A good About Us page answers the one question in the visitor's head: why should I trust this business? It ties the company story to the benefit the customer gets, uses real team photos, offers verifiable proof such as founding year, sectors served, certifications and a physical address, and ends by pointing the visitor to a clear next step.
On many business websites, the About page is little more than a few generic sentences under the logo. Yet visitors who want to know a company before asking for a quote open this page almost every time, especially in B2B purchases and high-value services. If the page is weak, the interest earned on the homepage fades at the exact moment of decision.
Should an About page tell a story or focus on customer benefit?
An About page should combine story and customer benefit, with the weight on the customer. How the company started only matters when it connects to the visitor's problem. "Founded in 1998" is ordinary on its own; "over 25 years we learned what regional manufacturers need from maintenance" turns the same fact into a benefit.
A practical rule: at the end of every paragraph, ask "and what does this mean for the customer?" Sentences without an answer should be shortened or cut. A founder's personal motivation can be compelling, as long as it does not fill half the page and leads into a section where visitors can recognise their own needs.
- —Who you are: one or two sentences on what you do and for whom.
- —Why you exist: the concrete problem you solve and how you got started.
- —How you work: the method, process or principle that sets you apart.
- —Proof: years, sectors, certifications, address and a real team.
- —Next step: a clear route to contact, a quote or your service pages.
Why should an About page use real team photos?
An About page should use real team photos because visitors want to know they will work with people, not just a company. Smiling models in suits from stock libraries are easy to recognise and reduce trust rather than build it. A genuine photo of the team, workshop or office, even one taken in natural light without a professional, is far more convincing.
If the team is small, there is no need to hide it; the names, roles and one-line specialities of a three-person team are stronger than an anonymous "team of experts". For manufacturers, photos of the machine park, warehouse or work on site do the same job. Compress the images for the web and add meaningful alt text.
What concrete proof belongs on an About page?
An About page should carry concrete proof that visitors can verify: founding year or years of experience in the sector, the industries and regions served, valid certifications, a full address and phone number, and references shared with permission. The more specific the proof, the stronger it is; rounded, unverifiable numbers can backfire.
- —Experience: founding year or the team's combined experience, stated as a real number.
- —Sectors: the fields you work in, for example automotive suppliers, logistics or healthcare.
- —Credentials: ISO certificates, professional chamber registrations, authorised dealer or service documents.
- —Address: a full address with a map; if it is a real office, showing it builds trust.
- —References: only client logos you have permission to use, plus short project summaries.
How do you avoid generic lines like "we focus on customer satisfaction"?
The way to avoid generic lines like "we focus on customer satisfaction" is to replace every claim with an example or a process. Every company says it is high-quality, reliable and customer-focused, so those words leave no trace. Instead, describe how you actually deliver satisfaction, for example what support you provide after handover.
- —Instead of "quality service": describe the checks you actually run.
- —Instead of "experienced staff": show team members' names and specialities.
- —Instead of "on-time delivery": outline the phases and typical length of a project.
- —Instead of "innovative solutions": name the concrete method or technology you use.
Why does an About page matter for E-E-A-T?
An About page matters for E-E-A-T because Google's quality rater guidelines put weight on understanding who is behind a website. E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. It is not a direct ranking score, but clear identity and contact information are common traits of high-quality sites.
In practice this means the company name, address and contact details are consistent across the site, match the Google Business Profile, and are filled in correctly in Organization structured data. AI-driven search engines also rely on this clear, consistent information when they describe a business.
What are the most common About page mistakes?
The most common About page mistakes are using stock photos, writing nothing but a founding date and a mission statement, hiding contact details on another page, and leaving the page untouched for years. What these mistakes share is that they leave the visitor's trust question unanswered. However polished the design, an About page with empty content does not persuade.
- —Former employees still listed on the team section.
- —Expired certificates or logos of clients you no longer work with.
- —Long, unbroken blocks of text that become a tiring wall to scroll on mobile.
- —The page missing from the main menu or buried under a vague label like "Corporate".
- —A company address that contradicts the one elsewhere on the site or on the Google Business Profile.
A simple safeguard is to review the About page at least once a year: are the team, photos, numbers and certificates still current? If you have entered a new sector or earned a new certificate, reflecting that change on the page shows both visitors and search engines that the business is active.
What call to action should end an About page?
An About page should end with a clear call to action that moves the visitor to the next logical step. Someone who reads the page to the bottom is probably interested, and leaving them at a dead end wastes that. A "Let's talk about your project" button, links to service pages, or phone and WhatsApp options all work well here.
The call should match the tone of the page. An aggressive "Buy now" button feels out of place after a warm, story-led page; an invitation like "Let's have a coffee and talk about what you need" feels natural. One main call and at most one secondary option make the visitor's decision easier.