I’ve been noticing far too many service business websites these days that contain zero useful information about the actual people behind the company. It’s a bizarre trend, considering that for many years Web professionals have known the importance of building trust with site visitors. Consider these only slightly modified examples from real About Us pages:
- Company X was started by three individuals in X City. Each has brought the exact set of skills needed to create Company X.
- Company Y brings top talent from the widget field to deliver stunning results for you.
Umm… what? Despite the transformative power of the Internet, business is still personal. Hiding behind empty language like the above is worse than not even having an About Us page. Imagine yourself as a potential customer. Upon reading about Company X or Company Y, would you think, Gee, these folks really are transparent. I think I ought to trust them.
Or would you think, Perhaps these people have something to hide. Maybe this is just a side gig for them and they don’t want their bosses to find out. Maybe they’re actually in Bangladesh and don’t want me to know. Maybe they have absolutely no experience and are afraid that if I find that out I’ll talk them down to $2.35/hr.
Whatever the reason behind it, when I encounter an About Us page that consists of sheer puffery, it makes me want to run away. I want to know who I’m doing business with, even if I never meet them in person. Reputation management is about getting your name out there and standing behind that name.
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