/eeat-audit

Technique 39: About Pages

What It Is

Trust-building content that establishes who you are, your expertise, mission, and credibility. Critical for E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Captures "[brand] about", "[brand] team", and "who is behind [brand]" searches. One of the most visited pages on any website.

When to Use

Navigational/trust intent -- user wants to verify the legitimacy and expertise of the organization before doing business. Every website needs an about page. It is evaluated by Google's Quality Raters as a key E-E-A-T signal.

Structure Template

H1: "Over [Brand]" or "About [Brand]"
    (e.g., "Over InhouseSEO -- SEO software voor ondernemers")

H2: Mission / What we do
    2-3 sentences: clear mission statement
    Who you serve and what problem you solve
    Not corporate jargon -- authentic and specific

H2: Our story
    Brief founding story: why you started, what problem you saw
    Key milestones (keep it concise -- 3-5 key moments)
    Humanize: real people, real motivations

H2: Our team
    H3: [Founder/CEO name]
        Photo, title, brief bio, relevant credentials
        Link to LinkedIn or personal site
    H3: [Key team member]
        Same format
    H3: [Key team member]

H2: Our expertise / What makes us different
    3-5 specific differentiators with evidence
    Certifications, partnerships, awards
    Years of experience, number of clients served

H2: Our values
    3-5 core values with brief explanations
    Authentic -- not generic corporate values

H2: In the press / As seen in
    Media mentions, publications, speaking engagements
    Logos of publications or partners

H2: Contact
    How to reach us
    Physical address (if applicable)
    Social media links

Word Count

500-1,500 words (authentic and concise -- overly long about pages feel like they're trying too hard)

Schema Markup

• Primary: Organization (name, url, logo, foundingDate, founders, sameAs)
• Secondary: Person (for each team member with credentials)

Featured Snippet Strategy

• Format: Not a primary snippet target
• Target: Knowledge panel -- Organization schema feeds Google's Knowledge Panel
• Tip: Include founding date, founders, and headquarters in structured data

CTA Placement

• After mission section: "See what we can do for you" link to services
• After team section: "Work with us" or careers link
• End of page: contact CTA or consultation booking
• Not aggressive -- the about page builds trust, not hard sells

Internal Linking Strategy

• Link to service pages (what we do in practice)
• Link to case studies (proof of expertise)
• Link to team member author pages (for blog E-E-A-T)
• Link to careers page (if hiring)
• Receive links from footer, main navigation, and author bylines across all content

Key Success Factors

1. Real photos: Team photos, office photos, candid shots -- not stock photography
2. Named people with credentials: Google's Quality Raters specifically look for this
3. Specific credentials: "15 years in renewable energy" not "years of experience"
4. Social proof: Media mentions, partnerships, certifications, awards
5. Linked profiles: Team members linked to LinkedIn, publications, or speaking engagements
6. Updated regularly: Team changes, new milestones, and updated numbers

Common Mistakes

• Stock photos instead of real team photos (immediately damages trust)
• No named people (anonymous companies are a Quality Rater red flag)
• Generic corporate mission statements ("We strive to deliver excellence" -- meaningless)
• Too long and self-congratulatory (nobody wants to read 3,000 words about how great you are)
• No link to contact or service pages (dead-end page)
• Not keeping it updated (shows a team member who left 2 years ago)
• Missing Organization schema (loses Knowledge Panel opportunity)

Example Topics by Niche

• Energy: "Over Energievergelijker.nl -- onafhankelijk energieadvies sinds 2018"
• Telecom: "Over Belsimpel -- het team achter de telecom vergelijker"
• SaaS: "About InhouseSEO -- built by SEO professionals for business owners"
• E-commerce: "Over onze webshop -- wie we zijn en waarom we dit doen"
• Local services: "Over ons aannemersbedrijf -- 25 jaar vakmanschap in de Randstad"