Your About page should tell visitors — and AI assistants — who you are, where you operate, and why you can be trusted. For an Irish local business, that means naming real people, stating your county and towns served, and backing up any claims with verifiable detail. Think of it as the page that answers the question: why should someone in Galway, Kilkenny, or Tralee choose you over the next result?

The credibility elements AI may look for: team, experience, mission

AI assistants (tools like ChatGPT, Perplexity, or Google's AI Overviews that summarise local businesses in response to user queries) typically look for signals that confirm a business is real, established, and qualified. Your About page is one of the clearest places to provide those signals.

Name your people. A page that says "our experienced team" tells an AI nothing it can verify. A page that says "Siobhán Brennan, qualified electrician, RECI-registered, trading since 2011" gives it something concrete to work with. Include:

  • Full names of founders or key staff
  • Relevant qualifications (e.g. CIRI registration for roofers, RECI for electricians, Bord Bia membership for food producers)
  • Years of experience and when the business was established

State your mission plainly. One or two sentences explaining what you do and for whom. Avoid marketing language like "passionate about excellence." Instead: "We install and service oil boilers for homeowners across County Clare, with a focus on older properties."

Link to proof where you can. If you're listed on Golden Pages, Trustpilot, or a trade body directory, mention it. If your work has been featured in a local paper or you've won a local business award, say so with the year.

For more on structuring pages that AI can quote directly, see Service pages that AI can quote: structure, FAQs, and proof.

Local signals: serving the county, history, and community involvement

One of the most common weaknesses on Irish business About pages is the absence of genuine local detail. A page that could belong to any business anywhere in the world gives AI assistants no reason to recommend you for a local query.

Be specific about geography. Name the county, the towns, and the areas you cover. "We serve clients across County Wexford, including Enniscorthy, Gorey, and New Ross" is far more useful than "we cover the south-east." If you travel to neighbouring counties, say so.

For guidance on weaving place names in naturally without it reading like a keyword list, see Using town names naturally in titles and headings without keyword stuffing.

Tell your history. When was the business founded? Did it start as a family operation? Has it moved premises or expanded? A short timeline — even just three bullet points — anchors you in a real place and time.

Mention community involvement. Sponsoring the local GAA club, supporting a Tidy Towns committee, or supplying a community café are the kinds of details that make a business feel genuinely local. These aren't just nice-to-haves; they're the sort of specific, verifiable facts that AI assistants can use to distinguish you from a generic national chain.

What to avoid: vague claims without verifiable details

Certain phrases appear on almost every About page and add nothing. AI assistants typically skip over them because they contain no information that can be checked or quoted.

Avoid:

  • "We are committed to quality" (what quality? measured how?)
  • "Customer satisfaction is our priority" (every business says this)
  • "Years of experience" without stating the number
  • "Serving the local community" without naming the community

Replace each vague claim with a specific one. Instead of "we have years of experience," write "established in Limerick in 2004." Instead of "we value our customers," link to your Trustpilot or Google reviews page and let the reviews speak.

Also avoid listing services on your About page in a way that duplicates your service pages without adding context. The About page is about who you are, not a second homepage.

Including locations, trades, and licensing where relevant

For regulated trades in Ireland, licensing and registration details belong on your About page — not buried in a footer or left off entirely.

Trade / Sector Relevant registration or body
Electricians RECI (Register of Electrical Contractors of Ireland)
Gas installers RGII (Register of Gas Installers of Ireland)
Builders / contractors CIF (Construction Industry Federation) membership
Food businesses Food Safety Authority of Ireland (FSAI) registration
Childcare providers Tusla registration number

If you're a healthcare provider listed on a platform like Doctolib or a beauty professional on Treatwell or Booksy, mention that too — these third-party platforms add a layer of verifiability that AI assistants can cross-reference.

For businesses with a Google Business Profile (a free listing on Google Maps and Search that shows your address, hours, and reviews), make sure the business name, address, and phone number on your About page match exactly what's on that profile. Inconsistencies confuse both search engines and AI tools.

Structured data — code added to your website that labels information like your address, opening hours, and trade — can reinforce all of this. See Structured data that AI and moderating systems actually accept for a practical guide.

How to align About with directory and service content

Your About page doesn't work in isolation. AI assistants build a picture of your business from multiple sources: your website, your Google Business Profile, Golden Pages, Trustpilot, local directories, and trade body listings. When these sources contradict each other — different addresses, different founding years, different service descriptions — it reduces confidence in your business as a reliable result.

Audit your key details. Check that your business name, address, phone number, founding year, and service area are identical across your website, Google Business Profile, and any directory listings.

Mirror your service page structure. If your service pages list specific towns (e.g. "plumbing in Drogheda" and "plumbing in Dundalk"), your About page should confirm you serve County Louth — so the two pages reinforce each other rather than creating gaps.

Link internally. Your About page can link to your main service pages, and your service pages can reference your About page for background on the team. This helps both users and AI assistants navigate your site as a coherent whole. For ideas on building FAQ content that AI can answer directly, see FAQ pages for Irish local services: examples AI can answer directly.

If you want to see whether AI assistants are currently recommending your business for relevant local queries, the free check from suggestedby.ai gives you a starting point — it measures whether your business name appears in AI-generated answers for searches in your area.

The About page is often treated as an afterthought. For Irish local businesses competing in AI search results, it's one of the most practical pages to get right — because it's where credibility lives.