Trust, experience and expertise – these are three qualities your financial services business needs to show to convert more leads into paying clients.

If a client doesn’t trust your business and what it claims it can do, they’re unlikely to make an enquiry or a purchase. If you’re not showcasing experience and past work, your competitors could have the edge. And if the client doesn’t think you have the expertise to carry out the job properly, you don’t stand a chance of making the sale in the financial services industry where competence is imperative.

So, where is the best place to highlight trust, experience and expertise, and how can you do it? We’ve answered both of these questions below.

Your website is where it counts

Your website is arguably the best and most convenient place to highlight that you’re a financial services business that can be trusted to get the job done with the experience and expertise to get the best results.

Many financial services businesses get most of their leads through word-of-mouth recommendations, but even these leads will start their consideration by checking you out online. They want to verify you as a business and the aforementioned qualities online before picking up the phone or sending an email.

We have identified some of the best ways to highlight trust, experience and expertise through your website below. Some of these methods can highlight multiple qualities at once.

Welcome text and about page

Every business should have a short piece of welcome text on its homepage and a longer piece on an about page to tell readers about the business. These parts of your website are an excellent opportunity to state how long you’ve been operating, your accreditation, who you’re regulated by and even how many clients you have helped.

Most businesses will do this anyway, but they might not be getting this information across concisely and effectively, or with a website design that attracts people to the key takeaways of this information. Our copywriting team and web designers can assist if you’re struggling to engage readers with this information.

Team profiles

Team profiles are quite common within websites in the financial services industry as many teams are made up of individuals who have specialist knowledge in niche areas, and can therefore provide unique services. Your team profiles page can tell readers about each member’s experience and qualifications. It’s also an opportunity to tell the reader a little about the person outside their working life. Remember, people buy from people.

Testimonials and case studies

Testimonials are so important to build trust among leads. When they read reviews from real people like them, they become more confident in the service you can provide and that they will get an identical result. Testimonials are sometimes placed on a dedicated testimonials page, but they don’t have to be. They can be placed on services pages and close to CTAs or enquiry buttons as a widget to encourage the next step.

Some consumers can be wary of reviews, especially when they come from a website instead of a third-party platform. Because of this, you should also use a third-party platform to get client reviews such as Google My Business or Trustpilot. You can further assure leads by creating a case study page on your website where you showcase your work or discuss the results you have gotten for clients, preferably with client comments or reviews. You may need permission from the client to do this.

Blogs and guides

Creating and publishing blogs or guides to your website can have many benefits. They can attract more website visitors and encourage people to visit other pages of your website through internal linking, or encourage enquiries.

But blogs and guides have another benefit that doesn’t get talked about as much. When you publish content on a specific topic or news story in your industry, you can highlight your business’s expertise in that area. You become an authoritative voice on the subject, which then builds confidence in you among potential clients.