If you want more clients, you need to build trust first.
And the fastest way to do that? Creating the right content.
Your content should show that you understand your audience’s struggles and that you have the solution. When done right, it warms up leads before you even have a conversation.
Today, I’m breaking down the best types of content to build trust with potential clients—so you can turn more strangers into paying customers.
Let’s dive in!
Growth Hack: The Best Content for Converting Clients 💡
If you want your content to work for you, you need to focus on what actually builds trust. Here’s what works best:
1. Educational Content (Show You’re the Expert) 🎓
People trust businesses that help them solve problems—even before they buy.
👉 What to create:
- Blog posts that answer common questions in your industry
- “How-to” guides that walk people through a solution
- Quick tip videos on social media
🎯 Example: If you’re a business coach, write a post on “How to Price Your Services Without Undervaluing Yourself.”
2. Behind-the-Scenes & Personal Stories (Make It Relatable) 🤝
People buy from people, not faceless businesses. Sharing personal insights helps potential clients feel connected to you.
👉 What to create:
- A LinkedIn post about a challenge you faced in your business (and how you overcame it)
- Instagram Stories showing your day-to-day work
- A case study explaining how you helped a client achieve success
🎯 Example: If you run a design agency, share a post about a website project gone wrong—and how you fixed it.
3. Client Success Stories & Testimonials (Social Proof = Trust) ⭐
Nothing builds trust faster than proof that your service delivers real results.
👉 What to create:
- Video testimonials from happy clients
- Case studies showing before-and-after results
- Screenshots of positive feedback from emails or messages
🎯 Example: If you’re a social media manager, showcase how your client’s engagement doubled after working with you.
4. Live Q&A or Webinars (Direct Engagement Builds Credibility) 🎤
When people see you answering questions in real time, it instantly positions you as an expert.
👉 What to do:
- Host a live Q&A on Instagram, LinkedIn, or YouTube
- Offer a free webinar that solves a common problem in your niche
- Go live inside a Facebook group and answer questions
🎯 Example: If you’re a financial consultant, host a live session on “How to Save on Taxes as a Small Business Owner.”
5. Email Newsletters (Stay Top of Mind Without Being Salesy) 📩
Not everyone is ready to buy immediately—but staying in their inbox builds familiarity and trust over time.
👉 What to send:
- A weekly or bi-weekly email sharing tips, stories, or industry trends
- A personal email sharing a lesson you learned recently
- Exclusive content or early access to new offers
🎯 Example: If you’re a fitness coach, send a short email about “3 Simple Habits to Stay Consistent with Workouts.”
Tweet of the Week 🐦
People don’t buy when they understand you. They buy when they feel understood. Make your content about them, not you.
Link Love ❤️
Want to go deeper into content that builds trust? Check these out:
👉 How to Create Content That Builds Trust & Converts
👉 Why Storytelling is the Secret to Better Content
👉 The Science of Social Proof in Marketing
👉 Try our free 14-day trial of Book Like A Boss!
That’s a Wrap 👊
Building trust isn’t about fancy marketing tricks—it’s about consistently showing up with valuable content.
Start by choosing one of these content types this week and put it into action. Your future clients are watching.
As always, if you have questions, just hit reply.
~ Justin and the BLAB team
