Last Updated on January 22, 2026 by Paula

Expertise. It’s the one thing I see so many coaches and service providers forgetting to include on their websites.

But it’s a must if you want to build trust with your potential clients.

And the reason you want to build trust is so that you can decrease the risk factor clients feel when working with and investing their money with someone new.

People today are savvy and they are really going to do their research before investing their hard-earned money. ​​​​​​​​
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And one thing they’re looking for is reassurance that you’re qualified to be doing what you do. No one wants to be taken advantage of and we’ve all heard horror stories from fellow entrepreneurs that invested a lot of money to only find out the person they hired as a coach or service provider couldn’t deliver on their promises. ​

Sharing your expertise and what makes you qualified can help alleviate their doubts so that potential clients feel comfortable taking that next step of working with you!

Here is how you can show your expertise on your website

Do you have degrees or certifications? Include those on your about page. This can be a simple mention in your bio or a bullet list. Or if you have badges from your certifications include those too.

Remember! You don’t have to have degrees and certifications to be an expert in your field, but if you do have them show them off!​​​​​​​​
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Real-world and life experience also show your expertise, so include that as well. Think about how many years you worked in your field of expertise or with your chosen niche. How many years you’ve been coaching or how many clients you’ve served?

Taking myself as an example, I’m a self-taught web designer, so I don’t have any degrees or certifications. But I’ve been building websites as a hobby since 1999, and for clients since 2018. So I have all those years of experience that speak to my expertise.

Again this is great info to include on your website’s about page. and can be included in your bio or a bullet list with your degrees and certs.

Tip: The copy you use to include these things doesn’t have to be long – keep it short and sweet. The purpose is to let your prospective clients know what your qualifications are so you can build an extra layer of trust with them.

A blog is another great way to show your expertise. Write content that showcases your knowledge and experience in your field that is also helpful to your potential clients.

This also gives them a taste of how you work and think so they can better see if working with you is right for them.

And bonus! A blog is great for SEO as it offers the opportunity to rank for more keywords which means more chances to show up in search results!

Use testimonials throughout your website. 85% of people trust online reviews and testimonials as much as personal recommendations. That really shows the importance of gathering testimonials from clients, doesn’t it?

Be sure to include testimonials on your home, about, and work with me pages. If you have landing or sales pages, you want to include them there too.

If you don’t have any testimonials yet, create a task for yourself this week to reach out to 2 or 3 past clients to ask for testimonials.

Consider using Case Studies as another way to showcase your expertise. Case studies dig deeper into your coaching/work processes so that potential clients can really see what it’s like to work with you.

Case studies also look at the results/benefits the client got from working with you. While you can never guarantee that another client will get the same results, the case study shows what is possible from working with you.

What if you’re just starting out?

​​​​​Please don’t worry or start to panic if you’re just starting out and don’t have a lot of these things yet. That’s ok. We all start from scratch.

You can still build trust with your potential clients by showing up and being consistent wherever your business is found. That can be on your blog, social media, in Facebook groups.

If you haven’t had any clients yet and you need testimonials, reach out to people you’ve worked with in other capacities that can give testimonials regarding your character and work ethic. This will give you a start.

I’d love to hear about your expertise and how you’re including it in your website! Comment below and tell me all about it!