How many times have you been 'ready to buy'
(you've justified the need or desire, you have the money available,
etc.), but before you make the purchase, you need a little
more information? Perhaps you want to read up on product specifications,
or you would like an estimate, or you're looking for a particular
color.
You plan to buy via the Internet, so you
begin a search for your desired product or service. After
visiting several websites, you find one that has what you're
looking for. The site appears professional, is easy to navigate,
has a convincing sales message, and is selling your desired
item or service at the right price.
BUT ... before you rush into anything,
you decide you want to know more about the company. Where
are they located? How long have they been in business? Are
they a huge, impersonal conglomerate, or a smaller, family-owned
business? If you'll be working with an individual, how much
experience does s/he have? What is the person's background?
So you click on the "About Us"
link ... and what happens? You get another sales pitch!
You scan the page but all you see is a repeat
of things you already know from the rest of the website. There's
nothing that gives you a warm, fuzzy feeling about the company
or person you're about to do business with.
When I'm working with
clients who are thinking about reworking their website, I
always look to see if their "About Us" page is truly about them.
Although more and more
people are buying through the Internet, it doesn't mean all
of them feel totally comfortable doing so. They're still looking
for reassurances that they won't get ripped off. And one of
the ways they get this is by reading the "About Us"
page.
Don't be afraid to
share a few 'personal' facts about you or your company with
your prospective buyers. It could easily be the difference
between getting a sale ... or not.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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