How To Stand Out Online With An Authority Website

Learn how to stand out online by centering an authority website as the hub of your online presence.

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In the health and wellness industry, where competition can feel as intense as the starting line of a mid-summer marathon, standing out online isn’t just about broadcasting how much you know.

It’s about building an air of authority.

Of course you know your stuff. All of those hours spent gaining certifications, knowledge, and skills…

But, the leap from being a knowledgeable fit pro to a recognized authority is what will set you apart.

Authority isn’t just about what you know. It’s about earning the trust and respect that magnetizes an audience to you. 

In an industry saturated with service providers and influencers, being seen as an authority is essential.

This is where your website has crucial role to play.

A high-authority website is the cornerstone of a strong, trust-inspiring online presence. 

What Is An Authority Website?

A high authority website is more than just a landing page. It’s a strategic tool shaping how you are percieved online.

It weaves together your expertise, social proof and differentiators (unique selling points) to position you as the authority or go-to coach.

It consolidates your online presence, showcasing your guest appearances and contributions and linking to your broader online ecosystem, reinforcing your expert status.

It leverages SEO for visibility, but it’s power is in its ability to broadcast your credibility and distinctive viewpoint or training approach.

Understanding Expertise vs. Authority

Before diving into how to build an authority website, let’s get crystal clear on how authority differs from expertise. These two words are often interchanged, but their difference is meaningful.

Expertise refers to your accumulated knoweldge and skills. It’s the foundation of your professional identity.

Authority, on the other hand, is about the recognition and respect that you’ve earned. It’s about how others percieve you. It’s about being recognized as a thoughout leader or go-to source of information in your niche.

Expertise shows that you CAN do a job. Authority convinces people that you’re the BEST person for the job.

And in the saturated online space? Authority is what will make you stand out.

Who Decides Which Sites Have Authority?

Authority is determined by Google and by your audience.

The Search Engines

With respect to ranking within search results, Google decides your website’s level of authority.

In Google’s eyes, authoritative websites demonstrate high levels of expertise, experience, authority and trust (the so-called E-E-A-T signals).

Experience and expertise are demonstrated through your content.

Authority and trust are demonstrated through links back to your website from other contextually-relevant, authoritative websites.

This is where SEO, search engine optimization, becomes super important.

More on this later.

Your Audience

Your audience also has a say. And their behavior on and off your website feeds-forward into your website ranking within search results.

For example, if your audience finds your content valuable, they’ll spend more time on your website, reducing overall bounce rates. And Google tracks how long visitors stay on your site. If visitors stay longer, it’s a signal that your content is valuable.

And if visitors like your content so much they link back to it? Boom. There’s your trust signal. Those backlinks reintforce Google’s favorable placement of your website in search results.

How To Build An Authority Website

So what does it take to build a high-authority website?

An authority website has five key elements.

It’s got to have valuable content (showcase your experience and expertise), beautiful design and UX (show your visitors a good time), trust factors (demonstrate you’re the real deal), easy access your larger digital footprint (links to all the places you’re featured online) and super-solid SEO (stand out in Search).

1) Show Off Your Expertise And Experience

Create a knowledgebase full of valuable content that speaks to your target audience. 

A knowledgebase can be a blog, a podcast or a YouTube channel. If you create a podcast or YouTube channel, those should point back to robust show notes or episode pages that live within the blog feature within your website.

Regardless of the type of content you create, it needs to offer insight, answer questions, and solve problems.

But, it also needs to be more than just an encyclopedia. 

Your content needs to demonstrate your unique perspective and show how you apply your knowledge to benefit your clients or audience.

Your content needs to feel personal. View it as a conversation where you address your audience’s specific needs and pain points.

Remember this: You’re not just sharing information. You’re building a trusted resource and solidifying your position as a go-to expert.

2) Prioritize Design And User Experience (UX)

First impressions matter, big time. Your website’s design? It’s your digital welcome mat.

And it’s not just about looking good. Good design guides your visitors and directs them through your site with intention.

Aim for a site that loads quickly and is easy to navigate. Visitors should find what they need without any fuss.

It’s about making their life easier, remember?

Simplicity is your friend here. Use simple menus, clear headings, and accessible content that encourages visitors to stick around.

By focusing on a streamlined user experience, you’re showing you care about how visitors interact with your site. It’s your nod to valuing their time and attention, which goes a long way in building trust and establishing you as their go-to expert.

3) Build Trust With Social Proof And Backlinks

How do you show you’re the real deal?

Simple. Social proof and backlinks.

When it comes to social proof, testimonials are your go-to. They’re shoutouts from those who’ve seen your work up close.

I recommend having a committed “Testimonials” page on your website. You should also judiciously sprinkle testimonials into your home page and services page.

And backlinks? Think of them as digital breadcrumbs leading right to your virtual door. These are links from other websites back to your website. The more you have, the easier it is for folks (and Google) to find and trust you.

Mixing testimonials with a solid backlink strategy isn’t just smart; it’s your online trust-building toolkit.

4) Consolidate Your Online Presence

Think of your website as a hub or a home base. It’s where everything else—your social media channels, guest posts, all your digital ish—leads back to.

But it’s not just about collecting links in one place; it’s about strategically defining your professional persona.

By positioning your website as the hub of your online presence, you’re doing more than organizing content. You’re taking control of your reputation.

5) Be Findable! Invest in SEO

People trust the search results. In fact, the top three search results get over 50% of the clicks for any given query.

Maybe that’s because top ranking in search results is a perceived endorsement of your brand and your content.

Maybe it’s because folks are lazy.

But the fact remains, most people don’t scroll very far.

When your website shows up at the top of search results, it gives you a boost of authority and it gives you control over your online reputation.

Good SEO helps you climb the rankings and be seen as a trustworthy resource.

Spend some time learning the foundations of SEO, researching relevant keywords and creating content that will draw your target audience to your website. 

And consider investing in an SEO audit. Hire another set of eyes to evaluate your website to determine what you could improve upon to boost your visibility in search results.

SEO ties the bow on everything else we’ve talked about in this post. 

Beautiful design and valuable content don’t matter if no one can find your website.

Make your website findable.

Create Feed-Forward Cycle Of Visibility And Credibility

An authority website is a platform for establishing and reinforcing your status as the go-to provider in your niche.

It also kicks off a positive feedback loop, amplifying your visibility and credibility.

As your website’s authority grows, it becomes more visible on search. It opens doors to additional opportunities like podcast guesting, speaking gigs and media mentions.

And of course these activities are a nice feather in your cap. But more importantly?

They contribute to your site’s SEO and authority through high-quality backlinks, reinforcing the cycle of recognition and influence.

TL;DR: How To Stand Out Online

Standing out online in the health and wellness world means more than just listing your qualifications.

It’s about building a platform where your authority is unmistakably clear.

Your website is central to this.

More than just a landing page, it’s where your expertise and experience, unique perspective and SEO intersect to position you as the best person for the job.

To build this high-authority website, start with content that resonates. Share insights and helpful tips in a way that feels personal. Make your site easy to navigate, welcoming every visitor with open arms. Use testimonials and backlinks to prove you’re the real deal.

Remember, your website isn’t just a part of your online presence: it’s the heart of it.

It’s the hub that pulls everything together.

This is how you transform expertise into authority, making you the top-of-mind expert.

If you read this far but you’re thinking, “Wow, this is all overwhelming!”, I’ve got you covered.

SEO is my jam, and I’m here to help simplify things. 

Let’s talk about where YOU should start and how I can lighten your load. Book a free call, and let’s get your SEO on the right track together.

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Laura Jawad, Ph.D. is a personal trainer and birth doula-turned-SEO strategist for female health and wellness providers.

She offers SEO site reviews, SEO coaching and on-page optimization for wordpress users.

Please reach out with questions, schedule a Chemistry call or explore her services page!

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I’m an SEO strategist and systems junkie devoted to helping female health and wellness service providers get found on Google. I’m here to help you fill your client roster without relying on social media.

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