An About page that builds trust with Google, AI assistants and buyers answers, in plain facts, the questions people ask before trusting a company: what it does and for whom, who runs it, how long it has existed, where it is, how it works, and how to reach it. It names real people with real backgrounds, links to profiles that confirm them, and avoids claims nobody can check. Google’s quality rater guidelines ask raters to find out who is responsible for a website and what its reputation is; the About page is where that search starts, and AI assistants use it to describe you.
Why the About page matters more now
When someone asks an assistant “what does [company] do” or “is [company] reliable”, the answer is built from sources that describe the company. Your About page is the one you control. If it is vague, the assistant fills the gap from directories, old articles or competitors’ comparisons. A clear, factual About page is the simplest way to influence how you are described.
What to include
| Element | Example of a strong version |
|---|---|
| One-sentence description | What you do, for whom and where, in words a buyer would use |
| Founding year and history | When and why the company started, key milestones with dates |
| Founders and team | Names, roles, real photos, backgrounds and links to LinkedIn profiles |
| Locations | Full office addresses, matching your Business Profile and footer |
| Legal entity | The registered company name, where relevant |
| How you work | Your process or principles, stated specifically |
| Evidence | Examples of work, independent reviews, coverage, memberships, with links |
| Contact | Phone, contact page, and how quickly you respond |
Write facts, not adjectives
| Vague | Factual |
|---|---|
| We are a passionate team of experts delivering world-class results. | The company was founded by three people: one who has worked in SEO since 2006, one with more than 20 years in digital marketing, and one with five years building web applications. |
| Trusted by leading brands. | Named clients or examples, with permission, or reviews on independent platforms, linked. |
Adjectives cannot be checked or quoted meaningfully. Facts can.
Connect it with structured data
- Organization schema with the official name, logo, address, founding date, founders and sameAs links to official profiles
- Person nodes for founders and key people, each with sameAs links to their profiles
- The same @id values used on every page, so authors of articles link to the same people
See entity resolution, sameAs and Wikidata.
Keep it consistent everywhere
Use the same company name, description, founding year and addresses on the About page, footer, Google Business Profile, LinkedIn and directories. Inconsistencies, such as a different founding year on LinkedIn, make systems less certain about which facts are true. See NAP consistency.
Our own About page as an example
Brilad’s About page follows this pattern: a one-sentence description, the three co-founders with their years of experience, photos and LinkedIn links, both office addresses in Pune, and structured data connecting each founder to the company and to the articles they write. When we found the page described an office we did not have, we corrected it to match the facts.
Frequently asked questions
How long should an About page be?
Long enough to answer the questions above clearly. For most companies, a few hundred words plus the team section is enough.
Should small companies show the team?
Yes. Named people with real backgrounds are one of the strongest trust signals a small company has.
Can we mention clients?
Only with permission, and only if they are genuinely your clients. Unverifiable client logos damage trust when questioned.
Sources
- Google, Search Quality Rater Guidelines (website responsibility and reputation research)
- Google Search Central, “Organization structured data”