The benefits of owning a website for your business are extensive: it allows consumers to quickly find information about your business; it allows you to control your online presence when consumers search for you online; and it offers an opportunity to sell products and services to individuals who are already interested in them. If you’re serious about your business, creating a website is no longer an option—lacking a website instantly devalues your business amongst consumers, who view a proper website as a sign of legitimacy for a business, and it may give the impression that your business is out of touch with younger consumers especially. However, an effective business website isn’t just a collection of information: it leverages technology to connect with consumers on an emotional and personal level.

#1: Emphasize your human side.

Though a web site is technically just a few data files stored on a server, your business is composed of real, living human beings. One of the biggest challenges that businesses face in customer relations is overcoming the perception of a business as a machine-like entity. Your website offers a valuable opportunity to emphasize the “humanness” of your business by presenting biographical information about officers along with some images. Pictures of your storefront—if your business has one—can increase physical location recognition and increase legitimacy in the eyes of consumers.

#2: What can you do for your customers?

While establishing your company’s human identity is important, be sure to also focus on the consumer’s needs. Potential customers may be interested in the faces behind the website, but above all they want to know what benefits your products and services provide. Your primary focus should be on presenting the value that your services offer; as such, referrals from previous clients, sales statistics, and unique selling points (USPs) can quickly communicate your business’s value to website visitors.

#3: Use a blog to add a personal touch.

Blogs are becoming increasingly popular with businesses, and for good reason. They allow for a more informal and personal method of communication with consumers, and they also aid in lending a human face to your organization. You can use blog entries to discuss recent events involving your business, post images from your day-to-day operations, and encourage your customers to participate in the discussion. Blog software is easier to implement than ever with platforms like WordPress, and frequently posting to your blog with high-quality and relevant information can even increase your website’s rankings in search engines by drawing traffic from diverse sources.

Your business website may be the first contact that many consumers have with your company. Make sure the experience is a positive one by not only promoting your products and services, but also by connecting with consumers on a more personal level, which demonstrates to your customers that you take their satisfaction seriously.