The face behind your store

By Tom Borg

The face behind your store.

If you own a seaside store, chances are you put a lot of thought into your displays, your merchandise mix and the overall atmosphere customers experience when they walk through your door.


But here’s a question many store owners overlook: Does your website show you?


One of the simplest ways to build trust with potential customers is to include a photo of yourself on your website’s “About Us” page.



People buy from people

When someone visits your website, they are subconsciously asking a few questions: Who owns this store? Do they seem friendly? Would I enjoy shopping there? A professional photo answers all of those questions in seconds.


"Showing your face helps visitors to feel like they already know you before they walk through your door."


Without a picture, your business might feel anonymous. With a photo, it instantly feels more personal. And in retail, personal connections drive sales.



Your photo matters

For many independent store owners, you are a part of the brand. Customers enjoy meeting the owner and hearing the story behind the store.


A professional headshot communicates several things at once: pride in your business, accessibility, authenticity and confidence. It doesn’t need to be a stiff corporate portrait. A relaxed photo — perhaps taken inside your shop or on the waterfront — often works even better.



Showcase the team

If you have a small team, consider including photos of them as well. Your employees are often the people customers interact with most, and introducing them on your website adds another layer of connection.


You might also want to include a few “action” photos, such as one of your team members helping a customer choose merchandise or arranging displays in the store. These types of images show that real people stand behind the shopping experience.



Skip the stock photos

Most customers can spot generic stock photos. They don’t create trust, and they certainly don’t represent your unique store.


Instead, consider hiring a professional photographer for a short photo session. In just an hour or two, you can capture images of yourself, your team and your store environment that will serve your website for years.



Showing your face helps visitors to feel like they already know you before they walk through your door. And in seaside retail, that sense of familiarity is exactly what turns visitors into loyal customers.



Tom Borg is a business consultant and writer focused on leadership, communication, customer service and the real-world challenges of small business ownership. Reach him at: 734-812-0526, tom@tomborg.com, www.tomborgconsulting.com