What ultimately sways an uncertain client could just be what other people have to say about their experience with a given business. In a trust-based industry like financial advice, this is especially important, and well-crafted websites utilising social proof become essential in landing a strong first impression.
Why social proof is essential for IFAs
Social proof is about building trust and credibility, which is especially important with financial advice websites due to the trust involved when it comes to money. With the rise of online research meaning that you’re appealing directly to the client, understanding what they’re looking for becomes key.
10 social proof tips to give your website the edge
- Use real client testimonials
User reviews have a big impact on people’s decision-making in purchases, so including previous client testimonials on your website can improve IFA website credibility. Including real names, client types and anonymised details can make these testimonials more convincing. - Add independent reviews
There might often be an inherent suspicion of brands offering reviews of themselves. Therefore, linking in (or embedding) reviews from independent platforms like Google or Trust Pilot might be a more effective approach. - Include client success stories or case studies
More in-depth than testimonials can be case studies where previous clients explain how your advice directly solved or improved their situation. These can be huge trust signals for IFAs, lending detail and potentially helping to relate to a new client’s own needs. - Highlight accreditations and certifications
While examples of success are demonstrative, it might be more important to some clients to know how qualified you are for the job. Your chartered status, FCA regulation or CISI can all speak to your experience, working as strong social proof for IFAs. - Show press mentions or awards
Client testimonials might feel less substantial to some than industry recognition. If you want to know how to build trust on your website, referencing articles which feature your brand or previous awards granted to you is a great way to establish authority. - Use statistics or milestones
The qualitative effect of written testimonials and listed qualifications is vital, but some people might be hoping for a more immediate first impression - especially if they’re sifting through multiple candidates. ‘More than 100 clients advised’ or ‘over 20 years of experience’ can do exactly that. - Display trust badges or affiliations
If your brand is affiliated with other reputable brands or governing bodies, displaying their logos or badges can essentially work as the most effective of testimonials for financial advisers. This way, even if they don’t recognise your brand, they might recognise those brands, and your connection to them reinforces trustworthiness. - Include photos or video testimonials
When you’re designing your testimonials, faceless text boxes might not connect with someone in the way that something more visual does. Whether this is the profile picture of the person giving the testimonial, or just pictures of your team working with clients, it can add a human touch. - Show social media engagement
It’s all well and good to point to all of your accomplishments, but it’s often more convincing to see your work in action. Including a live stream of your social media feeds (or just snippets and links) can help to demonstrate your online presence. - Use a dedicated ‘why choose us’ page
While these disparate threads are plain to see for users visiting your website, you have a chance to bring them all together in your ‘why choose us’ page. Here, you can put clients at ease in a firm message of credibility.
How to apply these tips without overwhelming your website
In doing this, you want to maintain visual hierarchy, readability and consistency, without coming off as boastful - a difficult balance to strike. To start, think about how you can group them into sections, with the various types of testimonials being placed together, with a strong visual element to prevent the reader from being overwhelmed by words.
Building social proof for your IFA website is all about trust - clients want to know that you’re experienced, credible and that you’ve done a good job in the past. Including a strong human element can help to tie all of that together and make you more trustworthy.
