Person schema and author pages for founders and experts

Why it matters

In some firms the people are the product. You choose a lawyer, an accountant, a doctor or a consultant as much as the firm they work for. So people ask AI assistants about them: "Who runs Kastell Conseil?", "Does this partner speak German?", "Is she a certified accountant?"

If your website only says "our team" with first names and photos, an assistant has little to go on. It may skip the question, or take the answer from an old directory or a namesake. A page per key person, with their role, qualifications and languages written as text, gives it something clear to read. A short block of structured data, called Person markup, then says the same thing in labels software reads without guessing, and ties the person to your business.

Illustration with a fictional business and a fictional person.

Reference

The labels you will use

These come from the schema.org Person type. If structured data is new to you, read Guide 05 first: it explains JSON-LD and how to add it to your site.

Before you start

Ask the person first

• The person's written agreement, ideally by email, listing what will be published.
• Their full name as they want it shown, job title, languages and any professional titles. Ask them to confirm the exact wording.
• The link to their LinkedIn profile, if they want it included.
• The @id of your business from Guide 05, for example https://www.yourcompany.lu/#business.

Steps

Add a profile page and Person markup

1. Choose the key people

   Start with the people clients ask for by name: founders, partners, and experts whose qualifications matter to the client, such as a lawyer, an auditor or a doctor. A firm of twelve might start with its three partners. You do not need a page for everyone.

2. Write one page per person

   Give each key person their own page, for example /team/lea-marchetti. Google's guidance on profile pages names "an employee page on a company site" as a valid use. Put the facts on the page as plain text, because structured data must describe what visitors can see.

   What the page shows · fictional example

   Léa Marchetti
   Managing Partner, Kastell Conseil
   
   Léa founded Kastell Conseil in 2015. She helps small
   and medium-sized businesses in Luxembourg plan market
   entry and write business plans.
   
   Languages: French, German, English, Luxembourgish
   Qualifications: Certified management consultant
   Studied at: École de Gestion Exemple
   LinkedIn: linkedin.com/in/lea-marchetti-kastell-example

   Illustration with a fictional person.

   • Start with one sentence that says who they are and what they do for clients.
   • Write qualifications in full, the way a client would search for them, not only as initials.
   • If the person writes articles on your site, link from each article to their page, and list their articles on it.

3. Fill in the Person template (developer)

   This block goes on the person's page. It wraps the person in a ProfilePage, the type Google uses for pages about one person. Replace every example value with what the page shows.

   team-lea-marchetti.htmlCopy

   <script type="application/ld+json">
   {
     "@context": "https://schema.org",
     "@type": "ProfilePage",
     "dateModified": "2026-10-24",
     "mainEntity": {
       "@type": "Person",
       "@id": "https://www.kastell-conseil.example/team/lea-marchetti#person",
       "name": "Léa Marchetti",
       "jobTitle": "Managing Partner",
       "description": "Founder of Kastell Conseil. Helps small and medium-sized businesses in Luxembourg plan market entry and write business plans.",
       "url": "https://www.kastell-conseil.example/team/lea-marchetti",
       "image": "https://www.kastell-conseil.example/images/team/lea-marchetti.jpg",
       "worksFor": {
         "@type": "Organization",
         "@id": "https://www.kastell-conseil.example/#business",
         "name": "Kastell Conseil"
       },
       "knowsLanguage": ["fr", "de", "en", "lb"],
       "hasCredential": {
         "@type": "EducationalOccupationalCredential",
         "name": "Certified management consultant",
         "credentialCategory": "certification"
       },
       "alumniOf": {
         "@type": "CollegeOrUniversity",
         "name": "École de Gestion Exemple"
       },
       "knowsAbout": ["Market research", "Business plans"],
       "sameAs": [
         "https://www.linkedin.com/in/lea-marchetti-kastell-example"
       ]
     }
   }
   </script>

   • @id is a name tag for the person: their page address plus #person. Articles use it to point back here (step 4).
   • worksFor repeats the @id, type and name of your business exactly as in Guide 05. That is what links the person to the firm. If you used LegalService or AccountingService there, use the same type here.
   • name: the name only. Google's author guidance asks you to keep titles such as "Dr" or "Me" out of the name and put them in honorificPrefix instead.
   • sameAs: only profiles of this person that they agreed to list. Never someone else's profile with the same name.
   • image: a real photo of the person, not a placeholder. Delete the line if they prefer no photo.
   • hasCredential, alumniOf, knowsAbout: delete any part the page does not show, with the comma before it.
   • dateModified: the date someone last edited the profile, in the form year-month-day.

4. Link articles to their author (developer)

   If the person writes articles or guides on your site, the article's own markup should name them as author and point to their page. Google recommends the author's name, the Person type and a url to a page that identifies them. List every author shown on the page, each in a separate entry.

   article-page.htmlCopy

   <script type="application/ld+json">
   {
     "@context": "https://schema.org",
     "@type": "Article",
     "headline": "Five questions before you enter the Luxembourg market",
     "datePublished": "2026-10-20",
     "author": [
       {
         "@type": "Person",
         "@id": "https://www.kastell-conseil.example/team/lea-marchetti#person",
         "name": "Léa Marchetti",
         "url": "https://www.kastell-conseil.example/team/lea-marchetti"
       }
     ]
   }
   </script>

5. Add it to the page

   Paste each block on its own page, the same way as in Guide 05, step 3: the head code field in WordPress, Webflow or Wix, or your developer's template. Google asks for structured data on the page it describes, so the Person block goes on the person's page, not on the homepage.

6. Test it

   Use the same two free tools as in Guide 05. Test the filled-in block first by pasting the code, then the live page.

   • Schema Markup Validator checks every schema.org label, including worksFor, knowsLanguage and hasCredential. Paste the code or enter the page address and run the check. It should show a ProfilePage with a Person inside and no errors.
   • Google Rich Results Test lists "Profile page" and "Article" among the types it checks. Enter the address, or choose Code and paste the block, then click Run test.

   validator.schema.org · example result

   ✓ProfilePage
   0 errors · 0 warnings
   mainEntity: Person · name: Léa Marchetti · worksFor: Organization, Kastell Conseil

7. Keep it up to date

   When someone changes role, gains a qualification or leaves, update the page and the block on the same day. When a person leaves, remove their page and markup, or keep only what they agree to, and remove their @id from the author entries of articles they did not write.

Check it worked

Confirm what the tools read

Run each profile page and one article page through both tools as live addresses. Compare every value with the visible page and with what the person approved.

Common mistakes

What usually goes wrong

• Publishing without asking. A photo and LinkedIn link of a junior employee, added without their agreement. Ask first, every time.
• Credentials only in the markup. A title that appears in the hidden block but not on the page breaks Google's guidelines. Show it on the page first.
• Job titles in the name. "name": "Me Léa Marchetti, Partner". Put the name alone, and the rest in jobTitle or honorificPrefix.
• A worksFor that does not match. A different @id or spelling of the firm's name than in your business block, so the two are not clearly linked.
• Pages for people who left. A former partner still listed, with their LinkedIn link, months after leaving.
• Expecting a boost. Person markup makes facts about your people clearer. It does not guarantee a place in Google results or AI answers.