We all know that making your website ‘authoritative’ is one of the best things you can do get visitor engagement and impress the search engines. Unless your company is synonymous with your industry, in the back of every first-time visitor’s mind will be the question: “Do they know what they’re talking about?” You want to show you’re the experts from the outset.
However, demonstrating expertise can be tricky. It can easily lead you to write in an unrelatable manner, skimming over the basics as if you’re talking to another expert. A better approach is to be a teacher, with all that implies. Show your authority by helping your readers understand – don’t leave them to work things out on their own, because that might just lead them to look elsewhere.