Most markets are incredibly competitive right now — this means that your business needs to do everything it can to stand out and earn customers’ trust. Rather than telling people you’re great at what you do, you’ll want to show them!

In this article, we’re going to outline how you can use your website to prove that you’re great at what you do. Let’s get started.

Produce and publish detailed case studies about your past results

Prospective customers will want to be reassured that you can give them great results. And, if you show them the most impressive results that you’ve been able to achieve for others, they’ll be more likely to trust you and make a purchase. One of the best ways to demonstrate your past results is with high-quality case studies that outline your incredible work for past clients.

To ensure you’re always prepared to create your own case studies, make sure you’re regularly collecting data before, during, and after you work with your clients. Think about what problems you’re trying to solve, and keep records of how well you’ve been able to do that. For instance, if you’re trying to improve a company’s conversion rate, you should monitor how many sales they get before, during, and after a client uses your services. Think about what you’re trying to achieve and how this can be measured.

Let’s look at a business with some high-quality case studies as inspiration.

Lasso, a software company that creates affiliate marketing tools for bloggers, does a great job of publishing valuable case studies. For instance, they have an article outlining what their WordPress plugin, Lasso, has been able to achieve for clients in the past. The company outlines how several of its clients were doing before using Lasso and in what ways they were able to improve their results. The article addresses how Lasso increased website visitors, boosted affiliate revenue, and more. It’s also very in-depth, outlining exactly what effect Lasso had on the relevant businesses. This case study proves that Lasso is great at what it does because it shows its impact directly.

Consider creating case studies to publish on your website. And, to do so, make sure you keep track of the data relevant to the problems you want to solve throughout the process of working with your clients. Case studies should make it clear how you were able to solve your past clients’ problems because this will convince new website visitors that you can solve theirs, too. This is what will lead to more sales for your business.

Add client reviews to all of your service pages

A lot of businesses make the mistake of leaving all of their client reviews on a dedicated page, or even on third-party websites like Google or Yelp. But, a lot of people will likely make buying decisions when they’re on your service pages, so you should be displaying them here, as well.

Different types of reviews will work well for different types of businesses. For instance, if you have a lot of similar products or services, star reviews can be a great option, as they will allow people to quickly and easily compare your offerings. On the other hand, if you offer tools or services that need more context to understand, it can be worth your time to gather written or video testimonials that provide more information to the reader.

To collect reviews for your website, you simply need to ask your customers directly. So, consider reaching out to your past clients to see if they would be willing to leave a review or star rating, perhaps in exchange for a small discount as incentivization. Or, if you work very closely with your clients, see if they would be willing to write a longer testimonial or participate in a video interview about their experience with your business.

Let’s look at a company with great reviews on its service pages to provide you with some inspiration.

NorthStar Moving Company, a California-based moving service, has reviews on the right-hand side of all its service pages. For instance, take a look at the company’s local moves page where you’ll see this in action. The short written testimonials featured are very positive and outline how helpful NorthStar Moving Company’s services were.

This is a particularly good strategy for implementing reviews, as it doesn’t necessarily involve a ton of extra work on the company’s part. People already leave reviews on platforms like Google and Yelp, so they can be easy to collect. And, showcasing shorter testimonials allows the company to add several reviews to make a biggest impact. Additionally, because they’re all very positive, this helps ensure that visitors see NorthStar Moving Company is great at what they do.

Consider adding positive reviews to your website’s service pages. If you need help finding reviews, check out your Google or Yelp pages. To ensure that people leave reviews there, remind customers to do so after they make a purchase. Posting these on your service pages will help ensure that people see that you’re good at what you do, encouraging them to make a purchase with you.

Shout about your well-known clients

If you’ve worked with big names in your industry, you definitely need to highlight this on your website! After all, potential clients will think, if it’s good enough for these high-profile clients, it will be good enough for us. This will then help you to make more sales!

If you do happen to work with high-profile or well-known clients, just make sure you ask them for permission before you highlight your relationship, just in case they aren’t comfortable with you sharing this information. Once you have permission, you might decide to post their brand or business logo, conduct a video testimonial, or showcase the results you were able to achieve for them. Highlighting your well-known clients in this way will help you build trust with website visitors.

Now, let’s look at a few examples of businesses that do a great job of shouting about their well-known clients so you can get some pointers.

Roadside Dental Marketing, a digital marketing company specializing in search engine optimization for dentists, does an excellent job of shouting about their clients on their website. As you can see in the screenshot above, they have a few different examples of the work they have produced for other respected dentists. They outline what challenges the relevant businesses had and how they were able to help. By showing their past work and highlighting who they have worked for in the past, Roadside Dental Marketing can prove that they provide great work for these high-profile dentists, meaning others will want to get in on the action!

Don’t be afraid to post about any impressive clients you’ve worked with in the past. You could even use a strategy like Roadside Dental Marketing and showcase some of the work you provided for them, as well. This will help prove you’re great at what you do and encourage new website visitors to hire you.

US Search, a public records search engine, also shows off some of its high-profile clients on its website. As you can see, US Search has highlighted its features on CBS, CNBC, Entrepreneur, and CNN. These are all very well-known media outlets, so this adds a lot of credibility to what US Search can provide. When website visitors see that US Search has been recognized by these outlets, they’ll be more likely to trust the company and use its services.

Be sure to highlight any high-profile clients you’ve worked with or received recognition from on your website. Similarly, if you have been showcased by well-known media outlets, this will help prove to people that you’re a serious business and are good at what you do!

Showcase any relevant awards or qualifications you have

Qualifications, awards, training certifications, and accolades can serve as concrete proof that you’re great at what you do, so you definitely need to highlight these on your website if you have them! This will show your prospective customers that you produce quality work and increase the chances of them making a purchase with you.

To find awards that you qualify for, check out a tool like AwardsFinder. They can help you search for awards in your industry so you can apply! Once you get nominated or win, highlight this on your website! This will help you prove to website visitors that your business is recognized within your industry.

You could also allow your staff to partake in training programs relevant to your business and post about them on your website. You could, for instance, look into classes that are offered at a local college. Or, you could find some relevant courses online that can be studied remotely. Think about what skills your workers need to provide the best work possible, then provide them with the training they need before highlighting their accomplishments on your website.

Let’s look at a business that does a great job of highlighting its awards and accolades to give you some inspiration for your own website.

Casper, an online mattress retailer, does a great job of shouting about its awards on its homepage. They show off the badges from awards they’ve received, such as the Good Housekeeping Best Bedding Award, an endorsement from the American Chiropractic Association, the 2020 PopSugar Pick, and more. These are all companies that have expert knowledge about what Casper sells, helping prove that the company is great at what it does. These numerous awards do a lot to show that Casper is great at creating mattresses — after all, they’re endorsed by a variety of different groups that know what they’re talking about!

Consider finding different awards that you can apply to in your industry. If you’re nominated or have won any awards, be sure to shout about them on your website. And, if you haven’t won or been nominated yet, start applying! This will help to show people that you’re great at what you do and encourage them to make a purchase.

Regularly publish content that demonstrates your skills

If you publish high-quality and informative content on your website, you can prove to your customers that you are highly knowledgeable about your field. And, this will help to show website visitors that you’re great at what you do.

To come up with content ideas that demonstrate your expertise, start by thinking about what subjects in your field you are extremely knowledgeable or passionate about. What topics do you know about inside and out? These are the subjects that will most naturally show your knowledge and expertise.

You could also see what topics authorities in your field are covering that you haven’t yet. Do you have a new spin on something they cover? Do you disagree or have a different opinion than theirs? If authorities in your field are covering certain subjects, your customers will likely be interested in them, so they’re certainly worth covering.

Let’s look at a business with some top-notch website content that demonstrates its expertise so you can get some pointers.

Blumenshine Law, a personal injury law firm based in Chicago, has very educational content on its website. For instance, they have an article on construction zone crashes that outlines who is liable in these situations.

They cover when the construction company would be liable, when the driver would be at fault, and what kinds of results tend to come out in these cases. This information helps prospective clients learn about how their case might be handled. Plus, by writing this thorough article, Blumenshine Law shows off just how much they know about this type of personal injury claim, proving the firm has expertise in this area. And, when their ideal customers read this article, they’ll come to trust the firm, making them more likely to get in touch to become clients.

Consider showing off your expertise through content just like this! Write thorough, educational articles that outline how you might be able to solve your customers’ problems or pain points. This will showcase your expertise and prove to your ideal customers that you know what you’re talking about and that you’re great at what you do.


As a business owner, you need to work hard to prove that you’re great at what you do. In this article, we outlined how you can do just that. We discussed publishing great content, highlighting awards and accolades, and more.

Need additional help? Check out the AZ Big Media blog. They have articles on setting your business goals, software development, and more.

Author: Adam Steele has been writing about digital marketing and SEO for 11 years. He’s consulted for businesses small and large, including several of the largest companies in the world. If you liked this post, follow him on Twitter and LinkedIn for more like it.