Write an About page AI can summarise

Why it matters

When someone asks ChatGPT "What does [your company] do?" or "Who is behind [your company]?", the assistant looks for a page that describes you. On most websites that page is the About page. If it opens with a story about passion and values, there is little to repeat. If it opens with who you are, what you do, where, since when and for whom, the answer can be built from your own words.

Google's guidance on helpful content asks whether a site gives "background about the author or the site that publishes it", for example "through links to an author page or a site's About page". It also says that of the qualities it looks for, "trust is most important". An About page with clear, checkable facts is one of the simplest ways to show who stands behind your website.

Illustration with a fictional business.

Reference

The five answers in your first paragraph

Your first paragraph should answer five questions, plus the languages you work in. Someone who reads only that paragraph, person or software, should be able to describe you correctly.

Before you start

Have these ready

• Your fact sheet from Guide 04. Every fact on your About page is copied from it, so the two never disagree.
• A login to your website editor (WordPress, Webflow, Wix) or your web developer's contact.
• The names, roles and qualifications of the people you want to show, and their agreement to be named.
• Your current About page, printed or open in a second window.

Steps

Rewrite your About page

1. Write the first paragraph

   Answer the five questions from the table above in two or three sentences. Put them at the very top of the page, directly under the title. Keep the story of how you started, your values and your photos, but move them below.

   Version	Opening of the About page
   Before	Our story At Veldrin, we believe every entrepreneur deserves a partner who listens. Driven by passion and excellence, our dedicated team delivers tailored solutions that help you grow with confidence.
   After	About Fiduciaire Veldrin Fiduciaire Veldrin is an accounting firm in Strassen, founded in 2009. We do bookkeeping, VAT returns and payroll for small companies and self-employed people across Luxembourg. Our team of nine works in French, German, English and Luxembourgish.

   Example with a fictional business.

   The "before" could describe any firm, anywhere. The "after" answers who, what, where, since when and for whom, and every fact in it can be checked.

2. Use the same standard description everywhere

   Your first paragraph is now your standard description. Add it to your fact sheet from Guide 04, and use the same wording, or a shorter cut of it, in every place that asks you to describe your business:

   • Your Google Business Profile and Bing Places descriptions.
   • Your LinkedIn company page "About" text.
   • Directory and chamber listings (see Guide 07).
   • The description in your structured data (step 6).

   Small differences in wording are fine. Different facts are not: if one place says "founded in 2009" and another "over 20 years of experience", an assistant has two versions to choose from.

3. Add your key facts as text

   Below the first paragraph, add a short block of facts. Type it as text on the page, not inside an image or a PDF. Google lists "making sure that important content is available in textual form" among the basics for its AI features.

   Example facts block (fictional)

   Legal name:     Fiduciaire Veldrin S.à r.l.
   RCS number:     B000000
   Founded:        2009
   Office:         Strassen, Luxembourg
   Clients:        small companies and self-employed people across Luxembourg
   Services:       bookkeeping, annual accounts, VAT returns, payroll
   Languages:      French, German, English, Luxembourgish
   Team:           9 people
   Memberships:    <only real ones, for example your professional body>

   Copy each value from your fact sheet. Take the legal name and RCS number from the register itself, spelled exactly as it is there.

4. Show the people behind the business

   For firms where people are the product, such as accountants, lawyers or doctors, assistants are often asked about the people too. Add a short section with the key people:

   • Name and role.
   • Qualifications and professional memberships, only true ones that you could show if asked.
   • The languages each person works in.
   • A link to their LinkedIn profile or their own page on your website.

   Google's guidance asks whether it is "self-evident to your visitors who authored your content" and whether bylines "lead to further information about the author". A team section, with a page per key person, is where those links can lead. Only name people who have agreed to it.

   To describe each person in structured data as well, see Guide 25: Person schema and author pages for founders and experts.

5. Say how to contact you

   End the page with how to reach you: phone, email, office address or the area you serve, opening hours, and how to book a first meeting. Use the same values as your footer and your fact sheet.

   If you do not want to show a street address, give your town and the area you serve instead, and say how clients meet you (at their office, by video call).

6. For your developer: add Organization structured data

   Structured data repeats your facts as labels that software can read. Google recommends placing Organization markup "on your home page, or a single page that describes your organization", and says it does not need to be on every page. If you already added the homepage block from Guide 05, do not add a second, different copy here. Instead, mark the About page as an AboutPage and point it to the business you already described, using the same @id:

   about-page.html (fictional values)Copy

   <script type="application/ld+json">
   {
     "@context": "https://schema.org",
     "@type": "AboutPage",
     "url": "https://www.veldrin.example/about",
     "name": "About Fiduciaire Veldrin",
     "mainEntity": { "@id": "https://www.veldrin.example/#business" }
   }
   </script>

   Then check that the homepage block from Guide 05 includes the facts from your About page. Google lists these among the recommended Organization properties, and none are required:

   • description: your standard description from step 2.
   • legalName: the registered name, if it differs from name.
   • foundingDate: for example "2009".
   • numberOfEmployees, email, telephone, address.
   • sameAs: your LinkedIn page and other profiles you control.

   schema.org also defines areaServed and knowsLanguage for an Organization, if you want to label the area and languages too. Google's rules are strict on one point: the markup "must be a true representation of the page content". Only label facts that visitors can also read on the page.

7. Link the page from your menu and footer

   Make sure "About" (or "About us") is in your main menu or footer on every page, in every language version. Google lists "making your content easily findable through internal links" among the basics for its AI features. Each language version needs the same facts: a French page with the new founding year and a German page with an old one gives assistants two answers.

Template

About page outline

Copy this into a document, fill it in from your fact sheet, then put it on your website. Replace everything in angle brackets.

[H1] About <trade name>

<Trade name> is a <kind of business> in <town>, founded in <year>.
We <two or three main services> for <who you serve> across <area>.
We work in <languages>.

KEY FACTS
- Legal name: <as on the RCS>
- RCS number: <number>
- Founded: <year>
- Office or area served: <town, area>
- Services: <list>
- Languages: <list>
- Team: <number> people
- Memberships: <only real ones>

[H2] Our team
<Name>, <role>. <Qualification>. Works in <languages>. <LinkedIn link>
(one line per key person, with their agreement)

[H2] Our story
<How you started, what you care about. This is where the story goes.>

[H2] Contact
<Phone> · <email> · <address or area served> · <opening hours>
To book a first meeting: <what to click or send>

Check it worked

Confirm the page can be summarised

Open the About page on your phone in a private browser window. Read only the first paragraph and ask: could someone who has never heard of you now say who you are, what you do, where, since when, for whom, and in which languages?

Then give the page to someone who does not know your business and ask them to describe it in one sentence. If their sentence is missing one of the five answers, move that fact higher.

If your developer added structured data, test it as in Guide 05. After a few weeks, ask ChatGPT and other assistants "What does [your company] do?" again and compare with your scorecard from Guide 01. Assistants read pages again on their own schedule, so a change may take time to show, or may not show.

Common mistakes

What usually goes wrong

• Starting with the mission statement. Values and slogans can stay, lower down. The first paragraph is for facts.
• Vague time claims. "Over 20 years of experience" next to "founded in 2009" looks like a contradiction. Give the founding year, and say whose experience you mean if it is older.
• Facts only in images. A team photo with names written into the picture, or a brochure PDF, is easy to miss. Type the names and facts as text.
• Inventing credentials. An award you never won or a membership you let lapse can be checked. Google asks whether content has "easily-verified factual errors".
• Structured data that says more than the page. Labelling a founding year, area or language that visitors cannot read on the page goes against Google's structured data guidelines.
• Naming people without asking. Get each person's agreement before you put their name, photo or LinkedIn profile on the page.