Your about page: how to build trust with customers and AI

A good about page uses concrete facts to show who you are, what you can do and why you can be trusted. Think names, experience, certifications, address and real examples of your work. That helps customers make a choice, and it gives AI assistants clear information to describe and recommend your business correctly.

What is E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. Google uses these ideas in its guidelines for evaluating search results. It is not a switch or a score you can set, but a way of looking at quality.

The same signals are useful for AI visibility. When ChatGPT, Gemini, Perplexity or Claude mentions a business, they need information that is clear and consistent. An about page is often one of the places that information comes from.

Why about pages often fall short

Many about pages are made of generic lines: "We are a young and dynamic team with a passion for what we do." Nothing in that can be checked by a customer or by AI. Basic details such as address, founding year or who works there are often missing too.

As a result, AI may describe your business vaguely or even incorrectly. Read more in AI gives wrong information about your business.

What a strong about page contains

A practical checklist:

• your full business name, address and service area
• the year you started and how the business came about
• the people behind the business, with name, role and background
• training, certifications and trade association memberships
• your specialisms: what you are genuinely good at
• examples of projects or clients, with permission
• contact details and how to reach you
• your Chamber of Commerce (KvK) number and any quality marks

You do not have to use all of these, but every fact that is accurate and verifiable helps.

Show experience with examples

Experience shows in what you have done, not in what you claim. A made-up roofer in Apeldoorn might write: "Since 2009 we have replaced flat roofs on homes and commercial buildings across the Apeldoorn area. Owner Mark van Dijk is a certified roofer and previously spent ten years at a large roofing firm."

That is concrete. You see who he is, what he does, where and for how long. Add a few project descriptions or photos with a short explanation.

Make sure it matches the rest of the web

AI compares information from several sources. If your website says "founded in 2009", your Google Business Profile shows another year and LinkedIn says something else again, the picture gets blurry. So check:

1. your Google Business Profile
2. your LinkedIn company page
3. listings in trade directories and on review sites
4. your own structured data

Structured data lets you record your name, address, founding year and people in a technical way as well. You will find an example in structured data: a LocalBusiness example.

Show the people

A face and a name make your business feel real. Add short profiles of key team members to the page and link to their LinkedIn profiles where it makes sense. If staff also write blog posts or advice, put their name on those articles and link to their profile. That way customers and AI can see who holds the knowledge.

Keep the tone honest

Do not exaggerate. Claims like "the best in the country" without evidence tend to create doubt rather than trust. Describe what you do and let reviews and examples speak for you. For how reviews count, read reviews and AI recommendations.

Measure whether it makes a difference

After updating your about page, you want to know whether AI describes your business better. Ask something like "what do you know about [your business name] in [town]?" and check whether the answers are right. With GEO tracking you follow this over time, alongside the questions where customers choose a business like yours.