Using Content to Build Trust Before the Sale

People don’t just buy based on price or product. They buy based on trust.

In most industries, especially service-based or high-ticket spaces, your audience needs to feel like they know who you are, what you offer, and why it matters—before they decide to take the next step.

That’s where content comes in.

Content is more than a caption or blog post. It’s the proof, personality, and presence that helps your audience decide whether to move forward with you.

What Content Actually Does

Good content helps:

Answer questions people are already asking
Show that you understand their challenges
Give people a sense of what it’s like to work with you
Position your brand as credible and consistent

Whether it’s an email, blog, podcast, or social post—your content is often the first (and ongoing) impression.

Types of Trust-Building Content

Educational
Teaches something useful and relevant.
→ Example: "3 Things to Know Before Hiring a Designer"
Behind-the-Scenes
Gives a peek into how you work or what your values are.
→ Example: “Here’s What Happens During a Website Intensive”
Client Stories or Case Studies
Shows proof of results and process.
→ Example: “How We Helped Wellbody Kitchen Reposition for Growth”
Thought Leadership
Shares opinions or observations from your unique point of view.
→ Example: “Why Strategy Should Come Before Aesthetics”
Clarifying Content
Helps people understand what you do and how it benefits them.
→ Example: “What’s the Difference Between Branding and Marketing?”

How Content Builds Trust Over Time

You don’t have to go viral or post every day to build trust.
What matters is showing up consistently and staying aligned with your brand message.

When people see that you’re thoughtful, clear, and helpful—they start to view you as a go-to resource. That familiarity builds comfort. Comfort builds trust. And trust leads to conversions.

What to Focus On If You're Just Starting Out

Pick 1–2 formats you can commit to (ex: blog + LinkedIn, or email + IG)
Focus on being clear over clever
Share what you know without overthinking it
Reuse and repurpose content across platforms

You don’t need to be everywhere. You just need to be intentional where you are.

Using Content to Build Trust Before the Sale