# About This Business — The Business DNA Magazine

> About This Business publishes Business DNA: one sourced, owner-approved record of the facts about a business — identity, story, people, locations and evidence — where every fact shows its own status, date and source. Owners prepare, approve and publish their own records once they subscribe and confirm control of their website's domain; claims that need evidence are marked "Pending check" until staff check them, and KwikChex staff authenticate individual facts. Profiles appear in AI outputs, including this file, only after staff checks are complete. There are no ratings, scores or reviews.

Statuses apply per fact, never to the whole business. The labels are exactly: "Authenticated by KwikChex", "Company-provided — unauthenticated", "Awaiting KwikChex authentication", "Information pending", "Not applicable", "Expired". Nothing on a record implies the business as a whole is authenticated or safe. "Information pending" means not yet assessed and is never a negative finding.

## Key pages

- [Business DNA](https://behind-the-business.lovable.app/business-dna): what a Business DNA record is and how it is built.
- [Our Standards](https://behind-the-business.lovable.app/our-standards): status labels, evidence, corrections and publication rules.
- [AI Access](https://behind-the-business.lovable.app/ai-access): how AI assistants can read published Business DNA.
- [Our Mission](https://behind-the-business.lovable.app/mission): why About This Business exists: to make reassurance a matter of fact.
- [Founder statement](https://behind-the-business.lovable.app/mission/founder): Chris Emmins, Founder, KwikChex, on why he is behind About This Business.
- [Pricing](https://behind-the-business.lovable.app/pricing): one annual subscription per business.
- [Developers](https://behind-the-business.lovable.app/developers): the public JSON record and what is coming soon.

## Knowledgebase

- [Knowledge Base](https://behind-the-business.lovable.app/knowledge): every guide and article.
- [What is Business DNA? The complete guide to sourced business facts](https://behind-the-business.lovable.app/knowledge/business-dna.md): Business DNA is one sourced, owner-approved record of the facts about a business, where every fact shows its own status, date and source. (HTML: https://behind-the-business.lovable.app/knowledge/business-dna)
- [Company-provided vs authenticated: what each fact status means](https://behind-the-business.lovable.app/knowledge/business-dna/company-statement-vs-authenticated.md): In Business DNA every fact has its own status. Here's the difference between a company-provided fact and one authenticated by KwikChex, and what neither one means. (HTML: https://behind-the-business.lovable.app/knowledge/business-dna/company-statement-vs-authenticated)
- [What counts as evidence for a business fact?](https://behind-the-business.lovable.app/knowledge/business-dna/what-counts-as-evidence.md): Not all evidence is equal. Here are the six evidence categories in Business DNA, what strong evidence looks like for each, and what doesn't count. (HTML: https://behind-the-business.lovable.app/knowledge/business-dna/what-counts-as-evidence)
- [Why every business fact needs a source and an "as of" date](https://behind-the-business.lovable.app/knowledge/business-dna/why-facts-need-sources-and-dates.md): A fact with no source can't be checked, and a fact with no date can't be trusted to still be true. Here's why Business DNA attaches both to every fact. (HTML: https://behind-the-business.lovable.app/knowledge/business-dna/why-facts-need-sources-and-dates)
- ["Information pending" isn't a red flag: how to read missing facts](https://behind-the-business.lovable.app/knowledge/business-dna/information-pending-is-not-a-red-flag.md): When a Business DNA profile says "Information pending", nothing has been assessed yet. It isn't a sign of a problem. Here's how to read gaps fairly. (HTML: https://behind-the-business.lovable.app/knowledge/business-dna/information-pending-is-not-a-red-flag)
- [How changes and corrections work in a Business DNA record](https://behind-the-business.lovable.app/knowledge/business-dna/corrections-and-change-logs.md): Business DNA records change as businesses do. Here's how updates are proposed, reviewed and published, and why dated changes make a record more trustworthy. (HTML: https://behind-the-business.lovable.app/knowledge/business-dna/corrections-and-change-logs)
- [The owner's guide to building your Business DNA](https://behind-the-business.lovable.app/knowledge/owners-guide.md): A step-by-step guide for business owners: start from your website, add evidence links, prove domain control, connect Companies House facts and keep your record fresh. (HTML: https://behind-the-business.lovable.app/knowledge/owners-guide)
- [Start with your website: turning what you already publish into a draft](https://behind-the-business.lovable.app/knowledge/owners-guide/gathering-your-facts-from-your-website.md): How the website scan turns your existing pages into a Business DNA draft: what it reads, what it proposes, and why you review every finding before it's saved. (HTML: https://behind-the-business.lovable.app/knowledge/owners-guide/gathering-your-facts-from-your-website)
- [How to add evidence links that stand up](https://behind-the-business.lovable.app/knowledge/owners-guide/adding-evidence-links.md): Practical guidance for owners on linking registration, insurance, licences, accreditations, memberships and customer protections to strong evidence. (HTML: https://behind-the-business.lovable.app/knowledge/owners-guide/adding-evidence-links)
- [Proving you control your domain: Google Search Console and DNS TXT](https://behind-the-business.lovable.app/knowledge/owners-guide/proving-domain-control.md): How to prove you control your business's domain for Business DNA using Google Search Console or a DNS TXT record, and what domain control does and doesn't prove. (HTML: https://behind-the-business.lovable.app/knowledge/owners-guide/proving-domain-control)
- [Companies House, identity verification and your Business DNA](https://behind-the-business.lovable.app/knowledge/owners-guide/companies-house-and-your-record.md): How Companies House register facts feed into a Business DNA record, which personal details are never published, and what director identity verification means for owners. (HTML: https://behind-the-business.lovable.app/knowledge/owners-guide/companies-house-and-your-record)
- [Keeping your record fresh: a quarterly review routine](https://behind-the-business.lovable.app/knowledge/owners-guide/keeping-your-record-fresh.md): A simple quarterly checklist for keeping your Business DNA accurate: what to review, which facts expire, and the changes to update the week they happen. (HTML: https://behind-the-business.lovable.app/knowledge/owners-guide/keeping-your-record-fresh)
- [How AI assistants decide what to say about your business](https://behind-the-business.lovable.app/knowledge/ai-search.md): How ChatGPT, Claude, Perplexity and Google's AI features find, choose and quote sources about a business, and what owners can do to help them get the facts right. (HTML: https://behind-the-business.lovable.app/knowledge/ai-search)
- [How ChatGPT, Claude, Perplexity and Google AI find their sources](https://behind-the-business.lovable.app/knowledge/ai-search/how-ai-search-finds-sources.md): A plain-English look at how the main AI assistants find web sources about a business, and what that means for owners who want accurate answers. (HTML: https://behind-the-business.lovable.app/knowledge/ai-search/how-ai-search-finds-sources)
- [AI crawlers and robots.txt: let the search bots in](https://behind-the-business.lovable.app/knowledge/ai-search/ai-crawlers-and-robots-txt.md): Which AI crawlers decide whether your business can appear in ChatGPT, Claude and Perplexity answers, and how to allow search while blocking training in robots.txt. (HTML: https://behind-the-business.lovable.app/knowledge/ai-search/ai-crawlers-and-robots-txt)
- [Structured data for AI search: what helps and what doesn't](https://behind-the-business.lovable.app/knowledge/ai-search/structured-data-for-ai-search.md): What schema.org structured data does for AI search, which types suit a business site, and why markup must always match the visible page. (HTML: https://behind-the-business.lovable.app/knowledge/ai-search/structured-data-for-ai-search)
- [llms.txt: what it is and whether you need it](https://behind-the-business.lovable.app/knowledge/ai-search/llms-txt-explained.md): An honest look at llms.txt: what the proposed file does, who supports it, what Google has said, and whether it's worth adding to a business website. (HTML: https://behind-the-business.lovable.app/knowledge/ai-search/llms-txt-explained)
- [When AI gets your business wrong: how to fix it](https://behind-the-business.lovable.app/knowledge/ai-search/when-ai-gets-your-business-wrong.md): What to do when ChatGPT, Claude, Perplexity or Google's AI gives wrong facts about your business: trace the source, fix it upstream and make the right version easy to quote. (HTML: https://behind-the-business.lovable.app/knowledge/ai-search/when-ai-gets-your-business-wrong)

## Business profiles

- [The Register](https://behind-the-business.lovable.app/discover): the directory of published Business DNA profiles. Each published profile has its own page at /business/{slug} and a public JSON record at /api/business-dna/{slug}. Fictional demonstration profiles are labelled as such.
- [SynaBot Inc](https://behind-the-business.lovable.app/business/synabot.md): plain-Markdown copy of the published Business DNA record (HTML: https://behind-the-business.lovable.app/business/synabot; JSON: https://behind-the-business.lovable.app/api/business-dna/synabot).

## Policies

- [Privacy Policy](https://behind-the-business.lovable.app/privacy): How About This Business collects, uses and protects personal data under UK GDPR and the Data Protection Act 2018.
- [Terms & Conditions](https://behind-the-business.lovable.app/terms): The terms for using About This Business and publishing a Business DNA record.
- [Refund Policy](https://behind-the-business.lovable.app/refunds): Cancellation, the 14-day cooling-off right and when refunds are given for About This Business subscriptions.
- [Accessibility Statement](https://behind-the-business.lovable.app/accessibility): Our commitment to WCAG 2.2 level AA, known limitations and how to report an accessibility problem.