We’ve been looking at our websites from a customer’s perspective, and today I want you to see if you can go to your site and identify the bookstore owners and staff by names and faces. Even though you don’t have face-to-face contact with our internet shoppers, you can still have a personal experience with them.
Use your website to show-off the personality of your store. Attach names to reviews and blog posts, and then hyperlink link those names to their staff bio or reading page. When staff is mentioned by name or photos of the team shown, it helps to illustrate that yours is a bricks-and-mortar store staffed with live humans. Your site is not run by an algorithm. Suggestions on your site are curated by great readers.
Also, if you have specific employees who work on specific things–book fairs, business-to-business orders, book club talks, etc.–it’s not a bad idea to outline who does what on your “staff” page. That way, the correct person can be contacted directly, eliminating the feeling that feeling of the run-around.