A trustworthy About page shows who you are, what you are qualified to do, where you operate and why customers can believe you: real names and photos, licenses, a real address, and verifiable proof. Google's guidance calls trust the most important part of E-E-A-T, but E-E-A-T is not a direct ranking factor.
Key takeaways
- Show real people: names, faces, roles and what each person actually does.
- Put credentials, licenses and insurance where a customer can check them.
- Include the same business name, address and phone number everywhere you appear online.
- Back every claim with proof you can stand behind: real projects, real reviews, real numbers.
- As of October 2026, Google says E-E-A-T is not itself a ranking factor; write the page for customers first.
What does E-E-A-T actually mean?
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. Google's page on creating helpful, reliable, people-first content describes these as aspects that help identify content worth showing, and says: "Of these aspects, trust is most important. The others contribute to trust, but content doesn't necessarily have to demonstrate all of them."
The same page also says E-E-A-T itself is not a specific ranking factor, although using a mix of factors that can identify content with good E-E-A-T is useful. It adds that Google's systems give even more weight to strong E-E-A-T for topics that could significantly affect health, financial stability or safety. Most local service pages are not in that category, but customers still judge you the same way.
The idea comes from Google's Search Quality Rater Guidelines, which guide the people who evaluate search results. Google says those raters' assessments do not directly impact ranking, but help it benchmark the quality of its results. So treat E-E-A-T as a way of thinking about credibility, not a score you can raise.
Who, how and why: what Google asks of your content
Google's guidance suggests asking three questions about any piece of content. Who created it, and is that clear to visitors? How was it produced? And why does it exist: is it created primarily to help people?
Your About page is where those answers should be unmistakable. It should say who is behind the business, how the work is done, and why you do it for customers in your area. If your site uses AI tools, say so plainly and say that a human checks the result. Our sites are built with AI and checked by a human.
What should an About page include?
| Element | Why customers care | What to show |
|---|---|---|
| Real people | People hire people | Names, photos, roles and a sentence about each person's experience |
| Credentials and licenses | They reduce risk | License numbers where required, certifications, insurance, and a link to the issuing body's public lookup |
| Address and contact | Proves you are real and local | Business name, address or service area, phone and email, matching your Google Business Profile |
| Proof | Claims need evidence | Real projects, reviews, awards, press and years in business |
| How you work | Reduces uncertainty | Your process, pricing approach and what customers can expect |
| Contact and next step | Turns trust into action | One clear call to action, such as call, book or request a quote |
Only include what is true and current. A license number that has expired, or a review you cannot point to, does more harm than leaving it out. In Florida, many trades and personal-care businesses are licensed by the state, so ask your licensing body how to display and verify your license correctly.
How do you write the page in seven steps?
- Start with one plain sentence: who you are, what you do, and where, for example the city or counties you serve.
- Add the people: a short bio for each person customers will meet, with a real photo.
- Explain your experience in concrete terms: years, job types, training, and anything customers can check.
- List licenses, insurance and certifications, with the numbers where appropriate.
- Add proof: link to genuine projects, and to your reviews on the profiles where they live.
- Describe how a job works from first call to finish, in a few short steps.
- End with your address or service area, hours, contact options and one clear action.
Use headings that read like questions customers ask. Keep paragraphs short, and write in the first person plural if you are a team. For help with the wording across your site, read website copy that ranks and converts.
How do reviews and past work support the page?
Proof is stronger when customers can verify it somewhere you do not control. Link to your reviews on Google and other profiles, show real projects with permission, and keep your name, address and phone number identical across the web. Our guide on whether reviews help local SEO explains how reviews fit into the bigger picture.
Never invent testimonials, awards or numbers. If you are new, say so honestly and lean on what you can prove: your training, your licenses, your process and a clear, honest description of how you work. You can see how we present real projects on our work page.
Is E-E-A-T a ranking factor, and what can the page really do?
No, not directly, according to Google. A strong About page will not push a site up a list by itself. What it can do is help visitors decide to call, book or buy, and give people evaluating your business a clear set of facts. It also supports the rest of your site by making it obvious who stands behind the content.
If your About page is thin or missing, an Extra Custom Page is $90, and Website Copywriting is $72 per page. Either way, send us real facts: we cannot invent your credentials, and neither should anyone else.
Frequently asked questions
Is E-E-A-T a Google ranking factor?
As of October 2026, Google's guidance on helpful, reliable, people-first content says E-E-A-T itself is not a specific ranking factor, although using a mix of factors that can identify content with good E-E-A-T is useful. So there is no E-E-A-T score to raise. Treat it as a checklist for credibility: show who you are, what you know, and why customers can rely on you.
What does E-E-A-T stand for?
It stands for Experience, Expertise, Authoritativeness and Trustworthiness. Google's guidance says trust is the most important of the four and that the others contribute to trust. In practice, show real experience with your work, explain your qualifications, earn mentions and reviews from others, and be honest and transparent about who you are and how you operate.
Do I need to put my face and name on my About page?
It helps. Google's guidance suggests asking whether it is self-evident to visitors who created the content, and customers hiring a local business want to know who they are dealing with. If you have a team, list the people customers will meet. If privacy is a concern, at least show the business name, address or service area and clear contact details.
Should I list license numbers on my website?
Where your trade or profession requires a license, showing it builds trust. Check with your state licensing body on how to present and verify it, and keep it current. Never display a number you do not hold. If you are unsure of the rules for your field, ask the licensing body or an attorney.
How long should an About page be?
Long enough to answer the questions a customer would have before contacting you, and no longer. There is no official length, so let the questions decide, and use clear headings so people can scan. Cover who you are, your credentials, how you work, your area and a clear next step, then link to your reviews and past work.
Can you write or build my About page?
Yes. An Extra Custom Page is $90, and Website Copywriting is $72 per page. A human reviews every fact, price and claim. You supply real details about your people, licenses and work, and we write around them. We do not invent testimonials, credentials or results, and we do not promise rankings.
Sources
- Google Search Central: Creating helpful, reliable, people-first content
- Google: How Search works, rigorous testing and quality raters
How we can help
We build fixed-price Shopify websites for Southwest Florida small businesses, starting at $450, usually in one to two weeks, and a human reviews every fact, price and claim. Your About page is one of the most useful pages to get right, and it is quick to add to any build. See the Basic Website if you are starting from scratch.
