How to Improve Your About Page and Business Credibility
Direct answer
AI platforms lean on corroboration when deciding which businesses to name, and the About page is where a business states the facts everything else confirms: who runs it, how long it has operated, which credentials genuinely apply, and where it works. A strong About page is specific and verifiable; a weak one is a page of adjectives.
- What belongs on a credible About page?
- What should you remove?
- How do you connect the About page to the wider web?
- Frequently asked questions
What belongs on a credible About page?
Named people, real history, held credentials, and a stated service area, all in checkable form.
Include the founder or key people by name with a sentence of real background, the year the business started, licences or memberships you actually hold with the issuing body named, and the area you serve. Each fact should be something a careful stranger, or a careful machine, could verify somewhere else: a licence registry, a LinkedIn profile, an association directory.
What should you remove?
Anything you could not defend if a customer asked "says who?"
Unverifiable superlatives ("the region's most trusted"), vague experience claims ("decades of combined excellence"), and generic filler that could describe any business in any industry. These are not just wasted words: machine readers treat pages of unsupported claims as low-information, and human readers increasingly do the same.
How do you connect the About page to the wider web?
Use identical facts everywhere, and link the page to the profiles that corroborate it.
The name, history, and credentials on your About page should match your Google Business Profile, LinkedIn, and association listings word for word where possible, since agreement across sources is exactly what platforms cross-check. Linking founder bios to their professional profiles helps too. The technical layer, Person schema and entity work that binds it together in machine-readable form, is specialist territory worth professional help on regulated or competitive categories.
The About page, condensed
- Founder or key people named with real background
- Start year and honest history stated
- Only credentials you hold, with the issuing body named
- Service area stated in a sentence
- Facts identical to your profiles elsewhere on the web
Common mistakes to avoid
- Inventing or inflating credentials, which fails the first cross-check
- Hiding the people behind the business on a "team" of stock photos
- Writing a different version of your history on every platform
Frequently asked questions
My business is just me. Is an About page still worth it?
Especially then. Solo and founder-led businesses benefit most from connecting the person to the business, because questions about either one can surface the other. One honest paragraph beats an empty page.
Should I put testimonials on the About page?
Only real, attributable ones, and reviews on third-party platforms generally carry more weight than quotes on your own site, because they are harder to fabricate and easier for platforms to verify.
Last reviewed: July 10, 2026. We keep resource content maintained as AI platforms evolve.
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