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Build an About page that clearly explains identity, offer, audience, people and evidence, with a practical outline and before-and-after examples.
Your About page should let a stranger explain your business correctly.
A useful About page identifies the organisation, its actual offer, the people or team responsible and the evidence behind important claims. It should explain who you serve and how the company relates to its products, locations or former names. A long company story is optional; a clear identity is not.
The page matters because it is a natural place for customers, partners and researchers to verify who is behind a website. It can also provide readable public context for search systems. Do not turn that into a promise that an About page alone will determine AI recommendations.
Start with the questions a new reader cannot answer from your logo. What do you do? For whom? Where? What makes the claim checkable? Where should someone go next? The rest of the page should develop those answers instead of burying them under a mission statement.
What belongs in the opening paragraph?
Write a direct description of the business in one or two sentences, then add the most important boundary. Connect the name to an offer and audience before describing ambition.
A fictional example: “Marlow makes scheduling software for independent repair workshops. Teams use it to manage appointments, job status and customer reminders. The product does not provide accounting or payment processing.” This tells a reader more than “Marlow empowers businesses to unlock their full potential.”
| Opening element | Useful question | Evidence needed |
|---|---|---|
| Identity | Who operates this site? | Current company or trading name |
| Offer | What can a customer actually obtain? | Maintained product or service pages |
| Audience | Who is it designed to help? | Real fit criteria and use cases |
| Boundary | What important assumption would be wrong? | Approved scope or availability |
| Next step | Where can someone verify the details? | Relevant product, contact or support link |
The wording should sound natural to a customer. Avoid adding a sequence of category synonyms just to make the page appear optimised. A reader should be able to repeat the explanation without learning your internal positioning vocabulary.
How much company history is useful?
Include history that explains the current organisation or helps readers interpret other public records. A founding story can be relevant, but a rebrand, acquisition or changed product name may matter more for factual clarity.
Use verified dates and relationships. If the brand differs from the legal organisation, describe the relationship accurately where appropriate. If the company has multiple products, show which names refer to products and which refer to the organisation itself.
Do not invent a founder biography, customer count or operating history to make the page look more authoritative. An honest description of a young business is more useful than a generic page decorated with unsupported credentials. The identity guide covers namesake problems in more detail.
What evidence should the page link to?
Link claims to the evidence that lets a reader inspect them. A product capability belongs with documentation or an example of the actual workflow. A customer result belongs with a case study that explains scope and measurement. A qualification belongs with an appropriate verifiable reference.
Google's people-first content guidance asks whether content makes its source and expertise understandable. For an About page, the practical application is to explain who is responsible and support meaningful claims. It is not a requirement to manufacture personal authority around every paragraph.
Use a real team or organisational byline. If named people are included, their roles and biographies should be accurate and published with appropriate permission. Keep personal contact details out of the page when a company contact route serves the reader's need.
What would a complete About page outline look like?
A useful outline moves from identity to offer, proof and contact. Keep volatile details such as plan prices on their maintained source pages so the About page does not become another place for old information to survive.
| Section | What it should answer | What to avoid |
|---|---|---|
| Clear introduction | What is this business? | A slogan with no concrete offer |
| Who the offer serves | Which customer needs fit? | Claiming to suit everyone |
| Product or service links | Where can I inspect the work? | Repeating a full catalogue without maintenance |
| People and responsibility | Who stands behind it? | Invented experts or vague credentials |
| Relevant history | How do old and current identities connect? | Undated claims about a transition |
| Evidence | What supports important statements? | Unattributed statistics and logo walls |
| Contact and next step | How can the reader verify or proceed? | A dead-end story with no useful links |
The order can change for the business. A local visitor-facing organisation may need location details early. A product company may need to explain the product-company relationship first. Preserve the reader's task rather than mechanically reproducing a template.
How do you rewrite a vague page without making it longer for its own sake?
Identify what the current copy fails to answer. A fictional design workshop says, “We are a passionate team delivering exceptional experiences worldwide.” The sentence provides no service, boundary or way to assess fit.
A clearer replacement says, “We design and produce custom wooden furniture for residential projects in our stated delivery area. Projects begin with a design consultation, followed by a written scope and production estimate. Installation is available only where listed on the delivery page.”
The revised paragraph is useful because it removes ambiguity. If the business really works worldwide or offers other materials, the owner should confirm and describe that scope. The example is not a recommended claim to paste onto an unrelated site.
Add detail only when it answers a remaining question. An actual process example, verified team role or explanation of a product's limits earns its place. Repeating the same mission in several forms does not.
Does the About page need special AI markup?
Use appropriate organisation markup when it accurately describes the visible business information. Google documents organisation properties such as URL, name and logo. Link genuine official profiles where applicable; do not add unrelated entities to create an appearance of authority.
Keep the page readable without requiring a visitor to inspect the structured data. A machine-readable identifier cannot explain an unclear offer to a customer. Conversely, clear prose does not excuse broken navigation or a page that search systems cannot access.
Review the page after a material business change. Connect that review to the governance process so the About page stays aligned with the rest of the site. Use the public proof guide for the evidence behind larger claims.
Sources and editorial scope
Reviewed September 23, 2026. Platform-specific statements link to the documentation beside the claim. The workflows and examples are Arrow AI editorial guidance. Fictional scenarios illustrate a method; they are not customer results, measured demand or evidence of ranking gains.
- Google's people-first content guidance asks whether content makes its source and expertise understandable
- Google documents organisation properties such as URL, name and logo
Part of What AI Says About Your Business. Explore Arrow GEO or request a free audit to identify the next public-information gap.