To Bio or Not to Bio: Should You Introduce Your Team on Your Website?
TLDR: 3 Takeaways from this Post:
If you sell services, a team page builds trust and credibility—especially important since your people are the product.
If you sell a product (like SaaS), skip it. Use that space to focus on buyer needs and conversions.
Bonus: If hiring is a priority, bios matter—82% of candidates research leadership before applying.
Every pixel on your website should earn its keep. And one of the most hotly contested pieces of digital real estate in B2B marketing? The “Meet the Team” page.
Some companies swear by it. Others skip it. So, what’s the right move?
Like all good marketing answers: it depends.
The Case For a Meet the Team Page
If you’re selling services—consulting, creative, legal, financial, anything where trust is a key part of the value—then a Meet the Team page isn’t fluff. It’s function.
Because when your people are the product, prospective customers want to know who they’ll be working with. A friendly headshot and a well-written bio go a long way in building credibility and sparking a connection.
It’s not just about clients, either. If hiring is a priority, team bios are even more important. According to Brunswick Group’s 2022 Connected Leadership report, 82% of candidates research a company’s leadership before deciding to join. Your team page isn’t just for prospects—it’s for future talent, too.
Yes, team pages can also help with SEO (especially if bios are keyword-rich), but don’t let that drive the decision. Optimize for humans, not just search engines.
Bottom line? If your people are your product, make them visible.
The Case Against a Meet the Team Page
Now, if you’re selling a product—especially SaaS or e-commerce—a Team page adds little value. Why? Because it’s not answering the buyer’s most urgent question: “Does this product help me?”
In that case, web space is better used for features, benefits, customer success stories, pricing, and clear calls to action. A buyer deep in decision mode doesn’t need a bio —they need a solution.
And then there’s the uncomfortable truth: in tech, many leadership teams still lack visible diversity. Putting your entire C-suite on display can backfire if it reinforces an outdated image of your company. A wall of similar faces with executive titles can unintentionally send a message that your company is out of touch.
If your team page doesn’t reflect the values your customers care about—like inclusion, modernity, or transparency—it might be doing more harm than good.
So... Should You Hit Publish?
Here’s the rule of thumb:
If your people are the product → Yes, show off your team.
If your product is the product → Probably not. Focus on what moves the buyer.
And remember: a bios page isn’t the only way to introduce your team. You’ve got thought leadership, social media, IRL events, and plenty of opportunities to humanize your brand.
Your website isn’t about you. It’s about what you do for your customers. Use every section to help your buyers move one step closer to yes.
Curious if your content is working as hard as it could? Let’s talk strategy—and make sure your content strategy is working hard for you.
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Additional Resources:
Product-style marketing Will Not Grow Your Services Business
Knowing What You Want is a Skill: Decision Making in Brand Management
