Are you someone who has a social media following and even an email list, but your audience never seems to take the final step and sign up for your offerings?

If you’ve done your market research and you know that your offering helps solve a problem—and people are willing to pay for it—there’s a good chance that trust-building needs to be bumped up on your priority list.

In the online world of marketing, trust is as good as gold. And it’s not just a one-and-done deal. You need patience, consistency, and great communication to build and maintain that trust with your audience.

And if you’re not a marketer by trade (and let’s face it, most of you aren’t), you might not even realize the little things that could be making your audience hesitate before saying ‘yes’ to signing up—even if they’re truly a fit.

So, let’s dive into 19 common trust-busting behaviors that might be flying under your radar:

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1. Always Changing or Adding New Offerings

If your offerings are constantly changing, it can confuse your audience and make them hesitant to commit. Consistency is key to building trust.

2. Only Emailing Your List When You Need to Sell Something

If your emails are only sales pitches, your audience will start to tune out. Provide value consistently, not just when you want something in return.

3. Lack of Transparency About What’s Included in Your Offerings

If people can’t clearly see what they’re getting, they’ll be less likely to buy. Be upfront about what’s included and what’s not.

4. Talking to Different Audiences with No Consistency

If your messaging shifts constantly, your audience might not know who you’re talking to—or if they even fit into your audience at all.

5. Never Sharing Stories, Testimonials, or Social Proof

People need to see that others have benefited from your offerings. Share testimonials, case studies, and real-life stories to build credibility.

6. Not Keeping Your Website Up to Date

An outdated website can make you look out of touch or unprofessional. Keep your site current with the latest information and offerings.

7. Unclear Pricing

If people have to dig around to find your prices, they might lose interest. Be upfront and clear about your pricing.

8. Making It Hard to Reach or Work with You

If it’s difficult to contact you or get started with your offerings, potential clients might move on to someone else. Make the process easy and welcoming.

9. Overpromising But Underdelivering

Nothing kills trust faster than making big promises and not following through. Be realistic about what you can offer.

10. Not Having a Good Customer Experience (Especially After Someone Signs Up!)

The work doesn’t stop once someone signs up. Ensure they have a seamless, positive experience throughout their journey with you.

11. Not Walking the Talk

If you say one thing but do another, your audience will notice. Authenticity matters.

12. Claiming There Are Only a Limited Number of Spots When Really They Are Unlimited

Using false scarcity can feel manipulative. Be honest about availability to maintain trust.

13. Offering a Free Workshop But Using the Entire Workshop to Sell Your Offer

If you promise value in a free workshop, make sure to deliver it. Constant selling during the workshop can turn people off.

14. Taking on Clients That Aren’t a Good Fit

If you work with clients who aren’t the right match, it can lead to dissatisfaction on both sides. Be selective to ensure a good fit.

15. Signing People Up for Your Email List Who Never Agreed to Receive Emails from You

Nobody likes unsolicited emails. Make sure people opt-in before adding them to your list.

16. Never Showing Behind-the-Scenes Footage of You at Work

People connect with people. Sharing behind-the-scenes content helps humanize your brand and build deeper connections.

17. Being Hesitant to Share Your Unique View on the World

If you hold back on sharing your unique perspective, you miss the chance to stand out. Don’t be afraid to share what makes you different.

18. Not Ever Talking About Your Modality, Education, Method, or Techniques

Your audience wants to know the how and why behind your work. Share the methods and education that inform your offerings.

19. No Place for Potential Clients to Sample or Trial Your Work

Offering a free resource, podcast interview, or trial can help potential clients experience your work before they commit. Don’t miss this opportunity to build trust.

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👉 I recommend saving this list and coming back to it when you do a quarterly or annual review of your brand (ps… an annual review is where you look through your own socials, website, funnels, etc., with fresh eyes to see what could use an upgrade).

🤍 Need help with any of the above? Whether it’s rewriting your website copy, staying consistent with your newsletter and social media, or just getting inspired by fresh prompts—Rooted Resources is my monthly marketing resource membership, built specifically for health practitioners like you.

If you use what’s inside, it’ll help you stay more consistent, clear, and inspired to take action (and don’t worry—you can cancel at any time if you decide it’s not for you!).