One of the greatest factors in the completion of a sale is credibility. This factor can be very crucial in making or breaking a deal. Customers need to feel confident and safe when they are making a purchase and it is up to you to make them feel so. One thing you can do to build confidence in a customer is to have an “About Us” link displayed prominently.
However, you cannot have an arbitrary bunch of information in there without any thought. You need to clearly communicate the reason as to why they (the customer) should trust you. The page needs to answer a few simple questions.
1. Who? – Customers feel more comfortable knowing that there are human beings running the website. They have long since become tired with the robotic voices on the telephone that proclaim that the call is very important to the company. Putting down names, pictures and even messages from the people behind the business, will establish a link in the mind of the customer.
2. Where? – Even in this day and age, there is nothing like a physical address that assures a customer of a business. It does not matter where in the world you are, put down the address of the location you are running the business from. You can be assured that 99.99 percent of customers will never ever visit you, but they feel comforted in the knowledge that they can reach you.
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