Staff profiles, meet the team, how to write staff profiles, website content, Professional Writer

Staff Profiles – Why your clients need to Meet the Team

Most websites have an About Us page which provides an overview of the business and what it offers, as well as a brief profile of the business owner, founder or CEO. This information is important to your readers, as people often buy or do business with those they know, like and trust. Haven’t you Googled a business before contacting them??  However, many small businesses are neglecting an opportunity to connect with readers through including staff profiles on their website. Let’s delve a little deeper into staff profiles …

Staff Profiles make a great first impression

Including staff profiles or a “Meet the Team” page on your website is a great way for potential clients to feel welcome and get to know you. It’s often the first step in the “know, like and trust” process and can help you establish and build relationships with your clients.

When potential clients take the step from reading your website to either calling or visiting your business, who will they encounter? Unless you’re a one-man-band, one of your team members will meet, greet and assist that customer. So, imagine if the reader had already been introduced to Belinda, your receptionist, or Brad in sales through their staff profiles. Do you think this would enhance their first impression of your business?

Which team members should have staff profiles?

Who in your team is client-facing? They are the ones you must profile. Depending on the size of your team, you may wish to profile only the key members who interact with clients. If you only have a few staff, it’s a great idea to profile everyone, as it makes your team appear large.

Sure, it takes a small investment of time and money to write and upload the staff profiles, but the benefits far outweigh this minimal cost.

How often should staff profiles be updated?

Keeping your website content up to date is vital. Be sure to write a fresh profile when new team members arrive and delete profiles of staff who have moved on, particularly if they’ve gone to the competition!

For long-term staff, consider updating their profiles every 1-2 years to include qualifications and experience they’ve gathered in that time.  Naturally, staff profiles need to be updated when a team member is promoted. The new profile must reflect their new position and responsibilities.

Why should we include photos?

While some people don’t enjoy having their photo taken, including a quality headshot next to each team member’s profile is a great way for clients to recognise them when they meet face-to-face.  It’s also part of the “know, like and trust” factor. Ensure the headshot you use is recent and actually looks like the person being profiled. Glamour shots are best reserved for personal social media accounts.

Staff Profiles can help boost your team’s esteem

Including your staff members in the company’s marketing can help empower them both individually and as a team. Having a staff profile of each employee on your website is a great opportunity to enhance your company’s team spirit and make each person feel they are a valuable part of your team. It also provides them with the chance to briefly tell the story of their experience, qualifications and specialities – and how they help clients.

A great way to display your team’s capacity

By including staff profiles on your website, you’re able to show the size and capacity of your team. It also allows you to demonstrate the cross-section of skills, capabilities and interests amongst your team members. Profiles can be as formal, friendly and approachable or quirky as you like – but they must truly reflect your brand.

It’s about showing your human side

Staff profiles allow each person to show their human side and to be relatable. Using a conversational tone allows the reader to get to know them, their values and what sets them apart, which helps to build a picture of the individual.

This opens the lines of communication so that people feel more comfortable to reach out, ask a question or walk into your premises. This could be the start of a fruitful long-term relationship with your client!

 

Now I’ve provided the above tips for including staff profiles on your website, I hope I’ve convinced you to introduce your team members to your clients. If you need assistance with writing your staff profiles, I can help. Simply email me and let me know what type of business you’re in and how many team members you have, then I’ll provide a quote. Or we can set up a time to chat on the phone if you prefer.

The Professional Writer - Lyndall

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your ideal clients … and improving your bottom line. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project.  

How to write an outstanding staff profile, help writing staff profile, professional staff profile writer

How to write an outstanding staff profile

Knowing how to write an outstanding staff profile can be challenging – particularly if you’re trying to write about yourself.

The purpose of a profile is to tell a little of your story, to encourage readers to relate to you, and to nurture what we call the “know, like & trust factor”.  Most people want to know who they’re dealing with, and get to know, like and trust you before they commit to doing business with you. This is particularly true for service businesses and higher cost products.

Other than detailing what you do, how you do it, where you do it and what your specialties are, your profile should include any major achievements, awards and successes you’ve experienced.

For many of us, it can be difficult to say good things, to celebrate our successes and tout our accomplishments. While for others, these are things they’re always ready to shout from the nearest rooftop!

If, like most of us, you’re in the first group, fear not! Here are

Here are 5 top tips on how to write an outstanding staff profile:

1. Find a buddy 

Ask a colleague or friend to interview you. Set out a list of questions and ask them to note your answers. This might sound silly, but the process of being interviewed can bring out information you may not have otherwise divulged (only if you want to!).

2.  Hers or mine?

Should one write in the first person or third person – that is “I” versus “Tom”? For an outstanding staff profile, it is advisable to ALWAYS use the third person. The reason is that, when we’re told something good about an individual or business, we tend to believe a “neutral” third party’s opinion over and above the individual themselves. This is just human nature. The words “I” and “my can sound self-important and pretentious in a profile, which doesn’t encourage the reader to know, like and trust you.

Which of the following statements do you find more believable and likable?

“Tom demonstrates a passion and enthusiasm for property. He is known for his dedication to incredible customer service and strong focus on achieving the best possible results for his valued clients”.

“I demonstrate a passion and enthusiasm for property. I am known for my dedication to incredible customer service and I have a strong focus on achieving the best possible results for my valued clients”.

3. Use everyday language

Think about your reader and write for them. Use terms they will be familiar with, rather than too much technical language or jargon.

Be sure to check for spelling, punctuation and grammar mistakes – these are so very easy to make and overlook. Ask someone else to proofread your document before you publish it, and be sure to make any corrections.

4. Include a recent photo 

It’s surprising how many people don’t have their photo on their profile. People do business with people, so they want to know what you look like. This goes back to the whole know, like and trust factor you’re trying to build.

Invest in using a professional photographer, as they have good lighting and will advise you on various angles which may suit you face shape or the image you wish to portray. If possible, smile in the photo. You don’t have to look like the Cheshire Cat, but you do want to look friendly and approachable. Your photo and profile should make your prospects want to pick up the phone and call you.

5. Toot your horn, but not too loudy! 

This can be a bit tricky. It’s also where a professional writer can be of great value. You should mention if you’ve won an award, achieved great sales figures, topped your class at University or have any other significant achievements. However, it’s easy to come across as being an overachiever if you have more than a few, and you need to be careful not to sound conceited as well.

Writing in the third person can help, or simply stating the name and year the award was won. Using bullet points, rather than elaborate paragraphs can also assist with simply stating the achievement, while not “bragging too much”.

For example:

  • Winner – Sales Achiever of the Year, Excel Sales Company, 2015

Another tip is to keep your achievements relevant to your audience. If you won an award in a previous job, and you’ve changed direction in your career, or if you won something at school and you’ve been out in the workforce for more than ten years, the award may not be worth mentioning.

One final tip …

As with any type of writing, it’s a good idea to get someone else to read your profile before you publish it – whether it’s in print or online. If possible, find a person who doesn’t know you well, ask them to read your profile, and then ask them what kind of assumptions they made about you based on the information they read in your profile. Ask for open, honest feedback because you want your profile to portray the best possible image of you while also being accurate! Ask them if they think you’ve an outstanding staff profile – or not.

It can be hard to write about yourself – especially the good stuff! Sometimes it’s easier to get a third party to write your profile for you. If you need expert help in putting together an outstanding staff profile, I’d be happy to help. You’ll find more information about my staff profile writing services, together with some samples of profiles I’ve written. If you’d like to speak to me personally, please email me with your requirements.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and I love to write copy which attracts and engages your customers – improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.