There is no single right answer to this question. Regardless of details, it comes down to some key ideas. Check out the Q&A below for more.
This is an opportunity to connect with potential customers or supporters. Imagine being on a speaker’s panel with the founders of your direct competitors. The audience includes a pool of prospective clients or donors. Some of these people are going to buy, sign up, or make contact based on how you present yourself here. While some people shop on price or value alone, a large number of potential brand loyalists will decide on personal factors or company ethos.
For example, let’s say you were in need of a new roof and you’re looking at roofing contractor websites. After looking at their reviews, certifications, and any advertised rates or products, you get to their “About” section. Out of the 4 company’s you are debating on calling, most state that they are licensed and insured, have X number of years in the industry, and talk about when they were founded. However, two of these contractors include photos of the boss and their team, one goes on to show a few family photos and talk about the charity work they do.
The sites that use glossy professional or stock photos and have little personal information are going to appeal to a certain type of buyer. However, other people will be motivated to support a business that gives back or is minority and female owned. Typically a balanced approach is best for many smaller businesses. You can appear professional while still adding a personal touch that may tip the scales in your favor for those on the fence.
Obviously this general advice isn’t going to apply to all types of websites and the organizations they represent. When adding photos and bios of the director and their team isn’t an advantage, talking about the company’s mission statement or highlighting the benefits provided to employees or showing some case examples of past achievements can still add an emotional incentive for visitors to engage.
While it’s great to include some personality into your website, you don’t need to go into details on every aspect of your life or personal beliefs. Generally it’s good to avoid the same topics that might start a heated debate around the Thanksgiving dinner table.