{"id":31362,"date":"2021-10-18T19:08:27","date_gmt":"2021-10-18T19:08:27","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2021\/10\/18\/how-to-effectively-showcase-your-brands-expertise-on-your-site\/"},"modified":"2021-10-18T19:08:27","modified_gmt":"2021-10-18T19:08:27","slug":"how-to-effectively-showcase-your-brands-expertise-on-your-site","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/how-to-effectively-showcase-your-brands-expertise-on-your-site\/","title":{"rendered":"How to Effectively Showcase Your Brand’s Expertise on Your Site"},"content":{"rendered":"

\"Showcase<\/p>\n

 <\/p>\n

Every company has a unique value proposition (UVP) and something they excel at. The thing that makes you more desirable than the competition is likely your UVP. You\u2019ve spent a lot of time and effort building expertise, but you also have to showcase it, or your potential customers will never know what\u2019s so great about your company.<\/p>\n

 <\/p>\n

McKinsey recently released a report pointing to the impact of COVID-19 on innovation. Digitization rose exponentially due to the necessity of staying home. This created more space for entrepreneurs, with 1.5 million new business applications<\/a> in the U.S. alone.<\/p>\n

 <\/p>\n

If you want to stand out from the crowd, you must show what makes your brand different. Here are the top ways to showcase your expertise along with a few examples of companies doing it right.<\/p>\n

 <\/p>\n

1. Use Photo Evidence<\/strong><\/h2>\n
\n

Sometimes you don\u2019t have to say a word to show your expertise. The right photograph is worth 1,000 words. Rather than saying you create amazing websites, show off some screenshots of those sites. Instead of pointing to your updated equipment, share an image of it.<\/p>\n

 <\/p>\n

Invest in photographs of your top players. A professional headshot created using an AI headshot generator<\/a> makes a different impression than an image shot in someone\u2019s backyard.<\/p>\n

 <\/p>\n

\"leroy<\/p>\n

 <\/p>\n

Leroy Merlin<\/a> is a French interior design firm. Rather than talk about their many successful designs, they show some of them in unique representations. You can see everything from a teen bedroom to a living room.<\/p>\n

 <\/p>\n

2. Use Numbers<\/strong><\/h2>\n
\n

If you\u2019ve been in business for a while, your experience is obvious. Use cold, hard numbers to show users how much expertise you have. You can also highlight some of your more interesting projects, but for your headline or tagline, utilize the number of years and why that makes you an expert in your industry.<\/p>\n

 <\/p>\n

\"eam<\/p>\n

 <\/p>\n

EAM-Mosca<\/a> states they have 35 years of experience with a team of experts in the industry. They then offer advice from their people in strapping machines, materials, spare parts and service and support advice. They make it clear they can offer an all-around solution to users.<\/p>\n

 <\/p>\n

3. Know Your UVP<\/strong><\/h2>\n
\n

In order to share your unique value, you first must know what it is. What do you bring to the table that no other brands like yours offer? You should study the competition to see what their UVPs are. Choose something outside the norm.<\/p>\n

 <\/p>\n

At the same time, your UVP should be something your target audience cares about. You might have the cleanest factory floor in the area, but if people don\u2019t understand the benefit to them, they won\u2019t care.<\/p>\n

 <\/p>\n

4. Let Your Value Speak for Itself<\/strong><\/h2>\n
\n

Some people are kinetic learners and they have to try something before they\u2019re convinced of its value. One thing you can do with service as a software (SaaS) type business is to offer a free trial. If you sell a physical product, you can showcase the advantages via a video or customer testimonials.<\/p>\n

 <\/p>\n

\"gong\"<\/p>\n

 <\/p>\n

Gong<\/a> offers potential leads the opportunity to try out their software simply by sharing an email. Note how they talk about the advantages of their software in one short paragraph and then get right to the call to action (CTA) of getting them to sign up to try it out.<\/p>\n

 <\/p>\n

If you\u2019re looking for similar platforms that offer distinct features, exploring Gong Alternatives<\/a> might help you find a better fit for your specific needs.<\/p>\n

 <\/p>\n

The company knows if they want you to continue to use them into the future, they need to sell you on the convenience of the product by getting you to use it and see how much it helps you.<\/p>\n

 <\/p>\n

5. Tell a Story<\/strong><\/h2>\n
\n

Since the beginning of time, people have loved to sit around a fire and share stories. When you share your expertise via a tale, consumers are much more likely to listen and absorb what you have to say.<\/p>\n

 <\/p>\n

Storytelling can enhance your images and headlines. Think about a fun way to share your expertise via video, infographics or blog posts.<\/p>\n

 <\/p>\n

\"pipers<\/p>\n

 <\/p>\n

Pipers Farm<\/a> utilizes family farms and tells a story about how they started and the families they work with. It pulls the reader in and shows what is unique about the company. You go along their journey with them and learn about their expertise.<\/p>\n

 <\/p>\n

6. Use Icons<\/strong><\/h2>\n
\n

Another idea is using icons to set off your areas of expertise. You can list the benefits of doing business with your brand, including an image, subheading, and a few details about the thing you\u2019re good at.<\/p>\n

 <\/p>\n

You\u2019ve likely seen this method utilized on service sites where they say something like, \u201cBenefits of our service,\u201d and then list out the specific features they feel they excel at. The way people see you and the image you want to project is sometimes two different things, so make sure you can back up any claims you make.<\/p>\n

 <\/p>\n

Know Your Strengths<\/strong><\/h2>\n
\n

Before highlighting your expertise, you have to know where you excel. If you have weak areas that discourage potential clients, work to turn them into positives. Once you have a list of the things you thrive at, share what they are with anyone who visits your website.<\/p>\n

 <\/p>\n

Ideally, you\u2019ll share your expertise throughout your site. Your blog posts should highlight your experience. You\u2019ll have testimonials, reviews, benefits lists and many other elements all pointing to you as the best choice for the person to buy from.<\/p>\n

 <\/p>\n

Eleanor Hecks is the editor of Designerly Magazine<\/a>. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

  Every company has a unique value proposition (UVP) and something they excel at. The thing that makes you more desirable than the competition is likely your UVP. 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