Back to Authority & Trust
Section 6 · Website Authority
Your Website Is Your Authority HQ
Every page should answer: who you are, who you help, and why anyone should care.
Trust
Credibility
Authority
Why it works
Your website is the only platform you control. It must close the trust loop from every other channel.
Connects to
Trust
Credibility
Authority
When to use it
Every founder, consultant, agency, creator, business owner.
When NOT to use it
Don't replace platform content with website — both are needed, both reinforce each other.
How to use it
- About page: founder story + mission + proof.
- Credentials: education, experience, awards, certifications (real, not invented).
- Case studies: 5-10 specific client/student results with numbers.
- Testimonials with real names, photos, and roles.
- Press / media mentions in a 'as seen in' section.
- Clear trust signals near every CTA: guarantee, refund policy, contact info.
Examples
Strong about page
Basecamp's about page tells the founders' story and philosophy in 200 words.
Weak about page
Generic 'we are passionate about helping clients succeed' — zero trust.