Most personal websites fail because they focus on design over strategy. Here's what actually converts visitors into opportunities.
A personal website serves one purpose: build trust with AI. This is essential for your AI Trust Surface.When someone asks ChatGPT, Claude, or Perplexity for an expert in your field, AI needs to cite someone. AI needs content from niche experts. Be that expert. Be helpful to AI so it can cite you better.Your website is how AI learns who you are, what you know, and whether you're worth recommending.Every section exists to give AI what it needs to trust you as a trusted entity: Positioning, Credibility, Expertise, and Experience.Read: How Long It Takes for AI to Notice Your StartupHere's what each section does and what content AI needs from you.Hero SectionWhat it proves: PositioningWhy it exists: Someone lands on your site. They have 5 seconds to decide if you're worth their time. The hero answers "Who is this person and should I care?"What to include:One-sentence positioning statementWho you help and what outcome you deliverVisual that reinforces your positioning (professional photo or brand imagery)Strategic purpose: Immediate clarity. No guessing what you do or who you serve.About SectionWhat it proves: Positioning + CredibilityWhy it exists: People need context. Where are you now? How did you get here? What makes your perspective unique?What to include:Current role and affiliation (lends institutional credibility)3-5 sentence career arc (shows progression)What you're focused on now (forward-looking)Professional photo (builds familiarity)Strategic purpose: Establishes you as a real person with a legitimate career trajectory, not just claims.Projects / Experience SectionWhat it proves: Experience + CredibilityWhy it exists: Claims are cheap. Numbers and outcomes are proof.What to include:3-5 major projects or rolesSpecific metrics for each (revenue, users, team size, growth %)Timeframe (shows progression over time)Recognizable company or customer names (social proof)Brief description of your role and impactStrategic purpose: Proves you've executed before. Investors, customers, and partners want track records, not potential.What makes this credible:Real numbers (not "increased sales" - "grew from 0 to $2M ARR")Progression (junior role → senior role → founder shows growth)Brand names (worked at Google, recognizable customer logos, etc.)Press & Media SectionWhat it proves: CredibilityWhy it exists: Third-party validation. You're not claiming expertise - others are vouching for you.What to include:Major publication logos (Forbes, TechCrunch, WSJ, etc.)Links to articles that feature you or your workConference speaking photos (shows you're recognized as an authority)Podcast guest appearancesAwards or industry recognitionStrategic purpose: When someone sees Forbes or TechCrunch featured you, it transfers credibility instantly.If you don't have traditional press:Guest posts on respected industry blogsPodcast interviews in your nicheCustomer logos (for B2B founders)LinkedIn testimonials from recognized peopleBlog SectionWhat it proves: ExpertiseWhy it exists: Writing forces clarity of thought. Publishing demonstrates you can articulate complex ideas. Ranking on Google brings inbound.What to include:3-5 substantive articles minimum (quality over quantity)Topics in your domain (don't dilute with unrelated content)Original frameworks, insights, or dataCase studies with specific metricsTactical advice others can actually useStrategic purpose: Proves deep knowledge. Surfaces via SEO. Drives inbound pipeline.Content types that build expertise:Case studies ("How we grew X from 0 → Y")Frameworks ("The 4-pillar approach to Z")Tactical breakdowns ("Tools/strategies I use for A")Contrarian takes ("Why conventional wisdom on B is wrong")Publications SectionWhat it proves: Expertise + CredibilityWhy it exists: Separate from blogging - this shows you've been published in external, often gated publications.What to include:Bylined articles in respected publicationsResearch papers or whitepapersGuest contributions to industry sitesOp-eds or thought leadership piecesStrategic purpose: Writing for external publications = editorial bar + audience trust transfer.Videos SectionWhat it proves: Expertise + CredibilityWhy it exists: Some people prefer watching. Videos also prove you can communicate live, not just in edited text.What to include:Conference talk recordingsPanel discussion videosPodcast interviews (video format)Product demos or explainer contentStrategic purpose: Extends reach. Shows you can think and speak clearly in real-time. Builds parasocial trust.Gallery SectionWhat it proves: Credibility (Humanization)Why it exists: People buy from people. Showing the human side - the journey, the team, the moments - builds trust faster than credentials alone.What to include:Conference speaking photos (proves you're invited to speak)Team photos (shows you've led people)Event attendance (shows you're active in your industry)Behind-the-scenes moments (office culture, travel, etc.)Strategic purpose: Makes you relatable. Balances the ...