How to craft an EEAT-compliant ‘About’ page which builds trust and authority

I SPOKE to a very good friend of mine recently who works in the tourism sector in Northern Ireland and he was talking to me about SEO and how many businesses tell him that they don’t tell their story as an EEAT About page. So, in a way, this blog is for them but it also is very relevant for other businesses this strikes a chord with.

Your website’s ‘About’ page is one of the most visited and influential pages on your site. Yet, for many businesses, it’s nothing more than a dull, uninspiring summary. If your ‘About’ page isn’t telling your authentic story, showcasing your expertise, or proving your credibility, you’re missing a powerful opportunity—not just to connect with customers, but to rank higher on Google and attract journalists looking for expert sources.

Google’s EEAT framework (Experience, Expertise, Authoritativeness, and Trustworthiness), which I have gone into detail in the previous blog, plays a crucial role in how websites are ranked. If your ‘About’ page is weak, lacks substance, or feels impersonal, Google may not see your business as credible, and neither will potential customers.

So, how do you craft an EEAT ‘About’ page which boosts your SEO, builds trust, and tells your brand’s story in a way which resonates? Let’s break it down—plus, we’ll look at an example of a tourism business missing out on a huge opportunity, without naming any business. I’ll make up the name.

Why Your ‘About’ Page is More Important Than You Think

When people land on your website, they don’t just want to know what you sell—they want to know who you are and why they should trust you.

A strong EEAT ‘About’ page can do many things:

• Establish your authority in your industry
• Prove your experience through real-life stories
• Showcase your expertise in your field
• Build trust with potential customers, clients, and even journalists
• Help Google rank your site higher by meeting EEAT standards

Many businesses make the mistake of rushing the ‘About’ page—throwing in a generic paragraph and hoping for the best. But Google actively looks at this page to determine whether your business is legit, credible, and worth ranking.

The tourism business missing out on a huge opportunity

Let’s take an example from Northern Ireland’s booming tourism sector. Imagine a small boutique guesthouse in the Mournes – for the purposes of this blog, let’s call it Mountain View Retreat.

Mountain View Retreat has a stunning location, amazing local produce for breakfast, and a real connection to Northern Ireland’s culture and heritage. But the website’s ‘About’ Page is bare-bones – just a single paragraph stating when they opened and a generic line about “providing great hospitality.”

Here’s what they’re missing:

• Experience – They could talk about the history of the guesthouse, why they set it up, or any personal stories about welcoming visitors.
• Expertise – Do they have decades of experience in hospitality? Have they won any awards? Do they offer unique local insights to guests?
• Authoritativeness – Are they featured in tourism guides, media articles, or online reviews? If so, they should highlight these mentions to boost credibility.
• Trustworthiness – They should include real customer testimonials, high-quality photos, and even a behind-the-scenes look at how they run the business.

This lack of detail means that Mountain View Retreat is likely invisible to search engines, uninspiring to customers, and missing out on potential PR opportunities.

How to Write an EEAT About Page That Works

So, how do you fix an ‘About’ Page which needs to be an EEAT About page? Here’s a simple structure to follow:

1: Start with Your Story (Experience & Authenticity)

People connect with stories. Start by answering:

• Why did you start your business?
• What challenges have you overcome?
• What makes your business unique?

Example for Mountain View Retreat

“We opened Mountain View Retreat in 2018 after falling in love with the Mournes. What started as a family home is now a peaceful guesthouse where visitors can experience authentic Northern Irish hospitality.”

2: Highlight Your Expertise (Why Should They Trust You?)

This is where you showcase your skills, knowledge, and achievements.

• Do you have industry experience?
• Have you won awards?
• Have you been featured in newspapers, magazines, or blogs?

Example for Mountain View Retreat:“As experienced hosts, we have welcomed guests from over 20 countries. We were named ‘Top 10 Northern Irish Stays’ by Discover NI and are featured in The Irish Times’ travel section.”

3: Prove Your Authority (Backlinks & Media Mentions)

Google values third-party validation, so include:

• Links to features in press, tourism boards, or industry websites
• Certifications or partnerships with recognised bodies (eg: Tourism NI or Tourism Ireland)
• Guest testimonials or reviews from platforms like TripAdvisor

Example for Mountain View Retreat:

“We are proud members of Tourism NI and were featured in the Belfast Telegraph’s ‘Hidden Gems’ series. Our guests consistently rate us 5 stars on TripAdvisor for our warm welcome and local knowledge.”

4: Build Trust (Show the Real You)

• Include high-quality images of your team, workspace, or product
• Use real names (Google and users prefer real people over faceless corporations)
• Add contact details and a clear CTA (Call to Action)

Example for Mountain View Retreat:

“Meet our hosts, John and Sarah, who are always happy to share recommendations on the best walking trails, local eateries, and hidden gems in the Mournes. Got a question? Drop us a message—we’d love to hear from you!”

Get your EEAT About page right with MGMPR

Most businesses aren’t telling their story effectively which means they’re missing out on SEO rankings, customer trust, and PR opportunities.

At MGMPR, we specialise in brand journalism—writing compelling, EEAT-driven content which not only boosts your SEO but also captures media attention. We’ve worked with tourism businesses, food brands, and industry leaders to craft not just ‘About’ pages, but full content for websites, which build trust, attract customers, and establish authority.

By working with MGMPR, you’ll get:

• A professionally written, SEO-optimised About Page
• A compelling story that connects with your audience
• Content that aligns with Google’s EEAT guidelines
• A page that journalists and media outlets will notice

Your EEAT ‘About’ page is your first impression – make it count

If your ‘About’ page is uninspiring, outdated, or lacking substance, you’re losing out on valuable SEO rankings, customer engagement, and media attention.

Take action today—revamp your ‘About’ page, tell your story, and build trust with your audience. And if you need help, I’d be delighted to help you.

Email me at eleanor@mgmpr.co.uk to get started on crafting an About Page that works for your business. If you wish to self assess your own content, here a good guide for you giving you lots to think about on Google For Developers.