MORE LEADS WON’T CONVERT WITHOUT TRUST
We surface the trust your customers have in you, and the reputation you have built for your business to improve the chance that prospects will call or buy from you. The Trust Strategy Framework gives researching leads better reasons to choose you.
83%
of B2B decision-makers self-research before speaking to your sales team.
– Reddit X SurveyMonkey, 2026
Make it Count
People buy from people
If you do, what are you doing to show prospects who do not know you from a bar of soap, that you can be trusted to solve their problems?
The Trust Strategy Framework follows the principles of the 5A’s by Philip Kotler (Click Here to Read More Here), the man who wrote the textbook on modern marketing, literally, because marketing students study him, which highlights that Advocacy, i.e., the recommendation of a trusted source, will do more for your conversion than anything you can say about yourself. (9 out of 10 people trust what a customer says about a business more than what the business says about itself – Wyzowl, State of Video Marketing 2026)
Conversion Optimisation or Conversion Rate Optimisation (CRO) is a systematic practice of improving the number of people doing something you want them to do. It is often applied through a specific tactic, for example, email outreach, or paid ads with landing page.
The Trust Strategy Framework is a form of conversion optimisation that isn’t tactic specific, but buyer behaviour specific because we believe that people buy from people they trust. Surfacing the trust you have already earned across your sales and marketing channels and funnels to improve the chances that your prospects will choose you.
We call it the Trust Bridge.
Ready to Find Your Trust Gap?
The Trust Diagnostic will uncover where your prospects may be stumbling when they are researching into your business. It is the start to discovering how to optimise the conversions for your business.
The Trust Diagnostic: $489 + GST
(If you proceed to The Trust Strategy, the full value of this is rolled into the Trust Strategy, which will give you a plan you can use for the next 6 to 12 months.)
What is the Six-Step Trust Strategy Framework
If your prospects are actively researching into you. What will they find across all your communication channels, and those you didn’t even think matter?
That’s what this Six-Step Strategy Framework seeks to address: Can someone who does not know you well, find enough information to trust you to make the first call?
1
Understanding where you stand
We become your customer and see how much of what we see makes us confidence to engage with you.
2
Understanding why your clients chose you
Why do your clients love working with you? This isn’t a nice-to-have story, it’s your real USP and your strongest trust signals.
3
Finding the emotional and financial stakes underneath it
What’s at stake for your clients if you don’t get it right for your clients? These are probably the same emotional or financial fears your prospects have.
4
Auditing how your trust is being communicated
How is any of the previous steps presented to your prospects? These 4 steps represent the key diagnostic for the Trust Strategy Framework.
A complete and honest picture on what’s working and what’s not.
5
Building your Trust Strategy
We bring it together into a clear plan, to fix where trust needs to be surfaced to reduce the purchase friction and so reduce sales cycles.
6
Bringing together the right team to execute your strategy
We bring in the right specialists where needed, like SEO, web design, paid ads, video production so the strategy actually gets executed as one cohesive whole, not multiple disconnected efforts.
Use the Trust in your business has built, and your reputation to reshape your sales funnel and make it easier for your prospects to choose you.
Proof, Not Promises
Ailsa Page has spent 25 years as a marketing specialist and written three books on the subject. When she set out to rebrand herself as an MC, host, and speaker, she knew exactly what she wanted to say — getting it into a script that worked was the sticking point. We sent her a set of practical questions to work through, then collaborated from there, unblocking the process rather than just producing the end result.
"Where you get really good value is when people can help you move further than you can on your own. And that's what you did."
TierONE knew their clients respected them. What they didn’t have was a story that proved it. No marketing strategy, no clear idea of what to say or who needed to hear it. We sat with their team, found the moments that actually mattered to their clients, and built a case study around what TierONE’s culture genuinely delivers — not what a brochure would claim.
Result: Five years on, that case study is still doing the work it was built for.
Circle Back Initiative knew exactly what they stood for and why it mattered. What they didn’t have was the language to make other people feel it too. We worked through what needed to be said, when, and how — turning a strong mission into a story other people could actually act on.
Result: Greater awareness, clearer messaging, and more organisations signing up to the initiative.
"We had a sense of what we wanted to say, but not necessarily the right way of saying it. Francis's expertise really helped to crystallise that into something we're really happy with."
Why I Do This
I started in documentary filmmaking. You learn fast there that a good story doesn’t just look good. It needs to move people, and change how they see something.
When I moved into marketing video, I noticed many clients cared more about how a video looked than whether it actually worked. So I started asking different questions. What’s the real outcome you need? What’s stopping your prospects from saying yes right now?
Most businesses couldn’t answer that. Not because they didn’t have the answer… but because the answer wasn’t sitting in a script. It was sitting in the trust they’d already earned, with clients who already knew it, that nobody had ever shown to the people who hadn’t bought yet.
That’s the part most people miss. They think the job is to create something new. Most of the time, it’s to go and find what’s already there, and put it where someone who hasn’t bought yet can actually see it.
So that’s what I do now. I run a Trust Strategy consultancy. I diagnose where trust isn’t surfacing, then coordinate the specialists who build the fix.
Founder, Fantestimonial
Ready when you are…
