What Makes a Good About Us Page?
It's easy to treat the About page as an afterthought, but it does real work: it's often the second page an interested customer visits, right after checking your services. A performance nutrition business built on a founder's own story needs this page doing real work far more than a generic "our mission" paragraph ever will.
What builds trust here
- Who's behind the business: a name and a face, not just a company name
- Real experience: years in the trade, relevant qualifications, what led to starting the business
- Why the business does things differently, if it does
- Where you're based and who you serve
The AI angle
This page also matters more than most business owners realise for how AI answer engines describe a business when asked about it. A clear, factual About page (paired with Organization schema) gives tools like ChatGPT and Google's AI Overviews something concrete to cite. A vague or missing About page leaves them with nothing accurate to work from.
Skip the corporate-sounding filler. A short, honest, specific page beats a long, generic one every time, for customers and for AI alike.
Building an About page that earns its place
Put a name to it
Who's behind the business, not just a company name and a stock photo.
State the real experience
Years in the trade, qualifications, what led to starting the business.
Say what's different
Why the business does things differently, if it genuinely does.
Keep it factual
Specific and honest, so both customers and AI tools have something concrete to work from.
Related reading getting quoted by AI answer engines, why a clear call-to-action matters and our FAQ.
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