What Should an About Page Say to Improve AI Visibility?
An About page should say, in plain words, what the business does, who it serves, where it operates, how long it has existed and who runs it. It should also give the facts assistants are asked about: legal and trading names, locations, founding year, size, ownership, credentials and notable clients or awards, with links to profiles that confirm them. About pages are not cited often. One 2026 analysis of branded questions found they made up under 2% of citations, far behind reviews and third-party pages. Their value is that they anchor the facts. When sources disagree about your name, location or specialism, a clear About page gives assistants, and the sites they draw on, an official version to match.
What should the page include?
| Element | Example | Why it helps |
|---|---|---|
| One-sentence description | "[Company] provides payroll software for restaurants in the UK and Ireland." | Gives a quotable summary with category, audience and place |
| Longer description | Two or three paragraphs on services, approach and differentiators | Adds context for "what is [company]" questions |
| Names | Legal name, trading names, former names | Stops confusion with similarly named businesses and after rebrands |
| Locations | Head office, other offices, service areas; registered office if different | Prevents wrong addresses and wrong-state answers |
| History | Founding year, key milestones | Answers "how long has [company] been around" |
| People | Founders and leaders, with roles and backgrounds | Supports trust and "who runs [company]" questions |
| Credentials | Licences, certifications, memberships, with verification links | Lets assistants and buyers confirm claims |
| Proof | Notable customers, awards, press, with dates | Gives specific evidence rather than adjectives |
| Profiles | Links to official listings and social profiles | Connects the site to the same business elsewhere |
How does a clear About page help LLMs cite a business?
- It answers brand-fact questions directly, such as "who founded [company]?", "where is [company] based?" and "is [company] the same as [similar name]?".
- It gives other sources something to match. Directory editors, journalists and review platforms often take facts from the About page, so accuracy there spreads.
- It reduces confusion with similarly named businesses, and links old and new names after a rebrand.
- It supports the rest of the site. Assistants that read your service pages can connect them to a clearly described business.
Keep expectations realistic. For recommendation questions, assistants lean on reviews, lists and coverage. The About page matters most for accuracy and recognition.
How About pages and author credentials help AI recognize your business
People pages carry weight where expertise matters. Google's guidance on helpful content encourages making clear who created content, for example through bylines and author information. Assistants and buyers read the same signals.
- Leadership bios: role, relevant experience, qualifications and notable work.
- Author pages: for anyone who writes your guides, with their background and links to their other work.
- Credentials with verification: professional registrations, licences and certifications, with links to the issuing body's register where possible.
- Consistency: the same names, titles and credentials on LinkedIn, conference pages and your site.
Named, credible people make both the business and its content easier to recognise and trust.
How do you write a business description optimized for AI search?
Use a simple formula:
[Company] is a [category] that helps [specific audience] [achieve an outcome] in [place], [with a distinguishing feature or proof].
For example: "[Company] is an independent bookkeeping firm that handles bookkeeping and payroll for restaurants and bars in Manchester, serving more than 120 hospitality clients since 2014."
Then:
- Use the category words buyers use, alongside any brand language.
- Be specific about audience and place.
- Add proof, such as years, client numbers, certifications or awards, rather than adjectives.
- Write three lengths: one sentence, one paragraph and a longer version, and use them consistently on your site, Business Profile, directories and social profiles.
- Test it: ask assistants "What is [company]?" and compare their answer with your sentence.
What should an About page avoid?
- Slogans instead of facts: "passionate", "innovative" and "world-class" give assistants nothing to repeat.
- Key facts only in images, such as a team photo with names in the picture, or a timeline graphic.
- Out-of-date details, such as a former chief executive, a closed office or an old company name without explanation.
- Contradictions with other profiles, such as a different founding year on LinkedIn.
- Hiding who you are: no names, no location and no company details make a business harder to trust and to identify.
- Unsupported superlatives, such as "the leading provider", without evidence such as market data or awards.
How do About pages differ by type of business?
Local businesses should lead with the service and the area: what you do, the towns you cover, your address and hours, how long you have served the area, and licences or trade memberships. A short story about the owner helps, but the practical facts matter most.
Software and B2B companies should state the category, the customers served (size and industry), headquarters and other offices, and funding or ownership where relevant. Security and compliance credentials, and links to the trust centre, documentation and review profiles, belong here too.
Professional firms should put people first: partners or principals, their qualifications and registrations, practice areas and notable work, within professional rules.
Should the About page use structured data?
Organization structured data can support the page by recording your name, other names, logo, website, founding date, address and links to official profiles. It must match what the page shows. It helps search engines connect facts, but it does not replace a clear, visible description.
How the About page fits with other important pages is covered in which website pages you should optimize for AI visibility. Checking a site's gaps is covered in how to audit a website for AI visibility gaps using its URL.
What might an illustrative rewrite look like?
Consider an illustrative engineering consultancy whose About page opened: "We are passionate innovators delivering excellence across a diverse range of sectors." Asked "what does [company] do?", assistants described it variously as an IT firm and a construction company. The rewrite opens: "[Company] is a structural engineering consultancy based in Leeds, designing steel and timber structures for schools, hospitals and commercial buildings across northern England since 2006." The new page lists its chartered engineers with professional registrations, three landmark projects with dates, its offices and its registered company name. The same description goes on its Business Profile and LinkedIn page. Within weeks, assistants describe it accurately, and it begins appearing in answers about structural engineers for school projects in the region.
What do people ask about About pages and AI?
How long should an About page be?
Long enough to cover the facts above, usually a few hundred words plus people and proof sections. Clarity matters more than length.
Should we include our history?
Yes, briefly, with dates. Founding year and milestones answer common questions and support credibility.
Do awards and client logos help?
Named, dated awards and clients, where permitted, give specific evidence. A wall of logos gives assistants little to use unless each logo has alt text naming the client; a short written list of named clients is clearer.
Should the About page mention competitors?
Not usually. Keep it about your business. Comparisons belong on dedicated pages where they can be fair and specific.
How often should the About page be updated?
Whenever leadership, locations, names or key facts change, and at least once a year.
Published by The Kovmere Team · updated Sep 29, 2026 · More resources