When it comes to choosing a business, consumers want to know that the business they work with has expertise in their field. Think about it: You’re not going to work with a plumber that may or may not know what they’re doing. You’re looking for a solution, not an additional problem (not to mention wasted time and money).
But, how do consumers determine whether or not a business knows what they’re talking about? Word of mouth and reviews are two ways – but what if the consumer just discovered you online?
Your website provides a crucial place for you to showcase your authority and expertise – which, coincidentally – are two components Google looks at when determining which sites to show in search results. So, by increasing your authority and expertise on your website, you can also increase your chances of appearing for relevant search results. (We’d call that a win-win!)
Your mom probably told you not to judge a book by its cover, but let’s be honest – we’re all guilty of doing just that. And, we bet you’ve been guilty of judging a business by its website, too.
If you visit a website that looks like it hasn’t been updated since 2002, is hard to navigate, or doesn’t fit the screen of the device you’re viewing it on, you’re probably going to leave that site pretty quickly, right?
Now that your website is up to snuff, it’s time to talk content. Content is the foundation of how you can showcase your expertise and authority. But there are many types of content, so let’s start with an easy one: FAQs.
An FAQ page is a great asset for your website because consumers know to look for it, it creates a positive experience for a prospective customer, and it can help you show up in search results for relevant questions.
While an FAQ page is great, it’s not a place for you to continually create relevant content for your industry. That’s where a blog comes in. A blog is a place where you or your team members can create content that really shows your expertise and authority. You can provide blog content in the form of tips, how-to’s, general information, and more. But a blog isn’t right for everyone.
If you have an active social media presence where you’re sharing relevant information, you can use that to your advantage on your website by adding a social media feed. This is also a great option if a blog isn’t a fit for your business right now, but you still want to show consumers that you know what’s going on in your industry.
Like we talked about earlier, reviews and testimonials are two ways consumers can determine whether or not you know what you’re doing – so why not include them on your website? A good testimonial from a current customer that you’re able to feature on your site can go a long way in showing consumers how great you are.
In order to create a website that consumers (and search engines) love, you need a few things:
Publish High-Quality Content: One of the most effective ways to boost your expertise and authority is by regularly publishing high-quality content on your website. Create informative and well-researched articles, blog posts, or guides that address the key topics within your niche. Share your expertise, insights, and valuable advice to establish yourself as an authority in your field.
Showcase Testimonials and Case Studies: Testimonials and case studies are powerful tools for building credibility and demonstrating your expertise. Feature testimonials from satisfied clients or customers on your website, highlighting their positive experiences with your products or services. Additionally, showcase case studies that illustrate how your expertise has helped clients achieve their goals or solve their problems.
Provide Educational Resources: Offer educational resources on your website, such as ebooks, whitepapers, infographics, or video tutorials. These resources should be valuable and informative, providing in-depth knowledge on relevant topics. By offering these resources for free or as gated content, you position yourself as an expert and generate trust among your audience.
Guest Blogging and Collaborations: Seek opportunities to contribute guest blog posts on reputable websites or collaborate with other experts in your industry. By sharing your expertise on external platforms, you can reach new audiences and increase your visibility. Additionally, featuring guest experts on your own website can enhance your authority by associating yourself with other knowledgeable professionals.
Build a Strong Social Media Presence: Establishing a strong presence on social media platforms can significantly boost your expertise and authority. Share valuable content from your website across your social media channels, engage with your followers, and participate in industry-related discussions. By consistently showcasing your knowledge and expertise, you can attract a larger following and strengthen your authority within your niche.
Remember, building expertise and authority is a gradual process that requires consistent effort and quality content. By implementing these strategies, you can enhance your website’s reputation, gain trust from your audience, and establish yourself as a trusted authority in your field.