You know you’re great at what you do, and I know you’re great at what you do, but new people who land on your website aren’t just going to take your word for it — you’ll need to prove it.
There are a number of ways you can use your business’s website to show customers that you offer high-quality products or services. So, here, I’m going to provide you with my top tips that will help you do just that. Read on to find out more.
Consistently publish content that shows you’re an expert
Anyone who is interested in your products or services will want to know that you’re an expert in your industry before they invest. And, one of the most effective tools you can use to demonstrate your expertise is content.
If you can consistently publish helpful and engaging content on your company blog, you’ll show both website visitors and search engines that you know your sector inside and out. So, not only will prospective customers see that you’re great at what you do and be more inclined to buy from you, but the likes of Google will feel more comfortable promoting your website. This means you’ll rank higher on relevant search engine results pages and will reach more of your ideal customers as a result.
When it comes to choosing content topics that will allow you to demonstrate your expertise and help your customers, consider what you think website visitors will want to learn more about. Are there any common questions your customer service team tends to get, or are there subjects closely related to your work that are frequently discussed on relevant forums? These are great places to start when you’re looking for content ideas.
You should ensure that any content you publish is detailed and free of any grammatical or spelling errors, as well as misinformation. To give you an idea of what expert content can look like, let’s take a look at a couple of examples from other businesses.
My Canada Payday is a financial lender that aims to help people who have run into money troubles. And, to show that they’re industry leaders and know what kinds of advice their target clients need, they regularly publish blog posts that show off their expertise.
For instance, they have a great blog post that outlines if and how you can really automate your savings. This makes it very clear that the company understands a lot of Canadians struggle to put money away each month, but that having a savings account is crucial for weathering any financial storms. So, they explain how it’s possible to make saving automatic, and how avoiding putting money away manually can actually help people to build up an emergency fund. The piece shows that My Canada Payday really understands their audience, their problems, and what solutions are out there to solve them. So, it really does position them as an industry expert.
Consider whether you could create a piece of content like this that relates to what you sell. Is there a common pain point a lot of your target audience has? By addressing it with a blog post like this, you can show that you know them well and are also a leader in your field.
Gina Corena & Associates is another company that does a great job of publishing high-quality content that shows it’s a leader in its sector. The personal injury law firm specializes in a range of practice areas, one of which is car accidents. So, they have a comprehensive piece of content that shows just how much the firm’s team understands about this area of the law.
This guide advises their target clients on what to do after a car accident, what kinds of losses they may be able to claim, how to deal with their associated insurance claim, and more. Not only is this information going to be incredibly valuable for anyone who’s currently in this situation, but it also helps to show that Gina Corena & Associates is an expert in its field. As a result, it will help to win prospective clients’ trust and bring the firm more cases.
Again, consider whether you could also create content like this. Is there an area of your work that you want to educate your audience about? Publishing a detailed guide like this will prove very useful, help you to reach the right people, and make you more sales.
Highlight any well-known clients you have worked with
If your company has worked with any big names that you know your target customers will have heard of, make sure you showcase this on your website. It will help new website visitors to think “if it’s good enough for them, it’s good enough for me”.
To avoid getting into hot water with your existing clients, just make sure to always check with them before you publicize your working relationship. Some people or companies may wish to keep their service providers a secret, so it’s important that you get a thumbs up before going ahead and adding a name to your website.
To give you an idea of how you can use this tactic well, let’s take a look at one business that already uses it to show new website visitors they’re great at what they do.
Bizango is a web design and digital marketing agency that has a number of well-known clients that they’ve decided to showcase on their homepage. As you can see, the big names they mention include the likes of Amazon Web Services and Harris Group, which is bound to impress a lot of the people that land on the company’s website.
This is a strategy you may be able to use on your website if you have any clients people will have heard of and they’re happy for you to use their names in your marketing. So, consider going down this route to prove that your services are loved by the best and put new customers’ minds at ease.
Showcase any media mentions you’ve received
Similarly, if your great work has been recognized by well-known publishers, it’s also worth highlighting this on your website. These mentions could come from industry magazines, well-known news websites, or popular blogs you think your audience will have heard of.
There are a number of ways you could display these mentions on your website. If you have a few, you could simply show off the logos of publishers who have mentioned you, with links to their content that your website visitors can check out if they so wish. Or, if there are any particularly flattering quotes you would like to highlight, you could add one or two of these to your website, too.
Let’s take a look at the website of a business that has taken this approach to give you some inspiration.
Excel Builders is a custom home building company and, on their homepage, they show off just some of the reputable publishers that have celebrated their work. These include Forbes, Professional Builder, Inc., and The Huffington Post. Plus, alongside the logos of these publications, they’ve also highlighted a great quote from Forbes that dubs their work “next-generation custom homes”. This goes even further to show that Excel Builders are great at what they do and is sure to catch website visitors’ attention. This is then likely to lead to more sales for the company.
If your work has caught the attention of publications your audience will be familiar with, impress them by mentioning this on your website. It’s sure to earn their trust and improve the conversion rate of your site.
Display positive customers reviews on your website
Another simple but very effective way you can demonstrate that you’re great at what you do is by collecting reviews from your past customers and displaying them on your website.
The types of reviews that will work best on your website will typically depend on what you sell. For instance, if you sell products, simple star ratings provided by your customers can be useful for helping your website visitors to compare and contrast the different items you stock. However, if you run a service-based business and want to provide your website visitors with more context about what you offer and what you’re capable of, longer testimonials will typically be best. These could be written or come in video form.
At Loganix, we try to add multiple client testimonials to all of our commercial web pages, so we can give new website visitors a clear idea of what we’ve been able to achieve for business owners just like them.
For instance, on our guest post service page, we have four written testimonials from past clients who have been very happy with the results we’ve gotten for them. These reviews are quite varied and cover everything from how we understand SEO to how we have saved one company tens of thousands of dollars each year. They really do a great job of showcasing our abilities, and we’re always proud to receive testimonials like this so why would we keep them a secret?
We’ve also put names and faces to these reviews to give them some additional credibility and prove that they’re real. Some people can be cynical about positive reviews, so this can help to put any concerns they might have to rest. If you run a service-based business, this is an approach I would highly recommend taking, as it’s certainly helped us to earn our audience’s trust and make more sales in the process.
Publish detailed case studies that show your results
In a similar vein, writing and publishing detailed case studies about your work can be a great way to showcase your knowledge and skills. These will give you the chance to talk about what kinds of clients you typically have, what problems they tend to struggle with, and how you solve them. You can also show the results you’ve gotten with concrete facts and figures, so nobody will be able to argue that you’re not great at what you do.
When creating your case studies, you should start at the very beginning and explain why a particular client came to you for help in the first place. You should then outline how you decided what strategy to use with them, and what kinds of results you got. You could also interview your client and throw in some of their thoughts that future customers are likely to relate to.
If possible, try to create different case studies that outline a number of different types of work you’ve done, so anyone who comes to your website will find one that relates to their personal situation. This will help to win their trust, show that you can genuinely help them, and will lead to more sales.
In order to sell more of your products or services, you’ll need to convince more people that you’re great at what you do. So, I’ve outlined some great tactics you can use for that, including regularly publishing expert content, showcasing past customers’ reviews, and writing detailed case studies that show exactly what you’re capable of.
Take these tips on board and it won’t be long before you start to see a lot more sales rolling in.
Author bio & headshot:
Adam Steele is the COO at Loganix, an SEO fulfillment partner for agencies and marketers. We build easy-to-use SEO services that help businesses scale. If you liked this article, please check out our SEO guides and templates on the Loganix blog.