Illustration of a social media website interface with a blue color scheme, showing a feed with posts, profile icons, sidebar menus, and a right sidebar with smaller content boxes, all in a flat, modern design style.

| October 1, 2025 | Web Development

Why Sites With No ‘About’ Page Struggle With Search Trust Signals

Imagine this: your website has strong content, clean design, and solid keywords — but it’s still not ranking the way it should. One simple reason might be that search engines and visitors can’t tell who you are.

An About page may seem minor, but it’s one of the clearest trust signals a site can have. Without it, both users and algorithms hesitate to trust your content, which can quietly lower your visibility and conversions.

This guide explains why that happens and how an About page can help your site appear more credible, both to search engines and real people.

What an About Page Really Does

An About page tells people who runs the site, what it stands for, and why it exists. It’s not just a formality — it’s a foundation for credibility.

Search engines look for pages that show clear ownership, authorship, and purpose. These cues help algorithms determine whether your content should rank for competitive keywords. Users also rely on these details to decide whether they should trust what they’re reading or move on.

For small businesses and local brands, the About page is often the first sign of legitimacy. It shows there’s a real company behind the content — not a faceless site built for clicks.

How Search Engines Measure Trust

Search engines use hundreds of signals to assess trust and relevance. Among them are what SEO experts call E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness.

When a site has no About page, it fails to check key boxes for these signals. Algorithms like RankBrain and DeepRank analyze user behavior — how long someone stays, whether they click back, or if they engage further. If visitors leave quickly because they can’t verify your credibility, your rankings can drop over time.

Other technical factors reinforce these trust signals too:

  • Secure HTTPS connection
  • Clear author names or organization details
  • Active contact information
  • Consistent branding and domain history

Together, these elements tell Google your site is real, reliable, and relevant. Without them, you’re harder to trust — both algorithmically and emotionally.

Why Missing an About Page Hurts User Trust

When visitors can’t find an About page, they often assume the site is anonymous or incomplete. That uncertainty drives hesitation, especially in industries where trust matters — law, healthcare, finance, or local services.

Users want to see who’s behind the words. They want names, locations, or even a simple team photo that proves there’s accountability.

Without this information:

  • Visitors are less likely to fill out forms or make purchases.
  • They may search for third-party reviews to verify legitimacy.
  • Search engines record shorter visit durations, which signal weak trust.

A strong About page closes that gap. It builds an immediate layer of transparency that no SEO trick can replace.

How Lack of Transparency Impacts SEO

Google rewards sites that demonstrate clarity and accountability. When you skip your About page, you’re skipping a key part of what Google looks for when ranking trustworthy sources.

Pages without author or company information often get classified as “low quality” in search quality guidelines. That can make it harder to rank, even if the rest of your SEO is strong.

Additionally:

  • Bounce rates rise when users can’t confirm who’s behind a site.
  • Engagement drops because visitors hesitate to explore further.
  • Conversion rates decline since uncertainty blocks action.

For example, a 2023 study by Ahrefs found that sites with visible ownership and author information saw 20% higher ranking stability after Google’s quality updates. Transparency matters — not just for ethics, but for performance.

Building Strong Search Trust Signals

Adding an About page is one of the simplest and most effective ways to strengthen your trust profile. Here’s what it should include:

  • Who you are: The people or company behind the site.
  • What you do: Your purpose, mission, or area of expertise.
  • Why it matters: The values or goals that drive your work.
  • Proof of legitimacy: Awards, certifications, or media mentions.
  • Contact details: A physical location or way to reach you directly.

These details show both users and algorithms that you’re accountable and transparent — the two things most spammy or low-quality sites can’t fake.

Other Ways to Build Trust

If you don’t yet have a full About page, there are other ways to reinforce trust signals:

  • Add author bios to blog posts.
  • Display verified reviews from real customers.
  • Maintain consistent branding across social platforms.
  • Publish or link to your privacy policy and terms of service.
  • Use schema markup to help search engines understand ownership.

These steps all contribute to a more transparent online presence, even before you complete your About section.

Bottom Line

An About page isn’t just background information — it’s a credibility anchor.

When users can see who you are, they stay longer, engage more, and trust what you publish. Search engines notice that too.

If your site feels invisible despite strong content, start by adding or improving your About page. It might be the most valuable SEO fix you can make this year.