This article offers guidance for building your firm’s presence on Wikipedia — what qualifies, how to do it the right way, and why it matters more now than ever.
For years, Wikipedia has quietly served as one of the most visible, trusted sources of company information on the web. And yet — many professional services firms still don’t have a presence there.
Some are too small. Others aren’t well known outside their client base. But in many cases, the reason is simpler: Marketing leaders aren’t sure what the rules are, how to start, or whether it’s worth doing at all.
But as generative AI reshapes the way buyers find and consume information, Wikipedia is becoming a critical piece of digital infrastructure — not just for credibility, but for visibility. Tools like ChatGPT and Perplexity regularly cite Wikipedia in their answers. And if your firm isn’t there? You may not be cited at all.
Why Wikipedia Matters Now
If traditional search was about pulling potential clients to your website, generative search is about getting your ideas to them — through AI tools that summarize, synthesize, and deliver information with or without your domain involved.
In this world, the places that AI tools pull from — like Wikipedia — become powerful digital reference points. They influence how you’re described, how often you’re mentioned, and whether you show up in AI-generated answers at all.
Creating and maintaining a Wikipedia page isn’t about marketing. It’s about earning a seat at the informational table — and making sure your firm is part of the conversation when buyers start their research.
Who Qualifies for a Page?
Wikipedia has strict notability guidelines. To be eligible for an article, a company must have:
- Significant coverage (not just passing mentions)
- From multiple, independent, reliable sources
- That are secondary — meaning they’re not published by you or affiliated with you
This usually means your firm has been profiled in major news outlets, cited in industry journals, or referenced as part of in-depth third-party research. Press releases, awards, or your own blog don’t count.
Who Should Create the Page?
There are two ways to get this done:
- Create it yourself (or in-house): If you have the time and are willing to follow the rules to the letter, you can create the page yourself. But you must disclose your affiliation and follow a neutral tone.
- Hire a disclosed Wikipedia consultant or a reputable content agency: Or, you can turn to one of a small group of professionals who help companies draft and submit articles — those who are transparent about being paid and are considered compliant with Wikipedia’s terms of use. You can also work with a reputable content agency, like Rattleback, that will strictly follow Wikipedia’s editorial standards.
Avoid vendors who promise guaranteed publication, “black hat” tactics, or plan to post anonymously on your behalf. That’s a fast path to deletion and potential reputation damage.
For more on the “Do’s and Don’ts” of Wikipedia for marketers, check out this interview with David King of EthicalWiki (a publicly disclosed editor) and WalkerSands (a competitor of ours).
What Process Should You Follow?
If you decide to go it alone, here’s a high-level process for creating a company page:
- Gather strong sources — Ideally you can identify at least 3-5 potential news stories, industry profiles, or analyst reports about your firm — that meet notability guidelines. If you can’t identify enough quality source then it’s best to stop right here, and redirect your energy towards elevating the visibility of your firm and its people.
- Create a personal Wikipedia account — Use your real name and a real email address. Take the time to get involved in the Wikipedia editors community by editing a few unrelated pages to learn the process and establish good standing.
- Draft your article in Wikipedia’s “Articles for Creation” (AfC) space. This sandbox lets editors review your draft before it goes live.
- Submit the article for review and be prepared for edits, questions, or feedback from the editor community.
- Disclose your relationship clearly in your user profile and/or the article’s Talk page.
For additional details check out this LinkedIn article or this Hubspot post.
What Guidelines Should You Follow?
Wikipedia isn’t a place for brand storytelling or positioning. It’s an encyclopedia. Its editors are largely volunteers (Wikipedians). And they take their work very seriously.
This means your article should follow the organization’s content policies and guidelines and abide by a few key editorial principles:
- Neutral Point of View (NPOV): Stick to factual statements backed by independent sources. Avoid any promotional language (e.g. “the world’s leading…”, “the only…”, “the company’s proprietary…”).
- Verifiability: Every key claim you include should be backed by a citation to a reliable source.
- No Original Research: You can’t include analysis, synthesis, or commentary unless it already exists in 3rd party published sources. It’s okay to describe the existence of research, particularly if it’s been published or widely reported. But the details of that research is better left to the original source material. Take a look at this entry on The Challenger Sale for an example.
What Should a Firm Page Include?
A well-structured corporate page for a professional services firm typically includes:
- Introduction – What the firm does, where it’s based, when it was founded
- History – Founding story, leadership changes, acquisitions
- Services – High-level categories of work (consulting, design, research, etc.)
- Media coverage – Major news features or rankings (e.g., Inc. 5000)
- Notable clients or projects – Only if widely reported in public sources
- Leadership – Bios of notable leaders (if covered externally)
- External links – Your website and relevant media references
Leave out:
- Taglines, boilerplate, or awards not covered by independent media
- Internal programs, initiatives, or marketing campaigns without coverage
- Client names or proprietary details not already in the public domain
How Should You Maintain the Page?
Once published, your article becomes part of the public record. You can’t “own” or control it — but you can monitor it.
- Watch for accuracy issues – Occasionally, details get changed or added incorrectly.
- Propose updates – If you have a conflict of interest (“COI”), use the article’s Talk page to suggest edits.
- Update only when new sources emerge – Wikipedia content is intended to be driven by what others say about you, not what you say about yourself.
FAQs: Wikipedia for B2B Companies and Professional Services Firms
What does Wikipedia mean by ‘independent sources’?
These are third-party publications not affiliated with your firm — e.g., news media, analyst reports, journals. Company websites and press releases don’t count.
Can I write the article myself?
Yes, but you must disclose your connection and follow a strict neutral tone. It’s often better to propose the article in AfC and let editors review and refine it.
Can I update my page whenever I want?
If you have a COI, updates should be suggested via the Talk page, not made directly. Wikipedia frowns on undisclosed or self-serving edits.
What if someone writes a page about us without our involvement?
That’s allowed. If it meets notability and neutrality standards, the article will stand. But you can still propose factual corrections if needed.
How long does it take for a Wikipedia article to be approved?
The Articles for Creation (AfC) review process can take anywhere from a few days to several weeks, depending on editor availability and the quality of your draft.
What happens if my article is rejected? Can I try again?
Yes. Rejection usually comes with feedback. You can revise your draft, address the concerns, and resubmit.
Can I create a Wikipedia page for an executive or founder at my firm?
Only if that individual meets Wikipedia’s notability criteria for people — usually involving substantial independent media coverage, published work, or awards.
What’s the risk of creating a page and then having it deleted later?
If your article lacks reliable sources or appears promotional, it could be flagged for deletion — even after it goes live.
How does Wikipedia define ‘reliable sources’?
Reliable sources are third-party publications with a reputation for fact-checking and editorial oversight — such as newspapers, academic journals, and established trade publications.
Can I include awards or recognitions on our page?
Yes, but only if the award is independently notable and covered by third-party sources.
Is it okay to include client names or project examples?
Only if those clients or projects have been publicly covered in reliable sources. You cannot include confidential or proprietary information.
Will creating a Wikipedia page improve our SEO?
Not directly. Wikipedia links are ‘nofollow,’ but a credible page can support brand visibility and increase AI-generated mentions.
Can I use my firm’s blog or whitepapers as sources?
No. Wikipedia requires independent, third-party sources. Content published by your firm is considered a primary source.
How do I disclose a conflict of interest properly?
Add a disclosure to your user page and mention the relationship in the edit summary or on the article’s Talk page.
What’s the difference between the ‘Draft’ and ‘Live’ space on Wikipedia?
Drafts live in the Articles for Creation space and are reviewed by editors. Once accepted, the article moves to the main encyclopedia.
What if someone adds negative or incorrect information to our page?
You can flag inaccurate content and suggest corrections via the Talk page. If the content violates policy, editors may remove it.
Are there any visual or branding elements I can include (e.g., logos)?
Yes, but only if the images are properly licensed for reuse under Creative Commons.
Can I monitor who edits our page over time?
Yes. Use the ‘View history’ tab or set up a watchlist to track changes to your page.
