How to Attract Clients Online: 5 Tips for Using Podcasts to Build Trust with Your Audience

If you’re a business owner thinking about launching a podcast, here’s something you need to know:

Using podcasts is one of the most powerful ways to attract clients online and build trust with your audience. There’s something magical about sharing your voice, telling your story, and offering valuable insights that makes listeners feel like they truly know you.

But here’s the catch: Trust isn’t automatic. Just hitting “record” and chatting isn’t enough. You have to create an experience that makes your podcast audience feel confident in your expertise and excited to keep tuning in. Trust is everything—without it, your listeners are gone faster than you can say, “hit play.”

Let me explain with a quick story…

The Wildest Bus Ride of My Life (and What It Taught Me About Trust)

When I was in school to be a teacher, my husband and I spent a semester in China teaching English. We traveled every chance we got—weekends, school breaks, you name it. One trip that I’ll never forget was our visit to Zhangjiajie, home of The Tianmen Mountain Stairway to Heaven (999 steps!).

To get there, we had to take a bus up a narrow mountain road with 99 sharp turns that bent back on itself. Sounds terrifying? It was.

The bus driver never slowed for turns. Other buses rushed past in the opposite direction, leaving inches between us and the edge of a sheer cliff. I remember gripping the seat, watching my life flash before my eyes, and thinking, I want out. Now.

The thing is, the bus driver wasn’t worried at all—he’d clearly done this hundreds of times. But for me? It was my first time on this road, and I didn’t trust him.

What This Has to Do with Podcasts

Think about the last time you rode with a driver you didn’t trust.

Maybe they were distracted, reckless, or didn’t seem to know where they were going. How did it feel? You probably spent the whole ride tense and on edge.

Using podcasts is kind of like that. When someone listens to your podcast for the first time, they’re stepping into the passenger seat, trusting you to take them on a journey. If they feel confident that you know where you’re going, they’ll relax and enjoy the ride. But if they’re unsure—or worse, if you seem unsure—they’ll jump out at the next stop and never come back.

How to Grow Podcast Audience and Build Trust from Day One

Building trust as a podcast host isn’t about being perfect. It’s about creating a space where your podcast audience feels confident that their time and attention are in good hands.

Here’s how to do that:

1. Prioritize High-Quality Audio

Nothing screams “I don’t care about my listener’s experience” like scratchy audio or background noise.

Your message might be pure gold, but bad audio makes it hard for listeners to stay engaged. If they don’t stick around, they’ll never hear the good stuff.

Audio quality tips:

• Invest in a quality microphone (I recommend the ATR2100x for beginners).
• Record in a quiet space—avoid kitchens and echoey rooms.
• Use editing tools like Descript or Audacity to polish your episodes.

When your audio sounds professional, it signals to your podcast audience that you take this seriously—and they’ll take you seriously, too.

2. Show Up Consistently

Trust is built when you show up—again and again. If you promise new episodes every Tuesday, your podcast audience should always find something fresh in their feed on Tuesday.

How to make it happen:

• Set a realistic publishing schedule (weekly or biweekly works great).
• Batch record episodes to avoid last-minute scrambling.
• Use a repeatable structure for your episodes (intro, content, takeaway) to create a familiar rhythm.

3. Share Valuable, Relevant Content

Your audience is busy—just like you. If they’re giving you 30 minutes of their time, it needs to be worth it. The fastest way to lose trust is to waste their time with scattered or irrelevant content.

If you really want to know how to attract clients online, instead, deliver insights, solutions, and real-life stories that align with their needs.

How to grow podcast audience with relevant content:

• Get crystal clear on who your ideal listener is. What are they struggling with? What do they need to hear?
• Keep your content actionable—give them something they can do or think about after every episode.
• Stay on-topic and avoid filler content that feels disconnected from their needs.

When your podcast marketing strategy includes consistently valuable content, your listeners will start seeing you as their go-to source of insight and inspiration.

4. Be Authentic & Let Your Personality Shine

People don’t trust perfect—they trust real.

Your podcast audience wants to know the human behind the mic, not a polished robot reading a script. Sharing your wins and struggles is really how to attract clients online. Let them hear your excitement, quirks, and heart.

Tips for keeping it real:

• Talk to your listeners like you’d talk to a friend. Keep your tone warm and conversational.
• Share personal stories and lessons learned—like my terrifying bus ride in China. Vulnerability builds connection.
• Don’t be afraid to have fun with your content! It’s your show—make it feel like you.

5. Engage & Involve Your Audience

Building trust isn’t a one-way street—it’s a relationship. The more you involve your podcast audience and make them feel seen and heard, the deeper that trust will grow.

How to attract clients online by engaging your listeners:

• Invite listeners to ask questions and feature their feedback in episodes.
• Give them clear next steps (e.g., “DM me your biggest takeaway” or “Join my email list for bonus resources”).
• Show up on social media and continue the conversation outside your podcast.

When your podcast marketing strategy includes real engagement, you create a loyal community that sticks with you for the long haul.

Your Podcast Can Be a Trust-Building Machine

Podcasting it isn’t just another piece of content—it’s a chance to connect with your podcast audience on a deeper level, build trust, and show them what you’re all about.

When you focus on creating a high-quality, authentic, and engaging podcast, your listeners will stick around. And that’s when the real magic happens.

Ready to Start Using Podcasts to Connect & Convert?

If you’ve wondering how to attract clients online using podcasts, but feel stuck on where to start—or how to make it feel aligned with your business—I’ve got you covered.

Download my free Purposeful Podcast Playbook for a step-by-step guide to:

• Clarifying your audience and podcast mission
• Naming your podcast and defining your structure
• Building a foundation for a show that grows your business and connects with your dream clients

Ready to take it a step further? Let’s chat!

I’ll help you plan, launch, and grow a podcast that makes an impact—without the overwhelm.