Very slightly away from topic, but you'll see my point:
Banks have started using security services as a value add in marketing, for example 2 factor authentication and smart cards - these used to be just for high net worth clients and company accounts, but are being sold to individuals on the basis of providing extra security to them.
Also Trusteer Rapport is an example of a 3rd party application which provides extra security and authentication over connections between user and website. It is being heavily marketed on the public's fear of phishing.
Basic security controls done well just aren't newsworthy enough, so to get users to trust your site due to IT controls, you need something a bit extra.