How to Increase Credibility (and Conversions) in 3 words🧰

(Even if you're not overall #1)

When somebody hops onto your landing page, what are they weighing up in their heads?

Answer: Is this (your product) going to fix my problem?!

And how do they figure that out before submitting their email/payment details…

They look for credibility (to reduce uncertainty) —potential buyers are looking for evidence that you can solve the problem they’ve got.

It’s your job to increase confidence quickly (before they click away).

So if you want to up your credibility in 3-words, let’s get into it. 👇

Here’s how you can increase your credibility in 3 words or less:

Here’s an example of what we’re talking about, consider example 1 and example 2, which works better?

• ❌ Most popular podcast in the world < example 1

• ✅ The #1 Most Listened-To Podcast for New Freelancers < example 2

Example 2 is the winner.

But why…

Everyone wants to be a best-seller, top-rated, or most-listened-to.

But what if you’re not #1 overall?

The trick is to use category-based positioning, which frames success within a specific niche. This makes your brand more authoritative, gives potential buyers more confidence, and increases conversions.

Here’s how to do it (in 2-steps):

Step 1: Identify Your Niche Audience

The first part of this equation is thinking about who (really who) you are talking to. Think about 4 different aspects of your potential buyer:

• ✅ Who are your audience (e.g., professionals, creators, dog owners)

• ✅ Add an adjective (e.g., busy, indie, smart, hardworking)

• ✅ Give them a place (e.g., in the UK, in the world, in tech)

• ✅ Add the time horizon (e.g., new, expecting, first-time)

🧩 Here are some examples…

• 1️⃣ Busy first-time mums

• 2️⃣ Smart founders in tech

• 3️⃣ Indie Creators in the UK

Step 2: Find the Right Data

Then, the ‘easy-to-say-hard-to-do’ job of adding the right data.

Why does it work?

Data shifts a subjective claim (just your opinion) to an objective claim (facts). And people rely on facts to reduce uncertainty…

Remember what I said at the top?

They look for credibility (to reduce uncertainty) —potential buyers are looking for evidence that you can solve the problem they’ve got.

Here’s how to add data to increase credibility:

❌ Without data: "Our course helps people grow their business."
📈 With data: "92% of students saw a 2x increase in revenue within six months."

Another example 👇

Some things to think about when it comes to adding the right data to your landing page:

• ✅ Rankings/top spots on specific platforms (Amazon, Spotify, Substack, Medium)

• ✅ Growth metrics (fastest-growing, most shared, most engagement)

• ✅ Audience demographics (most read by startup founders, most popular among new writers)

Aka don’t just use any old data, unrelated, unbelievable data with have the opposite effect.

🧙‍♂️ Words of wisdom

The trick is, don’t BS your audience. They’re smart. A claim like: ‘No.1 podcast for new mums in tech, managing a team and building on the side’ is a little too specific.

Keep it real:
📌 Specific – Avoid broad claims like "best in the world."
📌 Believable – Use real data that backs up your statement.
📌 Aspirational – Position yourself as an authority in your niche.

Create your position, speak to your target audience

You don’t have to be the best—just the best in your category.

Simple: Pinpoint your audience + add the right data = improved credibility

Winner, winner, chicken dinner.

That’s all for today :)

Much love,

Eve

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PS If you liked this show it some 💛 below :)

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P.P.S The smart reader who shares (and restacks) this post the most in the next 48 hours gets a prize 🏆