Below is an about us template created to do more than summarise your company. It showcases your credibility, tells your story and builds a connection with your audience. For many visitors, it’s their first impression of who you are and why they should trust you. By aligning with E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) principles you connect with both your audience and search engines, boosting both engagement and visibility.

1. Key elements

• Meta Title - Mention your company name.

• Meta Description - Include your company’s purpose, mission and credibility.

Example:

About [company| Trusted Experts in [industry]
Discover [company], a leader in [industry]. Learn about our mission, expertise and why businesses trust us to deliver results.

• URL - Keep it short and recognisable (domain.co-uk/about-us).

2. Statement

Immediately tell visitors who you are and why you exist. Make sure to:

• Provide an overview of your mission and values.

• Include any key data or statistics that help illustrate the impact and focus.

• Mention your credentials here to show authority.

Example:

‘At [company], our mission is to empower small and medium-sized businesses with cutting-edge AI solutions. Since our founding in 2015, we’ve helped more than 2,000 companies streamline processes and reduce costs.’

3. Background

Give visitors a sense of your background, evolution and motivations. You should:

• Show how you or your founders identified a problem or saw an opportunity.

• Include personal stories or anecdotes.

• Show you’ve been in the trenches and that your knowledge comes from real-world practice.

• Include milestones with a timeline (first product launch, major awards).

Example:

‘In 2010, John Doe founded [company] to solve [problem] in [industry]. Starting with [milestone], we’ve grown to become a trusted partner for our clients. Key milestones include our first product launch in 2012 and earning the business of the year award in 2020. Our journey reflects a commitment to real-world solutions and innovation.’

4. Team

Introduce the people behind your company, showing transparency and trust. Depending on the size of your company, this may only include the management team. For the rest:

• Provide brief bios of key members or the founding team. Link these to bio pages that offer an extended version and showcase the content they have created.

• If possible, include headshots and relevant credentials (degrees, certifications, publications).

• Highlight each person’s role and experience.

• Listing qualifications or notable projects can clarify that your team knows their stuff.

Example:

‘Jane Smith is our Chief Technology Officer and holds a PhD in Computer Science from Oxford University. She has worked on AI research for over a decade and under her leadership, our engineering team stays ahead of the latest tech trends.’

5. Products

High-level outline of what your organisation does. For the rest:

• Focus on the why behind your offerings (why they exist and how they help).

• Link to relevant pages for detailed info.

• Show genuine benefits, not just marketing fluff and link to third-party reviews if they exist.

Example:

‘We offer a range of AI-driven solutions, from data analytics platforms to automated invoicing systems. Each product is designed to increase efficiency and reduce costs for businesses of all sizes.’

6. Values

Show your commitment to ethics, quality and user well-being by highlighting the core values that shape your company culture, such as transparency, innovation and customer success. Keep descriptions brief, clear and authentic to showcase trust and credibility.

Example:

Innovation
We invest 25 dedicated employees in R&D to stay at the forefront of emerging tech trends.

7. Achievements

External recognitions are strong indicators that others trust your expertise. Showcase any awards, notable media mentions or partnerships that boost your credibility:

• Link to official award pages.

• Mention well-known clients with their permission.

• Link to the most relevant case studies.

Examples:

• ‘Voted #1 AI Start-up in the UK (2024, TechWorld Awards).’

• ‘Featured in Forbes, BBC News and The Guardian.’

• ‘Trusted by over 200 Fortune 500 clients.’

8. Standards

If you create content, make sure visitors and Google know you follow best practices. Be transparent about how you research, write and review your work. Share your fact-checking process or editorial guidelines and link to them if you have a dedicated page for this.

Example:

‘Our editorial team follows strict guidelines to ensure accuracy and fairness. All articles are reviewed by subject-matter experts and we link to reputable sources when citing statistics or studies.’

9. Disclosures

Build trust by being upfront about any sponsorships, affiliate links or potential conflicts of interest. Disclosing conflicts or affiliations helps users and Google see you as trustworthy.

Example:

‘We sometimes partner with trusted software vendors to offer exclusive trials. We only partner with companies whose values align with ours.’

13. Are you E-E-A-T proof?

Be truly critical to yourself:

• Have you shared real company milestones or success stories?

• Is your team’s expertise clear (credentials, experience, industry recognition)?

• Did you reference credible third-party sources (awards, media mentions, partnerships)?

• Are you presenting transparent, accurate and trustworthy information about your company?