- VellumWorks Weekly
- Posts
- What to Put on Your Charity’s About Page (and Why Google Cares)
What to Put on Your Charity’s About Page (and Why Google Cares)
Your “About” page isn’t just about you — it’s a powerful SEO and trust-building tool. Here's how to make it work.
Your About Page: Your Weapon for SEO and Support
It’s one of the most visited pages on any charity website.
And yet… it’s usually the most overlooked.
Many treat their “About” page like a boring CV or a vague mission statement — but it can do so much more.
Today, we’re digging into:
Table of Contents
What Your About Page Should Include
1. Who You Help and Why It Matters
Lead with purpose, not process.
Forget generic intros like “We’re a registered UK charity founded in 2012…”
Instead, start with a sentence like:
“At SafeStart, we support young people leaving care in Leeds to build independent, meaningful lives — because every young adult deserves a safe future.”
This intro is the perfect place to include your location and focus area. It helps Google understand what your site is about.
2. Your Story: The Why Behind the Work
People connect with stories — especially in the third sector.
Use 2–3 short paragraphs to answer:
How did this all start?
What problems were you trying to solve?
What’s changed since then?
You’re not just sharing your origin — you’re giving people a reason to believe in you.
Who’s Behind the Charity (Real Humans!)
Showcase your team — names, faces, roles, and maybe a personal quote or mission statement.
Even just listing trustees, directors, or staff with photos builds trust and credibility.
If your team has experience in related fields (social work, education, public health), mention it. Google connects expertise to trustworthiness (E-E-A-T framework).
4. Your Impact — Not Just Your Intention
The About page is a great place to include 2–3 standout impact stats or short stories.
Examples:
“Last year, we helped 315 survivors of domestic abuse find safe housing.”
“Since 2017, we've delivered 1,200 food parcels to families across Oxfordshire.”
Add a call-to-action right after:
“Want to help us reach more people? Make a donation today.”
5. Proof You Exist
Yes — this matters. Many small charities struggle with trust signals online.
Add some of the following for proof and trust in your charity:
Charity registration number
Links to your annual reports or impact reports
Logos of funders, partners, or networks you belong to
Testimonials from supporters or service users (with permission)
Bonus: Make It Personal, Not Corporate
Don’t be afraid to show your voice — people support people, not faceless institutions.
Use plain language. Add warmth. Invite connection.
Consider ending with a line like:
“We’re a small team with a big mission. If you care about [cause], we’d love to connect — reach out any time.”
Why It Matters for SEO?
Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) loves About pages.
When you:
Show who’s behind the site
Demonstrate your purpose and experience
Link to related content and references
...you’re telling Google: we’re legit, relevant, and trustworthy.
That means:
✔️Higher rankings
✔️ More visibility
✔️ More support
Coming up next on VellumWorks Weekly:
On Saturday, we’ll show you how to build a donation page that converts your visitors into donations.
We’ll break down what goes into a high-performing donation page — from trust signals to layout to suggested giving amounts.
→ Found this useful?
We send short, practical emails like this 2x a week — plus updates on the free tools we’re building for charities.
Let’s build the digital infrastructure the sector deserves.
P.s. If you’ve got this far, please subscribe and from now, we’ll include a charity “about” page template. Each of our emails aims to help you grow your SEO and digital efforts for your chairty.