Key points
- 87% of customers trust online reviews like personal recommendations (BrightLocal, 2023).
- Photos of real jobs outperform polished stock by 3x in engagement (Sprout, 2023).
- Consistency of contact details (NAP) across sites boosts visibility and trust (Moz, 2022).
- Being “new” isn’t the issue, lack of proof is.
Do this first: Ask your last 2 happy customers to leave a Google review today, nothing builds “tested” status faster.
What it means to look “untested”
When customers hesitate, it’s rarely about your skill. It’s about proof.
If your online presence is empty, reviews are thin, or your name isn’t popping up, people assume: “new, untested, risky.”
The good news: you don’t need decades in business to change that impression. You just need visible evidence of jobs done and customers happy.
| Term | Plain Meaning | Why It Matters |
|---|---|---|
| Proof | Reviews + photos of jobs | Makes you look established instantly |
| Consistency | Same details everywhere | Signals you’re a real, stable business |
| Respect | Customers see you as safe, not risky | Unlocks bigger, better-paying jobs |
How to look proven in weeks
- Collect Google reviews fast
Action: Text or WhatsApp your last 2–3 happy clients with a direct review link.
Check: Aim for 5 reviews minimum.
Evidence: 87% trust Google reviews like personal recs (BrightLocal, 2023). - Show job photos, not just finished ones
Action: Snap “before, during, after” on-site.
Check: Post weekly on Google profile or Facebook.
Evidence: Real job photos get 3x more engagement than stock (Sprout, 2023). - Make your details match everywhere
Action: Update Google, Yell, Facebook with identical Name/Address/Phone.
Check: No mismatches.
Evidence: NAP consistency is a core trust signal (Moz, 2022). - Borrow credibility if you can
Action: Share a quick testimonial video or tagged photo from a customer.
Check: At least one shareable story online.
Evidence: Social proof speeds up trust (“if they trust them, I can too”). - Keep signs of life
Action: Post once a week, even just a photo from site.
Check: No more than 4 weeks silence.
Evidence: Dormant pages = “is this company still going?” doubts.
Gotcha: Don’t fake reviews or over-polish, locals can sniff out “too slick.” Real beats perfect.
Compare your options
| Option | When it wins | Risks | If this then that |
|---|---|---|---|
| Reviews | Fastest trust builder | Need happy customers to ask | Start here if you’ve done even one job |
| Job photos | Free + instant proof | Forgetting to take them | Build habit, one snap per job |
| Website upgrade | Good for bigger jobs | Can cost ££ | Only once basics (reviews/photos) are in place |
| Paid ads | Visibility boost | Waste if trust signals missing | Use only once you look credible |
FAQ
Do I need years in business to look trusted?
No, even a few reviews and job photos flip perception fast.
Can I hide that I’m new?
Not really, better to lean into proof of quality than hide.
What if I only have small jobs so far?
Still counts. Small, well-done jobs prove you’re active and reliable.
Do I need a fancy website?
Not at first. Reviews + photos on Google and socials carry more weight.
Is it worth paying for awards or accreditations?
They can help, but reviews and visible work usually matter more.
Evidence and sources
- BrightLocal, 87% of people trust Google reviews like personal recommendations, 2023
- Sprout Social, Real job photos get 3x engagement vs stock, 2023
- Moz, NAP consistency in local SEO ranking factors, 2022
Why trust Dentons Digital
Author: Sam Sandars
Dentons Digital, specialises in marketing for UK trades and construction firms. First-hand: helped new tilers and joiners look “established” in weeks through simple visibility upgrades.
