Selling is at its heart. Storytelling your customers aren’t inspired by your products features. But they will get excited about the benefits they want to feel that your product will solve their problem or improve their situation in some way. Or just light up their day. People want to know who they’re doing business with online before they buy. It’s important to reach out to your customer in a way that helps create reassurance and trust in what you have to offer them.
You want your website to help you start building a relationship that will lead to sales. I work with artisans designers and makers and I find their story to be one of the most powerful parts of their website no matter what business you’re in there’s a story in there and it stems from a struggle you overcame a problem you found a solution for or a personal desire you fulfilled.
Think not just about what you do and what you have to offer. But why why is it important to you. How did you get there. Part of your story can be sharing your skills schooling experience recognition received et cetera the proof you have of your talents and expertise. If you share these things after you’ve worked to establish a personal connection, you will serve more as validation of your knowledge
commitment, and integrity and can become a further aid in establishing trust People buy because of how you can help them because of how your work makes them feel about themselves. So make sure that your story is just as much about your customer as it is about you. I’d like to show you a great example of an About page on an e-commerce website. Katherine Watson a black printer came to me to have her website redesigned and one of the things we really looked into together was her story.
It’s important to show the human touch on a website. And for Katherine Watson’s about page. Not only does she include photos of herself but she’s in her studio in her surroundings so you can understand her full brand. And you can see the tools and machinery that she uses to make her letter press prints.
She uses the text here to share who she is and what’s interesting about her work and you’ll see that she also takes advantage of adding calls to action here to shop her cards of textiles or sign up for a class down here under a history of the brand. She gets a chance to kind of brag a bit about her accomplishments.
So she shares the skills that she brings to this. And the education as well as some cool press she’s gotten with Vogue and Martha Stewart Living and some collaborations that are pretty impressive as well. So this is all a great way to build a relationship with your customer and start increasing trust on your website. Your customers want to know who they’re doing business with.
It increases connection and trust. The reason why you’ve created your shop is important to your customers to engaging with your customers by sharing your story differentiates you from the big box stores. And it’s a great way to show the value of shopping small. Take action now review your home page your About page and all pages throughout your site. Are they telling your story in a way that’s engaging reassuring and that establishes you as an authority in your field.
Find ways to weave the human touch into your site and to elaborate on why you built your business and what it means to you.