Does your About page actually help with AI visibility? Ours feels like an afterthought

Your About page is more important for AI than most people realize.

Why it matters:

AI systems build entity representations - essentially “who is this organization?” When your About page is weak, AI has:

• Less confidence in your identity
• Fewer facts to reference
• Weaker trust signals

This affects whether AI cites you AND how AI describes you.

The AI-optimized About page structure:

1. Entity overview (first paragraph)

   • Company name (exact official name)
   • What you do (clear, specific)
   • Founded date
   • Headquarters location

2. Mission/positioning

   • What problem you solve
   • Who you serve
   • Your approach/differentiator

3. Credentials and proof

   • Awards and recognition
   • Industry certifications
   • Notable achievements
   • Press mentions

4. Leadership (or link to separate page)

   • Key team members
   • Their credentials
   • Professional backgrounds

5. Verifiable links

   • LinkedIn company page
   • Crunchbase
   • Industry directories

Schema markup (essential):

• Organization schema with sameAs links
• Person schema for team members
• All linked properly

The About page is your E-E-A-T foundation:

Experience:

• Company history and story
• How long you’ve been solving this problem
• Specific examples of work done

Expertise:

• Areas of specialization
• Team credentials and backgrounds
• Industry certifications

Authoritativeness:

• Awards and recognition
• Media mentions
• Client logos (if allowed)
• Industry rankings

Trustworthiness:

• Physical address
• Contact information
• Privacy/terms links
• Verified profiles

Practical example:

Instead of: “We’re a marketing agency passionate about helping businesses grow.”

Write: “Founded in 2015, [Company Name] is a B2B marketing agency specializing in SaaS content strategy. Our 25-person team has created over 2,000 pieces of content for 150+ B2B companies including [notable names]. We’ve been recognized by [awards] and featured in [publications].”

The second gives AI concrete facts to work with and cite.

This is really helpful. Quick question: Should team/leadership information be on the About page or separate author pages?

Our content is created by 5-6 team members. Should each have their own page? How does that connect to the company About page?

Both. Here’s the optimal structure:

About Page:

• Company information
• Brief leadership section with links to individual pages
• Organization schema

Individual Author/Team Pages:

• Detailed bio for each person
• Credentials, background, expertise areas
• Links to their content on your site
• Links to professional profiles (LinkedIn)
• Person schema

The connection:

About page links to author pages. Author pages link back to About page. Each author page has Person schema with “worksFor” linking to Organization.

{
  "@type": "Person",
  "name": "Author Name",
  "jobTitle": "Content Director",
  "worksFor": {
    "@type": "Organization",
    "name": "Your Company Name",
    "url": "https://yourcompany.com/about"
  },
  "sameAs": [
    "https://linkedin.com/in/authorname"
  ]
}

Why this matters:

When AI sees content by “Author Name,” it can:

1. Find their author page
2. See their credentials
3. Connect them to your organization
4. Trust the content more

Without this, the author is just a name with no verified identity.

Quick wins for improving your About page this week:

Day 1 (1 hour):

• Add founding date, location, company size
• Write clear “what we do” statement (specific, not generic)
• Add basic Organization schema

Day 2 (2 hours):

• Add leadership section with names and titles
• Link to LinkedIn profiles
• Add sameAs to schema

Day 3 (1 hour):

• Add credentials section (awards, certifications, notable clients)
• Update any outdated information

Day 4-5 (3-4 hours):

• Create basic author pages for key team members
• Add Person schema
• Link from content to author pages

Total investment: ~8 hours Impact: Significantly stronger entity signals

This doesn’t require a full redesign - just adding the information AI needs.

Perfect. Here’s my action plan:

This week:

1. Rewrite About page with concrete facts
2. Add Organization schema with sameAs links
3. Add leadership section

Next week:

1. Create author pages for 5 key team members
2. Add Person schema to each
3. Link author pages from content bylines

Measure:

• Track how AI describes our company (before/after)
• Monitor if author content gets cited more after author pages exist

Should we add the About page to our main navigation? Currently it’s in the footer only.

Navigation placement matters:

Main navigation: Signals importance to both users and crawlers Footer only: Signals secondary importance

For AI optimization specifically:

• Main nav = higher crawl priority
• More internal links = stronger page authority
• Easier user access = more engagement

Recommendation:

• About in main nav
• Team/author pages linked from About
• Author names on content link to author pages

Page naming:

• /about/ or /about-us/ (standard, expected)
• /team/ or /our-team/ (for team page)
• /team/author-name/ or /author/name/ (for individuals)

Keep URLs clean and logical.

The About page shouldn’t be hidden. It’s foundational to establishing who you are.

How to measure if About page improvements are working:

Before you make changes:

1. Ask AI: “Tell me about [your company]”
2. Document the response - accuracy, detail level, tone
3. Note what’s missing or wrong

After changes (wait 4-6 weeks):

1. Ask the same question
2. Compare responses
3. Check if new information appears

What to look for:

• More accurate company description
• Mention of credentials/awards you added
• Correct founding date, location
• Better understanding of what you do

Also track:

• Does author content get cited more after author pages exist?
• Are author names mentioned in AI citations?
• Is company described more authoritatively?

The About page is a slow-burn optimization. Changes take weeks to reflect in AI, but they compound over time as entity recognition strengthens.