Examples of About Us pages that inspire trust: what they include and what is missing

Examples of About Us pages that inspire trust: what they include and what is missing. On many business websites, this remains the most visited page after the services page, yet also the one written in the greatest hurry.

A visitor who lands here is not looking for a speech about values. They want the answer to a single question: can they trust this business?

Examples of About Us pages that inspire trust: what they include and what is missing

Visitors to the About Us page usually want quick answers to three questions: who you are, what you do and how long you have been doing it. The text should confirm these things in the opening lines, without a lengthy introduction about passion and mission.

Structure matters as much as style. A page with long paragraphs and no verifiable evidence reads like an advertisement and loses the visitor before they reach the contact form.

Why a well-written About Us page matters

A well-written About Us page is part of the signals Google reads when assessing a website's experience, expertise, authority and trust, principles explained in detail in the guide to E-E-A-T and who signs the content. A blog article may be well researched, but if the About Us page does not confirm who wrote it and what skills the business behind it has, the assessment of authority remains incomplete.

For ordinary visitors, the effect is similar. Someone reading a technical blog article who wants to learn more about the author naturally goes to the About Us page. If they find only a generic paragraph, without names or a verifiable history, the decision to call or fill in a form is put off, often for good.

The page matters especially for small businesses that do not yet have many public reviews. Without other trust signals on the website, the About Us page becomes the only place where visitors can check whether the business really exists and how long it has been operating.

Another practical reason arises in tenders or supplier selection processes, where a business description with a verifiable history is often required. A page written properly from the start saves the team from improvising a similar document under deadline pressure.

What an About Us page should include

A complete page answers three questions in order: who you are, what you do differently and how readers can verify your claims. The order matters, because visitors read the opening lines and decide there whether it is worth continuing.

Who you are and how long you have been operating

The business name, founding year and city where you operate should be stated explicitly, not merely suggested by a logo. For a service business, the name of the person responsible for projects matters as much as the business name, especially if the blog articles have a named author.

If the business has several locations or works with clients in a particular city, specify the exact area covered. A business that merely writes "we work nationwide" without further details seems less specific than one that clearly says where it has a team and where it delivers remotely.

Verifiable evidence, not claims

"We are the best team in the industry" cannot be verified and helps no one. Instead of claims like these, the page needs items readers can confirm for themselves:

• The number of completed projects, with a link to a real portfolio , not just a claimed figure.
• Certifications or official partnerships, with the exact programme name and, if possible, the year they were obtained.
• Years in business, calculated from the actual founding date, not rounded up to your advantage.
• The names and roles of key team members, not just a group photograph without names.

Each item above has a precise role: it turns a general claim into a fact readers can check in a few seconds, either with a click or a quick search.

Tone and addressing the reader

Write in a formal tone, addressing the reader respectfully, rather than using the tone of an advertising campaign. Avoid filler such as "we are passionate about what we do" or "we take pride in every project", because it adds no new information.

If the page describes a working procedure, it must be the one actually used in the business, not a simplified version written just for effect. A client who later checks the steps described and finds differences loses trust faster than if the page had said nothing about the procedure.

Four examples of structures, by business type

The examples below are generic structures intended as starting points, not real pages from competing businesses. You can adapt them to your own field while keeping the order of the information.

Example 1: B2B service business

The first paragraph says what problem the business solves and for which type of client, followed by the founding year. The second names the main services, each linked to its own page, and the final section introduces the team, with names and exact roles, not just generic titles such as "specialist" or "consultant". Avoid listing more than four or five services on this page; otherwise, readers lose the central argument and remember none of them.

Example 2: online shop

The page starts with the main product categories and the key selling point for customers: delivery, the returns policy or price. Next comes a section about suppliers or working practices, with verifiable details, followed by a link to the customer reviews page, where one already exists. If the shop works with several suppliers, mention the criteria used to choose them, not just the brands sold.

Example 3: clinic or local practice

Here, the exact address, opening hours and name of the professional providing the service matter most. A short section about education and experience, with actual years and institutions, replaces any paragraph about "passion for the field". Give the full opening hours, including holiday exceptions, because missing this information causes the most repetitive phone questions.

Example 4: technical business or agency

The page shows completed projects, with the technologies used and, where possible, results described without invented figures. A link to a team specialist's page, with a full biography, reinforces the signal of a real author behind the content published on the blog. Also mention the technologies currently used, not those learned at some point and since abandoned.

What is often missing from About Us pages

Most About Us pages fail not because of what they say, but because of what they leave out. The list below brings together the mistakes most often found in small and medium-sized businesses.

• No founding date or date when operations began, making it impossible to verify how long the business has been running.
• Generic stock photographs, with no real team members.
• Text copied almost identically from the homepage, with only slight rewording.
• Paragraphs about "values" and "vision", with no connection to what the business does daily.
• No link to the portfolio, projects or customer reviews page.
• No mention of certifications, partnerships or membership of professional associations.

Each missing item above can be fixed separately, without rewriting the whole page. A business that adds only its founding year and the names of two team members already changes how the page is perceived, even if the rest of the text stays unchanged.

How often to update the About Us page

The About Us page is not something you write once and then forget for years. It needs reviewing whenever a fact it states changes:

• A key team member leaves or joins the business.
• The business gains a new certification or enters an official partnership.
• The number of completed projects grows significantly beyond the figure displayed.
• The business moves to a different address or opens a new location.
• The business reaches a milestone year, suitable for mentioning a genuine anniversary.

Without regular review, the page ends up claiming things that are no longer true, such as a number of years in business left fixed since the last update. This undermines precisely the trust signal the page should be building.

A check every six months is enough for most small businesses. Add this check to the same routine in which you update the other service pages.

The connection with structured data

Alongside its text, the About Us page can carry structured data of the Organization or Persontype, which confirms in machine-readable form what the text tells visitors: name, address, founding year, official social media profiles. This data does not replace the text, but strengthens it for search engines.

A minimal example for a service business:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Numele firmei dumneavoastră",
  "foundingDate": "2019",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Orașul dumneavoastră",
    "addressCountry": "RO"
  }
}

Fill in the fields above with the business's real data, not the example values. An incorrect founding year in the code, different from the one written in the text, is easier to spot than you might think, either by an attentive visitor or an automated checking tool.

Before publishing a new schema, check it with the structured data validator, because a syntax error in the code can cancel out the entire signal, even if the page text is correct.

The principle stays the same, whether we are talking about text or structured data: the easier information is to verify, the greater the trust, both among readers and search engines.

How to check whether your own page works

The check does not require a complicated tool. It requires a simple exercise: read the page as if you were a new client who knew nothing about the business.

1. Read the first two sentences and check whether they answer "who you are" and "what you do".
2. Look for at least one verifiable fact: founding year, project count, certification.
3. Check whether at least one real name appears, rather than just the phrase "our team".
4. See whether the page links to a portfolio, reviews or a team specialist's profile.
5. Run an E-E-A-T audit to see which trust signals are missing from the rest of the website, not just this page.

If the page fails the first two points, rewriting it takes priority over any other content topic, because it directly affects the decision to work with the business for every visitor who lands there.

Conclusion

A well-built About Us page does not require lengthy text, but verifiable information arranged in the order visitors seek it: who you are, what you do and how each claim can be confirmed. For businesses that also want visible customer feedback, the structure works well alongside examples of good reviews, used correctly on the website.

If your page needs a complete review, along with the rest of the website's trust signals, our SEO optimisation team can help, and for businesses with customers in a single city, local SEO services complement the About Us page with area-specific signals. Write to us through the contact page to discuss exactly what is missing from your page.

Source references

• Google Search Central: conținut util, de încredere, scris pentru oameni
• Google, ghidul evaluatorilor de calitate a căutării (PDF)