About Page Schema Generator — Clarify Ownership and Purpose

Generate clean AboutPage JSON‑LD to clearly identify your About page, link it to your WebSite, and reinforce Organization signals.

Try the About Page Generator

Why many About pages underperform

Pain points we solve

• Search engines can’t tell if the page is an About page or a general article.
• Brand entity signals (Organization, logo, profiles) aren’t linked from About.
• The site relationship is unclear without `isPartOf` linking to WebSite.
• Manual JSON‑LD is inconsistent or missing on this key page.

How SwiftSchema helps

Solution

Our generator produces a simple, copy‑ready AboutPage JSON‑LD block with `name`, `url`, and an `isPartOf` WebSite reference to reinforce site identity.

Pair this with Organization (including a crawlable logo) and `sameAs` links to create a cohesive set of brand signals.

How it works

How it works

1. Choose AboutPage in the generator below.
2. Enter the About page title (`name`) and the absolute `url`.
3. Add `isPartOf` with your WebSite name and canonical URL.
4. Optionally include `inLanguage`, `description`, and a `primaryImageOfPage`.
5. Copy JSON or Script, paste on the About page, and validate in the Rich Results Test.

Generate AboutPage JSON‑LD

Paste once on your About page. Validate. Ship.

What is AboutPage structured data?

AboutPage marks up a dedicated About page as a subtype of WebPage. The structured data doesn’t generate a standalone rich result, but it does make entity understanding easier. When your JSON‑LD explicitly tells Google, Bing, and LinkedIn crawlers that “this page is the canonical description of who we are,” it reduces ambiguity between About content, blog posts, and help-center docs. The markup is especially valuable for brands that share a name with other entities (e.g., “Northstar” as both a SaaS company and a logistics firm). Pairing AboutPage with Organization JSON‑LD further cements ownership: the Organization block defines the entity; the AboutPage block defines where the story lives on site.

You can think of AboutPage as the glue between your high-level entity signals. It references the WebSite via

, points back to the About page’s absolute URL, and can house supporting fields such as , , , or . Taken together, these properties confirm that the copy users see matches the entity details search engines expect.

Essential elements to include

1. Clear page intent. Make sure the About page itself is a narrative about the company or individual—not a hiring page or feature tour. If the text isn’t truly about the entity, the markup will feel dissonant.
2. Consistent naming. Use the same company name, DBA, and abbreviations in metadata, hero copy, and Organization JSON‑LD. Consistency is critical when you want Knowledge Panel updates to stick.
3. Strong
   isPartOf
   block. Always include the WebSite name and canonical root URL. This creates a clean chain: Organization → WebSite → AboutPage.
4. Media support. Reference a high-quality hero image or team photo via
   primaryImageOfPage
   so the page feels real and human.
5. Outbound corroboration. Link to notable press, investors, or social profiles within the content and in Organization
   sameAs
   links. The About page is often the best place to consolidate these proofs.

Implementation checklist

• Update the About page copy first, ensuring it explains the origin story, mission, leadership, and proof points. Schema should reflect that final text.
• Generate AboutPage JSON‑LD with this tool, making sure the
  name
  mirrors the H1 and the
  description
  summarizes the on-page hero or intro paragraph.
• Add optional properties when available:
  • primaryImageOfPage
    referencing a hero/team image.
  • inLanguage
    for localized About pages or translated microsites.
  • breadcrumb
    when the About page lives in a deeper information architecture.
• Double-check that Organization JSON‑LD exists site-wide (usually in the layout) and that it links back to
  /about
  or the equivalent slug.
• Validate in Google’s Rich Results Test. Even though AboutPage doesn’t power a card, validation will catch missing braces, typos, or mis-typed URLs before deployment.

Content + schema pairing best practices

Think of structured data as documentation of what already exists. If the About page shares team bios, highlight two or three leaders in the body copy and mirror that in JSON‑LD via

or . If the page lists awards, consider adding properties to the Organization schema. When you mention philanthropy or sustainability work, include links and evidence; otherwise, the copy can read as fluff. Finally, keep the About page updated: nothing erodes trust faster than referencing a funding round from three years ago or featuring executives who have left.

For multi-language sites, create localized About pages (e.g.,

, ) with their own AboutPage markup in the relevant language. Cross-link them via and canonical tags so search engines see each locale as authoritative for its region.

Reporting and maintenance tips

Set a quarterly reminder to re-read the About page alongside your Organization JSON‑LD. Leadership changes, new offices, updated mission statements, and funding announcements should all be reflected both in the content and the schema. Maintain a changelog (even a simple doc) noting when the About page was refreshed, which assets were replaced, and whether the markup changed. This record becomes invaluable when your legal or comms team needs to verify what the public has seen historically.

If you collaborate with PR agencies or HR (who often own About/Team copy), share the AboutPage checklist with them. Aligning on which fields must be updated—logo, headshots, brand tagline—prevents schema regressions when they make content-only edits in the CMS. Before shipping major brand campaigns, run the About page through Google’s URL Inspection tool to force a recrawl so that updated entity context gets indexed quickly.

Common Errors & Fixes

• Missing
  url
  . Include the absolute About page URL, not a relative path. This ensures the entity graph links correctly from anywhere on the web.
• No site context. Always add
  isPartOf
  with your WebSite details so crawlers know which domain owns the page.
• Using AboutPage on the homepage. If your homepage doubles as an About page, consider splitting them. Mark the homepage as WebSite/WebPage and keep AboutPage for a dedicated story.
• Copy/pasted Organization data. Don’t duplicate the entire Organization object inside AboutPage. Link to or mention it, but keep each schema block focused on its purpose.
• Out-of-sync content. If the About page states “50 employees” but Organization markup says “200 employees,” pick one source of truth and update both places.

{
  "@context": "https://schema.org",
  "@type": "AboutPage",
  "name": "About SwiftSchema",
  "url": "https://www.example.com/about",
  "isPartOf": {
    "@type": "WebSite",
    "name": "Example",
    "url": "https://www.example.com"
  }
}