How AI Confirms You’re the Expert…and Why That Changes Everything

June 19, 2025

"If not you, who? If not now, when?" — Tim Hallam

In Signal 1, we showed you how to build your Digital Footprint so AI tools like ChatGPT, Gemini, and Perplexity can actually find you.

Now comes the trust test.

In Signal 2: Domain Expertise, we shift from being found to being credible. Because AI doesn’t just pull up whoever shouts the loudest — it recommends people who’ve proven they know what they’re talking about.

The Game Has Changed

A lot of business owners still think, "Nobody reads my website," or "Social media is enough." But here’s the new truth:

AI does read your website.

AI does evaluate your content

AI does care whether you're an expert.

You’re now selling to two types of customers:

• Humans (scroll-stopping, engaging content)

• AI (consistent, structured proof of authority)

  
  

So, it really doesn't matter if you're here in Colorado Springs or in Timbuktu — you have to prove you’re the expert to both audiences.

Most of us have the human aspect down, but… now let’s talk about what AI is looking for — and how to build it.

Publish Weekly: Blogs + FAQs

I can already hear the groans:

• Blogs take too long to write.

• I don’t know what to say.

• I did one once and no one read it.

  
  

But it’s vital to remember:

Your website isn’t a brochure — it’s your AI resume.

And a dusty resume isn’t doing you any favors. If you're using the same website content from a year ago, five years ago, or from when you first started your business, then guess what — it's dated.

Fresh, consistent content is a trust signal. You need:

• Weekly blog posts that dive into your process, POV, and customer needs

• FAQs that answer real-world questions in plain English

• 
  

"Every question you’ve heard from a client in the last 5 years? That should be an FAQ."

Don’t overthink it. Don’t bury it in technical language. Speak in your customers’ voice.

Remember: technical mumbo-gumbo doesn’t help you get Found First. Explaining it so that both a layperson and AI can understand does. Keep it simple — and you make it findable.

Let’s take it to the next level, with Case Studies and Guides.

Show Proof: Case Studies + Guides

Expertise isn’t something you declare. It’s something you demonstrate.

That’s why AI (and your prospects) pay close attention to:

• Case studies that walk through how you helped real people

• Guides and eBooks that explain your expertise in a helpful way

  
  

And yes — videos count too.

“A short video walkthrough of a success story can signal more authority than a dozen generic blog posts.”

You can even repurpose those videos on YouTube, social, or in your blog. (Like we did here).

If you were to ask a typical business owner why they don’t do more videos, it usually comes down to time and fear. There, I said it.

Most of us don’t like seeing or hearing ourselves. “Is that really how I look and sound?” is something we hear all the time.

Here’s the thing: AI (and your customers) don’t care.

They care whether what you say is valuable and authoritative.

So, get out your phone. Record what you’re doing. Ask yourself: “Does this show I’m the expert?”

What feels common to you often shows expertise to both customers and AI.

Now let’s talk about what should become the most important part of your website… the Answer Hub.

Build an Answer Hub

Your homepage isn’t enough. Your blog isn’t enough. The About page isn’t enough.

You need a library.

That’s what an Answer Hub is — a dedicated section of your website that gathers everything you’ve published to prove your expertise:

• Blog posts

• FAQs

• Case studies

• Videos

• Webinars

• Worksheets

• Guides + eBooks

• 
  

“AI scans for evidence. An Answer Hub gives it everything it needs — in one place.”

Pro tip: Don’t bury it in your navigation. Make it visible. Name it clearly. Use schema to label what’s inside.

What’s schema? It’s behind-the-scenes code that helps AI understand what your content is — like labeling a page as a “Blog Post” or linking your author bio to a real person. It’s how you help AI recommend you accurately.

And don’t worry — you don’t have to code it yourself. Most website builders (like Wix, WordPress, or Squarespace) have built-in tools or plugins to add schema automatically. Just make sure your name, content type, and business info are labeled clearly.

We’ll break down schema more deeply in the near future. But for now, let’s move on to the next trust signal: proof from others.

Let Others Validate You

You know what builds AI’s trust faster than self-promotion? Social proof.

That means:

• Client testimonials (text or video)

• Google reviews

• Third-party awards or recognitions

• Press mentions

  
  

If you’ve earned a credential — show it.

If a client sends you a thank-you note — publish it.

If you spoke on a panel — mention it.

“Blow your own horn — or AI won’t know it happened.”

Client reviews are pure gold. They confirm what you already know — that you are the expert.

These trust signals should appear not only on your homepage, but also inside your blog posts, your About page, and your Answer Hub.

Let the world know: what you did, how you did it, and how it impacted your customer.

It’s time to retire the “Aww, I’m just doing my job” mindset — and replace it with:

“You’re absolutely right it was done perfectly — you called the expert.”

What AI Looks for to Prove You’re the Expert

So for the TL;DR (too long; didn’t read) crowd, here’s what you need to know:

✅ Weekly blog posts written in your voice

✅ Real-world FAQs that mirror customer questions

✅ Case studies and guides that show your method

✅ Testimonials and proof from others

✅ A visible, scannable Answer Hub

The Big Idea:

“AI doesn’t guess who the expert is — it reads the receipts.”

You already are the expert. Now it’s time to start showing your work.

Start with one FAQ. One guide. One testimonial. Add a little each week.

Layer by layer, you’ll build the kind of Domain Expertise that helps you be — and stay — Found First.

🧭 Next Up: Signal 3 – AI DiscoverabilityHow formatting, structure, and tech cues affect whether AI can actually read what you wrote. Coming June 26.