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5 unique ways to communicate your business’s credibility on your website

The idea of credibility as a means of persuasion goes back to Aristotle, who defined three levels of persuasion: Logos (appeals to logic), pathos (appeals to emotion), and ethos (appeals to credibility). 

People make buying decisions based on ethos all the time. As an example, I’m writing this from a waiting room of a well-known auto care chain, which I chose for my car’s needs not based on logical or emotional reasoning, but on credibility: the company has a long and proven track record of success.

As such, it is important that your sales strategy and messaging should include your credibility. As Creative Director at Good Agency, I review website builds before they launch, and one of the questions I ask while reviewing is, “Is this brand being presented in an authoritative and trustworthy way to their clients?”

Adding credibility to your site is easy! (You don’t need a celebrity endorsement or a Forbes article you were featured on!) Here are five easy, unique ways to convey your business’s credibility on your website.

1. Showcase your portfolio

Your successful projects are one of the greatest ethos appeals that you have. Feature them prominently on your homepage and include an “Our Work” page where you show off some of your best work for your happy clients. 

A portfolio could look like an image gallery, external links, case studies, and so much more. There are portfolio options for almost any kind of business. (Pro Tip: Try not to link away from your website if you can, you may be giving your traffic away!)

2. Include testimonials and 5-star reviews

Including reviews and testimonials from happy customers is more than just a vanity addition to your website; it lets your prospective clients know that other people just like them, who had the fears and problems as they did, achieved their goals through working with you. 

3. Have a big & bold Guide section on your homepage

Per the StoryBrand Framework, your website’s Guide section is where you talk about yourself. Place a prominent version of your logo there for branding purposes, along with some data points, such as how long you’ve been in business, to show you know how to guide your customers to success. 

4. Feature logos of awards you’ve won or prestigious clients you’ve served.

If you have any of these, they will be invaluable assets to building your authority in the eyes of your clients. To customers who have never heard of you before, these are tantamount to receiving a personal recommendation from a trusted friend. Industry certifications count, too!

Pro Tip: Feature the logos of some of your key clients—they don’t need to be Fortune 500 companies as long as they are seen as authorities in your specific industry.

5. Stay up-to-date on your photography.

Don’t opt for stock imagery. This cheapens your brand and makes you look insecure to your clients, or worse, not even a real business. To build credibility in the eyes of your audience, feature real images of (1) your product or service, (2) you and your team working with clients, and (3) your happy, successful customers having achieved their goals.


In this digital age, it’s more important than ever to showcase to your prospective clients that you are real, trustworthy, and capable. Five easy ways to communicate this credibility on your website are:

  1. Showcase your portfolio
  2. Include testimonials
  3. Have a big & bold Guide section
  4. Feature logos of awards and key clients
  5. Stay up-to-date on your photography

When you add some or all of these to your website, you will begin to see your customers viewing you as an expert in the field. At Good Agency, we’re all about helping you to achieve that in order to grow your business. Schedule a Call if you’re ready to learn more about how we can help you become an authority in your space!