You need to very clear on what value you provide to your target group, and the story behind how you came to serve them. Your story is everything and will create the trust you need.
Today there is competition on your local market from anyone who understands how to work a global environment. You probably don´t even have a choice if you want to remain in business. This goes for any business any size and there is also lots of opportunity on the table. If you have a highly specialized product or service, you will also have a larger target market if you choose to widen the geographical market and if you have a product suitable on every market the growth potential is enormous!
Many people still think the homepage is the starting point of a building a personal brand. That is why so many webpages do not at all differentiate the product or service or invite others to trust and engage. Today there are templates for everything. But what do you do to stick out and let others understand who you can help with your products or services? How clear is your brand to you and your customers? Are you willing to try new and more effective communication methods?