The “about me” or “about us” page on your website is one of the most important elements of your communications program. This page represents an opportunity for your current and prospective clients to learn about your experience and achievements and how you can help them reach their financial goals, says Richard Heft, executive director of Ext. Marketing Inc. in Toronto.

Clients want to know what type of person you are and whether they can work with you on a long-term basis. So, your mini-biography should include a mix of personal information along with your professional resumé.

Here are five ways to make your “about me” page more effective:

1. Include a photograph
Visitors will spend more time on your web page if there’s a photo.

“[A photo] has been shown to improve a page’s stickiness.” Heft says. And that “stickiness” means your viewer is not only likely to linger on the page, but also will be compelled to return later.

While you can never go wrong with a professional headshot, don’t be afraid to show off your casual side with a candid shot of you or the entire office team. Casual photos can make you seem more approachable to clients, Heft says.

2. Focus on what makes you unique
While it’s important to summarize key information from your resumé — such as education, designations and professional experience — you should also focus on expressing the qualities that will make you stand out from your competitors, Heft says.

The “about me” page doesn’t have to be all business. Add a personal touch to your page by noting your hobbies and volunteerism. You might find yourself making more meaningful connections with prospects through your personal interests.

The “about me” page works as a connector, Heft says. “[Prospects] don’t want to do business with an office, they want to do business with a person.”

3. Provide contact information
It’s always important to include a separate “contact” page, Heft says, but you should also include your email or phone number on the “about me” page. This inclusion shows that you’re available, and visitors can immediately get in touch after learning your area of expertise.

4. Keep your branding consistent
While you shouldn’t use exactly the same language on both your website and your LinkedIn page, you should ensure that the information you provide is consistent. If you position yourself as a tax expert, for example, that specialization should be written similarly on your website and social-media platforms.

5. Use hyperlinks
Give visitors the opportunity to take a broader look at your experiences and interests by including hyperlinks to other information about your interests and activities, Heft says.

For example, if you spend a few hours a week volunteering at a local children’s hospital, you might include a link to its website so visitors can read more about a cause you care deeply about.