In freelancing, your reputation is your business card.
Building trust is the key to being a successful freelancer
Clients need to know they can trust you. This is not only to deliver high-quality work but stands to represent their brand professionally. This is where E-E-A-T comes in:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
Originally developed by Google to evaluate the credibility of websites and content, E-E-A-T has grown into a widely recognized framework for establishing trust online. For freelancers, it’s invaluable! Applying these principles will help you communicate ‘why’ you’re qualified, ‘how’ you’ve delivered value before, and why someone should take you on as a worker.
✔️ Simply put? E-E-A-T is both a credibility checklist and a growth framework.
If you’re just starting out, check out our guide on how to get your first client as a freelancer to build a strong foundation. Once you land that first client, use E-E-A-T principles to scale your reputation and market presence.
Rather than break down experience, expertise, authoritativeness and trustworthiness individually, we’ll explore how you can bolster these traits through some simple, effective practices.
Freelancers need to showcase expertise
TL;DR If you don’t show what you do, no one will know what you do
Clients aren’t hiring freelancers willy-nilly these days (and for the most part, never were). Your prospects are interested and invested in the results that can be delivered.
Expertise is solid proof that you know your skills and craft like the back of your hand –– and that you can deliver on your promises. Without a proper showcase, your clients will reasonably hesitate to commit to your proposals.
What to do:
- Create targeted pieces of content: Blog posts, LinkedIn updates or even YouTube tutorials that share practical advice are great ways to say “This is me; this is what I do!”
- Highlight real results: Share case studies, data and measurable outcomes that show you deliver impact in a real way.
For a deeper dive into positioning yourself as an expert, see our guide on How to build a personal brand as a freelancer.
Build the freelancer’s ultimate bio and portfolio
‘Who are you? Why should I listen to you?’
Don’t make clients ask that question. Creating your bio means prospective clients have the first place to look before they even need to message you. Let your bio tell the story of who and why you are in the field you thrive in.
Your bio is a phenomenal way to leave an impression with clients even after a first meeting. Don’t discount yourself, add that personal touch, and be clear and concise in driving your story into their minds.
What to do:
- Include credentials or background experience that prove you’re qualified
- Highlight types of clients and industries you’ve worked with
- Add a personal touch so your profile feels approachable and never robotic
- Always link to your portfolio or LinkedIn to give readers a path to learn more
A compelling and well-crafted bio, coupled with a portfolio that breathes knowledge, will become a wall-breaking sledgehammer to get you in the room with lifetime clients.
Always collect and display client testimonials
To answer the question, ‘what happens next?’ we have the client testimonial.
Your ability to pair each project delivery with a testimonial request complemented by a feedback form will resonate with both future and current clients alike. These show your existing collaborators that you’re dedicated to them and improving yourself; they also give you a chance to boast honest reviews to the public sphere.
The best self-promotion is always no match for the unbridled power of a happy client singing ode to your services.
What to do:
- Ask for feedback at the close of every project
- Encourage clients to mention measurable results where possible
- Don’t just hide testimonials in a “reviews” section—sprinkle them throughout your website, proposals and email signature
Spotlighting positive client experiences reinforces your credibility with current clients. For retention strategies that go hand-in-hand with trust-building, check out our article on Client Acquisition & Retention.
Demonstrate authority in your space
We’re talking long-game strategy when we speak on authority.
Building authority takes effort, and it’s a step above simply showing what you’re doing. Authority is recognised by others, and your in-field peers will need time to understand that ‘You’re the one.’
This lifelong effort will ramp itself up, paying off with high-quality leads and better pay. Make no bones about it though –– authority requires you being a leader.
What to do:
- Collaborate with respected brands or agencies
- Guest post on well-established industry sites
- Speak on webinars, podcasts or at online events
- Actively share insights and engage in professional communities.
Authority is cumulative - the more people see you referenced or cited, the more weight your reputation carries. Build your network slowly with people that recognise your field and the impact people like you bring to it.
Deliver on trustworthiness every single time
You can showcase expertise and authority all day, but if you miss deadlines or overpromise, clients won’t come back.
Clients that won’t come back, aren’t going to bother leaving you a review they know you won’t put online either. Their feedback will be helpful, if you apply it. But you don’t want to reach that point.
Under-promise your projects and over-deliver results. Consistently meet your personal deadlines and bring that same quality of work to the table each time you deliver. With a competitive market, first-time clients are less likely to be forgiving –– but hey, that’s freelancing at its finest. Your personal drive will keep you in line with being a success.
What to do:
- Be transparent about timelines, pricing, and deliverables
- Communicate proactively rather than leave clients guessing
- Protect sensitive client information
- Follow through on commitments, and admit mistakes quickly if they happen
Trust will fuel long-term success. It’s much easier to grow with an amazing client than to try and find a new one.
Common questions on building trust with E-E-A-T principles
- Do I need formal qualifications to show expertise?
Not necessarily. Real-world experience, a strong portfolio, and testimonials are often more persuasive than certificates.
- How many testimonials should I have?
Start with 3–5 strong, detailed ones. A few specific, results-driven testimonials are more powerful than a dozen generic ones. If you have one testimonial… Post it!
- Is E-E-A-T only for SEO, or does it matter for freelancers too?
Both. While E-E-A-T is Google’s framework for evaluating content quality, applying it in your freelance practice builds client trust, improves your visibility, and strengthens your reputation.
Using Xolo to boost your freelance career
For freelancers, building trust isn’t just a nice-to-have. Trust is essential for survival.
By applying E-E-A-T –– showcasing expertise, strengthening author bios, gathering testimonials, demonstrating authority, and consistently being trustworthy –– you’ll create a reputation that wins and keeps clients consistently.
Let Xolo take care of your accounting, admin, and compliance so you can free up time to let your career blossom. Our team of experts is dedicated to ensuring freelancers own the future.