Ask three AI assistants when your company was founded, who runs it, where it operates and what it costs, and you may get three different answers. Some will be out of date, some will be pulled from a directory you forgot existed, and some will simply be guesses. AI tools assemble brand descriptions from whatever sources they can find, and if you have never published the facts clearly in one place, you leave that job to everyone else.
A brand facts page — sometimes called a “fact sheet”, “company facts” or press page — fixes that gap. It is a single, plain, well-maintained page that states the key facts about your organisation, with dates and sources, so that people, journalists, search engines and AI assistants all have one reliable reference.
This guide explains why a facts page helps, what to include, a ready-to-use template, how to mark it up, and how to keep the rest of the web consistent with it.
Key Takeaways
- AI assistants build brand descriptions from many sources; a clear facts page gives them one accurate reference.
- Include founding date, leadership, locations, offerings, key numbers, official profiles and a ‘last updated’ date.
- Google recommends placing Organization markup on your home page or a single page that describes your organisation.
- A facts page is not a guarantee: AI may still rely on third-party sources, so align directories, profiles and Wikidata too.
- Review the page quarterly and after any major change such as a rebrand, new leadership or price change.
Why AI assistants get brand facts wrong
AI answers about a company are typically assembled from the web in real time, from training data, or both. ChatGPT search, for example, may rewrite a question into several targeted queries sent to search providers, then cite what it finds; OpenAI’s own help page warns that “Search results and citations can be incomplete, outdated, or incorrect.” Google’s AI features use a “query fan-out” technique, “issuing multiple related searches across subtopics and data sources”, according to its AI features documentation.
So if your about page is vague, your old address still appears in directories and a 2019 press release mentions a CEO who left, an assistant has conflicting evidence. Google’s Knowledge Graph, which powers knowledge panels, works the same way:
“Facts in the Knowledge Graph come from a variety of sources that compile factual information.”
— Google Knowledge Panel Help, How Google's Knowledge Graph works — Knowledge Panel Help
A facts page does not override other sources, but it gives every system — and every journalist — a clear, current, first-party version of the truth to compare against. If AI is already repeating errors, pair this page with our process for fixing AI brand misinformation.
What to include on a brand facts page
| Section | Facts to state | Tip |
|---|---|---|
| Identity | Official name, legal name, former names, short description (one sentence) | Mention former names explicitly if you rebranded |
| History | Founding date, founders, headquarters, key milestones | Use full dates, e.g. “founded in March 2014” |
| Leadership | CEO and senior team with roles and start dates | Link to individual profile pages |
| Offerings | Main products/services, who they are for, where available | Link to each product or service page |
| Scale | Employees, locations, customers served — only verified, dated numbers | “As of September 2026” beats an undated figure |
| Pricing model | How pricing works (subscription, per project, quote-based) | Link to your pricing or quote page rather than duplicating figures |
| Recognition | Awards, certifications, memberships with year and issuer | Link to the issuer’s page where possible |
| Official channels | Website, social profiles, app store pages, press contact | Same URLs as in your Organization markup sameAs |
| Corrections | Common misconceptions and the accurate fact | “We are not affiliated with X” is useful if confusion exists |
Keep statements short and factual. This is not a marketing page — avoid superlatives that cannot be verified.
Facts page, about page or press page?
Many brands already have pages that overlap. The table shows how they differ and how to make them work together.
| Page | Main purpose | Typical audience | How it supports AI accuracy |
|---|---|---|---|
| About page | Story, mission, values, team | Prospects and job seekers | Context and tone; often quoted for “what does X do” |
| Brand facts page | Verifiable data in one place | Journalists, analysts, AI systems | Clear, dated answers to factual questions |
| Press / newsroom | Announcements, media kit, contacts | Media and partners | Dated evidence of changes such as launches and appointments |
| Leadership profiles | Bios of founders and executives | Investors, media, buyers | Accurate descriptions of people tied to the brand |
A simple template you can copy
<h1>[Brand] — Company Facts</h1>
<p>Last updated: [date]</p>
<p>[Brand] is a [category] company that [what you do] for [who].</p>
<h2>At a glance</h2>
<ul>
<li>Legal name: [legal name]</li>
<li>Founded: [month year], [city, country]</li>
<li>Founders: [names, linked to profiles]</li>
<li>CEO: [name], since [year]</li>
<li>Headquarters: [address]</li>
<li>Employees: [number] (as of [date])</li>
<li>Markets served: [countries/regions]</li>
</ul>
<h2>Products and services</h2> ...
<h2>Milestones</h2> ...
<h2>Official profiles</h2> ...
<h2>Press and media contact</h2> ...
<h2>Common misconceptions</h2> ...You can merge this into an existing about page or publish it as a separate “/company-facts/” or press page. Our guide to about page SEO covers how the two can work together.
Step-by-step: building and maintaining your facts page
- Audit what AI says now. Ask several assistants basic questions about your brand and log every fact and source cited. Our AI citation audit explains how.
- Agree the source of truth internally. Confirm dates, names, numbers and descriptions with leadership, legal and finance.
- Write the page. Use the template, keep sentences short and add a visible “last updated” date.
- Add Organization markup. Include name, legal name, logo, founding date, address, contact point and sameAs links that match the visible text.
- Link it. Link the facts page from your footer, about page, press page and leadership profiles.
- Align third-party profiles. Update directories, social profiles, Google Business Profile, Wikidata and partner pages so they match.
- Re-check and update. Review quarterly and immediately after changes in leadership, pricing, locations or name.
Structured data: helpful, not magic
Google’s Organization structured data documentation lists properties such as name, alternateName, legalName, url, logo, sameAs, description, foundingDate, numberOfEmployees, address and contactPoint, and says: “We recommend placing this information on your home page, or a single page that describes your organization.” Our Organization schema guide walks through the code.
Two caveats. First, Google’s generative AI guide says structured data is not required for its AI features and there is no special markup to add. Second, Google’s AI features documentation stresses that structured data should match the visible text on the page. Markup is a way to describe the facts already on the page, not a way to add facts readers cannot see. For a wider view see structured data for AI search.
Keep the wider web consistent
- Knowledge panel. Google says anyone can submit feedback on a knowledge panel, and verified entities can have feedback prioritised — see our knowledge panel guide.
- Wikidata. If your organisation is notable enough to have an item, keep it accurate and sourced; see Wikidata for brands.
- Press releases. Use the same facts and link back to the facts page; see press releases and AI search.
- Pricing. Price errors are among the most damaging; see pricing information and AI.
- People. Leadership profiles should match the facts page; see founder visibility in AI answers.
Common mistakes
- No dates. Undated numbers cannot be judged as current.
- Marketing language instead of facts. “World-leading” is not a fact AI can verify.
- Hiding the page. If it is not linked or is blocked from crawling, few systems will find it.
- Markup that contradicts the page. Keep schema and visible text identical.
- Forgetting old names. After a rebrand, explain the former name so systems can connect the two.
- Set and forget. An outdated facts page is worse than none, because it looks authoritative.
Related Guides
- Quora, Stack Exchange and Niche Forums: Community Mentions Beyond Reddit
- LinkedIn Posts and Articles as AI Sources
- Founder and Executive Visibility in AI Answers
Frequently Asked Questions
Is a brand facts page the same as an about page?
Not quite. An about page tells your story; a facts page lists verifiable data in a scannable format. Many brands combine them by adding an ‘at a glance’ facts section to the about page.
Will a facts page stop AI from making mistakes about my brand?
No page can guarantee that. It gives AI tools and people a clear first-party source, which helps most when third-party profiles are aligned with it.
Do I need schema markup on the facts page?
It is recommended but not required for Google’s AI features. If you add Organization markup, make sure it matches what is visible on the page.
Should I include revenue or funding figures?
Only if they are public, verified and dated. If you would not say it to a journalist on the record, leave it off.
How often should the page be updated?
Review it at least quarterly and immediately after changes to leadership, locations, products, pricing model or company name.
Give AI one version of the truth
A brand facts page takes a few hours to build and can save months of correcting misinformation. Write it plainly, date it, mark it up honestly and keep the rest of the web consistent. If you want help with the page and the entity SEO work around it, request a custom quote from our team.
References
- ChatGPT search — OpenAI Help Center
- AI features and your website — Google Search Central
- How Google's Knowledge Graph works — Knowledge Panel Help
- Organization structured data — Google Search Central
- Google's guide to optimizing for generative AI features on Google Search
- Submit feedback on content about you — Knowledge Panel Help
