Position yourself, or your company, as an expert in your field. When your website visitors understand that you are the expert (or at least an expert) in your field they will be much more likely to “convert” into a customer, a lead or at least opt-in to your e-mail or blog.

You can demonstrate expertise in many ways. Social proof such as testimonials, especially from other recognized authorities, awards, published books or papers, past speaking presentations, etc. can all be helpful. Another excellent way to demonstrate expertise is through relevant, well presented educational content.