Help Them Before They Hire You: Building Trust with Potential Clients Through Education

And what’s one of the best ways to prove you can help them? By actually helping them—before they even hire you. In this blog post, we’ll explore how offering educational content can not only build trust but also position you as the go-to expert in your field. 

Why Give Away Free Expertise? 

You might be thinking, “Why would I give away my expertise for free when I’m trying to land clients?” Simple.

Trust is the currency of today’s market.

Affluent buyers don’t rush into purchases. Instead, they do their research. According to HubSpot, 90% of people starting their search for a product or service online are looking for information—not a sales pitch. That’s where you come in. 

By sharing valuable content, like blog posts and social media tips, you’re putting yourself on their radar long before they make a decision. This not only builds trust but positions you as an expert in your field. Think about it: when someone Googles “how to maintain an outdoor kitchen,” the company that provides a clear, helpful answer is going to be top of mind when it’s time to hire a professional. 

How to Build Trust With Educational Content 

There are multiple ways you can provide value to potential clients. Here are some of the most effective: 

Blog Posts 

Blogging is one of the most powerful ways to build credibility, and it’s a goldmine for SEO. Companies that blog see 55% more website visitors than those that don’t. Use your blog to address common questions from clients and showcase your knowledge. 

For instance, if you’re in the outdoor living space, write a blog post about how to prepare a patio for winter. Not only will this provide valuable information, but it will also keep your brand in front of potential clients who may not be ready to buy today but will remember you when they are. 

Social Media Tips 

Not every piece of content needs to be a deep dive. Quick tips on social media can go a long way. Whether it’s “3 Easy Ways to Maintain Your Outdoor Fireplace” or “Top Landscaping Trends for Affluent Homeowners,” bite-sized nuggets keep you top of mind. According to Forbes, 78% of consumers say that social media posts influence their buying decisions—so those quick tips are essential. 

And don’t forget visuals. Affluent buyers love high-end photography, so make sure your social posts match the luxury feel of your brand. 

Videos 

Video content is another powerful tool. Whether it’s a short Instagram clip or a more detailed YouTube video, it’s a highly engaging way to build trust. According to Wyzowl, 87% of marketers say video has increased their website traffic. Show how you install custom outdoor lighting or give a tour of a recently completed luxury pool project. It doesn’t have to be a Hollywood production—just valuable content that highlights your expertise. 

Combining Content for a Full Strategy 

The real magic happens when you combine all of these efforts into a well-rounded content marketing strategy. For example, you could write a blog post about irrigation systems, break it into smaller tips for social media, and then create a short video explaining how to adjust sprinklers for different seasons. This multi-channel approach builds trust and keeps you in front of potential clients at various stages of their buying journey. 

The SEO Bonus 

Let’s not forget one of the best perks of creating educational content—search engine optimization (SEO). Google loves helpful content. The more blog posts, videos, and social media tips you put out, the more chances you have to rank for relevant keywords. This makes it easier for potential clients to find you when they’re ready to hire. 

According to Search Engine Journal, 68% of online experiences begin with a search engine. And guess who they’re more likely to find? The brand that has been answering their questions all along. 

More Benefits: Brand Awareness and Credibility 

Creating educational content doesn’t just build trust—it also increases brand awareness and credibility. Every blog post, video, or social media update is an opportunity for someone to learn about your brand. Even if they aren’t ready to buy today, they’ll remember you when the time comes. 

And when it comes to affluent buyers, credibility is everything. They want to work with the best, and consistently putting out valuable information helps you position yourself as the expert they can trust. 

How to Get Started 

The key to getting started with educational content is to think about the questions your clients are asking. If you’re an outdoor kitchen designer, create a blog post on “Choosing the Best Materials for Your Outdoor Kitchen.” Then, turn that post into a short video or social media tip. The goal is to repurpose content to reach your audience in multiple ways. 

Recap: Educate First, Convert Later 

In summary, the more you educate your audience, the more trust you build. And trust leads to conversions. Whether through blogs, social media, or videos, creating helpful content establishes you as an expert in your field. So, start giving away your expertise—and watch the clients roll in.