Your “About Us” Page is Dead: Why Reviews Are the New Business Card

Why Are My “About Us” Page and My “Reviews Page” Now the Same Thing?

“89% of consumers are likely to read reviews before visiting a business.”

That’s not just a big number; it’s practically everyone looking you up before they ever step through your door, call your number, or click ‘buy.’ (Source: Trustpilot).

Hi, I’m Linda Donnelly. For over a decade, my team at Business Solutions Marketing Group has been helping small businesses market their hearts out. I’ve seen it all. Trends come and go, but one truth has stayed constant: building trust is everything.

But here’s the stark reality: The way that trust is built—and how it’s perceived by your potential customers—has undergone a massive revolution. Your carefully crafted “About Us” page, with its beautiful mission statement and glowing self-descriptions, is no longer the primary voice of your brand. It’s not even close.

Your brand is no longer what you say it is.

It’s what your customers say it is.

This isn’t just a philosophical shift. It’s a strategic, technological, and deeply human change. With the rise of AI, the dominance of online reviews, and the sheer volume of choices consumers have, your “About Us” page and your “Reviews Page” have effectively merged into a single, powerful, and often unforgiving entity.

If you don’t understand this, you’re not just falling behind; you’re becoming invisible. Let’s explore why this has happened, what it means for your business, and how we help you master this new landscape.

The “Death” of the Traditional “About Us” Page (And Why No One Mourns It)

Think back to the “good old days” of websites. Every business had an “About Us” page. It was usually pretty standard:

“Our History”
“Our Mission Statement”
“Our Values”
A picture of the founder (maybe even a cheesy team photo!).

We spent hours crafting those words, trying to make ourselves sound perfect. We poured our hearts into them! But here’s the uncomfortable truth: no one really trusted them.

Why? Because it was all self-praise. It was the business talking about itself. In an increasingly skeptical world, people learned to take self-proclaimed greatness with a huge grain of salt. We want to hear from actual customers.

Today, if you’re a small business, your potential customers are not going to your “About Us” page first. They’re going straight to Google, Yelp, Facebook, or your industry-specific review sites. They are actively searching for what other people say about you.

This isn’t just a trend; it’s a fundamental change in consumer behavior.

Why AI Has Made Your Reviews Page the New “About Us”

The rise of Artificial Intelligence, especially Large Language Models (LLMs) like those powering Google’s AI Overviews, has supercharged this shift. AI doesn’t have emotions or biases. It looks for patterns, authority, and consensus.

Here’s how AI is changing the game:

1. AI Prefers “Real” Customer Voices

When someone asks an AI, “Who’s the best local plumber for emergencies?” the AI isn’t going to pull facts from the plumber’s “About Us” page that says, “We are the best!”

Instead, it’s going to scan thousands of online reviews. It will look for patterns:

“John was so responsive, he saved our Thanksgiving!”
“Called at 3 AM, and they were here in 20 minutes.”
“Finally, a plumber who didn’t overcharge!”

The AI is looking for objective, verifiable (through multiple sources) evidence of experience and results. Reviews provide this in spades. The AI wants to cite what your customers have experienced, not what your marketing team claims.

2. Reviews Are “User-Generated Content” — AI’s Gold Mine

User-Generated Content (UGC) is king for AI. Why? Because it’s authentic. It’s raw. It’s written by real people, in their own words, reflecting real experiences.

AI models are trained on vast amounts of human language. They understand the nuances of positive and negative sentiment in reviews. They can synthesize common themes, strengths, and weaknesses expressed by your customers.

Your “About Us” page is your voice. Your Reviews page is the collective voice of your market. For AI, the market’s voice is infinitely more authoritative.

3. Google’s E-E-A-T and Reviews

We’ve talked about Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) before. Reviews are a direct, undeniable signal for all four!

Experience: Every review is a customer’s direct experience with your business.
Expertise: Positive reviews about your skill (e.g., “The roof looks perfect, no more leaks!”) directly prove your expertise.
Authoritativeness: When hundreds of people vouch for you, Google sees you as an authority.
Trustworthiness: A high volume of positive reviews is the ultimate trust signal. It shows you consistently deliver on your promises.

Google’s own Search Quality Rater Guidelines heavily emphasize reputation. And where do raters look for reputation? Third-party reviews! They are told to explicitly look at sources like Yelp, TripAdvisor, and BBB.

The “Human Element”: Why People Trust Reviews More Than Ads

Even without AI, people are skeptical.

Only 25% of consumers say they find advertising to be credible. (Source: Statista)
Conversely, 89% of consumers trust online reviews as much as personal recommendations. (Source: Trustpilot)

Think about that gap! People trust a stranger’s opinion online more than your expensive ad campaign.

Why?

Authenticity: Reviews feel real. They describe real-world outcomes.
Relatability: “This person had the same problem I have, and this business solved it for them.” This is incredibly powerful.
Social Proof: If everyone else is doing it (and loving it), it must be good.

Your “About Us” page is you telling your story. Your reviews page is hundreds of people telling your story for you. And their voices are amplified by AI.

How to Embrace the New Reality: Your “Review Builder” Playbook

So, what does this mean for your small business? It means you need to shift your focus. Your “About Us” page isn’t useless—it still has a purpose for deep dives—but your Reviews page is your new front door. It’s your real marketing engine.

Here’s how we help you master this new landscape. We call it our Review Builder program, and it’s designed to align your brand’s message with your customers’ experiences, then amplify those positive experiences online.

1. Make Getting Reviews Effortless for Your Customers

This is the biggest hurdle for most businesses. Customers are busy. They love your service, but they forget to leave a review.

Our Review Builder program solves this with a simple, two-click process. Imagine:

Automated Requests: After every successful service or purchase, your customer receives a friendly, personalized email or text asking for feedback.
Direct Links: The message contains a direct link to your preferred review platform (Google, Yelp, Facebook, etc.). No hunting, no searching.
Two Clicks to Success: One click to the platform, one click to leave 5 stars and a quick comment. Done!

This dramatically increases your volume of positive reviews. More reviews mean more social proof, more E-E-A-T, and more visibility in AI Overviews.

2. Respond to Every Review (Good and Bad)

This shows Google and your potential customers that you are engaged and care.

Positive Reviews: A simple “Thank you for your kind words! We loved helping you with [specific service].” This reinforces the positive experience.
Negative Reviews: This is critical. Respond professionally and empathetically. “We’re so sorry you had this experience. Please call us directly at [phone number] so we can make it right.” This shows you are responsive and take feedback seriously, which can actually turn a negative into a positive.

3. Amplify Your Best Reviews

Don’t let your best reviews just sit on Google. Showcase them!

Website Integration: Embed your best reviews directly on your website, especially on your service pages.
Social Media Shares: Share screenshots of great reviews on Facebook, Instagram, and LinkedIn. “Another happy customer!”
Marketing Materials: Use quotes from your best reviews in your brochures or email campaigns.

These aren’t just testimonials; they are the voice of your brand. They are the new “About Us.”

4. Consistently Monitor Your Reputation

Your online reputation is not a “set it and forget it” task. You need to know what people are saying about you at all times.

Our tools help you track new reviews across all platforms. This allows you to:

Address Issues Quickly: Catch negative feedback before it spirals.
Identify Trends: See what your customers love (or dislike) about your service.
Stay Ahead of Competitors: Monitor their reviews and learn from their successes and failures.

This active management ensures your online “About Us” is always glowing.

Key Takeaways: Your New Brand Strategy

Your brand is now what customers say it is. AI and human consumers trust reviews far more than self-promotion.
Google’s E-E-A-T is heavily influenced by reviews. They are direct signals of your experience, expertise, authority, and trustworthiness.
AI Overviews prioritize information from authoritative, reputable sources. A strong, consistent review profile makes you that source.
Make getting reviews easy! Use a system like our Review Builder to turn happy customers into powerful advocates with just two clicks.
Actively manage your reputation. Respond to all reviews, amplify the positive ones, and learn from the negative.

5 Common Questions About Online Reviews and Your Brand

“What if I get a bad review? Will it destroy my business?” One bad review will not destroy your business. In fact, a few mixed reviews (as long as the majority are positive) can actually make your profile look more authentic. What matters is how you respond. A professional, empathetic response to a negative review can show potential customers that you are responsive and care about customer satisfaction. Don’t delete it (if you even can), address it.
“How many reviews do I actually need to make a difference?” The more, the better, but consistency is key. Businesses with over 200 reviews tend to have significantly higher conversion rates. More importantly, recent reviews matter. A business with 50 reviews from this year is often seen as more relevant than one with 500 reviews from 5 years ago. Aim for a steady stream of new reviews.
“Should I only ask for 5-star reviews?” No. You should ask for honest feedback. Our Review Builder program is designed to filter customer feedback. If a customer leaves less than 4 stars, they are typically directed to a private feedback form first. This allows you to resolve their issue before it becomes a public negative review, and then you can ask them to leave a public review once they are satisfied.
“Can I just buy reviews?” Absolutely NOT. This is a huge violation of Google’s guidelines and many other platforms’ terms of service. If you are caught (and you will be), your profile can be penalized, suspended, or even permanently removed. It destroys trust, both with customers and with search engines. Authenticity is paramount.
“My customers say they’ll leave a review but never do. How do I get them to actually follow through?” This is the core problem our Review Builder program solves! The key is making it incredibly easy and sending timely reminders. A simple, direct link delivered to their phone via text message, or to their email, immediately after they’ve experienced your excellent service, is far more effective than just asking them verbally at checkout. We remove all friction from the process, making it a two-click experience.

Build Your Reputation, Build Your Business

The rules of engagement have changed. Your brand’s story is now written in the collective voices of your happy customers.

At Business Solutions Marketing Group, we understand this new landscape. Our Review Builder program isn’t just about getting more stars; it’s about systematically building your online reputation, enhancing your Google ranking, and genuinely reflecting the incredible work you do.

Don’t let your competition dominate the “new About Us.” Let us show you how to empower your customers to tell your story, loud and clear. Visit our Review Builder page or contact us today for a consultation. Let’s make your reputation your strongest marketing asset.

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