Sep 9, 2026 · 20 min · 8 segments
Irwin Hau shares that SEO gets the click, but trust gets the conversion. Talking points include: What do you mean by trust gets the conversion? Why do most websites fail despite strong SEO? What…
Irwin HauGuest
David BainHost
So how do you actually build trust? Because it seems to be an easy phrase to share and I hear many people talking about it.
but what does that mean if you don't actually have facts and figures and so when it comes to trust it's using you know real information real data effects and figures case studies testimonials to really push it but one thing with like is it's not just having trust now it's really trust stacking as we call it you actually need trust on top of trust on top of trust because they don't know you they We don't like you.
We need to make sure that we have enough to get past that bias or that fear that we all have in making a bad choice.
It reminds me of years ago, I worked in an industry that was heavily managed in terms of legal phraseology, phraseology that required a lot of compliance.
And there's no way, I worked in the UK at the time, there's no way that you could actually use phrases like we are the best because it had to be phrases that were justifiable.
But then you move to a market like the States, and as far as I can tell, you're more able to use phrases like that.
And if you don't say it, perhaps the consumer thinks, well, they're not saying they're the best, so perhaps they're not the best brand to consider of.
So maybe it's not even just... what you say globally, it's what's appropriate for your target market and how it perceives that phraseology.
So how do you actually build trust? Because it seems to be an easy phrase to share and I hear many people talking about it.
but what does that mean if you don't actually have facts and figures and so when it comes to trust it's using you know real information real data effects and figures case studies testimonials to really push it but one thing with like is it's not just having trust now it's really trust stacking as we call it you actually need trust on top of trust on top of trust because they don't know you they We don't like you.
We need to make sure that we have enough to get past that bias or that fear that we all have in making a bad choice.
It reminds me of years ago, I worked in an industry that was heavily managed in terms of legal phraseology, phraseology that required a lot of compliance.
And there's no way, I worked in the UK at the time, there's no way that you could actually use phrases like we are the best because it had to be phrases that were justifiable.
But then you move to a market like the States, and as far as I can tell, you're more able to use phrases like that.
And if you don't say it, perhaps the consumer thinks, well, they're not saying they're the best, so perhaps they're not the best brand to consider of.
So maybe it's not even just... what you say globally, it's what's appropriate for your target market and how it perceives that phraseology.
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