How to set up an About page that builds reader trust
A practical guide to writing an About page that connects with readers, uses clear language, follows accessibility basics and helps search engines understand your site.
Create an About page that builds reader trust by stating who you are, what you do, and how visitors can get value from your site in plain, scannable language. Add clear contact details, accessibility-friendly formatting, and Organization structured data so both people and search engines can verify your identity. A well-written About page reduces confusion, helps set expectations for readers, and can improve engagement by guiding visitors to relevant content. It can also contribute to search engines’ understanding of your site, which may improve how your pages are presented in search results.
Why does an About page build trust?
An About page builds trust because it answers the basic questions visitors expect: who runs this site, why it exists and how to contact the author. If those facts are easy to find and clearly written, readers feel confident the site is reliable and worth their time.
What essential content should I put on an About page?
An About page should include a concise statement of purpose, a short author or organisation description, contact options, and a clear call to action. For example, add a one-paragraph mission, a short note on who writes or maintains the site, and a way to reach you through email or a contact form.
GOV.UK guidance recommends including a few lines about the number of staff and where they are based on organisation pages, which you can adapt for single-author sites by saying where you work and how you operate (GOV.UK guidance).
How should I write so readers understand and trust the page?
Write plainly and directly so readers can quickly grasp what you do and why it matters. The U.S. Department of Labor recommends keeping content around an eighth-grade reading level to make information understandable to most readers, which is a useful target for About pages (U.S. Department of Labor).
Use short sentences, active verbs and concrete examples of what visitors will gain from your site. Avoid jargon and departmental terms such as Uncategorized unless the category itself helps explain the content. Keep the main point in the first two or three lines so it appears above the fold on most devices. Including concrete examples of past helpful posts or common problems you solve makes the page more convincing and gives visitors immediate reasons to stay.
How should I structure the page for scanning and credibility?
Structure the About page so it is easy to scan and verifies your credibility. Lead with a clear headline, follow with a short mission paragraph, then add sections for background, credentials and contact information.
- Headline: One line that states who you are and what the site is for.
- Mission paragraph: Two to four lines that explain the site’s purpose and the reader benefit.
- Background or credentials: Short bullets or a brief paragraph about relevant experience or the site’s provenance.
- Contact and next steps: A visible contact method and a suggested next action, such as reading a featured blog post or subscribing.
On WordPress sites like My Blog, place a link to the About page in your primary site navigation so readers find it from the home page and sample pages such as the example page or a highlighted blog post. Consider adding links within each section to featured posts, resources or the contact page so readers can act on the information quickly.
What accessibility basics should I follow on an About page?
Follow simple accessibility practices so everyone can read and verify your content. Use high color contrast for text, support text resizing, and keep layout flexible for different zoom levels.
Specifically, WCAG recommends a contrast ratio of at least 4.5 to 1 for normal text and at least 3 to 1 for large text, which helps people with low vision read your content (Techniques for WCAG 2.0).
Also ensure text can be resized up to 200 percent without losing content or functionality, and consider reflow guidance for larger zoom levels such as 400 percent to support various devices and assistive needs (WCAG2ICT guidance).
Also provide descriptive alt text for any images and use semantic headings so assistive technologies can navigate the page easily.
Should I use structured data on the About page?
Yes, include Organization structured data so search engines can match the page to your identity. Adding properties such as name, url, logo and contact options helps search engines verify who runs the site and reduces confusion for readers looking for authoritative information.
Google Search Central recommends using Organization schema on your home or About page and focusing on properties useful to users such as name, address or telephone, url and logo, and using sameAs for authoritative external profiles (Google Search Central).
If you include structured data, ensure the visible content matches the markup to avoid mismatches that could confuse users or search systems.
How should I present author information without oversharing?
Provide enough author information to establish credibility but do not share sensitive personal details. A simple byline, a short bio, a location such as city, and a professional contact method are usually sufficient.
If you run My Blog in Anytown and serve readers across the Anytown area, say so briefly and include a professional email or a contact form link rather than a home address. Mentioning your niche or the types of blog posts you write gives practical context for new readers.
What visual and layout choices increase trust?
Choose a clean, uncluttered layout with readable fonts, consistent spacing and a single clear photo or logo. Visual consistency across the site reassures visitors that the site is maintained and intentional.
- Use a professional photo or site logo near the top of the page.
- Avoid dense blocks of text; break content into short paragraphs and bullets.
- Keep color contrast high and font sizes adjustable for legibility.
How do I balance proof and humility in tone?
Answer the trust question directly by combining factual proof points with a modest tone. State credentials or relevant experience plainly, then show how that experience helps the reader rather than boasting about it.
For example, list relevant roles or projects in a short bullet list and follow with a one-line explanation of what that background means for readers of your blog posts, such as faster solutions or simpler explanations.
How often should I update the About page?
Update the page whenever key facts change, such as a new email, a change in your focus or a new logo. Regular maintenance keeps the page accurate and signals to readers that your site is active.
On WordPress, keep the About page in your main navigation and review it when you publish substantial updates to your blog posts or site structure, including example pages and featured content.
How can I measure whether the About page builds trust?
Measure trust indirectly by tracking engagement signals: clickthroughs from the About page to other pages, contact form submissions, time on site and return visits. If more readers follow the suggested next action, trust is likely increasing.
Install basic analytics on your site and watch whether the About page becomes a common entrance or whether it leads readers to key blog posts in your sample page and Uncategorized sections.
Surveys or simple feedback prompts on the About page can also reveal whether visitors trust the site and find the information sufficient.
Putting it together for My Blog
For My Blog, write a short mission, add a brief author bio that states where you are based and how you serve readers in the Anytown area, include a visible contact method, follow basic accessibility rules and add Organization structured data. These steps give both people and search engines clear signals about who runs the site and why it should be trusted.
Frequently asked questions
What should I put first on my About page?
You should put a clear one-line statement of who you are and what the site does first on your About page.
Do I need to include contact information on an About page?
Yes, you should include a visible contact method such as an email address or a contact form so visitors can verify and reach you.
Should my About page be accessible?
Yes, your About page should be accessible by following basic guidelines such as maintaining sufficient color contrast and allowing text resizing for readers with low vision.
Is Organization schema useful on the About page?
Yes, adding Organization schema on the About page helps search engines understand and verify your site identity and useful properties such as name and url.
How long should an About page be?
An About page should be concise and scannable, typically a short mission paragraph plus brief background and contact sections.
Sources
- Techniques for WCAG 2.0 w3.org
- Guidance on Applying WCAG 2.2 to Non-Web Information and Communications Technologies (WCAG2ICT) w3.org
- Organisation pages - GOV.UK content and publishing guidance guidance.publishing.service.gov.uk
- Organization Schema Markup | Google Search Central developers.google.com