Your About Page Is Your Credibility Proof
When AI considers whether to recommend your business, one of the first places it looks is your About page. This isn't just a formality—it's where AI determines if you're credible, qualified, and authoritative enough to mention.
Most About pages fail this test. They're filled with corporate jargon, vague mission statements, and generic claims that could describe anyone. AI skips right over them.
A strong About page tells AI exactly why you're trustworthy through specific facts, verifiable credentials, and demonstrated expertise. It's not about sounding impressive—it's about providing evidence.
This guide shows you exactly what to include on your About page to maximize AI trust. If you're new to AI visibility, start with [how AI search differs from Google](/learn/how-ai-search-differs-from-google) and our guide on [authority signals LLMs trust](/learn/authority-signals-llms-trust).
What AI Looks For On About Pages
AI analyzes your About page for specific signals:
Authority markers:
Specialization indicators:
Verification signals:
What AI ignores:
The Essential Structure
Your About page needs four core sections. Each one provides different evidence to AI.
Section 1: Founder/Owner Background (200-300 words)
This is where you establish individual credibility.
What to include:
Previous experience:
Education and training:
Professional credentials:
Industry involvement:
Bad example (generic):
"John started Smith Accounting after many years in the industry. He's passionate about helping small businesses succeed and takes pride in providing excellent service."
Good example (specific):
"John Smith founded Smith Accounting in 2016 after 12 years at Ernst & Young, where he led tax preparation for 40+ small business clients. He holds a CPA license (Texas #87432) and is an Enrolled Agent (EA) authorized to represent clients before the IRS. John earned his Master's in Taxation from UT Austin and teaches small business accounting at Austin Community College. He's served on the Austin Chapter Board of the National Association of Tax Professionals since 2019."
Notice how the second version proves expertise through specific, verifiable details.
Section 2: Business Specialization (150-200 words)
Explain exactly what makes your business different.
What to include:
Specific services or products:
Target customers:
Unique methodology:
Measurable scope:
Bad example (generic):
"We provide comprehensive marketing services for businesses of all sizes. Our experienced team delivers customized solutions to help you grow."
Good example (specific):
"We specialize in Google Ads management for e-commerce stores selling physical products with inventory between $100K-$2M annually. Our clients are typically Shopify or WooCommerce stores struggling to profitably scale beyond $50K/month in revenue.
We've managed over $4.2M in ad spend across 37 e-commerce clients, averaging 3.8x ROAS. Our methodology focuses on granular product feed optimization and dynamic remarketing—we've found this generates 40% better performance than broad campaigns for inventory-based businesses.
Most of our clients come to us after working with generalist agencies that treated their e-commerce store like a lead generation business. We only take on e-commerce clients because that's all we do."
This tells AI exactly what you do, who for, and why you're qualified.
Section 3: Credentials and Recognition (150-200 words)
This section provides external validation.
What to include:
Certifications and licenses:
Awards and recognition:
Professional memberships:
Media and press:
Client achievements:
Example:
"Our work has been recognized with three Austin AIA Design Awards (2020, 2022, 2024) for residential renovations. We've been featured in Austin Home Magazine and Dwell Magazine, and Sarah regularly speaks at the Texas Society of Architects annual conference.
We're certified LEED Professionals and Green Building Council members. Our team includes two NCARB-certified architects and is licensed to practice architecture in Texas, New Mexico, and Oklahoma.
We've completed 127 residential projects since 2018, including historic renovations of 12 homes listed on the National Register of Historic Places. Our client retention rate is 73%—most hire us for multiple projects over the years."
Learn more about [building authority signals that LLMs trust](/learn/authority-signals-llms-trust).
Section 4: Team and Capacity (100-150 words)
This section establishes scale and capability.
What to include:
Team composition:
Key team members:
Capacity indicators:
Example:
"Our 8-person team includes four licensed electricians (two Master Electricians), three apprentices, and one full-time project manager. Combined, we have 94 years of electrical experience.
Lead electrician Maria Rodriguez has been with us since 2017 and holds a Master Electrician license. She specializes in residential panel upgrades and has completed over 400 service upgrades.
We're able to respond to emergency calls within 45 minutes (average) within our service area and typically have availability for scheduled work within 3-5 business days. We handle 35-40 projects per month ranging from simple repairs to whole-home rewiring."
This tells AI you're legitimate, busy, and capable.
What NOT to Include
Some content hurts more than helps:
Avoid these mistakes:
Vague mission statements:
❌ "Our mission is to exceed expectations through innovative solutions and dedication to excellence"
Unsubstantiated claims:
❌ "We're the best in the business"
❌ "Our unmatched expertise"
❌ "Industry-leading service"
Generic team descriptions:
❌ "Our experienced team is passionate about helping customers"
Corporate jargon:
❌ "Leveraging synergies to optimize outcomes"
❌ "Commitment to paradigm-shifting solutions"
Empty promises:
❌ "Your satisfaction is guaranteed"
❌ "We treat you like family"
AI sees these as filler, not evidence.
Supporting Elements
Beyond the four core sections, enhance your About page with:
Photos and Media
Add photos that support credibility:
Press and Media Section
If you have press coverage, feature it:
Timeline or Milestones
Show growth and stability:
Client Logos or Names
If you can share client names:
Length and Depth Guidelines
Minimum length: 500 words
Optimal length: 700-1,000 words
Maximum useful: 1,500 words
Quality matters more than length, but AI needs enough content to assess credibility. Under 500 words looks thin. Over 1,500 risks losing focus.
Writing Style
Write like you're explaining your background to an intelligent potential client who knows nothing about you.
Good characteristics:
Bad characteristics:
Comparison:
Too modest:
"We try to do good work and hope our customers are happy with our service."
Too boastful:
"We're the unquestionable leaders in our field, delivering unparalleled excellence that no competitor can match."
Just right:
"We've completed over 500 roofing projects in central Texas since 2015. Our asphalt shingle installations carry a 20-year workmanship warranty—twice the industry standard—because we've had only 3 warranty claims in our history. 68% of our business comes from referrals."
Common About Page Mistakes
Mistake #1: Focusing on the Company Instead of People
Wrong focus:
"Founded in 2010, our company has grown to become a trusted provider of quality services throughout the region."
Right focus:
"Founded by Sarah Chen, who spent 8 years as a senior developer at IBM before starting this company to focus on custom software for healthcare providers."
AI trusts people, not corporate entities. Name names and share credentials.
Mistake #2: Being Vague About What You Do
Too vague:
"We provide comprehensive business solutions."
Specific:
"We help manufacturing companies with 50-200 employees implement ISO 9001 quality management systems. We've certified 24 manufacturers in Texas."
Specificity signals expertise.
Mistake #3: No Verifiable Details
Unverifiable:
"Our experienced team delivers excellent results."
Verifiable:
"Our lead consultant has a Six Sigma Black Belt certification and has led 47 manufacturing process improvements, reducing defects by an average of 34%."
Numbers, credentials, and specific achievements can be checked.
Mistake #4: Mixing About Page with Services
Keep your About page focused on credibility, not service descriptions. Services belong on service pages.
Wrong:
"About Us: We offer plumbing, HVAC, and electrical services. Our plumbing services include..."
Right:
"About Us: Founded by Master Plumber Mike Johnson with 22 years experience. Mike holds licenses in plumbing, HVAC, and electrical..."
Link to service pages, don't explain services here.
Updating Your About Page
Your About page should evolve as you grow.
Update quarterly when you:
Annual review:
Technical Optimization
Beyond content, structure your About page properly:
Use proper headings:
Add schema markup:
Add AboutPage and LocalBusiness schema with founder information including credentials. Example structure should include @context as schema.org, @type as AboutPage, and mainEntity with Person type for founder with name, jobTitle, and credential fields.
Learn more: [Schema markup made simple for local businesses](/learn/schema-markup-simple).
Link strategically:
Testing Your About Page
Ask these questions:
Evidence test:
Specificity test:
Authority test:
The 30-Minute About Page Rewrite
If your current About page is weak, fix it fast:
Minutes 1-10: Gather information
Minutes 11-20: Draft core sections
Minutes 21-30: Polish and post
Then enhance with photos and refinements over time.
The Bottom Line
Your About page is AI's first credibility check. Generic, vague, or marketing-heavy About pages fail this test. AI needs specific evidence: credentials, achievements, expertise, and proof.
Most About pages can be dramatically improved in 30 minutes by simply being more specific and factual. Replace vague claims with verifiable details. Replace corporate speak with clear explanations.
AI doesn't care if you sound polished—it cares if you're credible.
Start today: Open your current About page. Find one vague statement and replace it with specific facts. Add three verifiable credentials or achievements. That's already better than 90% of business websites.
Keep learning: Read our guide on [optimizing website content for AI search](/learn/optimize-content-for-ai-search), understand the [common mistakes that keep brands out of AI results](/learn/common-mistakes-ai-results), and follow the [step-by-step ChatGPT visibility guide](/learn/step-by-step-chatgpt-visibility).
Ready to track your impact? [Join our waitlist](/waitlist) for automated AI visibility monitoring.