Would you rather a customer visited your store first or your website?

If you’re like most retailers, you say your store. It’s laid out thoughtfully and attractively. Your products shine. You or your sales rep could guide the customer — telling her everything she needs to know, answering objections, showing off related products, and looking for clues about buying motivations.

The reality, though, is that most of your customers are going to your website first. And if your website is not up to snuff, they may never come to your store!

So take a second look at your website. Does it stand out from the pack?

Today, there are so many competitors online that it’s difficult to differentiate yourself.

But one of the ways you can help your customers is to personalize your site as much as possible.

Include a story of how you got into your business and why you have a passion for it. Put a face on your business. And, yes, that means putting your picture up on the site, maybe even with your wife and kids!

There’s no such thing as privacy anymore, so don’t even go there.

Put up pictures and stories about your sales staff, too.

Then really wow your customers by including direct email addresses and personal cell phone numbers.

Think about it. A customer is interested in a bunk bed set. She has a question. But instead of having to phone a general number and ask for help, she can call you (or a staffer) directly on his cell phone and get an answer.

Think she’ll be impressed? You bet.

Easy Web Tip #96: Differentiate yourself from the faceless online mob by personalizing your website, being accessible, and putting on your best face.