This article discusses the web personalization strategies used by political parties and their candidates during the 2012 electoral campaign in Quebec. Personalization is often studied via mediatization practices and often criticized for its potential negative effects on politics. It has seldom been studied from the campaign point of view. This study fills that gap by highlighting the political ethos construction on the Internet in an electoral context. The objective is to offer a better understanding of how personalities and skills are used in the promotional and storytelling strategies of the candidates and party leaders. Will the emphasis be placed on the candidate’s achievements or his/her private life? What aspects of the candidate’s life will be revealed in discourses? To answer these questions, we analyzed the qualitative and quantitative contents of the biographical pages available on the main parties’ official websites during the 2012 electoral campaign in Quebec. Our analysis reveals that the self-promotion of candidates and leaders differed, and that the parties’ ideologies played a role in that presentation. We will show that personalization has effects on the storytelling and the uses of the political experience and private life information. Finally, the results of our research on personalization strategies echo those of similar studies on the political web and self-promotional strategies. These studies have shown that innovation was not the path taken by the parties on their websites. Their presentation was mostly centred on professional information, and private life was not often mobilized to construct the political ethos of the candidates and their leaders.