Why Your About Page Does More for Local SEO Than You Think

TL;DR

Your About page is more than a formality — it’s a powerful trust and visibility tool for local SEO. When written intentionally, it helps search engines understand who you are, where you operate, and why your business is credible. It also helps real people feel confident choosing you.

By clearly sharing your story, location, and connection to the community, your About page strengthens local relevance, supports engagement, and reinforces trust — all of which play a role in local search performance.

If your About page is outdated, vague, or overlooked, refreshing it could be one of the simplest ways to improve both visibility and connection without creating new content from scratch.

The About Page: An Overlooked Hidden Gem

You’ve optimized your homepage, fine-tuned your service pages, and maybe even published a few blog posts to support your SEO efforts. But there’s one page many local business owners, and even some marketing professionals, tend to overlook: The About Page.

At first glance, it may feel like a formality. A place to share a short bio, a mission statement, or a few team photos. But in reality, your About page can quietly play a powerful role in your local SEO strategy. When done well, it builds trust, strengthens your local relevance, and supports how both people and search engines understand your business.

If your About page is vague, outdated, or missing altogether, you may be missing an opportunity to improve visibility and connection — without creating new content from scratch.

What Your About Page Really Communicates

Your About page isn’t just about telling visitors who you are. It’s about showing them why you exist, how you operate, and whether you’re trustworthy.

For potential customers, this page often acts as a deciding factor. People want to know who they’re doing business with, especially when choosing a local service provider or community-based business. For search engines, the About page provides important context about your brand, location, and credibility.

In many ways, it functions as your website’s trust center: a place where your story, values, and presence come together in a way that feels human and grounded.

A Simple Look at Local SEO

Local SEO focuses on helping your business appear in geographically relevant searches, like “bakery near me” or “plumber in Grand Rapids.” To determine which businesses to show, Google looks at a mix of relevance, proximity, and trust.

That trust isn’t built from one factor alone. It’s supported by consistent business information, a clear sense of location, engagement from local users, and content that reinforces who you serve and where you serve them.

Your About page can quietly support all of these elements when it’s written with intention.

How Your About Page Supports Local SEO

One of the most practical ways your About page helps local SEO is by reinforcing consistent business information. Including your full business name, address, and phone number, exactly as they appear on your Google Business Profile, helps search engines trust that your business details are accurate and legitimate. This consistency matters more than many business owners realize.

Your About page is also a natural place to mention your location and service area in a way that doesn’t feel forced. When you reference how long you’ve served your community, where you’re based, or the neighborhoods you work in, you’re giving search engines clear geographic context, while also reassuring visitors that you’re truly local.

Beyond technical signals, this page is an ideal place to highlight your involvement in the community. Mentioning local partnerships, sponsorships, or community engagement helps build local relevance and authority. These details don’t just strengthen your story; they also contribute to the kind of prominence Google values in local search results.

Finally, your About page can improve user engagement. When visitors feel connected to your story, they’re more likely to explore your site, visit your contact page, or reach out, all signals that support stronger performance over time.

How Your About Page Supports SEO More Broadly

From a broader SEO perspective, your About page plays an important role in demonstrating experience, expertise, and trust. Google wants to surface businesses run by real people with real knowledge, especially in industries where trust matters.

Sharing your background, credentials, or business journey helps establish that credibility. It shows that your business didn’t appear overnight and that there’s intention and experience behind the services you offer.

A strong About page also tends to keep visitors on your site longer. When people take the time to read your story, scroll through photos, or watch a short introduction video, it sends positive engagement signals. You can also use this page to guide visitors to key service pages or helpful blog content, strengthening internal linking and site structure.

Additionally, About pages often rank for branded and long-tail searches like “[Business Name] about” or “[Business Name] story.” Optimizing this page ensures that when people look for more information about you, they find a clear, confidence-building answer.

Best Practices Without the Overwhelm

An effective About page doesn’t need to be long or complicated. It should be written for people first, using natural language that reflects who you are and how you serve your community. Including your location, industry, and business name naturally helps with SEO, but clarity and authenticity matter more than keyword density.

Make sure the page is mobile-friendly, loads quickly, and includes real visuals whenever possible. If you’re able to add structured data or a map, that’s a bonus — but the foundation is always a clear, honest story.

Common Mistakes to Watch For

Many About pages fall short because they’re too generic or haven’t been updated in years. Statements like “We’re the best in the business” don’t build trust without real context. Overloading the page with keywords or city names can also hurt more than it helps.

Another common issue is treating the About page as an afterthought. For many visitors, it’s one of the most important pages on your site, and it deserves the same care as your homepage or services.

Measuring Whether It’s Working

You don’t need complex reporting to understand the impact of your About page. Keep an eye on how much organic traffic it receives, how long visitors stay on the page, and whether they click through to contact or service pages afterward. These insights can tell you whether your story is resonating and whether it’s supporting your broader SEO goals.

Final Thoughts: A Quiet but Powerful Asset

Your About page may not feel flashy, but it’s one of the most meaningful pages on your website — especially for local businesses built on trust and community connection.

When written thoughtfully, it helps search engines understand who you are and helps people feel confident choosing you. That combination is powerful.

If it’s been a while since you’ve revisited your About page, or if you’ve never written it with intention, now is the perfect time. Start with honesty, lead with connection, and let your story support your visibility in a way that feels natural and sustainable.

Because when people trust you, search engines tend to follow.

Reach Out To Found Local Today!

Ready to make your About page work harder for your local visibility? Let Found Local turn your story into a stronger connection and trust.