A Web site’s imagery draws users in, but it is often the content that connects users with the brand.  Many Web site visitors click on the ‘About Us’ page of sites to learn more about the people and the story behind your firm.  Author Seth Godin writes about this in his post (Five rules for your About page) in which he suggests the following to Web site owners:

• Don’t use meaningless jargon
• Don’t use stock photos of you or your team
• Make it easy to contact you
• Be human
• Use third-party testimonials

In short, he encourages us to be authentic.  While this may make many marketers a bit uncomfortable, it is a fast track to forming a real relationship with your visitors.