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Naeem is a real estate broker for the East Boston neighborhood, and he's mastered the art of adding a warm personality to the professional bio on his website.

First, check out the header of his bio: "Promoting positive community and economic growth in our neighborhood."

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The header isn't all about him, nor is it a hard sell about his business. Instead, he's chosen to start with a value proposition. Why? Because Phil knows that his value proposition is the core of his competitive advantage. In header text that stands out on the page, he clearly articulates why someone would want to hire him instead of a competitor: This guy doesn't just sell houses to make money; he promotes community and economic growth in the area.

The rest of his bio includes personal touches that make him more human. He does talk about his business history and accomplishments, but he does so while including personal details that invite readers to relate to him as a person.

For instance, he talks about where he's from (a relevant detail for a real estate broker), his love of the water, why he started his business, and how he's committed to the local community. His bio indicates he's friendly and probably a pleasure to work with, which is important for a real estate broker someone would be working with one-on-one.

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