Aaron, Your question focuses on a very important issue; i.e. how can you get people to perceive that you are knowledgeable, skillful and a good performer?

For those who haven't seen it yet, the observation I make in my post "Leverage Your Website Content" are that your Web site is an excellent way to demonstrate knowledge, skill and performance (the key agent selection criteria focused on above).

Think of someone you know who you perceive to have exceptional knowledge, skill and performance.  What are you basing your perceptions on?  Most likely, your own observations:

What made you conclude that they had knowledge?  They must have shared some with you. 

What made you conclude they had skill?  You evaluated the way they imparted their knowledge, and possibly observed the results of their application of that knowledge. 

What made you conclude that they could perform?  You watched them deliver in an effective, timely and competent manner.

When I first began my consulting career I wrote an "Executive Guide to the Art of Generating Sales Leads" and gave them away every opportunity I got. What I observed was that most people flipped through the 26 page Guide in less than ten seconds then, if they had a need, they would start asking the serious questions that invariably led to them becoming clients. 

Many of my clients never read the Guide; just offering it was enough to get our relationship started.  They assumed I had the knowledge they needed simply because I had given them my Guide.  My responses to their questions then, either confirmed or denied their assumption about my knowledge.

I remember once a flyer was mailed about a seminar I was going to give.  I got a call from someone who couldn't attend, but he assumed that I must have the knowledge he needed because I was going to give a whole seminar on his topic of interest.  He invited me to come to his office and he became a client; all initiated by his perception of my knowledge; which was created by my offer to publicly share it (and in this case I hadn't even actually shared it yet).

Yesterday I got a phone call from an agent who said, "You sure do share a lot of information on your Web site", as if he had doubts about the wisdom of doing that.  My response was, "I do it because it makes my phone ring."  We're going to start working together next week. 

Aaron, 15 years of my own consulting business experience, and that of my clients, is the evidence upon which I base those observations.  Having a system in place that repeatedly brings people back to a content rich Web site is a tremendous way to demonstrate knowledge, skill and performance; and thereby start, build and maintain client relationships.