Being an authority in your market means you are trustworthy. And having an online authority hub is having a website that continues to build that trust and show you as an expert! Most websites are just an online brochure that doesn’t drive conversions of leads and closed deals. A plain old website would have a home page and some core pages. But likely not optimized well or with good trust-building content.
Here is what an Authority Hub consists of vs. a plain website.
1. Core Conversion Pages
Purpose: These are default pages on your site that have been designed and tested to convert visitors into leads and deals
What pages are included: Your home page, primary nav pages, reviews, About, FAQ, How it works, etc. All default pages are geared to guide people through a specific set of content in a specific order to answer questions, squash objections, and convert a visitor into a lead and deal.
Management frequency level: You create these one-time but then update them as needed and information changes.
2. Niches: City Specific Landing Pages & Location Pages
Purpose: To attract new prospects who are searching for localized phrases.
What pages are included: Your site is set up for a default market. Any other location pages are built out after the site is launched. Why are there two types of pages? Because there are different ways to attract leads, depending on what part of the buying and selling process they are in.
Sellers: It’s best to duplicate a seller site’s lead gen page and localize it for each market. This may be a home page on our motivated seller sites or a seller page on an agent site. This is known as City Specific Landing Pages
Buyers: Use the Locations page tool so properties can be added by locations and each location is unique so it’s harder to duplicate a page. These pages take more heavy lifting. We see these used as niches, pages that are curated with properties that have searches and listing filters other sites don’t have, i.e., retirement communities, riverfront homes, beach properties, first-time homes, etc.
Management frequency: Ideally adding 5-10 per quarter.
3. Authority Content
Purpose: To build ongoing trust, credibility, and authority through small, but hyper-focused, pieces of content.
What does this include: Blog posts, VideoPosts, Testimonials, Company bio, etc. These may be market updates, answering common questions, talking about your business and mission etc.
Management frequency level: Weekly. Ideally 1 blog post per week and 1 VideoPost.
Now that we’ve talked about the logistics of the site, how it’s designed, and given a tour, let’s dive into how you can personalize your site so it amplifies your brand. Then, we’ll guide you through how to take your Authority Hub and amplify it.
Want to see some examples before you get started, here’s a list of sites from members who are crushing it in their market.