In our previous post about lead qualification, we argued that most businesses don’t actually have a lead generation problem – they have a lead qualification problem.
The funnel is wide, but without qualification, it leaks. And while awareness time is critical to get more people into the funnel, it’s consideration time that transforms leads into qualified buyers.
Here’s the hard truth: people don’t buy from brands they don’t trust.
Why Consideration Time Matters More Than Ever
Consumers today don’t just see an ad and buy. They spend time researching, comparing, and testing whether you’re the real deal. Before they ever book a call or click “buy,” they’ve usually:
- Checked your Google Business profile
- Read your reviews
- Watched a video or webinar
- Browsed through your testimonials
- Read your blog or newsletter
If that infrastructure isn’t there – or worse, if what’s there feels thin – your leads stall. They show up to sales calls “cold,” with no proof in hand, which means they’re far less likely to convert.
As we noted in our discussion on why billboards no longer belong in the modern growth playbook, modern marketing is omnipresent. But omnipresence isn’t enough, you also need authority.
Authority as the Engine of Consideration
In our Legacy Growth Framework, we break down the buying journey into three stages:
- Awareness Time — when people first notice you.
- Consideration Time — when they evaluate you against their other options.
- Decision Time — when they’re ready to take action.
Awareness gets you attention, but it’s consideration that qualifies leads. This is where authority does the heavy lifting. If you don’t have a system that proves you’re credible, relevant, and experienced, your funnel will keep leaking, even if you’re great at generating leads.
Building a Full Proof-of-Concept Authority System
So what does authority look like online? It’s not just having a slick website or a social media presence. It’s about building an evidence-based ecosystem that reassures leads at every touchpoint.
Here’s what we recommend for our clients at Legacy Growth Consulting:
Google Business & Review System
Your Google Business profile is often the first impression. It needs to be optimized, active, and populated with recent, positive reviews. A consistent review system, asking happy clients to leave feedback, creates trust signals that no sales script can match.
Testimonials That Live Everywhere
Don’t just put testimonials on a single “Reviews” page. Repurpose them into your emails, blog posts, social media content, and even ad creative. Social proof should echo across your entire ecosystem.
Evergreen Webinars & Lead Magnets
Webinars still work, especially when they’re positioned as evergreen educational tools. Pair them with downloadable guides or industry checklists. This deepens consideration time and gives leads a low-barrier way to “test” your authority.
A Robust Blog Ecosystem
Blogs are still one of the strongest tools for proving expertise. They’re also central to SEO. By linking blogs together (like we’re doing here with funnel leaks and qualification and billboards vs digital growth), you create an interlinked body of work that demonstrates depth of knowledge and keeps readers engaged longer.
Email Nurtures & Weekly Newsletter
One-off emails don’t cut it. A structured nurture sequence helps guide new leads deeper into consideration. And a weekly newsletter positions you as the most relevant, up-to-date authority in your space, especially when you include commentary on industry shifts.
Authority in Action: Why This Works
The research is clear: the number of touchpoints matters, but so does the total time spent engaging with your material. Leads who spend more time immersed in your ecosystem – reading blogs, watching videos, opening emails, are far more likely to convert.
Authority assets like reviews, webinars, blogs, and newsletters extend that time naturally. Instead of relying solely on ads or outbound calls, you create a self-sustaining engine where leads can qualify themselves by engaging with your authority content.
As we said in the last blog: “The longer your audience spends meaningfully engaging with your material, the more likely they are to buy.” Authority is what makes that time meaningful.
Final Thoughts: Authority Is the New Currency of Consideration
In 2025, attention is cheap, but trust is expensive.
You can buy impressions and generate traffic all day long. But if you don’t have proof of authority online, those leads will slip right through your funnel.
That’s why authority isn’t optional, it’s essential. It’s how you turn awareness into consideration, and consideration into decision.
At Legacy Growth Consulting, we help businesses design and implement full proof-of-concept systems, from Google Business optimization and review campaigns to evergreen webinars, blog ecosystems, newsletters, and nurture sequences. It’s not about looking busy online, it’s about being undeniably credible.
Ready to build an authority system that converts? Book your discovery call here.
Legacy Growth Blog 
Leave a comment