If you look at most small business websites today, you’ll notice something alarming:
Their About Us page tells Google almost nothing about who actually runs the business.
Instead of building trust, authority, and credibility, most About pages are filled with generic marketing language like:
“We are passionate about helping our clients succeed…”
“Our team is dedicated to excellence…”
“We’ve been serving our community for years…”
While this sounds nice, it does nothing for your SEO — and in many cases, it actively hurts it.
In this article, I’ll explain why most businesses are doing their About Us pages wrong, how this impacts your rankings, and exactly how to fix it.
Why Your About Us Page Matters More Than Ever
Google no longer ranks websites based only on keywords and backlinks.
Today, Google evaluates:
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Who created this content?
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Are they qualified?
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Can they be trusted?
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Do they have real-world experience?
This is known as E-E-A-T:
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Experience
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Expertise
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Authoritativeness
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Trustworthiness
If Google can’t clearly identify a real, qualified human behind your website, your rankings will suffer — especially in industries like:
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Legal
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Medical
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Finance
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Home services
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Marketing
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Health & wellness
These are called YMYL (Your Money or Your Life) niches, and they require strong credibility signals.
The Most Common About Us Page Mistake
Here’s the biggest mistake I see:
❌ Businesses Hide Behind Their Brand
Most About pages are written like this:
“ABC Company was founded in 2015…”
“We specialize in…”
“Our mission is…”
But they never clearly answer:
Who is actually running this business?
From Google’s perspective, this looks like:
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No real author
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No real expert
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No clear authority
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No personal accountability
You’re basically anonymous.
And anonymous websites don’t rank well long-term.
Why “By The Company” Hurts Your Blog SEO
This mistake shows up even more in blog posts.
Many sites publish articles written by:
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“Admin”
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“Editorial Team”
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“Marketing Department”
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“Company Name”
This is a huge red flag.
Google wants content written by real people with credentials, not faceless brands.
When your posts are written by “the business,” Google can’t evaluate:
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Experience
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Education
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Licensing
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Industry background
So your content gets downgraded.
What Google Actually Wants to See
Google prefers sites where it can clearly connect:
Person → Expertise → Content → Website
That means:
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A real individual
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With a documented background
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Writing or overseeing content
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On a consistent topic
This builds what’s called an entity relationship.
Over time, Google learns:
“This person is credible in this industry.”
That’s how authority is built.
How to Fix Your About Us Page the Right Way
Here’s the framework I use for my own sites and client sites.
1. Create a Dedicated Expert Page
Instead of only having “About Our Company,” you should have:
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An “About the Founder” page
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Or “About the Expert” page
This page should include:
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Full name
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Professional photo
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Credentials
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Certifications
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Years of experience
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Education (if relevant)
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Media mentions
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Associations
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Areas of specialization
This becomes your authority hub.
2. Connect All Content to a Real Person
Every blog post should show:
“Written by John Smith, Licensed Contractor”
“By Jane Doe, Board-Certified Dermatologist”
And link to their expert page.
No more “Admin.”
No more “Team.”
3. Use Proper Author Schema Markup
Behind the scenes, your site should include structured data that tells Google:
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This article was written by a person
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Here is their profile URL
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Here are their credentials
This reinforces trust algorithmically.
4. Strengthen Your About Page With Proof
Your About page should include evidence:
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Client testimonials
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Case studies
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Awards
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Certifications
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Press features
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Industry memberships
Trust is built through verification, not claims.
5. Show Real Experience
Google now heavily rewards first-hand experience.
Show:
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Photos of you working
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Project examples
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Behind-the-scenes content
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Real client stories
This separates you from AI-generated competitors.
Example: Weak vs Strong About Page
❌ Weak Version
“We are a digital marketing agency helping businesses grow online.”
✅ Strong Version
“Anthony Brooks is the founder of Brooks Internet Marketing and has helped over 300 local businesses increase leads through SEO since 2012…”
See the difference?
One is generic.
One is authoritative.
How This Impacts Rankings Long-Term
When you fix your About page properly using on-page SEO best practices, you’ll see:
✅ Higher trust signals
✅ Better YMYL compliance
✅ Stronger EEAT
✅ Improved conversions
✅ More media opportunities
✅ More backlinks
It’s not just about rankings — it’s about building a defensible brand.
Why Most Agencies Still Get This Wrong
Most SEO agencies still focus on:
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Keywords
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Links
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Technical audits
But ignore:
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Personal branding
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Entity building
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Author authority
That’s why many sites plateau.
They never become “trusted sources.”
Final Thoughts: Your About Page Is Your Digital Resume
Think of your About page as your:
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Resume
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Portfolio
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Credibility profile
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Reputation center
If it’s weak, everything else is weaker.
If it’s strong, everything benefits.
If you want help building a proper expert-author framework for your site, feel free to reach out. This is one of the highest ROI SEO upgrades you can make.
