From our experience of looking at site statistics, the leadership page is one of the most visited pages on a church website. This is understandable because the leadership sets the vision and tone for the church. Before someone thinks about coming to visit, they will want to know something about the leaders of that particular church. If that is the case, it's important to take some time to build a really good and informative leadership page.
Things to Include on Your Leadership Page
Everyone likes to see pictures, and many times you can tell a lot about a person by his picture. Do they look friendly and like someone you could feel comfortable talking to and learning from? You know the old saying, "a picture is worth a thousand words." I think this holds true for the leaders' pictures as well.
Tip: Have all the leaders have their picture taken by the same person with the same background. It adds consistency to the look of the page. Smile! Look friendly and inviting.
Visitors will want to learn about the leaders (especially the pastor) before they come to the church. Include your background - education, experience, etc. as well as some personal details such as how long you have been married, how many kids you have, etc. It's also a good idea to include some information about what you like to do in your time off - what are your interests and hobbies? It all adds to a personal touch and making someone comfortable with visiting your church.
Tip: When presenting information, use "timeless" dates. For example, instead of saying "we've been married for twenty years," say "we were married in 1980." That way, the information does not get out of date.
Social Media Accounts
This is optional and left up to your judgment. Is your Facebook or Twitter page something that would help others to get to know you? Or did you set it up and forget about it? And it goes without saying, that everything on it should be appropriate and honoring to God. So, this is a personal choice whether you want to include it or not.
Who to Include
What we typically see on a leadership page is the pastor (and possibly their wife), youth pastor, and children's ministry leader. Sometimes, we see an administrative assistant. You also may want to include your elders. Think about who the leaders are that visitors would be interested in reading about, and of course, you don't want to slight anyone, so it's better to include everyone or possibly just the pastor and youth pastor.
Building a great leadership page is a good way to help visitors feel comfortable when they come to the church. They will see some familiar faces and already know something about the leaders.
Here's a screenshot and link to one of our leadership pages. The text if just filler latin, but you can add the things you feel would be of benefit for your visitors to know.