Shopping online can sometimes feel impersonal. Buyers browse through polished product photos and carefully written descriptions and click the Buy Now button. In a marketplace where countless faceless businesses are vying for attention, maybe the most impressive digital marketing tool to build lasting brand loyalty isn’t a well-planned web design—it’s your story.
That’s why a Meet the Team page is so essential. It puts a face to your business—a chance to pull back the curtain and introduce the real people behind your brand—and give it a human element.
Discover what a Meet the Team page can accomplish and why your business needs one. Study our example Meet the Team pages to gather inspiration, so you can make a more genuine connection with customers.
What is a Meet the Team page?
A Meet the Team page is a section on your website that introduces potential clients and customers to the people working behind the scenes of your business. By sharing their personal stories, you are putting a face to your business and showcasing the company culture.
Sometimes, you can find Meet the Team information within the About Us or Our Story page; other times, it’s its own section under the About menu. Meet the Team pages include essentials like dynamic photos, names, job titles, and brief biographies.
Benefits of a Meet the Team page
- Builds trust
- Creates a human connection
- Reveals company culture and values
- Improves search engine optimization
- Attracts potential employees
For ecommerce merchants, a Meet the Team page is an antidote to the impersonal online shopping experience, supplying your brand with a personal touch and a story customers can relate to and feel good about supporting. Here’s how a Meet the Team page achieves that:
Builds trust
Online trust is a delicate thing. Customers are wary of scams, shoddy products, and brands that don’t seemingly care. However, when you can build trust with a customer, it can lead to more sales. According to PwC’s 2024 Trust Survey, 46% of consumers who trusted a company spent more.
A good Meet the Team page sends a powerful and transparent trust signal. When a customer sees the faces of founders and employees, there’s a sense of authenticity that makes customers more secure and confident in their decision to buy.
Creates a human connection
When you share personal passions of key people, a few fun facts, and anecdotes about the journey that led them to the company, your business instantly becomes more human and relatable. It’s a small step from relatability to connectivity—a sense of community where customers feel part of something more than just buying products. They’re supporting people who are passionate about what they do.
Reveals company culture and values
A Meet the Team page is a window into your company’s culture, giving visitors a sense of what your brand values. For example, if you work with people who haven’t had linear career paths, it can show that you value the unconventional. A brand that sells eco-friendly products can have each team member share how they began their journey to living greener. Their stories can resonate with a like-minded audience and align with the mission of the leadership team.
Improves search engine optimization
A Meet the Team page can be a keyword goldmine for search engine crawlers. If you edit the bios with the right keywords associated with your industry and brand—site visibility can get a boost. It’s a genuine, organic way to include engaging content that helps the brand rank higher in search results.
Attracts potential employees
A team page can also serve as a powerful recruitment tool. Since your team page can include details about what it’s like to work at your company, it can be a magnet for prospective employees.
Key components of a Meet the Team page
An effective Meet the Team page is more than a list of names and headshots. It should weave high-resolution images with a narrative thread that draws your customer into the company ethos. Here are the components that help you tell the story:
Biographies
Bios are the heart of the team page. Biographies are mini stories that convey personality and passion. They answer the questions: “Who is this person? Where do they come from? How do they fit into the team?” Here are a few tips to make biographies more compelling:
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Spruce up generic job titles. Stock job titles can get a little dull. Instead of “Jane Eyre, senior marketer,” try “Jane Eyre, lead storyteller.” Then add a sentence or two that explains her role.
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Add personal details. While your team members’ experiences can help give your company credibility, their personal stories can build connections. For example, Boston terrier owners might relate to Jane: “Jane started her career as a governess and now she’s obsessed with helping our brand find its voice. When she’s not crafting copy, she’s hiking the Appalachian mountains with her Boston terrier, Alfie.”
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Include a fun fact. Quirky, simple, tidbits—about a love for obscure cyberpunk movies, a passion for heirloom tomatoes, or a hidden talent for baking scones—can make a person instantly real and relatable.
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Connect to the customer. Explain how the team member’s role benefits the customer. For a company founder, it might be their vision for solving a problem. For a customer service rep, it could be a commitment to making every customer’s day a little bit better. This shows your customers that every member of your team is working for them.
Profile pictures
Let pictures of specific team members do the talking. A team member’s photo can instantly humanize your brand. Here are a few ways to make your pictures stand out:
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Quality and consistency. Team photos don’t need to be headshots, but they should be high-quality professional photography—consistent in style and tone. Whether you go for the polished studio look or the casual, fun vibe—every team member photo should have a similar look and feel.
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Show personality. Team members should look genuine and natural, approachable and friendly. Avoid overly stiff corporate head shots. Let their personalities shine through.
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Consider group shots. Individual photos are a must, but a group photo can be great at conveying unity and shared purpose. A picture of a great team enjoying their time together is a quick way to showcase a positive company culture.
Social media links
Adding social media links to a team member’s profile forges a deeper connection with your audience. Social media is an easy way to transcend borders, linking international clients and customers to employees worldwide.
Social media personas can be an extension of brand identity. For example, Instagram photos allows customers to see what inspires employees, and those values will be associated with the brand. It’s about inviting your customers into your world.
For more formal business relationships, you can link to professional profiles like LinkedIn. If your brand is more casual and community-driven, you might link to personal accounts like X, Instagram, or TikTok.
Contact information
While employees may not want their work email and contact details publicized, providing some means of contacting the team adds a dose of transparency. It says to customers and prospective clients, “You can reach out to us.” A general email address like team@yourstore.com or a simple contact form is a great way to manage inquiries. It also protects team members’ privacy while remaining open-facing to customers.
Meet the Team pages examples
For inspiration, study how the following merchants have approached their Meet the Team page design:
Allbirds
Shoe company Allbirds focuses on a shared mission to create sustainable footwear. Its Meet the Team content is blended with its Our Story page. The clean, modern design (soft colors, white space, and rounded image corners) puts the focus on the founders Tim Brown and Joey Zwillinger, with bios that are short, crisp, and impactful. The high-quality images in a carousel format portray a professional yet approachable aesthetic, and the photo captions assist in telling the brand story.
Innovative Pet Lab
Innovative Pet Lab sells at-home gut health tests for dogs and cats. Website visitors meet the team via the Our Story web page, which tells the story of chief scientific officer Betsy Redmond and her dog, Linda, who had chronic health issues. It’s a story that will surely tug at the heartstrings, and this is accentuated by a short video of Betsey and Linda. This humanizes the company.
Down the page are brief bios of key team members, which establish their professional credentials. Some employee photos include their pets, another humanizing touch. Notice how each team member includes social links to their professional LinkedIn profiles. This also adds credibility.
Fenway Clayworks
Fenway Clayworks sells beautiful, functional ceramics for the home. This page example features a hero image of hands at the potter’s wheel, instantly conveying the handcrafted nature of the business.
Below that are photos and bios of the founder and his small team. Photos show team members with their wares or at work. Bio text primarily focuses on the artists’ personalities.
Native Poppy
Native Poppy is a women-owned business with flower shops in San Diego, California. The team member photos harmonize with the website’s color palette. Flowers and smocks share pinkish hues with the background and headline color.
Every image of a team member includes flowers, a subtle way to feature products for sale. Bios focus on career paths, personal details, and fun facts.
Meet the Team page FAQ
What should you write on a Meet the Team page?
To write a Meet the Team page, start with the basics: the person’s name and their official title. But to make it truly effective, go deeper. Add a short story about how they came to the company or what they love about their work. Include a fun fact or a passion outside of their job. Most importantly, write in a voice that matches the overall brand personality.
What is the purpose of a Meet the Team page?
The primary purpose is to show the human side of your business. It builds trust by showing customers that there are real people behind the products they love. It creates a stronger emotional connection to the employee’s unique talents and values.
What are the main elements of a Meet the Team page?
The most important design elements are compelling brief biographies that go beyond simple job titles, high-quality photos that show personality, and social media links that allow for a deeper connection. A general contact form or email address for the team can also add a layer of transparency and accessibility.
