An effective About page tells a visitor who is behind the business, what it does, why it does it that way, and what to do next. It is usually one of the first pages a cautious buyer opens before getting in touch, so its job is reassurance, not autobiography. The most reliable approach is to be specific, verifiable and honest about what you can and cannot show.
What visitors are actually checking
Someone reading an About page is rarely curious about your founding story for its own sake. They are asking whether you are a real organisation, whether you do the thing they need, and whether it is safe to enquire. Google’s guidance on helpful content frames a similar idea as “Who, How and Why”: readers should be able to tell who created the content, how it was produced and why it exists. It also notes that trust is the most important element of what it calls E-E-A-T, and that E-E-A-T is not itself a specific ranking factor (Google Search Central).
That makes the About page the natural home for background on the publisher. Google’s guidance mentions links to an author page or a site’s About page as a way to show expertise and trustworthiness.
A structure that works
A simple order covers most small and mid-sized businesses:
- A plain statement of what you do and for whom. One or two sentences, with no slogans.
- Why the business exists. The problem you set out to solve, in concrete terms.
- How you work. Your process, standards and what a client can expect to happen after they enquire.
- Who is behind it. Names, roles and photographs, only where the people agree to be shown.
- Verifiable facts. Location, registered business details, licences, memberships and credentials that can be checked.
- A next step. A link to your services or contact page.
Keep it scannable
Use short paragraphs and descriptive headings. If a visitor can understand your business from the headings alone, the page is doing its job. Google’s SEO starter guide similarly recommends easy-to-read, well-organised text, with headings to help readers navigate (Google Search Central).
Trust cues worth including
| Cue | Why it helps | Watch out for |
|---|---|---|
| Real people and roles | Shows a human is accountable | Never present invented names or generated headshots as staff |
| Business location and contact details | Lets a visitor confirm you exist | Keep them identical to your other listings |
| Process description | Sets expectations | Do not promise outcomes you cannot control |
| Credentials and memberships | Verifiable proof | Include only those you currently hold |
| Links to real work | Shows what you actually produce | Label demonstrations and samples honestly |
Google’s guidance is blunt on one point: fake creator identities, invented names, AI-generated headshots or false credentials are a form of deception. The same principle applies to testimonial counts, client logos and “years of experience” claims. If you cannot prove it, leave it out.
What to avoid
- Superlatives with no evidence, such as “leading” or “best”. They add no information.
- A page that is only about you. Tie every statement back to what it means for the customer.
- Stale information. Old team lists and outdated addresses quietly erode trust. Review the page whenever staff or services change.
- Hiding how the work is done. If AI tools are part of your production process, saying so plainly is consistent with the “How” part of Google’s guidance.
A quick review checklist
- Can a stranger say what you do after ten seconds?
- Is every factual claim something you could show evidence for?
- Are names, photographs and credentials current and approved by the people concerned?
- Does the page link to a clear next step, such as a well-built contact page?
- Is the tone consistent with the rest of your site? Our piece on what makes a business website convert covers the wider picture.
Where Radiance Impact fits
Radiance Impact is a Brisbane-based creative technology studio that builds business websites, landing pages and redesigns. If you want help shaping an About page or a wider site rebuild, see our Digital Technology and AI Solutions page or get in touch.
Sources
- Creating helpful, reliable, people-first content, Google Search Central
- SEO Starter Guide, Google Search Central
