When team members are hidden behind a business leader or sales team, it’s a missed opportunity to showcase the depth of talent within your firm. This is especially true in the digital age, where team visibility can significantly enhance credibility. We encourage practices to feature most (if not all) of their team on their website. Here’s how to do it effectively.
Who should be visible on a website
We recommend including:
- All business leaders: Key figures within the organization should always be highlighted.
- Client-facing employees: Anyone who interacts directly with clients, even occasionally.
- Other full-time employees: For small teams (four or fewer), include all staff; larger teams can focus on management or specialised roles.
Those who may not need to be featured:
- Contract or temporary staff: Limit to permanent team members for consistency.
- Referral partners: These individuals can be acknowledged but shouldn’t appear as part of the team.
- Probationary staff: Adding new hires still on probation can be decided on a case-by-case basis. Either way, decide on a consistent policy.
Team photos: A full team photo can add warmth but may need frequent updates. It’s wise to capture additional shots with only advisers or principals for an image that can serve as a backup if team changes occur. Read our guide on preparing for a professional photoshoot here.
What information to display
To keep team profiles consistent and professional, include:
- Name and job title
- Authorised representative number (if applicable)
- Professional photo: Ideally taken in a client-facing area, at the workstation, or with a clean background. Consistency is key.
- Short bio: A brief summary of their role, experience, and approach to their work.
- Qualifications and memberships: Include all bachelor-level degrees or higher, and relevant certifications.
- LinkedIn profile link: If they’re on LinkedIn, a link adds credibility.
Photo Tips: If a professional shoot isn’t feasible, take photos in natural, even lighting (no shadows) and send them for touch-ups and background removal on Fiverr’s “Standard” tier.
How to Write a Team Profile
To keep bios aligned and effective, we recommend a consistent structure:
- Role introduction: Explain their role and why it matters to the client.
- Experience summary: A concise background overview.
- Favourite work aspect: A personal insight into what they enjoy about their job.
- Personal detail: Something fun or unique about them outside of work (optional).
- Qualifications and memberships: If not listed elsewhere, add these here.
Length: Aim for 150-300 words. Client-facing staff may have longer bios, while non-client roles can be shorter.
Tone and Voice: Decide on a consistent tone—serious, playful, or professional—and stick to it. Also, choose between first or third person; third person is more formal, while first person allows for individual personality.
Example Bios
Adviser example
“My role is to advise and partner with clients to help them achieve more of what they enjoy. I specialize in retirement planning, tax, social security, and estate planning, spending my days understanding clients’ needs and providing tailored solutions.
After a brief career in teaching (I love kids), I found my calling in finance. Since 2005, I’ve advised high-net-worth clients at firms like Bank of Amazeballs. The best part? Helping clients reach goals they didn’t think possible. Outside work, I love golf and spending time with my wife and two children.
I hold a Bachelor of Financial Planning and a Bachelor of Education, and am an Associate member of The Association.”
Paraplanner example
“I handle the research and analysis behind our advice, working closely with our advisers to explore every detail and optimize client outcomes. I’ve been in financial planning since 2016 and enjoy any task that involves spreadsheets.
When I’m not working, you’ll find me go-karting or doing anything that goes fast. I’m currently studying for a Bachelor of Financial Planning.”
Support staff example
“As part of our team’s ‘engine room,’ I keep everything running smoothly, ensuring advisers have what they need to meet clients’ needs. Since 2000, I’ve worked in finance across administration, paraplanning, and advisory support.
I’m a list person—the satisfaction of checking off tasks and keeping everyone on track is the best part of my day. Outside work, I unwind by planning my next European adventure!”
LinkedIn tips
Encourage team members to maintain a LinkedIn presence to increase professional visibility. Suggest the following steps:
- Update profile: Ensure their profile photo, job title, and qualifications are current.
- Audience perspective: Remind them that LinkedIn is client-facing—profiles should be geared toward prospective or current clients, not just as an online resume.
- Company affiliation: Confirm they are correctly listed as employed by your company so the logo appears on their profile.
- Company page follow: Have team members follow your company page and update their background image, ideally with one provided by management.
- Colleague connections: Encourage internal networking on LinkedIn.
At Simply Advice Websites, we make it easy to add or remove team members with just a few clicks, ensuring your site remains current and connected. To learn more, schedule a consultation with us today.