Why should this be an issue? You will not see the customer who orders from you. You more than likely won't be sitting down with them to talk over chocolate chip scones and a caramel macchiato. You won't exchange family pictures and you'll likely never be in their will.



All About Us

The “About Us” page sets the tone for your attempt at online humanness. This page helps potential customers understand more about who you are, what motivates you and it helps them understand some of the things you care about most. This page expresses vision, sometimes empathy, and always an understanding that your business is an extension of who you are.

If your prospective customer can identify with you while reading this page they will be more likely to extend trust.

This page is common among a majority of websites, but is often treated as sort of a cast off page that really isn't worth dedicating much time to. Sometimes it can read a bit like, “We are a store dedicated to selling bike accessories at a really great price. Click here to get great deals”.

That might be an over simplified example, yet it shows how there are times when online business owners miss the point. If the consumer found your website it was probably by using a search engine. They likely typed in the term ‘bike accessories'. If they landed on your site they already have a good idea that you sell items that would likely enhance their biking experience.

But who are you?

The “About Us” page should be dedicated to explaining why you are so enthused about accessories. Were you a former champion bicyclist? Did you have trouble finding a one-stop shop for these accessories and decided to do something about it? Was there a family member that provided the motivation to blaze a new trail for other bikers?

When consumers understand you are human - when they understand you are motivated by something more than just selling ‘stuff' they will tend to extend greater trust to you and your business.

Just because you are selling products in an environment that does not include a retail storefront does not automatically mean customers are not interested in who you are.

They could have gone virtually anywhere online to find the gear they need, but if they came to your site give them a good story to consider. Help them catch a vision for the things you're passionate about.

Your brand is important to you. Foster that importance among your customer base. Help them detect the difference and then join your movement. Inspire your customers with more than, “We've got the stuff you need.”

When you have a clearly defined vision you can allow that vision to not only provide the human touch you need among online shoppers, but allow those same individuals to see more of a story that may just convince them to make your site a regular stop on their Internet tours.