What Is an Authority Page (And How to Create One That Builds Trust and Boosts SEO)

A simple guide for beginner entrepreneurs who want to look credible—even if they’re just starting out

If you’ve been learning about websites and SEO, you might’ve heard someone say:
“You need an authority page.”

And maybe you’ve wondered...
What even is that? Do I need one? What do I put on it?

Let’s clear it all up.

An authority page is a special page on your website that helps show people (and search engines like Google) that you know what you’re talking about—and that you’re a trustworthy source of information in your niche.

It’s kind of like your website’s “proof of expertise” page.

The good news?
Even if you’re just starting out, you can create an authority page that builds trust with both your audience and Google. I’m going to walk you through it, step by step.

What Is an Authority Page, Really?

An authority page is a page on your website that tells visitors:

Who you are
What your experience is
Why you’re a credible source
What you specialize in
Where else you’ve been featured or published (if applicable)

It’s meant to help:

Build trust with your readers
Show expertise in your topic
Improve your SEO (search engine optimization)

Google wants to show search results from websites that are helpful, trustworthy, and backed by real people. An authority page helps you prove that you are one of those people.

Why You Need an Authority Page (Even as a New Entrepreneur)

You might think:
“But I’m just getting started! I don’t have any awards or big media features.”

That’s okay. Your authority page doesn’t need to be fancy.

It just needs to show:

That you’re a real person
That you know your stuff
That you care about helping your audience

Whether you’re a health coach, designer, virtual assistant, or course creator—your authority page helps people feel more confident working with you.

Where Does the Authority Page Go on My Website?

Your authority page can be a standalone page (linked in your footer or menu), or it can be combined with your About page—especially if you’re just getting started.

But if you really want to boost your SEO and start ranking for your topic, having a separate page with keyword-rich content is a great move.

You can also link to your authority page from:

Your blog posts
Your homepage
Your freebie landing pages
Your social profiles

What to Include on an Authority Page

Let’s break it down into simple, beginner-friendly pieces. You don’t need all of these—but the more you include, the better.

1. A Clear Introduction of Who You Are and What You Do

Start with a simple statement that says:

Who you are
What you help people with
Why you do it

Example:

“Hi, I’m Sarah, a certified health coach who helps busy moms create simple, nourishing routines so they can feel energized and grounded again—without the guilt or overwhelm.”

This helps people immediately understand your niche and value.

2. Your Experience or Background (Even If It’s Informal)

Talk about what makes you qualified to teach or offer what you do. This can include:

Education
Certifications
Work history
Life experience
Personal story

Example:

“After healing my own gut health issues naturally and spending 3 years studying holistic wellness, I became a certified health coach so I could help others take back control of their health, too.”

Don’t worry about sounding fancy. Just be real and honest.

3. Your Mission and Philosophy

This part is about what you believe and why it matters.

What do you stand for in your work? What’s your approach? What makes you different?

Example:

“I believe health should feel simple and sustainable—not like a never-ending checklist. I teach women how to listen to their bodies, not just follow rules.”

This helps your audience connect with your values.

4. Links to Helpful Content You’ve Created

One of the best ways to build authority is by sharing helpful, valuable content.

Link to blog posts, podcast episodes, or free resources you’ve created that are related to your niche. These show that you’re not just talking—you’re teaching.

Example:

“Looking for practical tips? Check out these popular blog posts:

5-Minute Healthy Breakfasts for Moms
How to Build a Wellness Routine That Actually Works
Natural Remedies I Always Keep on Hand”

This also boosts your SEO by connecting your content.

5. Any Features, Testimonials, or Mentions

If you’ve been:

Featured on a podcast
Quoted in an article
Interviewed on Instagram Live
Given a testimonial by a happy client

Include it here!

Example:

“Featured on the ‘Wellness for Busy Women’ podcast
Over 300 happy students in my Healthy Habits course
Loved by clients like Julia: ‘Working with Sarah changed my energy, my mindset, and my daily habits in the best way.’”

Social proof builds trust.

6. A Professional Photo and Real Name

If you’re building a personal brand, don’t hide behind a logo or stock photo.

Put a friendly, real photo of yourself and your name (even if you go by a nickname).

This reminds your reader (and Google) that there’s a real human behind the site.

7. A Way to Contact or Work With You

End with a call to action.

Tell them what to do next:

Download your freebie
Read your blog
Book a discovery call
Visit your services page

Example:

“If you’re ready to feel more energized and less overwhelmed, grab my free 3-Day Energy Reset. Or check out how we can work together.”

Recap: What Goes on an Authority Page?

Here’s a quick checklist:

✅ Clear intro of who you are
✅ Experience or background
✅ Your mission and values
✅ Helpful content you’ve created
✅ Features, mentions, or testimonials
✅ Photo and name
✅ Clear call to action

Even if you’re a beginner, you can create a powerful authority page by focusing on connection, clarity, and value.