A while back, a friend of mine pointed out that his Web site (which is very basic) gets a fair amount of new business for his family-owned printing company. The secret: there’s a snapshot photo of him and his wife on the Home Page, and many new customers comment that they saw their photo on the Web. (Very few, except curmudgeons like me, comment that the site looks dated and boring.) The crucial lesson: be personal on your site.
Larry and Charlotte are not models. But they are likable in person, and the snapshot makes them real to people surfing for a business. It puts a face on the business, which is otherwise just a logo.
Another client started a “Meet Captain John” feature to introduce a new expert on staff. Response has been so good, it’s become a regular feature on the Web site, and Cap’n John is now answering online questions from customers. When people come into the store, they seek out John and introduce themselves.
Today, I stumbled across the Web page for Scott, The Nametag Guy. He’s taken this to an extreme, even tattooing his nametag on his chest. And though I haven’t heard him speak or read his books (yet), I instantly love Scott — and clearly a lot of other folks do too.
On the Web and in business, competition is fierce. Projecting your personality is a powerful way to connect with potential customers.
