Your Site Needs Personality

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This post is about a lack of personality.  Specifically websites that lack an identity. is the ultimate example.  

"BAT" is one of my most favorite sites.  I check it daily and wish that the site would post more often.  I also email the owner weekly - suggesting cars that should be included on their site.

Despite my attachment and my frequent emails - I have no clue who the people are.  It could be one guy in his mom's basement or it could be a notable car collector.  The site has a complete lack of identity.  There isn't even a name of the guy on the contact page!  They (he?) signs the reply emails "BAT".  This type of stuff makes me ragey!

Every site needs to be personal and have a personality.  Your site needs a voice and the site needs an identification with you.   This is for any site - not just blogs.

Sofware maker? Same thing.  Microsoft and SAP are impersonal corporate dominions - you are not. You live and breath your products and your customers should know this. A personal connection will help sell your software.



Your future customers (readers, users, etc)  crave a connection with you.  And they will become better and regular customers if they feel that connection. 

Need a little proof? From our landing page service experience, we know that landing pages that are written personally and signed by the author perform significantly better (more "actions")  than those written with no personality. (LPs with photos of the author perform even better.)

Some suggestions:

1. Write your content from the first person as much as possible (even product descriptions).

2. Each post should use the name of the author.  

3. Your team should be identified on the site, with bios.

4. Answer your emails directly. Even the automated messages should come from someone and should be able to be replied to (no "[email protected]" google crap).

5. Support system: you're not Google.  Your support people are actual people who have names and email addresses and should be able to be reached directly.  (If you are Google, I'd suggest the same thing.)

So try it - I think that you'll find that you develop more personal relationships with your customers.

- Rick Stratton Rick Stratton

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