How to present yourself

Presenting yourself on the web is a bit different from presenting yourself in a brochure.  Web surfers want a one-to-one relationship. That is, they generally are drawn to sites that speak in first and second person.  I and you are better than referring to "customers" or "we."

They like a personal experience because it builds trust.  Consider the following sentences:

One is written in an active voice and the other is written in a passive, third person style.  Which one is better?  They both say the same thing, but one is way more personal than the other.