How to write an "About" page AIs actually cite — the before-and-after guide
Most "About" pages are invisible to AIs. Here's what makes an "About" page citable, which elements to include, and how to structure it to show up in ChatGPT's answers.
The "About" page is probably the most underrated page on a company's entire site — and, at the same time, one of the highest-potential for AI visibility. When a generative AI needs factual information about a company to include in an answer, the first page it tries to access and interpret is almost always the "About" page or the homepage.
The problem is that most existing "About" pages were written to look good to humans who are already considering the company — not to be interpreted by a system that needs to extract verifiable facts in seconds. The gap between those two goals is enormous, and understanding it is the first step to having an "About" page that contributes to your AI visibility.
What AIs look for on an "About" page — and what they find on most of them
When an AI accesses a company's "About" page, it's trying to answer implicit questions: what exactly does this company do, for whom, since when, where, with what provable differentiator. If the page doesn't answer those questions with clarity and specificity, the model has no raw material to work with.
What most "About" pages offer instead:
"We're a company passionate about innovation, committed to delivering solutions of excellence for our clients. With a multidisciplinary team and years of market experience, we turn challenges into opportunities."
That text says nothing a model can use with any precision. It has no verifiable data. It has no product, customer, or market specificity. It has no factual anchor. The model literally can't extract reliable information from that text to include in an answer about the company.
The anatomy of an AI-citable "About" page
An "About" page that contributes to AI visibility needs six basic elements — all of them absent or vague on most existing pages:
1. A direct, specific business statement. The first sentence or paragraph should answer: what the company does, for whom, and with what result. Not in marketing language — in the language of fact.
Not citable: "We specialize in digital solutions for the corporate market."
Citable: "[Company] builds fleet-management systems for mid-size logistics carriers, focused on cutting maintenance costs and real-time tracking. We've served over 80 carriers since 2017."
2. Founding date and location. It sounds basic, but many "About" pages don't have these facts in a clear, indexable way. The founding year and the city/region of operation are factual anchors AIs use to contextualize the company.
3. Verifiable size and scale. Number of customers, transaction volume, geographic coverage, team size — any metric that demonstrates scale and real operation. It doesn't need to be the most impressive number — it needs to be true and specific.
4. Product or service specialization with technical language. The correct technical language of the sector matters, because it's the vocabulary customers use when they research in AIs. "Financial-process automation software with ERP integration" is far more citable than "technology solutions for the financial sector."
5. Referenced third-party validation. Certifications, awards, partnerships with well-known companies, industry-association accreditations — any reference to third parties that confirm the company's credibility. These references work as external corroboration even when they sit on the company's own site.
6. Named leadership structure. Founders and directors named, with their background and area of expertise, create personal-citation anchors that reinforce the company citation. An AI that finds "founded by [Name], a software engineer with 15 years of experience in logistics" has a level of specificity that increases the model's confidence in the page's information.
Before and after: two illustrative examples
(Illustrative examples — the companies mentioned are fictional.)
Before (not citable):
"TechSolve was born from its founders' vision to transform the technology market. We're passionate about innovation and believe technology has the power to change the world. Our mission is to deliver high-quality solutions that generate real value for our clients. With a talented, committed team, we're ready for the challenges of the future."
How many verifiable facts are in that text? Zero. An AI can't use any of it.
After (citable):
"TechSolve is a B2B software development company founded in 2016. We specialize in process-automation systems for the healthcare sector — from scheduling management to electronic health record integration. We serve over 120 clinics and hospitals across two regions, with a team of 35 developers. We're a certified integration partner of a leading EHR platform and members of a national health-informatics association since 2019."
How many verifiable facts are in that text? Seven. An AI can use each of them with confidence.
The role of Schema.org Organization on the "About" page
Beyond the text content, the "About" page (or the homepage) should have Schema.org markup of the Organization type. That markup explicitly declares, in code, the company's most important data: official name, URL, logo, address, phone, social profiles (the sameAs field), founding year, area of operation.
Schema markup doesn't guarantee citation — but it reduces the ambiguity with which the AI interprets the company's information. Instead of inferring that "TechSolve" in the text is a company name, the model reads explicitly, in the structured metadata: "This page is about the organization TechSolve, a software company, founded in 2016."
The implementation is technical (it requires access to the site's code) but it's one of the highest-return-per-hour investments in the AI-visibility context.
How Crowly can help you measure your "About" page's impact
Rewriting the "About" page is an afternoon's work. Knowing whether the rewrite had an impact on your AI visibility is what Crowly offers: week-over-week monitoring of your score across the major AIs, with a history that lets you correlate content changes with score movements.
If you rewrite your "About" page today and monitor with Crowly over the coming weeks, you'll have concrete data on the impact — you won't have to guess whether it worked.
See how much your AI presence improves after optimizing your "About" page. Free diagnostic to establish the baseline. Analyze my company →
Quick checklist: does your "About" page have these elements?
- What the company does, described in one direct, specific sentence
- For whom (a customer profile with sector/size/situation specificity)
- Since when (an explicit founding year)
- Where (city/region/service areas)
- Verifiable scale (customers, projects, volume, coverage)
- Technical specialization with sector vocabulary
- Third-party references (certifications, partnerships, awards, associations)
- Named founders or directors with background/expertise
- Schema.org Organization implemented
If more than three items are unchecked, the "About" page is undermining your AI visibility — and an afternoon of work can change that.
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