It’s never been easy to earn people’s trust online – earlier because people were skeptical about online stuff in general, but lately because the market is so saturated that it is hard to tell who is real and who is a fraud. There are more and more options for people to choose from these days, and unfortunately, many self-professed “experts” aren’t always who they say they are. And many people find that out the hard way AFTER they spend their hard-earned money on someone and they end up burned or feeling like they didn’t receive the value they paid for. This is why it’s crucial for you to do all that you can to boost your credibility on your website when you want to stand out as a true expert at what you do. Here are five ways to boost your credibility on your website, if you’re a small service-based business owner.
1. Create valuable content
One of the best ways to show off your credibility is to display to clients that you possess a great deal of knowledge that can help them. And the best way to do this is through valuable, something that your target audience would need help with. Depending on your business and personal preference you might go with blogging, and podcasts or video – all of them perform just as well.
(Pro tip: look at your target audience and what type of content they like to consume. If they prefer videos over reading a blog post, but you feel uncomfortable in front of the camera, try podcasts.)
Using a blog, podcast, or video content is a great way to help your clients with problems they may be facing and to show off your expertise. And it will help you stand out from the competition when potential clients are browsing your website.
2. Include press and features
Having press and features, especially in major publications that are well-known, is great for boosting your credibility. If you don’t have any features yet, that’s ok. You can also use those where your clients were featured – e.g add the logos to your site saying “my clients were featured in”. Be sure to display them prominently on your website on your home page and maybe even on your about page.
3. Overview of your client process
Clients who invest a premium in an expert to work with want someone who has a PLAN for them. And the best way to show that you have a real plan/client process to welcome them into is to provide an overview of your client process on your services page. This doesn’t need to be long, but make sure you highlight the most important parts: the before, the during, and the after.
Before – what was the client struggling with? During – what were the main steps you did along the process? After – what results did you get? (If you don’t have huge results yet, don’t worry. Focus on how you made the client feel, and how did the work together transform their mindset and business. Sometimes it’s enough to show how working with you made your client become more confident in her own business. Just write a few sentences about each stage of the process and include that!
4. Include an about section or page
One of the most frequently visited pages on a website is the about page! And this page is a great place to show off your expertise and experience to serve new clients as well. Even though this page is usually used to share past experiences and education, the purpose of the page is not to be a resume.
Your potential clients come here to see how you can help them and besides your professional skills, they want to get to know you more, see if they can trust you, find topics that connect the two of you, and understand what sets you apart from the crowd. So, feel free to share some personal aspects too, use video, talk about your hobbies and the things that are important to you, and what makes you unique in the industry.
Pro Tip: The about page is not necessarily about you! Clients go there to see what you can offer and how you can solve their issues. So besides writing about your story, make sure you include certain pain points that you can help them overcome as well.
5. Include client testimonials
And last but not least, client testimonials are a MUST! Being able to show that you’ve helped past clients get results and that other people had a good experience with you is crucial for being credible online. Showing what you’ve done for someone else helps potential clients start to visualize the results that you could help them get, too.
Pro Tip: Use video testimonials as bigger trust-increasers. Instead of sending out a form to your client to fill out with their feedback, set up a quick call with them and ask them those questions there. Make sure they are aware that you are recording and they consent to it. You can then edit it to a 4-5 min. video and use it on your site + social media.