If your business can convey experience, expertise, authoritativeness and trust to prospective leads, you’ll have a much greater chance of converting those leads into (repeat) clients. Consumers have never been more cautious about where they spend their money. Over 90% of people check online reviews before enquiring and the current financial climate has made consumers more prudent before purchasing.  

So, how can you convey these things to prospective clients and are there additional benefits?  

How to build trust in your website 

Different techniques can be used to ensure your website conveys that you’re a trustworthy business to leads. By simply having a professional and functional website, you can easily build trust with visitors. This means having a website that looks modern and functions well across all devices. Website visitors are notoriously impatient and if they have to wait seconds for pages to load, they can simultaneously lose trust that you’re capable of doing and offering what you say. 

Another important way to build trust with leads on your website is to use bespoke images and/or videos. People trust your business more when they see the faces that run it which is easily achieved by incorporating your own images and videos. For example, you could include real images of team members or even a video that gives site visitors a look behind the curtain, possibly an interview with a leading staff member.  

How to promote experience, expertise and authoritativeness on your website 

There are multiple ways to convey experience, expertise and authoritativeness to leads within your website. One of the most effective is to have a convincing about page and staff profiles, which may be on a separate web page.  

Your about page is a great opportunity to showcase the longevity of your business and its accomplishments over time, such as external nominations, awards and recognition. Website visitors are more likely to consume this information if it’s provided to them in unique ways rather than blocks of text, such as providing it through a business timeline and/or with bespoke images.  

A meet-the-team style page could include staff profiles to showcase the excellent professionals working in your company. Each staff profile could list their accreditation and qualifications, as well as their experience in the field. However, it’s important to maintain high standards by using quality bespoke images, otherwise, website visitors may lose trust.  

WEBPRO Creative offers website development and content creation services which always convey experience, expertise, authoritativeness and trust.  

Other ways to convey experience, expertise, authoritativeness and trust 

Some of the other ways to convey experience, expertise, authoritativeness and trust within your business’s online presence are to: 

1. Publish and promote valuable content that asserts your authority in your industry, such as articles, webinars, social media posts and even podcasts. By providing real value in areas that your business services, you can showcase leading knowledge and highlight expertise, which then builds trust. 
2. Encourage positive reviews online. Your business should have a Business Profile that is managed by the Google My Business platform. You can then encourage previous and current clients to leave you glowing reviews. Reviews are important for people to trust you and believe in your product or service.
3. Offer guarantees when appropriate. Provide products or services with guarantees when possible. This gives consumers confidence that       you believe in what you’re offering so they should as well.  

Google now looks for these things 

Google has long evaluated its methods of ranking web pages by ensuring that the content it ranks the highest comes from sources with expertise, authoritativeness and that it can be trusted, namely “EAT”.  

But now Google has added an extra “E” for experience. Some types of content will continue to be ranked better if it comes from businesses that have genuine experience in the area. This adds a new layer of importance for businesses to convey experience on their website if they want Google to ensure their content deserves to be ranked and seen by more people.  

Recap: Conveying experience, expertise, authoritativeness and trust is crucial for businesses to attract and convert leads into loyal clients. Building trust on your website can be achieved through a professional and functional design, quick loading times and the use of bespoke images and videos. Promoting experience, expertise and authoritativeness and trust involves creating compelling about pages, staff profiles and showcasing industry knowledge through valuable content. With Google now pressing for content to be produced by sources with experience, it has never been more important. 

WEBPRO Knows 

It’s estimated that 75% of people judge a business’s credibility on its website’s design alone.