Take a look at your company’s “About” page. Does it mention any of the actual people in the organization, or is it a generic company description of “we” this and “we” that?
Good marketing focuses on showcasing the benefits of your products or service, but you can’t neglect the personal element. When I’m checking out potential providers and one hides behind the “we” wall and doesn’t say who “we” is, I move on. Marketing is not just selling. It’s building relationships. People do business with people, not with The Company.
Of course writing a bio is hard. Getting your photo taken is painful. Both are time-consuming. But they’re absolutely worth it, because they put you–not a generic company–in a position to start a relationship.