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Not sure about the photo personally. I think it depends on the type of site you have and the service/product you are promoting.

We run an online business selling mens fashion accessories and don’t have a photo. But if I were running a service business, say a PR company or a graphic design business, then I probably would have a picture on the about us page.

Ours is a family business, so I have used “we” and “our” (is that classed as first person, it is a long time since I did grammar at school) but I think it personalises it rather than saying “they” and “it” etc.

Good luck.