Why the credentials on your about page have stopped working

Gerard explains why the credentials on a website have stopped creating trust. People process authority differently depending on how it reaches them. Twenty years of experience listed on an about page is a statement the business has made about itself, so the reader has to decide whether to believe it. That decision carries a built-in discount, because everyone knows who wrote the page. Ninety seconds of a practitioner answering a hard question works the other way around. The viewer watches the person handle it and reaches the conclusion themselves, which removes the barrier entirely. Once someone has decided something for themselves, it is already real to them. The shift Gerard describes is from asserting authority to demonstrating it and letting the other person do the concluding. He expects a lot more content produced for no purpose other than building trust.