I’m the type of person that likes to dig into a company before I make a decision on whether or not to want to do business with them. It doesn’t matter if it’s a simple personal purchase or a big move for my employer. Yes, I want to learn more about the company’s abilities, the products or services and what others may have said about them. But I also don’t want to neglect those who are steering the boat! And while I personally believe it’s great to see the captains of said boat I also want to read up on those who are down in the engine room because those are ultimately the ones who make the ship move.
Without further adieu, I’m sharing my reasons why I feel a staff bio page is important for any website.
I mean, think about it, it’s easy enough to read up on your products or services and see why you feel you’re so great at what you do. Everyone does that! Go that extra mile and let us see who you are, who your people are and what makes them tick. Let your site’s visitors connect with the people in your company.
You’re humanizing your company by doing this. You’re giving people a reason to really want to connect with you and your people. By doing this you’re also allowing a trust to build!
Create Legitimacy and Customer Trust
Oh, this is a good one! Just because your site ranks well and you say some great things on your site doesn’t necessarily mean I’m ready to do business with you. But let me read up on your people and I now have a chance to build trust with you. Why? I can learn about your people, what they might do away from work or even what they do at work! Have they worked on clients such as me? Can I connect easily to their LinkedIn page and see a full professional history on them? By showing who you are means you’re willing to stand up and be accountable for your company. You’re willing to take the praise when all is good and the blame when a mistake is made but nonetheless you’re willing to show your face.
Showcase Your People
Your people are great people otherwise you probably wouldn’t have hired them, right? So showcase them! And not just with a bio that tells us about their extra-curricular activities, the dog, cat and the penchant for all things chocolate. Tell us about the clients they’ve worked on and the successes they’ve achieved. I’d like to envision them having those same successes for me!
Let The Customer Buy Into Your People Not Your Company
I’d like to think this is the most important reason for having a staff bio page. Let’s be honest, no matter the industry every company will lay claim to being great at what they do. We’ll always see promises, guarantees and the like. And the thing is we as consumers have now come to expect that! But now these promises and guarantees have been passed down to your people to come through on. And if you are as good as you say you are then it’s your people who are truly great. These are the people who can take your vision and turn it into a reality.
So what does that truly mean? It means the consumer wants and is willing to buy into the people more than the product.