A client asked for feedback on their blog the other day. I visited and was amazed. While the content was definitely oriented to reader benefits (earn more money, have more time off, create a dream life) –always a good first step –the content was simply signed, "The Team."
There was no ‘about’ page or anywhere on the site to say who was authoring the content. There was a company but no company bio or any personal names at all. No way to know who was "speaking" to the reader.
When I suggested that they identify themselves, the client explained it wasn’t necessary since people come to the site through a link from someone and they would know who sent them there.
The two biggest questions people ask when they read a page is
- Who is speaking to me? (and, Why should I believe anything they say to me?)
- Why should I stay and read this?
You can’t hide behind a company name, or be vague if you want to create credibility and trust.