One of the issues I see a lot on the websites of companies headquartered outside the U.S. is that they tend to be a bit impersonal.

Very often they have great information about the company's products and services - lots of features and benefits - the software sounds good, clearly the quality is excellent.

But something's missing.

They're talking to us because the website isn't converting the way they were hoping it would. They get people to the site, but they come and then they leave without doing anything.

Why?

Often it is because the core value proposition is missing.

The company hasn't done a really good job of explaining why people buy the software.

Yes, they've talked at length about the features and benefits.

But what problem does it really solve?

All the way, deep down... What is the reason people buy the software?

That - very often - isn't on the website anywhere.

So how do you get it there?

A very easy way is to add an interview with the founder or one of the key technical people.

It doesn't have to be fancy. It can simply be a transcript of a written interview.

Create your own questions. (What do you wish people would ask you?)

Create your own answers.

Talk about why people buy the software, what difference it makes to their company or their life. Talk about the results they achieve.

Share your excitement, share your enthusiasm.

And then post that prominently to your website.

Here are some tips from my other blog about doing interviews, along with a couple other ways to use interviews on your site:
3 Ways to Use Interviews on Your Website

A side benefit is that an interview gives some insight into who is behind the company - who you are - and what you care about. Americans love that!

So if you're comfortable doing it, include a photo of you on the page with the article.

It will give you more credibility, and people will be more comfortable buying from you.