Selling expertise.
WHAT ESTABLISHES CREDIBILITY
Named individuals with qualifications and photographs Clear statements of what you handle Case studies or examples, anonymised where necessary Professional memberships A physical address
WHAT UNDERMINES IT
Stock photographs of people in suits Vague language about excellence and partnership No named individuals Spelling errors, which matter more here than anywhere
CONTENT THAT WORKS
Explanations of situations clients face What to expect from working with you What information to bring Answers to questions people are hesitant to ask
PRICING
Difficult, and visitors still want an indication. Explain how fees work even where you cannot state amounts.
TAKING PAYMENT
Payment links from your gateway for deposits and invoices. A full shop is unnecessary.
CONFIDENTIALITY
Be careful with case studies. Anonymise, and obtain permission.
REGULATORY CONSIDERATIONS
Some professions restrict what may be claimed in advertising. Check what applies before writing.
