How to wow prospects with awards and certifications
Adding awards and certifications to your website is a no-brainer. Surprisingly, though, most businesses don’t do it.
Awards and certifications instantly reveal credibility because they imply you deliver quality work. Even if your prospect has never heard of your award or certification, they still increase trustworthiness. People accept the fact that there are thousands of awards out there, most of which they’ve never heard of. In fact, according to the British Quality Foundation, a US study demonstrated that small companies that won awards experienced 39% sales growth and an increase of 63% in operating income compared to non-winners.
That said, if you have a Google certification or award from another well-known brand, be sure to feature it on your website—it will increase your credibility 10x in the eyes of prospects.
How to feature an award or certification on your website
Like affiliations, awards and certifications are typically featured on three pages: the Home, About or Awards/Certifications page. Display them as visually as possible. If you have a picture or graphic image of the accolade (like a Google certification or trophy), publish it on a page. Not only will the image draw attention, but it also makes the award seem more real, which further increases credibility.
Should you include any copy with the award?
If you have the budget for a copywriter, he or she can make your award glow—especially if the award is a niche one prospects may have never heard of.
Were you announced the winner out of thousands of applicants? Does your award put you in an exclusive club of experts? The answer may just sell your service like gangbusters.
To give you an example, let me show you how I used this technique when I headed the video department in my last marketing job. In 2007, when I began my writing career, I won a Gold Remi award at WorldFest-Houston International Film Festival. While few people may have heard of Houston WorldFest, they’ve surely heard of some of the legendary filmmakers who won awards there: George Lucas, Steven Spielberg, Ang Lee and many others.
Because I also won an award there, I can include my name among a very special group of people. Below is a sample of my bio that was used in our marketing brochure.
John Weiler is part of an elite group of filmmakers who were honored with first awards at WorldFest-Houston International Film Festival, including George Lucas, Steven Spielberg, Ang Lee, the Coen Brothers, Ridley Scott, Brian de Palma, Oliver Stone, David Lynch and many more.
See what I did there?
Credibility by Association. I’ve never met any of those filmmakers, nor have I reached the same level of success, but I did accomplish something they have, and I was able to use that to instantly elevate my level of credibility.
So which industry leaders have also won the same awards as you? What big names have received the same certifications?
Even if many people aren’t familiar with the specific award or certification, there may be famous companies or individuals who have also been honored. Name them and you immediately become a member of an elite group and boost your credibility in the process.