The short answer
Write your About page as a set of plain, checkable facts. State your name, what you do, who you serve, where you work, when you started and who runs it. Back each claim with proof such as credentials or press. Keep these facts identical everywhere online, and add Organization schema so machines can read them.
- AI answers repeat facts they can find and confirm, so write facts, not slogans.
- Name real people, places and dates that buyers can check elsewhere.
- Keep your name, services and details identical across your site, profiles and directories.
- Organization schema in JSON-LD makes the same facts machine-readable.
Why does your About page matter for AI answers?
When someone asks an AI assistant about a business, the answer draws on pages that describe it. Your About page is often the most direct description you control.
If that page is vague, models fill the gaps from other sites. Those sites may be outdated, incomplete or about a business with a similar name.
Google uses the idea of E-E-A-T: experience, expertise, authoritativeness and trust. It is a way of judging whether a source deserves belief. AI answers seem to favor sources with the same qualities, though no platform publishes its exact rules.
How to write an About page AI trusts, step by step
Work through these steps in order. Most small businesses can finish a solid draft in an afternoon.
- 1
Open with one plain sentence
Say who you are, what you do and who you serve. For example: 'Northside Dental is a family dental clinic in Manchester, founded in 2011.' Put this first, before any story.
- 2
List the core facts
Add your business name, founding year, locations, service area and main services. Use the same wording as your Google Business Profile and directory listings.
- 3
Name the people
Introduce founders and key staff by full name and role. Add relevant qualifications, licenses or years in the field. Link to professional register entries or LinkedIn profiles where they exist.
- 4
Show proof, not adjectives
Replace words like 'leading' or 'trusted' with evidence. Mention awards, accreditations, memberships and press coverage. Link to the source for each one so readers can verify it.
- 5
Explain how you work
Describe your process, pricing approach or guarantees in a short section. Specific details answer the practical questions buyers often ask AI assistants.
- 6
Link to your official profiles
Link to your social profiles, review pages and directory listings. These links help connect your website to the same business elsewhere on the web.
- 7
Add Organization schema
Add JSON-LD with your name, URL, logo, founding date and profile links. Keep every value identical to the visible text on the page.
What Organization schema should an About page include?
Structured data is code that labels facts so machines can read them reliably. JSON-LD is the format Google recommends for it.
The example below is fictional. Replace every value with your own, and include only facts that appear on the page. Use a more specific type, such as Dentist or LegalService, if one fits your business.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Northside Dental",
"url": "https://www.example.com",
"logo": "https://www.example.com/logo.png",
"foundingDate": "2011",
"founder": { "@type": "Person", "name": "Dr. Jane Example" },
"address": {
"@type": "PostalAddress",
"addressLocality": "Manchester",
"addressCountry": "GB"
},
"sameAs": [
"https://www.linkedin.com/company/example",
"https://www.facebook.com/example"
]
}
</script>Schema makes your facts easier to read, but it does not guarantee any AI answer will use them.
How to keep your business facts consistent across the web
AI answers often combine your site with other sources. When those sources disagree, the answer may pick the wrong version or hedge.
Make a short fact sheet with your official name, address, phone, founding year and service list. Then check each place below against it.
- Google Business Profile, if you serve customers locally.
- Your LinkedIn company page and the founders' profiles.
- Industry directories and professional registers.
- Review platforms that buyers in your field use.
- Wikidata or Wikipedia, only if you meet their notability and conflict of interest rules.
How to check it worked
First, view the page source and search for your key facts. If they are missing from the raw HTML, some crawlers may never see them.
Next, test your structured data with Google's Rich Results Test or the Schema Markup Validator. Fix any errors it reports.
Then ask a few AI platforms simple questions, such as 'What does Northside Dental do?' Note the answers and any sources they cite. Repeat monthly, because answers vary and change slowly.
WebValet's free check reads your structured data and how clearly your homepage explains the business. Weekly answer tracking on ChatGPT, Gemini and Perplexity is part of Pro and is rolling out now.
Common mistakes on About pages
These problems make an About page harder for both buyers and machines to trust.
- Opening with a long origin story before saying what the business does.
- Using claims like 'industry-leading' with no evidence behind them.
- Listing team members by first name only, with no roles or credentials.
- Letting the founding year, address or services differ from your directory listings.
- Adding schema facts that do not appear on the visible page.
- Leaving the page unchanged after a rebrand, a move or a new service.
Questions people ask
Does an About page help with Google too?
Yes. A clear About page supports the trust signals Google describes in its quality guidelines. It also helps buyers who check you out before they call.
Should I use Organization or LocalBusiness schema?
Use the most specific type that fits. A clinic or law firm with a public address can use a LocalBusiness subtype, such as Dentist or LegalService. An online-only company usually uses Organization.
How long should an About page be?
Long enough to state the facts and show proof, and no longer. For many small businesses, a few short sections work well. Clarity matters more than length.
Can WebValet show me how AI answers describe my business?
Today, the free check looks at site readiness, including structured data and homepage clarity. Pro tracks buyer prompts weekly on ChatGPT, Gemini and Perplexity, and those features are rolling out now. WebValet cannot guarantee how any AI answer describes you.