Customers feel most confident when dealing with specialists. For example, imagine that you are the Senior Partner of a firm of accountants, and you need a new website.
You search online and find a couple of local web development companies. The first one proclaims on its home page: 'We build websites. No job too small. Free quotations.'
Your second option's homepage says: 'We build websites for professional services firms. We help you to find, keep and sell more to your clients.'
Who are you going to call? Being seen as an expert in your field helps to differentiate your enterprise. If you are in a crowded marketplace, this has got to be good news.
Five ways to promote your expertise on your website:
- Invest in great design, quality photography and expert marketing/copywriting - all of which together will help to position you as a highly professional organisation.
- Add this 'Business built on referrals' icon to your homepage. Businesses that receive regular referrals are almost by definition, highly professional experts in their field.
- Include a guarantee. Businesses that offer a guarantee do it because they are confident of their expertise and professionalism.
- Put a video on your home page. This will be particularly effective if it features video of your clients happily extolling your virtues.
- Also use testimonials and Google Reviews to prove how satisfied your clients are in your ability to solve their problems and fulfil their needs.
Big brands often position themselves as experts
For many brands being the expert in their field is a major element of their brand positioning. IBM wants to be the business expert, Nike wants to be the sports shoe/clothing expert, Johnson & Johnson wants to be the mother & baby expert, etc.
The more you can position yourself/your brand/your company as the expert, the more comfortable your prospect will be buying from you.
You want to be thought of as a trusted adviser, not a salesperson.
