Start converting more clients today with these essential trust signals

By Christina Bentley on April 30, 2019

Build better relationships with your clients.

Building relationships is one of the most important tasks for financial advisers. While you may have expertise in the financial services industry, your clients need to be reassured that they’re working with someone with their best interests at heart. One way to build these successful relationships is by using trust signals.

What are trust signals?

Trust signals are snippets of information that give prospective clients proof that your services and products are credible. These can include links or logos for regulation bodies such as the Financial Conduct Authority (FCA) or information on how you conduct your business. When it comes to digital marketing for advisers, they’re invaluable if you want to build your client base and reassure potential clients.

Why are trust signals important for financial advisers?

By the time you meet a new client for an initial consultation, there’s a good chance they’ve Googled your name or financial services firm. Today’s consumer is especially cautious — especially when looking for financial products and advice.

BrightLocal’s 2018 consumer review survey revealed that 86% of consumers read online reviews before visiting a business and read an average of ten online reviews before they feel a business can be trusted.

How can you convey that you’re a trustworthy adviser to an online audience? You simply need to add a few key trust signals to your marketing materials and website. Here are three key trust signals financial advisers should adopt.

Client reviews

When it’s time to make a big purchase, we often turn to our friends and family for recommendations and reassurance. Online reviews help widen this network, giving consumers a greater pool of insight. By displaying your own reviews, you can give prospective leads that same feeling of encouragement and persuade them to become your next client.

Reviews from real people will strengthen your reputation and add credibility, encouraging prospective clients to convert. There are many general review platforms you can use such as Trustpilot, Google My Business and even Facebook.

Build trust through honest communication

Being open and honest about why you should be trusted as a financial adviser will help put your potential clients at ease. The best place to start is showcasing your experience and qualifications online.

Utilising a range of communication channels can also help financial advisers become more approachable to prospective clients. A little encouragement can go a long way with people that have never sought financial advice or products before. Inviting them to get in touch for a free, no-obligation consultation where they can discuss their circumstances can make all the difference.

By broadcasting your phone number and email address, you’re telling them that you are an established, legitimate adviser.

You may already use social media channels as part of your digital marketing strategy, but these methods will add an extra layer of trust with savvier consumers who are comfortable connecting on networks such as Facebook and Twitter.

Show your compliance

The internet has made finding financial services easier than ever. However, it also creates a veil of anonymity that means prospective clients need to be on their guard. Adding your Financial Conduct Authority (FCA) registration number and credentials on your website and marketing materials will ease their minds. But what about their data protection concerns?

After the wide scale coverage of General Data Protection Regulation (GDPR) in May 2018, consumers are more sensitive to how their information is handled. You can build trust by showing your commitment to safeguarding their information and being transparent in today’s digital age.

GDPR is just one of the many regulations in place to protect consumers and give them control over their data. Bodies like the Information Commissioner’s Office (ICO) work continuously to guard them, giving them reassurance that their personal data is safe. Showing your own commitment as a financial adviser is equally important and will help build trust with potential clients.

Advisers can address this by working with a legal adviser to create a privacy policy outlining essential information such as how you and your firm will collect consumer data, what will be done with it and what their rights are.

Looking for more advice about building stronger relationships with your clients? Read our feature on building trust in your financial service firm.

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