Putting a bit of background information on your website about who you are and why you set up the business is a good way to reassure potential customers that there's a real person and a genuine business behind the web address.
How do you make it quick and easy for customers to find the information they want without drowning them in an information overload?
- A website that's easy to navigate and search is mostly a question of smart design. Look at websites you like using and see what they're doing right.
- Is your obligatory customer service and sales support information - refund policies, postage information etc - clearly visible? For potential customers it's the sort of reassurance that'll encourage them to buy from you.
- Make product descriptions as clear and comprehensive as possible. That way customers know exactly what they are buying. If what your products looks like is important, include zooms or images from different angles.
- You need a searchable FAQ knowledge base on your website that answers every reasonable question. If customers can't get an answer to a simple question without having to pick up the phone, they get frustrated. And frustrated customers are unlikely to buy from you.