What Should Your About and Press Pages Tell AI About Your Brand?

An About page tells an AI assistant who runs a business, when it started, where it works and what it sells. A Press page shows which outside publications have written about that business. Both pages help only when the facts sit in plain text and match the store's Organization structured data.

Most owners write the About page in launch week and never open it again. Product pages describe products. The About page is the one place where a store describes itself, so an assistant that asks "who is this brand?" has little else to read.

What should an About page say so AI can use it?

Every sentence on the page should carry a fact someone could check. "We are passionate about quality" gives an assistant nothing to repeat. A sentence that names the founder, the year and the city gives it something to repeat.

We look for these facts when we read an About page, and each one belongs in plain text rather than in an image.

• The business name is written exactly as it appears in the footer and the structured data.
• The founder or the owners are named, with their roles.
• The page gives the year the business started and the city or region it works from.
• It says what you sell in a buyer's words, and who it is for.
• It says where you ship and how a customer reaches you.
• It names the background that makes you credible, such as a trade, a qualification or years in the craft.

What does a good About page look like in practice?

Take a ceramics studio on Shopify with 60 handmade mugs and bowls. Its About page says the studio "believes in slow living and beautiful everyday objects." Now picture a shopper asking an assistant who makes handmade stoneware mugs in Portland. Nothing in that sentence answers her.

The stronger version names the potter who started the studio. It gives the year and the city. It says the pieces are wheel thrown stoneware, fired in small batches, and shipped within the United States. The owner knows all of this already. The rewrite takes about an hour.

A B2B site works the same way. A software consultancy should name its partners, its founding year and the industries it serves. It can drop the paragraph about being a trusted partner.

What belongs on a Press page?

A Press page lists coverage that happened. Give each article, interview, podcast or award its outlet name, its date and a link to the original. Assistants give more weight to what an outlet wrote about you than to what you wrote about yourself. The citation footprint guide shows where assistants look for those mentions.

We apply three rules to every Press page so that it stays useful and safe.

1. Quote only a short phrase from any article, and link to the full piece.
2. Show an outlet's logo only when that outlet wrote about you. Describe the coverage as it was, for example "interviewed on a podcast episode".
3. Add a real email address for journalists.

Four real entries beat a long page of vague badges. A row of gray logos with no links tells a reader very little, and it tells an assistant even less.

How do I edit the About page in Shopify?

Shopify keeps the About page with the other static pages. These steps cover the text and the search listing.

1. In your Shopify admin, go to Online Store > Pages and open your About page. It is often called "About us".
2. Rewrite the Content field with the facts from the list above. Put the business name, the founder and the year in the first two sentences.
3. Find Search engine listing and click Edit. Write a page title and a meta description that name the business and what it sells.
4. Click Save. Open the live page and check that the new text is there.
5. Do the same for your Press page. If you have none, click Add page to create it.
6. Link both pages from the footer menu, so a crawler can reach them from every page.

How does the About page connect to my structured data?

Your theme or an app usually prints an Organization block in the page code. It holds your name, logo and profile links. That block and the About page should agree. If the page says one city and the block says another, an assistant has two answers and no way to choose.

In our June 2026 study of 216 Shopify storefronts, 72% failed Entity Integrity, the metric that checks whether the brand and its products are clean machine readable records. The About page is an easy place to start, since the owner already knows every fact on it.

1. Open your homepage, right click and choose View page source. Search for "Organization".
2. Check that the name, logo, address and sameAs links match your About page. The guide to sameAs links explains which profiles to list.
3. If you find two Organization blocks, read how to find and remove duplicate Organization markup first.
4. Make the address and phone number identical everywhere, as the guide to consistent business details describes.

The About page also feeds entity recognition. That is how an assistant decides that your store and the brand on a review site are the same business. The entity disclosure guide shows how to state who you are on your other pages too.

Questions people ask about About and Press pages

Why does my About page matter for AI?

The About page is usually the only page where a store describes the business rather than a product. An assistant asked who makes something, or whether a brand is trustworthy, reads it for names, dates, places and credentials it can repeat.

What should a Press page include?

A Press page should list real coverage only. Give each entry the outlet name, the date and a link to the original, quote no more than a short phrase, and add a contact email for journalists.

Do the About page and the Organization schema need to match?

The About page and the Organization markup should state the same name, logo, address and profile links. When they disagree, an assistant has two versions of the business and cannot tell which one is current.

A free scan of up to 5 key pages shows whether your Organization markup and your brand facts read the same way to an AI crawler.