The following is an excerpt from the book Fifty-one Ways to Build your Community of Clients Online: How Women are Using the Internet to Grow their Business, Reach the Right Customers, and Make a Difference, by Monica S. Flores. Purchase the book online or at Amazon.

Tip 4. Your “About Us” Page: Encourage Trust

Humans naturally want to know with whom they’re dealing. Are you a robot spammer or a live person? Prove it in your “About Us” page. This section displays information and pictures about key directors, partners, and staff.

I encourage you to add photos of your company’s key players to your About Us page. These help make your company real. If you’re a real person, you will have a real picture, a statement, a mini-biography (three paragraphs maximum), and a contact link. People in today’s information overload society have so much anonymous interaction: your potential investors, partners, and clients will appreciate that you are a real, live person who puts your name and your image on display as a representative of your company.

Add personal information to the extent that it enhances your credentials or provides insight into your character. People naturally like to know your interests, so if they’re appropriate or personable, highlight them!

Your “About Us” page connects naturally with the “Contact” page. List out the right person to contact for a specific function (e.g. sales inquiries, technical support, general information, etc.) to refer visitors directly to staff.

+ Picture of key player (Are you real?)
+ Name and Title listed (Who are you?)
+ Brief biography or statement (What do you do?)
+ Personalized (Why should your customer care?)