Your About Us Page: The Missing Piece of Your E-E-A-T Strategy

People don’t buy from websites. They buy from people. In a digital world saturated with anonymous logos and corporate jargon, the single greatest advantage a business can have is a human face.

Yet, countless businesses build websites that are sterile, impersonal, and faceless. They hide the very people, stories, and values that would make a customer choose them. This is the “Who Are You?” problem, and it’s a silent killer of trust and conversions.

Your “About Us” page is not a formality or an afterthought; it is the heart of your brand’s credibility. The data is unequivocal: 52% of users head straight to the “About Us” page when first visiting a site. If they find a dead end, or worse, nothing at all, you are failing your first and most important test. As a website strategist, I see this as the most critical—and most rewarding—opportunity to forge a real connection.

The Trust Deficit: The High Cost of Being a Ghost

A missing or poorly crafted “About Us” page creates a “trust deficit” that has severe consequences for your business.

• It Eradicates Credibility: In an era of rampant misinformation, users are inherently skeptical. 75% of consumers judge a business’s credibility by its website design, and a key part of that design is the transparency offered by an “About Us” page. A faceless brand feels suspicious, causing visitors to question your legitimacy.
• It Signals a Lack of Authority (and Kills Your SEO): Google’s entire quality framework in 2025 is built on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Your “About Us” page is where you prove your E-E-A-T. It’s where you introduce your experts, tell your story of experience, and establish your authority. A missing page sends a powerful negative signal to Google, suggesting there’s nothing trustworthy to show.
• It Fails to Build an Emotional Connection: People make decisions based on emotion and justify them with logic. Your brand’s story—its struggles, its mission, its purpose—is what creates the emotional hook that makes a customer feel connected to you. Without it, you are just another faceless commodity, competing on price alone.

The Blueprint for a High-Trust “About Us” Page

A great “About Us” page is a strategic conversion tool. It should be a compelling narrative that answers “Who are you?”, “Why do you exist?”, and “Why should I trust you?”.

1. Lead with Your “Why,” Not Just Your “What.” Don’t just state what you sell. Start with your mission statement. Why did you start this business? What problem did you see in the world that you wanted to fix? This is the core of your brand story and the first step in building an emotional connection.
2. Tell Your Origin Story. Narrate your company’s journey. Be authentic. Talk about the challenges you faced and the milestones you achieved. A compelling story is far more memorable than a list of corporate achievements. As the HubSpot case study shows, a clear narrative about the founders and their mission is key to creating a relatable brand.
3. Introduce the Humans. This is the most critical element.
   • Use High-Quality, Real Photos: Ditch the generic stock photos. Show real pictures of your founder(s) and key team members. Authenticity wins.
   • Write Compelling Bios: Go beyond job titles. Share a brief, personal story or a statement about what each team member is passionate about.
   • Link to Professional Profiles: A new best practice is to link each team member’s name to their LinkedIn profile or other authoritative online presence. This creates a powerful, verifiable web of trust and directly supports your E-E-A-T signals.
4. Showcase Your Proof. Reinforce your story with tangible proof of your expertise and reliability.
   • Awards and Certifications: Display any industry recognition you’ve received.
   • Customer Testimonials: Use powerful quotes, or even short video testimonials, from happy customers. 95% of consumers check reviews before purchasing, making this social proof essential.
5. Bonus: Structure Your Trust for Search Engines. This is an advanced technique that your competitors are likely ignoring. Use Organization and Person Schema Markup on your “About Us” page. This structured data explicitly tells search engines about your business entity and the key people behind it, reinforcing their names and roles. It’s the technical layer that proves your E-E-A-T to Google’s AI.

Don’t Be a Faceless Brand

In an increasingly automated and anonymous digital world, the most powerful competitive advantage you have is your humanity. Your story, your mission, and your people are what will differentiate you from the sea of soulless competitors. Your “About Us” page is not just another link in your navigation; it is the bridge between your business and a customer’s trust. Don’t leave it unbuilt.