How to Get About Pages Right
The page that explains who runs a business, what it does and why people should trust it.
Dana Whitfield
Why does it matter?
Visitors use About pages to judge credibility, and Google's quality guidance emphasizes knowing who is responsible for a site.
What are the numbers?
- Trust people check About pages to judge credibility
- Responsibility Google's guidance looks for who is behind a website
- Research Nielsen Norman Group has studied what users want from About pages
- Contact clear contact information builds confidence
What should I do?
- Name the people behind the business
- Explain what the business does plainly
- Include real photos where possible
- Link to contact information
- Keep facts current
What should I avoid?
Avoid:
- Vague mission statements only
- Stock photos of fake teams
- Outdated information
- Hiding contact details
When should I get help?
Short answer Bring in help when rewriting company pages.
Where this comes from
- Nielsen Norman Group — About Us information on websites
- Google Search Central — Creating helpful, reliable, people-first content
The figures and practices above come from the sources listed.
Working on something like this?
We take on Content Strategy work for teams who want it done once, properly. Tell us what you are building and we will tell you honestly whether we are the right studio for it. Start a project.
Where to go next
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