How to Write an About Us Page: Structure, Trust Signals, E-E-A-T and a Free Template

What is an about us page and what does it do?

An about us page is the company page that explains who runs a business, what it does, who it serves and why it deserves trust. It answers the visitor's quiet question before buying, "are these people real?", and it also shows Google who stands behind the website.

I have reviewed hundreds of business websites since 2012. To be honest, most companies write their about us page last, in a hurry, and often by copying a competitor. Yet this page is often one of the most visited pages right before a contact form. In this guide, I cover the structure, the trust elements, the link to E-E-A-T, and a template you can adapt today.

My goal is not to hand you a finished text. Instead, I want to give you a framework, so you can tell your own story in the right order. As a result, your page sends the same message to readers and to search engines.

Why do visitors read the about us page?

Visitors usually land here at a decision point. They saw the price and liked the service, but they still want one last reassurance. In short, they open the page to reduce risk, not out of curiosity.

In my experience, these questions run through their minds:

• Are there real people behind this business?
• How long have they been doing this work?
• Have they worked with customers like me before?
• If something goes wrong, whom do I contact and how?
• Do their values match what I expect?

Therefore, the text should work like a trust document that closes these questions one by one. On the other hand, readers do not want a long founding saga. They want the answer first and the details second. Pages that break this order lose even the most interested readers halfway, and you rarely notice that loss in your reports.

For service businesses in particular, this page is the written version of the first five minutes of a sales call. So describe yourself with the same clarity you use in that call. For example, instead of "the leading firm in the industry", say which work you do, for whom, and for how many years.

Why does an about us page matter for Google?

Google cares about experience, expertise, authoritativeness and trust, in other words E-E-A-T. The helpful content guidance on Google Search Central states plainly that trust is the most important of these four aspects.

The same guidance asks you to consider who created your content, how, and why. In addition, its self-assessment questions mention background about the author or the site, such as links to an author page or a site's About page. So this page is your site's official answer to the "who" question.

Google also publishes the Search Quality Rater Guidelines. That document tells raters to look at about and contact pages to understand who is responsible for a website. Raters do not change rankings directly. Still, the document shows what Google considers high quality.

If you want the full picture of the concept, read my guide on what E-E-A-T is and how to optimize content for it. Here, I focus only on the company page itself.

Which sections should an effective about us page include?

A strong page rests on a clear skeleton. The order can change, but most of these sections belong on the page:

1. One sentence definition: what you do and for whom.
2. Short story: why you started and which problem you solve.
3. Proof of experience: founding year, completed work, areas of expertise.
4. People: real information about the founder and the team.
5. How you work: your process and the promises you make.
6. Trust elements: certificates, partnerships, customer reviews.
7. Clear contact details: address, phone, email and legal company name.
8. A clear next step: a link to a quote, a call or a service page.

This skeleton closes the reader's questions in sequence. First comes "what do you do", then "why should I trust you", and finally "what should I do now".

Moreover, the same structure gives search engines a clean map of meaning. When every section does one job, both people and crawlers can summarize the page with ease.

How should you open your about us text?

The first sentence is the most valuable space on the page. Many sites waste it on a date line such as "Founded in 20XX, our company...". However, the reader does not need a date first. They need to know what you do.

A strong opening packs three facts into one sentence: what you do, whom you serve, and what makes you different. For example, "We provide monthly bookkeeping and tax advice for small ecommerce brands in Manchester" says far more than "We started with a passion for quality service."

Then apply a simple test. If a competitor could paste your sentence onto their site without a single change, the sentence is not yours yet. So make the service, the city, the target customer or the method concrete.

Also keep the first paragraph short. Two or three sentences are enough. If readers want more, they will scroll anyway. Even if they stop, they still leave with your core message.

Here is another example. An architecture studio that opens with "We design home renovations while tenants and owners sit at the same table" tells the reader in one second which problem it solves. In other words, your first sentence can also summarize your ads and your sales calls.

How can you tell your company story without boring readers?

The story is the emotional backbone of the page. That said, the most common mistake I see is a story that revolves around the company. In a good brand story, the customer is the hero, and the business is the guide.

A practical outline looks like this:

• Which problem did you notice?
• Why did it matter, and whom did it affect?
• Which path did you choose to solve it?
• What does that solution give customers today?

These four steps can fit into a few paragraphs. Consequently, you do not need a long timeline on the page. If you want to show key milestones, a short timeline block works well.

For a deeper look at narrative, my website storytelling guide will help. There I explain how a story spreads across a whole site; here I focus on the right dose for one page.

Finally, be honest. Small beginnings, lessons from mistakes and real motives build a stronger bond than polished slogans.

How much detail should you share about the founder and team?

Readers want to see a face behind the logo. Therefore, real information about the founder or the person in charge builds trust quickly. Name, role, area of expertise and years of experience are the basics.

The right level of detail depends on the business, though. For a small consultancy, a short founder bio may be enough. For a company with several specialties, it makes sense to introduce the lead for each area.

Consistency matters most here. For example, the title on your page should match your LinkedIn profile and your other listings. Different details in different places raise doubts for readers and for search engines.

Also avoid stock photos of "the team". Readers spot them instantly, and they create the opposite effect. A real office photo, even an imperfect one, is far more believable.

I apply this approach on my own site too: strategy and results are my responsibility, while experienced teammates carry out the implementation with me. Readers know from the start whom they will work with.

One more tip: use the same pattern for every team member. A name, a role, one sentence about expertise and, where possible, a verifiable profile link are enough. Also get consent before you publish personal details. If a teammate prefers not to appear, describing the role without a name is an honest option.

Where should trust signals go on an about us page?

A trust signal is verifiable information that supports your claim. These work best on the page:

• Official partnerships and certifications, such as an ad platform partner program.
• Legal details like the registered company name and founding year.
• Real customer reviews and client logos you have permission to use.
• Press coverage or talks at industry events.
• Guides, tools and case studies you have published.

Instead of piling these at the bottom, place each proof right next to the related claim. For instance, show the partner badge beside the sentence that says you specialize in Google Ads. That way, claim and proof appear in one glance.

On the other hand, stay away from numbers nobody can verify. Round phrases like "thousands of happy customers" no longer impress anyone. If you share a number, make it one you can back up on request.

I explain how to plan trust elements across a whole site in website trust signals that convert visitors.

Where should legal information sit on the page?

Your registered company name, address and contact details show readers that a real legal entity stands behind the brand. Hiding them seriously hurts trust, especially for high value services.

In practice, the cleanest method is to group these details at the bottom, inside a contact block. As a result, the story flows at the top, while readers who want to verify you find what they need at the end.

If you sell online, your legal duties may call for separate pages. Terms of sale, return conditions and a privacy policy belong on their own pages, with links from your company page. I also recommend that you confirm the mandatory details with a legal advisor.

If you serve other countries, check the local rules as well. For example, commercial sites in Germany need a separate Impressum page, and that information should not get lost inside your story.

Finally, keep these details identical across the site. The address in the footer, on the contact page and on the about page must match exactly.

What separates a weak about us page from a strong one?

A side by side comparison shows the difference best. The table below sums up the weak patterns I see most often and their strong counterparts.

Use the table to score your own page. If you match more than three items in the weak column, it is time for a rewrite.

Which about us page mistakes damage trust?

Some mistakes erase the effect of the entire page on their own. These are the ones I run into most:

• Copied text: paragraphs lifted from competitors kill both trust and originality.
• Inflated claims: unproven lines such as "the best in the country".
• Unclear identity: nobody on the page takes responsibility.
• Outdated details: the address of a closed branch or a photo of a former employee.
• Inconsistent details: a phone number that differs from your Google Business Profile.
• A wall of text: long paragraphs with no subheadings.

All of these mistakes leave questions in the reader's mind, and the page exists to close questions. So before you publish, ask someone who does not know your business to read it and note every doubt.

To check readability quickly, try the readability checker. It helps you catch long sentences and heavy paragraphs early.

How does an about us page differ for B2B and local businesses?

Every audience asks different questions. Therefore, you fill the same skeleton with different emphasis.

In B2B, several people usually approve a purchase. For example, a procurement manager at a manufacturer wants to see capacity, certifications, reference industries and process discipline. So verifiable capability matters more than an emotional story.

For local businesses, proximity and accessibility decide. For a dental clinic or a repair service, the address, opening hours, the team's faces and local history beat abstract values. Also, these details must match your Google Business Profile exactly.

Online stores face a slightly different situation. Shoppers want to know who ships the product, how returns work and which legal entity sells it. In short, the page works together with your customer service pages. I cover this further in ecommerce trust signals for online stores.

What does an about us page template look like?

Fill in the template below with your own details to create a first draft. Replace every bracket with real information.

1. Headline: "[Business name]: [service] for [city or region]"
2. Definition paragraph: "We provide [service] for [target customer]. [One sentence on what makes you different]."
3. Story: "We started in [year] because of [problem you noticed]. Today we work to [result you deliver]."
4. Approach: describe your process in three to five steps.
5. People: founder or lead, role, expertise and years of experience.
6. Proof: certificates, partnerships, approved references and selected reviews.
7. Values: no more than three principles tied to concrete behavior.
8. Contact: legal name, address, phone, email and opening hours.
9. Next step: a clear call such as "Let's talk about your project" plus a service link.

Take extra care with the values section. Instead of writing "honesty", make a promise such as "we never add a fee to the invoice that was not in the quote". Then the value becomes a commitment readers can test.

The template is a starting point, not a final draft. After the first version, reread every sentence and ask: "Could only we say this?"

How should you design an about us page?

Good text fails in a bad layout. That is why you should plan design and copy together. The basic rule: readers must be able to scan the page fast.

These design elements help most:

• The definition sentence and a real photo at the top.
• Short, descriptive subheadings for each section.
• Badge, number or quote boxes that highlight proof.
• A simple timeline for key milestones.
• A layout that collapses cleanly into one column on mobile.

Meanwhile, do not overdo animation or heavy images. The page should reflect sincerity, not show. A slow page turns reassurance into a patience test.

Also test the mobile experience, because many visitors open this page on a phone. I discuss the wider topic in content and design alignment on a business website.

What tone and length work best?

Tone is how your brand speaks, and it should match the rest of the site. A friendly service page next to a stiff, formal company page feels disconnected. So I suggest that you define your brand voice first; my guide on how to create a brand voice for your website can help.

There is no magic word count. In practice, though, 400 to 900 words is enough for most businesses. If you need more, use subheadings, short lists and visual blocks to make reading easy.

First person plural, "we", sounds natural on most company sites. However, for a founder led business, first person singular can feel warmer and more credible. Whichever you choose, keep it consistent across the page.

Finally, cut the jargon. Readers do not know your industry as well as you do. If you must use a technical term, explain it right away. My guide on UX writing and website microcopy offers more ideas.

Should you include a mission and vision statement?

You can, but the classic mission and vision block rarely tells readers anything. Lines like "to be a pioneer in our industry" appear almost word for word on hundreds of sites.

So I advise clients to build this part differently. Instead of a mission, answer "What do we work for today?" in one concrete sentence. Instead of a vision, answer "Which work should customers remember us for in five years?"

For example, "We help small businesses manage bookings and payments from one screen" says far more than an abstract mission text. Readers can compare that sentence with their own needs right away.

That said, some procurement teams ask for a formal mission statement. In that case, keep it, but place it lower on the page rather than at the top. As a result, you meet the formal expectation and still reserve the opening for useful information.

In short, a mission section only works when it contains a concrete promise. Otherwise, a clear, customer facing sentence should take its place.

Should you add structured data to an about us page?

Yes, I recommend it. Structured data presents identity details in a machine readable format. Google documents Organization structured data with properties such as name, logo, address, contact details and sameAs.

Schema.org also defines AboutPage as a page type. In practice, my team and I usually connect the Organization details to a page of type AboutPage. That way, the question "which organization does this page describe?" has an answer at code level too.

The rule to follow is simple: every detail in your structured data must also appear on the page. Adding an address or phone number only in code creates inconsistency.

If you prefer not to write the code by hand, the schema generator can produce a basic Organization block. For the technical background, read what schema markup is.

Does an about us page help with AI search?

Yes, because AI powered search experiences need clear and consistent sources when they describe a brand. A precise one sentence definition of what you do makes it easier for these systems to summarize you correctly.

Consistency is critical here. The definition on your page should match your social profiles, your business profile and your directory listings. If you describe yourself differently in each place, AI answers will also paint a mixed picture of your brand.

In addition, short question and answer blocks create quotable sentences. For instance, a two sentence answer under "Who do we work with?" is easier to cite than a long paragraph.

If you wonder how your brand appears in AI answers, see how your brand shows up in ChatGPT and Gemini. My team and I also offer AI SEO and GEO services in this area.

Should an about us page have a call to action?

Yes. A visitor who reads the page to the end is the reader closest to working with you. Leaving them without a next step wastes your warmest moment.

However, the tone of the call should fit the page. This is not a sales page. So a soft call such as "Let's talk about your project" or "Explore our services" feels more natural than "Buy now".

In practice, a two layer setup works well:

• An in context link to a service page right after the story.
• A visible button to the contact or quote form at the end.

This way, readers in research mode and readers ready to decide both find a path. You will find many button patterns in my call to action examples.

How can you measure the success of your about us page?

The page exists to build trust, not to sell directly. Therefore, judging it only by conversions is misleading. I look at these signals together:

• Pages visited next, especially service and contact pages.
• Engaged time on the page and scroll depth.
• The conversion rate of users who saw the page versus those who did not.
• Whether prospects mention the page in sales calls.

The third signal tells you a lot. If visitors who view the page convert at a higher rate, the page does its trust job. You can compare the rates with the conversion rate calculator.

That said, correlation is not causation. People who read the page may already be more motivated. So interpret the numbers together with customer feedback, not on their own.

How often should you update your about us page?

I recommend a full review at least once a year. Also update the page right away whenever something important changes in the business.

Typical triggers include a new service area, a new address or phone number, a new certificate or partnership, a key team change, and a refreshed brand voice. When one of these happens, update your structured data and external profiles on the same day.

Moreover, a current page shows readers that the business is alive. A text that has not changed for years, with old photos, invites the question "is this company still active?"

If you are redesigning your site, treat this page as a priority in the content move. I explain that process step by step in my website content migration strategy.

How do my team and I build an about us page?

When we work on this page with a client, we listen before we write. We hold short interviews with the founder and with the people who talk to customers most, and we collect the questions that come up in sales calls.

Next, we place those questions into the skeleton above and pair every claim with a proof. If a claim has no proof, we remove it. This step usually makes the text shorter, but stronger.

After that, we handle design, structured data and internal links together, because strong copy loses its effect in a weak layout. We run this work as a natural part of our web design and brand identity projects.

In short, a good about us page is where a business describes itself most honestly and most clearly. If you want to reread your own page with that lens, we can review it together as part of our SEO consulting.