1. Quality of Impression
What people think when they first see you.
First impressions matter, whether we like it or not. Before someone even talks to you, they’re already forming opinions based on what they see online—your website, your social media, your content. If those things don’t look polished, professional, and valuable, potential clients may assume your work isn’t either.
We’ve seen this firsthand. Recently, we were looking for a new accountant. The person we were considering came highly recommended, and our initial conversation with them was solid. But what really sealed the deal for us? Their online presence. Their social media was filled with well-designed, highly informative content. It showed us that they cared about their work, and by extension, they’d care about our business too.
Your marketing materials—your website, social media, and content—should reflect the quality of your actual work. If your website is outdated, if you’re not actively putting out valuable content, it sends a message (even if unintentionally) that maybe you’re not as engaged or as high-quality as you really are.
The takeaway? Make sure everything people see from you is a reflection of the expertise and quality you bring to the table. Because if you don’t, they’ll find someone else who does.
2. Credibility of Expertise
Prove you know what you’re talking about.
We talk to so many incredibly skilled consultants and business owners who struggle to get recognized as credible in their space. It’s not because they lack knowledge, it’s because they’re not consistently showcasing that knowledge in a way their audience can see and trust.
Here’s the thing: If you’re selling your expertise, whether as a coach, consultant, or specialist, your audience needs proof that you actually know your stuff. And they won’t just take your word for it.
You need to be actively sharing your insights. This can be in the form of blog posts, LinkedIn content, podcasts, webinars, guest features, etc. Whatever makes the most sense for you. If your competition is doing all of these things and you’re not, they’re the ones being seen as the go-to authority, even if you’re just as (or more) qualified.
The more you publicly demonstrate your expertise, the more you attract the right clients—the ones who trust you before they even reach out.
3. Authority in the Marketplace
Become the go-to source in your industry.
Authority doesn’t just happen over time, it has to be built. A lot of business owners assume that if they just do great work, they’ll automatically become known as an authority in their field. While quality work is essential, waiting for authority to “just happen” is a slow game.
Instead, you need to intentionally build your authority by making sure your expertise is visible. The more people see you sharing valuable insights, leading discussions, and being involved in your industry, the more they’ll associate you with being the expert in your field.
This doesn’t mean you have to be on every platform 24/7. It just means you need a strategy for showing up in the right places. Whether that’s through social content, speaking engagements, guest articles, podcast appearances, or community participation.
When you’re recognized as an authority, selling becomes easier. People come to you because they already see you as the expert. You’re no longer competing as hard for attention, people are naturally coming to you.
4. Consistency of Execution
The secret to building trust.
The number one thing clients want, whether they realize it or not, is consistency of results. Think about your own experiences. If you buy your favorite coffee or soda, you expect it to taste the same every time. If you work with a service provider, you expect the same level of quality and reliability each time you interact with them.
Your clients expect the same from you. If you’re great one month but completely disappear the next, it creates doubt. Can they rely on you? Will you follow through?
That’s why consistency is the final and arguably most important piece of your online reputation. It’s not just about showing up, it’s about showing up reliably.
If your last blog post was six months ago, if you post on social media randomly, or if your branding keeps changing, it sends the wrong message. It suggests a lack of stability, and that’s the last thing potential clients want to see.
But when you’re consistent, when you regularly put out valuable content, and when your brand messaging is clear and steady—it builds trust. People know they can count on you, and that makes them far more likely to work with you.
