Writing trustworthy content is crucial for increasing the likelihood of client onboarding. We implemented a highly effective strategy by leveraging the IKEA Effect, a behavioural psychology principle that builds value through curiosity and time investment. The IKEA Effect demonstrates how people place a disproportionately high value on products they partially create, such as furniture they assemble themselves.

To capitalise on this effect, we designed an interactive investment calculator for one of the client's landing pages. This calculator allowed users to input various amounts and dates to see how much their investment could have grown if they had invested at a specific point in time. This not only triggered curiosity but also fostered a sense of personal involvement, making the tool both engaging and impactful.

Building on this, we developed a data-driven landing page that enabled users to track actual historical data of the fund. They could enter any start date and investment amount to calculate the potential growth of their investment over time. This transparent approach provided tangible insights into the fund’s performance and increased the company's credibility. Visitors who saw these results often spent more time on the site, exploring additional content and leaving their email addresses for follow-up.

The combination of credible content, engaging tools, and transparency yielded impressive results. Users spent more time on the website, interacted with the calculator, and engaged further with the company by requesting additional information. The interactive landing page became a lead-generation tool that not only strengthened brand credibility but also converted visitors into clients, turning scepticism into actionable trust.