Staff pages on websites are often restricted to listing executives, their titles, short bios and their headshots, but brands with style often open up this page to more members of their staff - those who help a business deliver products and services to end-users. Including all staff members isn't feasible for very large enterprises, but many small- and medium-sized companies will benefit from larger staff pages, particularly if people are the product (like agencies).
By including more people on a company's staff page (e.g., About Us, Our Team, Our People, Who We Are), potential customers see who they could be working with (to build trust), current customers get backstories of who they are already working with (to deepen connections) and possible hires get a better idea of company culture (to encourage them to apply).
Let's rundown a list of common characteristics of well-executed staff pages and look at examples that accomplish the page's goal.
Staff Page Best Practices
Photos are the same size, shape and type. As for type, staff pictures can certainly be shot outdoors, candidly or professionally but the key is to make sure they are consistent as one professional headshot versus a selfie here are there will make the page look amateurish at best. Invest in consistency! Winter Advertising Agency is a small Southern California agency but its investment in consistent photos (even for the dog, Cooper), will pay off in terms of trust. When a person hovers over the image, their bio and social links appear (even Cooper's, minus the links).
Bios are around the same word count and include similar information (title, education, personal anecdote, fun fact, etc.).
Job titles have a consistent format. If a person is a Content Marketing Manager and a Product Manager and another person is a Client Representative and Office Manager they should be written similarly either Content Marketing/Product Manager and a Client Representative/Office Manager or have the roles separated by the word “and” – as long as they are consistent (like the marketing agency Evaero does in the example below).
All staff members should have social links included (e.g., LinkedIn, Twitter). With ad blocking, diminishing organic reach on social media and overall desensitization of brand messaging, employee advocacy on social media should be encouraged, starting with a way for Web visitors to engage with staff members on social. Read, "Collaborative and Curated Social Media."
Staff Pages with Style
Following best practices for these crucial pages is key to making sure they accomplish a brand's goal of building trust, so let's look at some that follow those outlined above and do so with style.
Even companies with multiple offices can include all their staff members. The Digital Kitchen sections off its staff page by leadership, office location and then an option to view all.
As a social media management platform, Buffer is smart to include all employees' Twitter handles.
A fashion, news, and lifestyle website for professional women, SharpHeels includes its team on the About page where each image is linked to the person's bio and recent articles.
Staff members are more than their in-office roles, and BOCA includes a quick glimpse at their staff's personal lives by consistently using out-of-office photos for their staff pages.