34 Powerful Trust Building Content Tools for Financial Advice Firms


It’s the #1 currency online.

And in the world of financial advice, nothing could be more important to develop with your content marketing efforts. 

Now I’m not going to carry on with stats about consumer trust in the financial services space (we both know the current state of play). 

Instead, I’m here to give you a shortcut – my top techniques to build credibility and trust. 

Say hello to more leads, easier sales conversations, and more loyal clients. 

34 ways financial advisers can build trust: 

  1. Associations
  2. Awards
  3. Before and after
  4. Call to action
  5. Case studies
  6. Charts & graphs
  7. Clear fees
  8. Client list
  9. Client reviews
  10. Comparisons
  11. Contact information
  12. Demonstrations
  13. Empathy
  14. Human stories
  15. Logical argument
  16. Make it easy
  17. Metaphors and analogies
  18. Newsletter
  19. On-site chat
  20. Podcasts
  21. PR & media exposure
  22. Research
  23. Social media proof
  24. Speaking
  25. Team experience
  26. Testimonials
  27. Tools
  28. Track record
  29. Trust seals
  30. Useful resources
  31. Valuable content
  32. Video
  33. Visualisations
  34. Webinars


Associations, industry bodies, accreditatory bodies – they have a certain an air of authority and trustworthiness. Luckily you can piggyback on that trust, and have it subconsciously transferred onto your brand – all by simply showcasing their logos on your website. 


Industry awards are a great form of social proof, as consumers will more readily trust an ‘award winner’. If you do happen to receive an award, you can henceforth to refer to yourself as an “award winning firm”. Pretty cool 😉 

Before and after

Before and after stories are a great form of social proof because they highlight the journey that your Ideal Client will embark upon. Remember, our role as business owners is to be change makers in the lives of your clients. This type of content allows the reader to visualise themselves in the story, and start to imagine taking their own journey with you. 

Call to action

Give the reader an easy way to take the next step by offering a clear Call to Action. It could be a free consultation, a free 15 minute Q&A, a free tool or template. It shows there is an easy next step, free from friction. 

Case studies

Like Before and After content, Case Studies are one of the most powerful tools to build trust. Nothing quite works like a detailed Case Study which your Ideal Clients can really relate to. This is a go-to strategy!

Charts & graphs

In finance, it’s crucial to simplify. When a reader doesn’t understand, they become confused. Confused people procrastinate. Confused people don’t take action. Use charts and graphs to simplify complicated information and give readers valuable insights. 

Clear fees

Being clear and upfront about the fees that you charge can be a great move to build trust by putting all the cards on the table.

Client list

Have you worked with other clients, or high profile brands? Great, feature them on your website. People are social creatures, tending to more easily trust those who demonstrate that other people already trust them. 

Client reviews

What do you think is more believable, saying “I’m the greatest” (sorry Muhammad Ali 😉, or someone else saying “this guy is the greatest”? Social proof online is becoming very important for rankings in Google and Google Maps. A long term business strategy should be consistently capture and publish positive client testimonials.   


Comparisons are an easy way to condense your knowledge about a given platform, tool or service. You can also offer comparisons of your service vs the service of your competitors – especially if it helps your clients make a more informed decision about working with you. 

Contact information

Make it easy for your clients to get in touch with you. Every service provider website should have a large phone number listed in the top header of every page on the website. On your contact page, make sure that you list your office locations, key contacts and provide a form to get in touch. 


Digital platforms enable you to give thorough demonstrations of the strategies you are recommending. You can outline examples and walk clients through demonstrations easily via screen-sharing software, online meeting platforms, or even video. 


The best marketing demonstrates empathy for the client, after all the client is generally only ever thinking “What’s in it for me?”. So a powerful way to build trust is to focus on what your ideal clients are thinking, and answering their questions. Pro tip: use your Frequently Asked Questions to comprehensively answer questions and overcome common objections. 

Human stories

Like the Before and After content, you can really tap into the hearts of your Ideal Clients and give them something they can relate to by focusing on human stories. Why not interview some of your successful clients and ask them how their lives have changed after working with you. 

Logical argument

The logical argument, is used to appeal to your ideal client’s left brained ‘rational’ side. Typically people are driven to action due to deep emotional drivers (I dive into this in detail in my course, Content Marketing for Financial Advice). But once they’ve decided to take action, they often need to ‘justify the action’. That’s where your logical presentation of the facts steps in! 

Make it easy 

Check out this savvy financial adviser, giving website visitors an easy way to book a call. Online calendar solutions, such as Calendly, can be easily setup and integrated into your calendar to allow prospects (and clients) with an easy way to book a call. Payment can also be taken upfront which makes it convenient to book consulting hours.     

Metaphors and analogies

Sometimes the complexity in finance needs to be boiled down into simple metaphors. These can be used to convey complex ideas in a way that doesn’t confuse or alienate your prospects.  


Newsletters are one of the least used marketing secret weapons. I highly recommend that you start communicating with your prospect list (and clients) over email. For one, it doesn’t cost anything once you’ve got their email address. And secondly, you can automate the communications to nurture and upsell prospects into clients. 

On-site chat

An on-site chat widget gives visitors an easy way to get in touch with you. Rather than sending an email and waiting days for a response, visitors can get an instant response. I know which one would increase my chances of working with someone 😉


Podcasts are an interesting opportunity at the moment for a couple of reasons. They really allow you to get your personality across to the listener, and build an intimate relationship. The long-form aspect of the content really lets you cover some ground and go deep on any particular topic. And the ability to listen in the car and commuting really make it convenient. It’s a great platform to nurture leads over time.   

PR & media exposure

Like our other social proof methods (client reviews, testimonials, industry awards, etc.), you can “borrow” the trust from well known publications. If you’ve been featured in any media publications, make sure you share it in your marketing!


Providing well researched content is an excellent way to build trust as it proves your expertise, educate and delivers value to your readers. You can publish well researched content in the form of articles and blogs, emails, special reports, case studies, market forecasts, videos and more. 

Social media proof

Being the social creatures that we are, people look to see what other people like. If you have a strong social following, make sure to leverage it in your content and marketing campaigns. 


Speaking to groups is a great way to be perceived as a trusted adviser. You can register and work your way up on the speaking circuit, or the digital version would be to setup a Youtube channel and start publishing video content (a great example I love is Jeff Rose’s channel, Wealth Hacker) .  

Team experience

Do you have a team with incredible professional experience? Make sure you leverage it on your website by featuring the team. You can take it further by providing a short summary and pepper in some personal bits and pieces – make your team relatable!


As we’ve covered a few times now, social proof is one of the most powerful forms of trust currency online. It’s crucial that you are building positive reviews on your website and social channels. Your Google My Business (GMB) Listing and Facebook Page are two must-have channels to ask happy customers to leave you a testimonial on. 


Tools, templates, forms and done-for-you documents are a great way to deliver value to your Ideal Clients and help move them towards their goals. Like in this example, tools can not only build trust, but they can be used as a lead generation strategy. 

Track record

If your firm has an outstanding track record in the industry, make sure that you feature it in your content. Like industry associations and social proof, people tend to trust people who already have a lot of people that trust them. 

Trust seals

Authoritative industry bodies, accreditations, seals of approval, media mentions – these are all valuable forms of social proof that quickly influence a visitors perception of your trustworthiness. 

Useful resources

You can share your expertise, deliver value and build trust by helping your prospects and clients. Sharing valuable resources you’ve accumulated over your professional life is a great way to do it.

Valuable content

Content in the form of written words, articles, tools, templates, reports, audio and video can all be used to showcase your expertise and build trust with readers. It’s what I’m doing right now, right? 😉


There’s nothing quite like getting on video and sharing who you are and what you can do for your Ideal Clients. Viewers can get a sense of who you are and what it will be like to work with you. Hey, did I mention I have an online video course for financial advice providers? 😃 Content Marketing for Financial Advice: create a content marketing strategy to attract more ideal clients.


Online content gives you the fantastic flexibility to visualise the strategy and ideas you want to convey. Use visualisations to bring and idea to life and simplify a complex topic. 


Lastly, webinars are fantastic long-form formats (either video, or screen-share), in which you can dive deep on a topic and your prospects can spend time with you to get to know you. They’re great for prospecting, building trust, and qualifying prospects before you even take a phone call. 

Ok, so those are my 34 super powerful trust building tools for financial advice firms. Weave them into your website, content and marketing campaigns and watch your conversions soar!

Want to remove the pain of developing content that attracts your ideal clients? Why not work with a team trained in using these trust building tools: 

Want expert help with your content marketing?

Would you like a team of content marketing experts to work with you to create digital content that gets you noticed?

Book a free discovery call.

To your content marketing success,

Sign-up to the free Authentic Advice Newsletter

Get access to exclusive strategies, templates and tools:

Copyright © 2021