From the “About Us” to “Trust Us”: How to Build Trust (and Rank on Google) with Your Blog

Stuck on Page Two? Your Blog Is the Key to Winning AI Overviews

Every business needs to have an About Us page and a bio, but most business owners see these as a formality, just a quick summary of who you are and what you do. I see them as the foundation of your online presence, the first glimpse your audience gets of who they will be working with and your brand’s personality. But a static About page can only go so far. That’s where your blog comes in. While your bio tells people what you do, your blog proves you can do it well. Think of your blog as the engine that powers your EEAT (Experience, Expertise, Authoritativeness, Trustworthiness), an essential framework for building trust. Here’s how you can use it to build on your About Us and win client confidence.

1. Beyond the Bio: Creating a Narrative

A bio is a list of facts: my name, my title, my years of experience. It’s concise and professional, but it lacks a story. Your blog is where you can fill in the gaps and create a narrative that connects with your audience.

• Share Your “Why”: Why did you start your business? What problem were you passionate about solving? A blog post about your company’s origin story is far more compelling than a single sentence on your About Us page.
• Introduce Your Team: Reaching potential customers actively searching for your services or products with targeted paid campaigns.

2. Beyond the Website: Providing Real Value

Your About Us page establishes your credibility, but your blog gives you the opportunity to demonstrate it. This is where you can offer tangible value and show off your expertise.

• Answer Key Questions: Instead of waiting for a client to ask a question, anticipate it. Write in-depth articles that answer the most common questions in your industry. This positions you as an expert and a helpful resource.
• Offer Actionable Advice: Your bio states you have experience, but your blog can give your audience a taste of it. Share practical tips, how-to guides, and checklists that solve a real problem for your readers. This builds trust by proving you know your stuff.

This is also how you win with search engines. When you answer a user’s questions thoroughly and provide valuable, in-depth information, you’re signaling to search engines like Google that you are a reliable source. This helps your website rank higher in traditional search results and increases your chances of being featured in AI Overviews. These AI-generated summaries pull from authoritative, helpful content to answer user queries directly, making your blog a powerful tool for capturing visibility at the top of the search results page.

3. Beyond the Professional: Building a Connection

Your bio is often formal, but your blog allows you to show your brand’s personality and build a genuine connection.

• Share Your Take: Don’t be afraid to voice your opinion on industry trends. Your perspective is what makes your content unique. This builds authority and a following of people who align with your point of view.
• Be Authentic: This is where you can be a little more casual. Share a behind-the-scenes look at your business, your team’s celebrations, or even the challenges you’re facing. People trust people, not companies. The more authentic and transparent you are, the more trustworthy you’ll appear.

Your About page is the starting point, but your blog is where you build trust. By using your blog to share your expertise and provide real value, you’ll win over customers and, just as importantly, Google.

4. Beyond the Ranking: Dominating Search with Trust

In addition to building trust with customers, your blog content is essential for gaining trust with search engines, especially as they evolve. Google’s algorithms are designed to reward websites that demonstrate strong EEAT.

Every time you publish a helpful, authoritative article, you’re providing a signal to Google that your site is a reliable and trustworthy source of information. This is crucial for improving your search rankings.

Furthermore, helpful blog content is the key to earning a spot in AI Overviews, the new, AI-generated summaries that appear at the top of many search results. By directly and comprehensively answering common questions in your niche, you are providing the exact type of content that these AI models are designed to find and summarize. This allows you to jump to the front of the line and gain visibility without users even needing to click on a link.

Feeling Inspired? Not Sure Where To Start?

Building a successful blog that consistently showcases your expertise and wins client trust takes a solid strategy. At ZipLocal, we don’t just build websites; we can help you create a content roadmap tailored to your business goals. We can help you identify the right topics to build authority, craft a content calendar to keep you on track, and ensure your blog becomes a powerful tool for converting visitors into loyal customers. Let’s turn your vision into a reality! Reach out to your account manager today to schedule a strategy call and get your blog journey started.