strategies that resonate most and work best for your brand, too.