This week, our head honcho John Baxter hosted a global webinar for Baker Tilly. He dived headfirst into a conversation we’ve had more times than we can count – and for good reason: How to build trust through content.
The audience included global comms leaders from across the Baker Tilly Network, and judging by the feedback (including a lovely shout-out from their CEO Francesca Lagerberg), it struck a chord. So, we thought we’d share a few highlights and takeaways from the session for anyone who couldn’t make it, or just fancies a quick refresh.
Trust is still a deciding factor
Whether someone finds you through Google, a LinkedIn post, or even a personal recommendation, their first impression happens before you even speak to them. That moment; the first click, scroll or glance is where trust begins.
Post-AI, people are savvier than ever. They know not all content is created equal, and they’re looking for signs that say: “You can trust us.” That’s where good content comes in, the kind that’s clear, honest, and actually adds value.
A few things we talked about…
People trust people
Sounds obvious, doesn’t it? But too often, websites and marketing materials look like they were made for bots, not humans. Stock images, jargon, vague promises — none of that builds confidence. So what does? Real team members. Real stories. Real values.
If your ‘About’ pages don't sound like a person wrote them, it might be time for a rethink.
Content that proves
It’s easy to say, “We’re experts.” It’s harder, but far more effective to prove it. Think case studies, FAQs, behind-the-scenes posts. This kind of content answers the questions your clients are actually asking. And when they see you understand their problems, they’ll trust you to solve them…
SEO has changed (thanks to AI)
AI tools like ChatGPT and Gemini don’t search the internet in real time. They rely on what they’ve already seen, which means your content needs to be structured in a way both humans and machines can understand.
So, use clear headings (H1s) and sub-headings (H2s), plain English and give value information. It's not about clever puns, it’s about being understood. So, strip it back and simply say what you mean!
Clarity comes first
John also talked about pricing, services, even contact pages and how being upfront builds trust. Vague language, overpromises, and missing details don’t make you look polished, they make you look evasive.
Transparency is underrated. Plain language wins.
Your voice still matters
Use AI to structure or sharpen your content, not to replace your perspective. That’s what makes it yours. A bot can help, but it can’t speak for you and people want your take, not just another generic summary.
Some quick wins
To wrap up the session, John shared five things anyone could do this week to build a bit more trust online. They included:
- Adding a real client quote to your homepage
- Showing your actual team, not stock images
- Rewriting a key page in simpler, more natural language
- Improving accessibility (alt text, mobile readability)
- Updating your About pages to sound like a human wrote it this year 🙂
If you do even one of these, you’re making progress.
A word of thanks
Massive thanks to the Baker Tilly team for having us, and to everyone who took part, asked questions and shared their thoughts. We were especially chuffed to see CEO Francesca Lagerberg describe the session as “insightful and useful” on LinkedIn. That’s exactly what we were aiming for.
Want to build more trust online?
If you’re curious about how this could work for your firm, we’re always up for a chat! We help teams rethink how their websites and digital content earn trust, and keep it. Contact us: info@luckyturn.co.uk.
