Optimising your About Us page for AI search platforms

Your About Us page has always been important for building trust with human visitors. In 2026, it has become one of the most critical pages on your entire Wix site for AI search visibility. AI platforms parse About pages differently from how Google evaluates them, treating them as primary sources for understanding who you are, what you do, and why you should be trusted. This lesson explains how AI platforms read About pages and how to restructure yours for maximum impact.

Why AI Platforms Prioritise Your About Page

When an AI system needs to decide whether to recommend your business or cite you as an expert, it looks for entity information: your name, credentials, experience, location, and areas of expertise. Your About page is the single richest source of this information on your entire website. AI platforms scrape and parse About pages specifically to build entity profiles for people and businesses.

Unlike Google, which evaluates your About page as one signal among hundreds, AI platforms often use it as the primary source for determining your expertise and trustworthiness. A thin About page with generic marketing language gives AI systems nothing to work with. A comprehensive About page with specific credentials, experience, and expertise signals gives them everything they need to recommend you.

What to Include on Your About Page for AI Visibility

Essential elements for an AI-optimised About page

• Full name and business name. AI systems use these as the primary identifiers for your entity. Avoid using only a first name or an abbreviation.
• Specific credentials and qualifications. List certifications, degrees, professional memberships, and years of experience with exact numbers.
• Clear geographic information. State where you are based, what areas you serve, and any relevant local context.
• Detailed description of your expertise. Do not just say "we offer great service." Specify exactly what you specialise in with concrete detail.
• Professional history and milestones. Include when you started, significant achievements, notable clients or projects (with permission), and career progression.
• Author/founder photos with descriptive alt text. AI systems with image processing use photos to verify identity across platforms.
• Links to external validation: professional profiles (LinkedIn), industry association memberships, published articles, and media appearances.
• PersonSchema or OrganizationSchema markup. Structure your About page content with Schema.org markup that AI systems can parse directly.

Common About Page Mistakes That Hurt AI Visibility

• Generic corporate language: "We are passionate about delivering excellence" tells AI nothing about your actual expertise
• Missing credentials: not listing specific qualifications, certifications, or years of experience
• No geographic signals: failing to mention where you are based or what areas you serve
• Team-only focus: listing team members without establishing the founder or primary expert's authority
• No structured data: relying purely on visible text without Schema markup for entity identification
• Outdated information: still referencing old business details, former locations, or discontinued services

How to Add Person or Organisation Schema to Your Wix About Page

How to implement structured data on your About page to strengthen your entity profile for AI systems

• Log in to your Wix dashboard and click Edit Site. Navigate to your About page using the Pages panel on the left.
• Click anywhere on the canvas to deselect all elements, then open page settings from the top toolbar and select the SEO tab.
• Scroll to the Advanced SEO section and click Add New Markup in the Structured Data Markup field.
• Choose the correct schema type. Use Person schema if the page is about an individual professional. Use Organization schema if it represents a company.
• For Person schema, fill in the name, jobTitle, worksFor, alumniOf, knowsAbout (as an array of your expertise areas), and description properties using your exact credentials.
• Add the sameAs property as an array of URLs linking to your LinkedIn profile, Google Business Profile, Twitter, Crunchbase, and any professional association member pages.
• For Organization schema, include name, url, logo (as an ImageObject with url and dimensions), foundingDate, description, and the same sameAs array of official profiles.
• Add the hasCredential property linking to any professional certifications or accreditation pages where your credentials are verified by a third party.
• Save the markup and validate it using Google's Rich Results Test to confirm there are no parsing errors.
• Publish the page and search your name or business name in Google after two weeks. A Knowledge Panel beginning to appear on the right side of search results confirms Google is recognising your entity.

Implementing Person and Organisation Schema on Your About Page

Add Person schema for individual professionals or Organization schema for businesses. Include properties like name, jobTitle, alumniOf, knowsAbout, sameAs (linking to your LinkedIn, Twitter, and other profiles), areaServed, and hasCredential. This structured data is directly consumed by AI platforms to build your entity graph.