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If there are three of you, who do you feature?
You'll know how to decide which members of your team to feature on the site: only those who deal with customers, with a separate line for anyone who adds credibility without working directly with clients.
By Yodai · Published September 6, 2026 · Updated October 12, 2026
When there are several of you, the question comes up: if there are three of you, who do you feature? There are three of you at the bike shop. Marcos and Elena fix bikes and help whoever walks through the door. Javier handles purchasing and the books on Tuesdays and Thursdays, and customers never see him. When you build the page, you end up staring at the blank spot for who does the work, not sure if Javier belongs there too or just the two who face the customer.
This isn't about vanity. Leaving someone off the team feels rude, but posting the photo of someone the customer will never meet doesn't add anything either. It might even work against you.
Whoever the customer sees is who you feature
The rule depends on how many people the customer who hires you is actually going to see, not on how many of you there are in total. If someone walks into a hair salon and is only going to talk to the person who cuts their hair, that's the face they need to know before they sit down in the chair. The rest of the team can be essential to keeping the business running on any given Tuesday, and still have no place on that page.
Before you decide which years of experience count for each person, you need to decide who even gets to show up at all.
- Talks with the customer before or during the service
- Their name is the one the customer remembers and looks for next time
- Their face is the one that opens the door, answers the phone, or hands over the finished work
- Buys supplies, keeps the books, or manages vendors
- The customer never talks to this person, and doesn't need to
What I'd pick: Feature whoever deals with customers, always. Feature someone who doesn't, only if they bring something the customer can't see any other way: a trade, a credential, a story that carries weight. If they don't bring that, leave them out.
The exception: someone who doesn't serve customers but lends their name
There's one case where someone who won't be in front of the customer still deserves a spot. A partner with twenty years in the trade who trained the other two, even if he no longer picks up the wrench, can show up in a single line: "trained by Javier Ruiz, twenty years fixing bikes in the neighborhood." He's not presented as someone who'll serve you. He's named as the source of the skill you're actually going to get.
It's the difference between a full profile and a single sentence. The full profile promises a level of service that won't happen. The sentence shares the credit without promising anything that won't hold up. And whether it's a profile or a sentence, ask each person first: the law treats using someone's name or image for commercial purposes without their express consent as a violation.
You promised one face and delivered another, and customers read that as a broken promise, not a minor detail
How it reads once it's written
- You know the rule is who works with customers, not how many people are in the business
- You've decided whether someone who doesn't work with customers deserves a separate line, or doesn't appear at all
- You've got the profile written for whoever actually deals with customers, and no one extra
Test yourself
Answer before opening each one. If one gives you trouble, go back to the section that explains it.
1. There are four of you at the accounting firm: two handle the client meetings and two just process paperwork in the back office. How many go on the page?
The two who handle the meetings. The ones processing paperwork have no contact with clients, so leaving them out doesn't cost you anything; if they were featured, the client wouldn't know who to look for when they show up for the meeting.
2. The owner of a home remodeling business no longer picks up a trowel, but he founded the company twenty-five years ago and trained the two tradesmen who actually show up on job sites. Do you give him a full profile, or leave him out entirely?
Neither one: a single line next to the staff, something like "trained by Antonio Vega, twenty-five years in the trade," that lends weight without promising he'll show up on the job.
3. You're hiring a new stylist next week, but for now only the people who were already there are seeing customers. Do you update the page with her profile already?
No, not until you start seeing clients. Adding their profile before there's real contact means promising a face the customer still can't find when they call or walk in, so it gets added the same day appointments start.
Yodai builds the site from what you tell it, with a store, bookings or quote requests depending on what you do. See what the website for your business looks like.
NextIf you work solo, on the homepage; if you're a team, on its own page