Thoughts on Marketing…

Does your website include an “About Us” page? You may think it isn’t important – that the goods and services you offer to the public are what count. But it is important.

It all revolves around the issue of trust.

The Internet is filled with websites owned by people posing as something they’re not. Just think of all the sites offering to make you rich with some plan that the owner supposedly used to become a millionaire. Most of the time, the content they offer is something they copied from someone else, and they’re nothing close to a millionaire.

Those people don’t tell you who they are – they don’t want you to know who they are!

So when you stand up and give your name, your business address, your contact information, your history – and your photograph – you stand out as someone who is real. If consumers are able to call or e-mail you and get a response, they’ll feel safer in ordering what you offer or calling upon you for your services.

When you include just a peek into your personal life, they’ll trust you even more. One reason is that they may see some way in which you are like them. Most of the time, we automatically trust people who are somehow like us.

For instance, dog lovers are more likely to trust another dog lover than a person who says they can’t stand the creatures. Veterans are apt to believe other veterans, and golfers are likely to think other golfers are pretty smart people.

You don’t have to give details – just a paragraph or two that shares a little of who you are.

The next plus is the opportunity to let the buying public know how and why you became an expert in your field.

Again, you don’t have to go into great detail, but by mentioning your education, your past work experiences, and what led you to your current work, you share information that adds to your credibility. Note that your past work experiences don’t necessarily have to be in your current field to be worth mentioning. Often other experiences enrich current endeavors.

For instance, a Realtor who was once a bartender or a hairdresser probably has great listening skills. And an appraiser who was once a home builder probably knows a bit about construction quality. A mortgage lender who was once a Realtor knows the challenges that Realtors face.

Don’t forget about your employees…

If your company includes employees, those in key positions should also be included on your “about” page.

Introducing your visitors to the person who will answer the phone when they call makes them feel a little like they already know you a little. And if you have service people who visit customers’ homes, or in-house employees who will take care of projects that customers bring to you, seeing their background and expertise instills confidence in both them and your company.

An investment in a well-composed “About me” page could be just what your company needs to build trust with consumers – and explode your sales.