1. Show your photo and replace the canned words with the real you. We have had so many comments on our photos and crazy bios. For us, it was worth it to hire a professional photographer. A photo that makes you look friendly and approachable and a bio that gives readers a satisfying glimpse of the real you will separate you from the others who just talk "bio-speak."

2. Don't hide what others are saying about you. Strong, powerful testimonials are one of the best ways to build credibility and assure people that doing business with you is a good thing. Update them regularly and post them for both your business and your products.

3. Make a space for awards and other honors. Somehow we have been given the impression that telling prospects about our accomplishments is bragging. It is not. Every award your business collects says something about you: your values, your capabilities, your priorities. If your customer is deciding between a business that has been recognized for excellence and one that has been not, which do you think they will choose? (More in a future Hotspots issue on how to go after industry awards.)

4. Share your causes and heartfelt passions. If your business supports any causes in your community-with time, in-kind donations or cash-tell your readers about the nonprofits and why you love their work. If you can, give them added support by including a link to their websites.

5. Use your side real estate to connect and engage more. The side space on your About pages is a great spot to engage your readers and offer more ways to connect with you. If you have an e-newsletter, display your sign-up box prominently. Include widgets so people can sign up to receive blog posts, connect with you on Twitter, Facebook and LinkedIn or visit your other social media profiles, like biznik.com.