What you publish.
WHY IT MATTERS
Your own content is what you fully control.
WHAT IT DOES
Demonstrates competence Occupies search results for your name Gives customers a reason to trust you
WHAT TO PUBLISH
Work you have completed Answers to common questions Your team and premises Anything demonstrating you are real and capable
THE PHOTOGRAPH POINT
Real photographs of actual work do more for credibility than any claim.
WHAT TO PUT ON YOUR SITE
An about page that is genuinely informative Contact details including a physical address
Evidence: registrations, memberships, years operating
WHAT TO AVOID
Claims you cannot support Stock photographs presented as your work Invented testimonials
WHY THOSE MATTER
Discovery destroys the credibility the content was meant to build.
WHAT ACCUMULATES
Consistent content over years produces a search presence a new competitor cannot match.
