Building Trust Through Your Consulting Website

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

3 ways I make websites more trustworthy: 1. Use a wide variety of social proof points Social proof isn't just testimonials. Make sure you're using: - Testimonials - Case Studies - Data - Research - Media Inclusions 2. Back Up Your Claims Back up every claim with proof. "Our customer service is unmatched!" ↳ Video of customer raving about customer service "Our customers receive outrageous results!" ↳ Case study showing the work in action By doing this, you're showing them you walk the talk. 3. Re-use The Same Proof In Multiple Formats Some people want to read. Some people want to watch. Make sure you have both videos and written versions of your trust-building content. A trustworthy site is one people aren't afraid to buy from. Or afraid to share. Make sure you invest the time to build one.

If you have to “sell” hard… It’s because you didn’t teach well enough first. You’ve heard the advice: “Give value for free.” Most people think they’re giving value. They’re not. They’re holding back. The fix? Make your free content so good...it feels like it got leaked from behind a paywall. Here’s how I'm putting that into practice: --- (1) Outreach I don’t cold pitch. I do free consulting. For example, if I'm reaching out to a prospect: → I'd spend 30 minutes researching their site, funnel, and email opt-in → I'd send a 90-second Loom showing where they’re leaking leads (and how to fix it) → I'd end with a simple "Happy to help." Why does it work? Because I build trust before asking for anything. I'm educating without hard selling. (2) High-value lead magnets “Subscribe to my newsletter” converts at 1–2%. My educational email courses? 15–20%. Because the value trade is crystal clear: • you give me your email • you get a structured, 5-day lesson plan • you know what you’ll learn, when, and how it helps It’s a mini-product that educates and builds belief. Instead of... "Give me your email in exchange for me sending you emails whenever I want." (3) Content I give away what feels like the "secret sauce" for free. People don't pay for information anymore... They pay for: • implementation (done for them) • speed (faster than doing it alone) • customization (specific to their business) Give away the thinking. Charge for the doing. If your free content creates wins, the sale's already halfway closed. They already trust you. They’ve seen the value. Now they want you to help them execute on it. --- This is the game. Most businesses guard their knowledge. I use mine to build trust at scale. P.S. Like this breakdown? Follow me Aldis Ozols for more on social selling and building trust through your personal brand.