I follow marketing expert Marcia Yudkin, author of The Marketing Minute, and her latest marketing advice got me thinking. She begins with stating that your About page must address two crucial questions your prospects might wonder:

• Are you, in fact, good at what you do?
• Can I count on you to deliver as promised?

She goes on to state that your bio must include what marketers call “proof elements.” Without them, you have a trustworthiness gap.

So what are proof elements?

A proof element must provide an external indicator of competence and reliability. That means the proof must come from an outside source other than yourself or someone within your organization. Here are some examples and ways you can obtain and use your proof elements.

Types of Third-Party Proof Elements

Testimonials

Most websites have a page dedicated to testimonials. These are endorsements of a personal experience this person had with you or your company regarding quality and reliability. You should include the person’s name (or at least their initials and city), or a reference to the source, in every post to ensure that it is indeed an outside source. If you don’t have a testimonials page on your website, add one. People love to hear about other people’s experiences and trust their opinions. Testimonials can be written, or opt for video testimonials of your customers talking about their experience. Continue reading →