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Conveying legitimacy with your website – part 2 Quality & Expertise

Quality & expertise

Once the basics are in place, the next level of legitimacy is proving your expertise and showing what you offer is of sufficient quality. This is a huge subject but here are just a few ways to convey quality and expertise…


A high quality, robust website 

If your website is high quality and solid it gives an implicit message that your products & services are the same. On the other hand, a poor quality, shaky website will become more of a conscious annoyance and make a bad impression on visitors, potentially making you look untrustworthy. 


Quality photographs or video of products & services

These images should be informative as well as persuasive. Images need to show product details, or show a service in action as well as look good. For products, visitors being able to see behind the packaging is useful for proving legitimacy, being able to see ingredients in their raw form, to prove their quality too. Displaying labeling clearly also helps people to see a genuine, quality product. Use of real photography to represent a service can really help to build a picture of legitimacy not least because other people so often use generic stock photography for services that are hard to photograph such as consultancy or business services. These all help to prove you know what you’re doing. 


Awards or accolades

From industry awards, professional body awards, local business awards, or titles, whatever you’ve won, been shortlisted for or even nominated in, display it on your website. 


Testimonials and reviews 

Testimonials are a common way to show your legitimacy and quality. Reviews particularly from third-party services (e.g. Trustpilot) can feel more trustworthy because a third party will bring something more objective to the process. But this can cost a lot more than simply displaying them directly on your website, so you need to assess exactly how much return you’d get on that investment.  


Quality standards and assurance

Get something in place to show how you can assure quality and high standards; are you ISO certified? Or do you work to particular industry standards? Do you carry out testing, or follow-up your service with a feedback process? All of these would be worth displaying on your website or including in your website copy. 




You can show your experience through a projects or case studies section, anonymised perhaps if the work is of a sensitive nature. If you can reference clients then consider if you want to show the best-known ones (particularly if you work business-to-business) or the ones that display your expertise at its best. If you’ve worked in the industry for a long time then this is worth a mention. Some busineses use a technique of combining all the team’s years of experience into one figure, e.g. our team has over 50 years collective experience. If you do this make sure you are clear about whether you’re talking about the collective or individual experience so as to not be misleading. If your business is a start-up, initially it can be worth talking about previous work or projects to help people trust your expertise in this new setting. 



Content and knowledge sharing 

Sharing your knowledge and expertise via articles and videos can be a great way to engage visitors and prove your expertise. This is the approach of content marketing and it’s very popular. You could share how-to videos, product demos, information on or around your subject areas that help visitors and in-turn proves your expertise.


Email me if you’d like individual suggestions on how you could use your website to prove your quality and expertise. 

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May 14, 2017 | Share this article on