Stop talking about yourself and start talking about your audience. Run an ego check of your website’s content. How many times do you say “I” or “we?” Even once is too many for any page of your site except the About Us or Company Profile page—and that’s only if you deem it necessary to have one of those in the first place.

Some insight regarding About pages: They are a waste of time unless the content there (1) boosts your credibility in the eyes of your target market and / or (2) demonstrates that your company is comprised of real people who have a vested interest in the needs of their customers. Anything else is fluff. Period.

A professional looking photo of you, the big cheese, is a nice touch on the About Page. Just be sure to comb your hair and look like you actually care about this darned business of yours. Save the picture of your father-in-law trying to win a lampshade contest for your next scrapbooking project.