The About page is where AI looks to answer one basic question: who is this business, really? And yet it is almost always the most neglected page on a site, a paragraph of vague language, maybe a founding year, and nothing else. If that page does not clearly state what you do, for whom, and where, AI has to guess. Often the guess just does not get made.
Google search never cared much about the About page specifically. AI is different: it is looking for exactly the kind of page that sums up a business in one place, and the About page is usually that page.
Why does AI read the About page so closely?
When AI tries to decide whether a business qualifies for an answer, it needs a handful of basic facts fast: what the business does, where it is located, who it serves, and what makes it credible. The homepage is often full of sales language and images, but the About page is expected to be straightforward. AI relies on that expectation.
What should a good About page actually contain?
A working About page answers a few questions directly, without dressing them up:
- What the business does. One specific sentence: "We do electrical installations for houses and small businesses in South Ostrobothnia", not "we offer comprehensive solutions."
- Where and for whom. Service area and typical customer stated plainly, not buried in an image caption.
- Who runs the business. A name and role, both AI and people trust a page more when there is a real person behind it.
- What makes it different. One concrete point of difference from competitors, not generic quality talk.
- Contact details in the same format as the rest of the site. Same phone number, address, and name as on your Google profile, a mismatch is worse than a missing fact.
Should I add structured data to the About page too?
Yes. Organization or LocalBusiness schema tells a machine directly: this is the name, this is the location, this is the industry. The page looks exactly the same to a visitor, but at the code level the difference is large, the machine no longer has to infer from text what it could just read directly. I wrote more on this in how ChatGPT chooses which business to recommend.
The homepage sells. The About page proves you exist and know what you're doing.
How do I fix my own About page today?
Open your current page and read it out loud. If you cannot answer what you do and for whom by the end of the first paragraph, start over. Cut generic lines like "we are passionate about quality" and replace them with one concrete sentence about what you actually do. Finally, check that the name, address, and phone number match your Google Business Profile exactly.
If you want to make sure the page also works for AI, this is part of the Growth Partner service, I go through your site and tell you exactly what to change.
Summary
The About page is a small part of a site but a large part of how AI understands your business. State plainly what you do, for whom, and where, keep the details consistent with the rest of your site, and add schema markup. These changes take an hour, but they affect whether you get mentioned at all.
If you would like me to review your page for you, I am glad to tell you exactly what to change.