The nature of high-risk industries such as such as adult entertainment, online gambling or CBD products means they often face stricter advertising regulations, fewer payment processing options, higher transaction fees and wary customers.

For high-risk merchants, building trust is key to strengthening their credibility, growing a loyal customer base and unlocking growth. This article explores key strategies to help high-risk businesses to attract new audiences and drive conversions.

Understanding the High-Risk Business Environment

An effective marketing strategy should always start by analyzing the high-risk business landscape, brand perception and insights into your target market.

• Recognizing The Pitfalls: High-risk merchants often operate within niche markets which undergo higher levels of regulatory scrutiny. Businesses should identify legal hurdles and anticipate any potential payment processing issues to better serve the unique needs of their customers.
• Know Your Target Audience: Understanding your customer base is essential for high-risk businesses to tailor effective marketing strategies. Detailed analysis of demographics, interests and behaviors can help businesses to better highlight their benefits and overcome negative perceptions. 

In Content We Trust: Building Customer Confidence in High-Risk Merchants Through Clear, Honest Communication

For high-risk businesses, a content strategy that emphasizes transparency is key. Building trust through educational, informative and clear content is invaluable for attracting new customers and retaining existing ones.

From blog articles and videos to webinars and posts on social media, being up-front about your product or service builds credibility and provides valuable information to potential customers.

Highlighting unique selling points, such as product quality, exceptional customer service, and the integration of secure payment methods like Pay by Bank will help to position your brand as a leader in the high-risk space.

A content strategy that helps high-risk merchants build trust should focus on:

• Educational Content. Leverage content marketing to educate your audience about your products and the industry. Demystifying complex topics will position your brand as a knowledgeable industry leader.

• Strong SEO. Optimize your content with niche-specific keywords that emphasize secure transactions, driving traffic to content that positions your brand as a leader in online security and reliability.

• The Art of Storytelling. Strong narrative branding that shares your company’s “why”, values and the story behind what you do will make your brand more relatable and trustworthy.

• Full Disclosure. Alongside the benefits and USPs of your product or service, including legal disclaimers and any potential risks can make all the difference when building brand perception with new audiences.

• Real Life Experiences. Positive customer testimonials are a powerful way to build trust in high-risk sectors. Incorporate customer feedback and harness the impact of glowing reviews to boost the credibility of your brand.

• Consistency is Key. Maintaining consistent branding across all online and offline platforms helps build recognition and trust over time.

Top Tip: Be aware of any potential advertising restrictions or guidelines for high-risk businesses on social media platforms. Each platform will have their own specific policy, for example Meta currently requires advertisers promoting CBD products to be certified with LegitScript.

Building Trust in High-Risk Sectors: Transparency and Compliance 

For high-risk merchants, effectively communicating your commitment to compliance and security enhances trust and ultimately leads to more conversions.

By highlighting your dedication to protecting customer data and adhering to industry standards, you can establish customer loyalty and strengthen your brand’s reputation. 

Some key ways to communicate this include:

• Emphasizing compliance with industry regulations by keeping your audience informed of any changes, updates and certifications.

• Clearly communicating data protection policies.

• Showcasing visible security measures like encryption details and security badges on your website to build trust.

• Investing in secure payment solutions and emphasizing their security features to reassure customers that their personal information is protected.



Implementing Modern Payment Solutions – The Role of Pay by Bank 

Implementing Pay by Bank, Vendo’s innovative open banking solution, offers a secure and seamless payment experience that addresses common customer concerns like fraud and chargebacks. 

Pay by Bank is particularly well suited to support e-commerce merchants and content platforms, including high-risk merchants such as travel, online dating, CBD businesses, digital adult media and more, offering reduced transaction fees and a direct bank-to-bank link with customers, eliminating the need for cards.

Key Benefits of Using Pay by Bank for High-Risk Merchants:

1. Increased Security: Pay by Bank transactions allow customers to make direct payments from their bank accounts, bypassing traditional credit card networks and decreasing the risk of chargebacks and fraud.
2. Up to 75% Lower Transaction Fees: Pay by Bank is a cost-effective alternative for high-risk merchants who often face higher costs with traditional payment processors.
3. Streamlined Transactions: The simplified payment process offered by Pay by Bank enhances the customer experience, making transactions faster and more convenient. This is a powerful incentive to encourage returning customers.
4. Greater Customer Trust: By emphasizing the security and reliability of Pay by Bank, merchants can reassure customers about the safety of their financial information, fostering trust.

5. Broader Market Reach: Pay by Bank allows high-risk merchants to access a wider customer base by offering a payment method for those who do not have access to traditional card payment methods.


By integrating Pay by Bank in tandem with a strong marketing strategy, merchants can enhance security, streamline transactions, access new customers and ultimately, boost conversions and customer retention.  

The Bottom Line

High-risk merchants face a complex landscape shaped by regulatory scrutiny, limited payment processing options, higher transaction fees, and customer skepticism. 

To overcome these challenges, businesses must adopt a multifaceted approach to marketing that includes transparent communication, optimizing digital marketing efforts and the integration of secure payment solutions. 

By focusing on trust-building alongside a secure and frictionless transaction experience using Pay by Bank, high-risk merchants can maximize their growth potential and thrive in a competitive marketplace.

Ready to find out more? Discover Vendo’s Pay by Bank payment solution and how your business can save up to 75% on transaction costs, while expanding your customer base in the European market. Contact us today.