Our blog, D Brief, shares succint expert advice, trends, tips, and ideas for marketing communications tactics—focusing on print, Web, social media, and promotional products—from a corporate visual identity perspective. We welcome your thoughts so we can learn from each other.

Website Tip: Our Team Page

Q: Our service-based company has a large staff. Do we need to list ALL our employees on the website Our Team page?

A: For businesses that have a large staff, but want to limit the “noise” on their website and instead market with a concise, targeted message, consider drafting a list of criteria to help decide who is included on the website Our Team page.

My professional advice is to list any staff member on the website that has continual direct contact with clients/prospects and/or is part of providing the valuable service that your company offers. Examples:

• If John Smith directly helps customers, list him. If he merely answers the phone and has no other contact, maybe not.
• If Jane Doe never has contact with customers but is part of the team that directly provides the service, someone whose work is integral and might be mentioned to a client, include her. If not, don’t use the space.
• For sure, include business owners, managers, sales/account execs, customer service reps and any key operations staff who customers rely on to get orders completed.

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From a marketing perspective, the purpose of listing staff on the website is to instill a level of trust and confidence in your customers and prospects. You want them to feel:

1. They know the people at your company, even though they may never have met them personally, and
2. Your business provides experienced, skilled professionals, whose dedication and hard work is integral in delivering a quality end-result.

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If you want to limit the space, and avoid a forever scrolling-down “Our Team” page, these tips may help.  If you want to extend “Our Team” from one page to an entire section, and include multiple pages for staff members who provide different functions (examples: executives, managers, receptionists, customer care reps, etc.) that is a different blog post altogether.

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