How to Effectively Showcase Your Brand’s Expertise on Your Site
Every company has a unique value proposition (UVP) and something they excel at. The thing that makes you more desirable than the competition is likely your UVP. You’ve spent a lot of time and effort building expertise, but you also have to showcase it or your potential customers will never know what’s so great about your company.
McKinsey recently released a report pointing to the impact of COVID-19 on innovation. Digitization rose exponentially due to the necessity of staying home. This created more space for entrepreneurs, with 1.5 million new business applications in the U.S. alone.
If you want to stand out from the crowd, you must show what makes your brand different. Here are the top ways to showcase your expertise along with a few examples of companies doing it right.
1. Use Photo Evidence
Sometimes you don’t have to say a word to show your expertise. The right photograph is worth 1,000 words. Rather than saying you create amazing websites, show off some screenshots of those sites. Instead of pointing to your updated equipment, share an image of it.
Invest in photographs of your top players. A professional headshot makes a different impression than an image shot in someone’s backyard.
Leroy Merlin is a French interior design firm. Rather than talk about their many successful designs, they show some of them in unique representations. You can see everything from a teen bedroom to a living room.
2. Use Numbers
If you’ve been in business for a while, your experience is obvious. Use cold, hard numbers to show users how much expertise you have. You can also highlight some of your more interesting projects, but for your headline or tagline, utilize the number of years and why that makes you an expert in your industry.
EAM-Mosca states they have 35 years of experience with a team of experts in the industry. They then offer advice from their people in strapping machines, materials, spare parts and service and support advice. They make it clear they can offer an all-around solution to users.
3. Know Your UVP
In order to share your unique value, you first must know what it is. What do you bring to the table that no other brands like yours offer? You should study the competition to see what their UVPs are. Choose something outside the norm.
At the same time, your UVP should be something your target audience cares about. You might have the cleanest factory floor in the area, but if people don’t understand the benefit to them, they won’t care.
4. Let Your Value Speak for Itself
Some people are kinetic learners and they have to try something before they’re convinced of its value. One thing you can do with service as a software (SaaS) type business is to offer a free trial. If you sell a physical product, you can showcase the advantages via a video or customer testimonials.
Gong offers potential leads the opportunity to try out their software simply by sharing an email. Note how they talk about the advantages of their software in one short paragraph and then get right to the call to action (CTA) of getting them to sign up to try it out.
The company knows if they want you to continue to use them into the future, they need to sell you on the convenience of the product by getting you to use it and see how much it helps you.
5. Tell a Story
Since the beginning of time, people have loved to sit around a fire and share stories. When you share your expertise via a tale, consumers are much more likely to listen and absorb what you have to say.
Storytelling can enhance your images and headlines. Think about a fun way to share your expertise via video, infographics or blog posts.
Pipers Farm utilizes family farms and they tell a story about how they started and the families they work with. It pulls the reader in and shows what is unique about the company. You go along their journey with them and learn about their expertise in the process.
6. Use Icons
Another idea is using icons to set off your areas of expertise. You can list out the benefits of doing business with your brand and list each with an image, subheading and a few details about the thing you’re good at.
You’ve likely seen this method utilized on service sites where they say something like, “Benefits of our service” and then list out the specific features they feel they excel at. The way people see you and the image you want to project are sometimes two different things, so make sure you can back up any claims you make.
Know Your Strengths
Before you can highlight your expertise, you have to know where you excel. If you have weak areas that discourage potential clients, work to turn them into positives. Once you have a list of the things you thrive at, go ahead and share what they are with anyone who visits your website.
Ideally, you’ll share your expertise throughout your site. Your blog posts should highlight your experience. You’ll have testimonials, reviews, benefits lists and many other elements all pointing to you as the best choice for the person to buy from.
Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
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