How can I use my website's content to build trust with potential clients?

When potential clients search for an attorney or doctor online, they are usually confronted with a problem and confused about whom they can trust. That means that the content you choose to feature on your website—and how that content is presented—can have a big impact when someone needs your help.

Does your content make you seem trustworthy? Are you offering what your potential clients need? Here’s how to make sure the content on your website is ready to make a positive impression.

Trustworthy Online Content Brings Potential Clients Through Your Door

Trust converts. Even Google has urged businesses to pay attention to what motivates potential clients when they search for answers online. If you are looking to establish your credibility and build trust with your online visitors, here are some things your online content should offer:

  • Helpful answers. Most of your potential clients will find you because they had a question and typed it into a search engine. Think about the most common questions you hear from new clients, and put yourself in your potential clients’ shoes. Create content that provides answers and points readers toward the next step. If you can provide helpful and relevant answers to their questions, then they will be more likely to trust you and turn to you for advice. You’ll also be more likely to show up in search results for people who need your help.
  • Relevant video. Don’t underestimate the power of video content! This is your chance to let clients know that you are a real human being who is available to them if they need help. Videos can do a lot to show clients what your brand is all about, who you are, and how you can help them solve their problems. With videos, you can get a lot across to viewers in a short amount of time, which is especially great for mobile users.
  • An idea of what to expect. Many potential clients who are facing legal or medical troubles are anxious about what to expect and how long it might be until they see some resolution. Offering this information up front can go a long way toward making your potential clients feel more comfortable and in control. Let them know what your first meeting might be like. Show photographs of your office and staff. Explain what they might need to bring with them or what they might be expected to do. Explain your payment policies. Let them know what kind of timeline to expect. Being straightforward and transparent with your potential clients from the start helps them feel at home and positions you as a trustworthy professional.
  • Prompt responses. You need to be quick to respond online because people won’t wait around. Your content pages should load quickly, both on desktop and mobile. If a current event or change in the law is making waves in your community, providing more information and immediate responses to questions can establish you as the authority to turn to with legal problems. If someone reaches out to you after reading your online content, you should be there to answer him. Let people know that you are paying attention and that you are there for them exactly when they need you.

Finishing Touches That Keep Potential Clients Engaged and Coming Back for More

How you present your content matters, too. Make sure that you write with the reader in mind. Make your content easy to scan and understand. Break up “text walls” with headlines and relevant images, and make sure everything looks great on the page. Your most important content should be easy to navigate to from your homepage, and it should also be easy to get to related content on your website. Overall, aim to create a positive user experience on your website that lets your potential clients know that you care about them.

If you’re a DSS user, you’re probably already taking advantage of our sidebar modules that point readers toward relevant content. For example, if someone finds an article on your website about truck accidents, they’ll also see suggestions for related content:

Sidebar modules suggest related content to the reader

There are also several ways to include in-text links that point readers toward other information on your website that helps clarify or expand on the ideas you’ve presented:

Links in the text or in a table can direct your audience to read deeply

Connecting relevant content on your website helps establish your authority and lets readers know that you have much more to offer.

The more you allay fears, show your human side, and demonstrate your expertise in your online content, the more likely it is that your potential clients will feel at ease and trust in your legitimacy. If you need help writing attorney website content that establishes your credibility, contact our digital content experts for guidance or sign up for a free marketing analysis.


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