How Language Builds Trust and Boosts Reviews
Vocaboly: Rob, thanks for joining us today. Before we dive into the specifics of how language builds trust, can you tell us a bit about your background and how Trust Vega came to be?
Rob Woodgate: Absolutely. I’ve always been passionate about helping businesses build credibility and establish trust with their customers.
My background is in digital marketing and technology, and I noticed a growing need for an independent, automated solution that could help businesses collect and display authentic reviews without the hassle of manually chasing customers. That’s why I founded Trust Vega.
Originally, we launched in 2017 as Trusted Practitioner, focusing on professionals like hypnotherapists, coaches, and consultants who rely heavily on trust to attract clients. As demand grew, we expanded our platform into what is now Trust Vega, a solution designed for a wider range of businesses. Our mission is simple: to make it as easy as possible for businesses to build credibility through verified customer reviews, helping them grow through trust and transparency.
Vocaboly: That’s a great mission. Why do you think independent reviews are so much better than testimonials? What makes them more effective?
Rob Woodgate: That’s a great question. The key difference is that testimonials are usually curated or edited by the business, which means they can feel less credible. Customers know that businesses will only display their most positive feedback, which can sometimes make testimonials seem less trustworthy.
On the other hand, independent reviews are collected and verified by a third party, like Trust Vega. Because they can’t be edited, they offer a more honest and transparent view of customer experiences.
Rob Woodgate, Founder of Trust Vega
On the other hand, independent reviews are collected and verified by a third party, like Trust Vega. Because they can’t be edited, they offer a more honest and transparent view of customer experiences. When potential customers see a range of real, verified feedback, including a mix of four- and five-star reviews, it builds trust and credibility far more effectively than testimonials alone.
Also, independent reviews are often more detailed. Customers leaving reviews tend to include specific information about their experience, which makes them more valuable to potential buyers. Rather than just reading “Great service!” in a testimonial, they might see a review that explains how a business went the extra mile to help, making it more persuasive.
How Language Is A Game Changer In Getting A Customer Response
Vocaboly: That makes a lot of sense. Now, let’s talk about how language builds trust in that process. Trust Vega is all about helping businesses build trust with their customers through verified reviews. How important is language in that process?
Rob Woodgate: Language plays a massive role in trust-building. The way a business communicates with its customers can mean the difference between an engaged, loyal audience and one that ignores requests. With Trust Vega, we’ve seen firsthand how small tweaks in wording can dramatically impact the number of reviews a business receives.
Vocaboly: That’s fascinating. Can you give an example of a language change that made a measurable difference?
Rob Woodgate: Absolutely. One of the biggest game-changers is personalisation. We give account holders the ability to customise the emails that request reviews. When businesses use generic, automated wording, the response rate is okay, but when they personalise it, response rates can skyrocket because language builds trust at a sub-conscious level.
For instance, instead of sending a standard “Please leave us a review” email, a business might say: “Hi Joe Bloggs, we really appreciate your support. It would mean a lot to us if you could take a minute to share your experience with others.” That personal touch makes the customer feel valued and increases the likelihood they’ll respond.
Vocaboly: That makes a lot of sense. People respond better when they feel like they’re being spoken to personally. Have you noticed any other patterns in language that help businesses get more reviews?
Be Friendly It Works
Rob Woodgate: Yes! Another key factor is using a friendly, conversational tone. Some businesses instinctively use very formal, corporate-style language, something like “Your feedback is important to us. Kindly submit your review at your earliest convenience.” It’s polite, but it doesn’t feel very personal.
A better approach would be: ‘We love hearing from our customers! Could you share your thoughts? It only takes a minute, and it helps others make great choices too.’ This kind of wording makes the request feel less like a chore and more like an invitation to be part of something valuable, demonstrating how language builds trust and fosters genuine connections.
Just checking in, we’d love to hear your thoughts! If you have a moment, we’d be really grateful for your feedback.”
Vocaboly: That’s a great approach. Does the way reviews are displayed on a business’s website affect trust as well?
Rob Woodgate: Absolutely. The way reviews are framed matters. Businesses should avoid cherry-picking only their five-star reviews because that can seem suspicious. A well-structured review page should highlight the authenticity of feedback, even if there’s the occasional lower rating. Customers are more likely to trust a business that showcases genuine, balanced feedback over one that looks artificially perfect, reinforcing how language builds trust in the process.
Another key aspect is including customer names and, if possible, photos. When potential customers see real people leaving real reviews, it adds credibility. Reviews that say, “Great service!” don’t carry as much weight as those that include specific details like, “The team at XYZ Ltd went above and beyond to help us solve our issue, highly recommend!” Detailed reviews that tell a story build more trust.
How Can Developing A Strong Vocabulary Help
Vocaboly: One final question before we wrap up. At Vocaboly, we believe that developing a strong vocabulary can empower professionals in every industry. How do you think vocabulary impacts trust and credibility in business communication?
Rob Woodgate: Having a strong vocabulary allows businesses to communicate with confidence and clarity. The right words can inspire trust, convey professionalism, and make messages more persuasive. Whether it’s crafting compelling review requests, engaging customers with authentic communication, or responding to feedback effectively, the way businesses use language matters. After all, language builds trust, shaping how customers perceive and connect with a brand.
A well-chosen word can mean the difference between a customer feeling appreciated or overlooked. Businesses that invest in refining their communication skills, especially their vocabulary, will find that they can build stronger relationships, enhance credibility, and ultimately drive better results.
Increase Review Request Responses
Vocaboly: That’s an excellent insight. So, to summarise, businesses can increase review request responses by using personalised language, keeping a warm and inviting tone, sending friendly reminders, and displaying reviews transparently?
Rob Woodgate: Exactly! Language builds trust through clear, authentic, and engaging communication. Businesses that take the time to personalise their interactions and show appreciation to customers will see much better results, not just in terms of reviews but also in customer loyalty and referrals.
Vocaboly: Fantastic advice, Rob. Thanks so much for sharing these insights with us!
Rob Woodgate: My pleasure! Thanks for having me.