The About us page is among the most visited on corporate websites, because it is opened by people who are considering working with the company and want to know who they will be dealing with. Yet it tends to be filled with phrases about years of experience and satisfied customers that mean nothing. What convinces are specific things: who makes up the company and what these people have achieved, since when it has been operating and what it does, how many customers it has served and in which sectors, where it is based and what its premises look like, and what certifications, memberships and partnerships it holds. Photos of real people and premises work better than stock visuals. The page is also an important trust signal for search engines and for language models, which draw facts about the company from it.
See also: Trust signals, E-E-A-T, Building a company entity.
