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From Clicks to Customers: How to Close the Trust Gap Online
Independent retailers spend years building trust in person and on social. Then a customer lands on the website - a static product grid, a hero banner, a "Meet the Team" page nobody reads - and that connection disappears.
That gap matters more now that search is changing. Over 60% of Google searches end without a click, and tools like ChatGPT and Google's AI Overviews increasingly answer customers directly. Get cited by AI and the traffic converts far better - but only if the human who lands still finds a reason to trust you.
Chris Wickson, a three-time founder who's spent nearly two decades turning website visitors into customers, shares practical ways to get the balance right: visible enough for AI to find you, human enough for people to trust you.
