How to write your About page:
A simple guide for online store owners
Your About page is incredibly important for your online store. It's where customers decide if they trust you enough to buy from you. Since they can't meet you in person, your About page helps them feel good about spending their money with you.
This guide will help you write an About page that makes customers trust your brand and want to buy your products.
Why your About page really matters
Your About page does several important things:
Makes customers trust you - they feel safe buying from you
Shows what makes you special - different from other stores
Lets people see who you really are
Explains why you started your business
Answers customer worries - about buying online
Helps people find you on Google
Remember: When people shop online, they worry about getting ripped off. Your About page helps them feel confident about buying from you.
What every good About page needs
1. Start with why you help people
Don't start by talking about when you started your company. Instead, talk about how you help your customers or what problem you solve.
Good example:
"We think everyone should have skincare that works without nasty chemicals. That's why we make clean, safe products using only natural ingredients."
2. Tell your story
Share the moment that made you want to start your business. This helps customers connect with you emotionally.
3. Show what makes you different
In a world full of online stores, explain:
- What you do differently
- Why your products are better quality
- Special ways you make or find your products
- Any awards you've won
4. Show the real people
Include photos and short descriptions of the people who run your business or make your products.
5. Share your values
Today's shoppers want to support businesses that care about:
6. Prove you're trustworthy
Add things that show you're trustworthy:
- How long you've been in business
- How many happy customers you have
- News articles about your business
- Awards or certificates
- What customers say about you
7. Tell people what to do next
At the end, tell visitors to shop your products, sign up for your emails, or follow you on social media.
Dos and don'ts of writing your About page
DO: Think about your customer
Write about how your business makes their life better, not just what you sell.
Instead of: "We make handmade jewelry."
Write: "We help you show your unique style with handmade jewelry that tells your story."
DO: Tell stories, not just facts
Stories make people feel connected to you. Facts alone are boring.
Instead of: "We started in 2019 selling organic tea."
Write: "After visiting tea farms in Sri Lanka and seeing how organic farming helped both the land and the farmers, we knew we had to bring these amazing teas back home to share."
DO: Be specific about quality
Don't just say 'high quality.' Tell people exactly what makes your products special.
Every bag is handmade from Italian leather that's treated using old-fashioned methods passed down for generations.
DO: Answer customer worries
Think about what might worry customers and answer those concerns about quality, shipping, returns, and support.
DO: Sound like your brand
If your brand is fun and playful, write that way. If you're more serious and professional, ensure that is reflected in your copy.
DO: Use real photos
Show your products being made, your team working, or your workspace. High quality real photos work better than stock photos. Stock images are great when there is no time or budget for a professional photographer, but your website should not rely on them alone.
DON'T: Make it like a resume
Don't list boring company facts or your whole work history. Focus on the human story.
Instead of: "Company XYZ was started in 2018 as an LLC..."
Write: "It all started when I couldn't find a coffee mug that kept my coffee hot during long work days..."
DON'T: Use business jargon
Don't use fancy business words. Talk like a normal person.
Instead of: "We use best-in-class solutions to make customers happy."
Write: "We pay attention to every detail to make sure you love what you buy."
DON'T: Make claims you can't prove
Don't say you're 'the best' without proof. Be confident but honest.
Instead of: "We're the world's best chocolate makers."
Write: "Our chocolates have won three international awards, and our customers tell us they can taste the difference."
DON'T: Write for everyone
Write for your ideal customers, not everyone. A luxury brand should sound different from a budget brand.
DON'T: Forget important details
Include key information customers want to know: location, business history, return policy, customer service.
DON'T: Make it too long
Keep it short. Online shoppers read quickly. Aim for 400-800 words max.
Simple templates for different types of stores
Handmade products
- 1Why you love making these products
- 2Story of your first product
- 3How you make your products
- 4What materials you use
- 5Your photo and short bio
- 6What customers say
- 7"Shop now" button
Health and beauty products
- 1A problem you had personally
- 2How you found or created a solution
- 3Your research or expertise
- 4What makes your products different
- 5Results from happy customers
- 6Your promise about safety and quality
- 7"Shop now" or "Learn more" button
Fashion brand
- 1Your style beliefs
- 2How your brand started
- 3How you design products
- 4What quality standards you have
- 5Photos of your team
- 6Examples of how customers wear your products
- 7"Shop the collection" button
Food products
- 1Family tradition or personal discovery
- 2Where your recipes come from
- 3How you choose ingredients
- 4How you make your products
- 5Any awards you've won
- 6Customer reviews and photos
- 7"Order now" button
Building trust through your About page
Include these trust elements:
- Your photo: Let people see who you are
- Where you're located: Tell them your city or county
- Contact info: Make it easy to reach you
- Social media: Show your active community
- Press mentions: Show logos of newspapers or websites that wrote about you
- Certificates: Display any official badges
- Customer numbers: "Join 10,000+ happy customers"
Address common worries:
- Shipping: "Free shipping on orders over £50"
- Returns: "30-day money-back promise"
- Quality: "We check every product before shipping"
- Support: "Friendly customer service ready to help"
Final tips for success
Be real
Customers can tell when stories are fake
Show, don't just tell
Use photos and videos to bring your story to life
Keep it current
Update awards, customer numbers, and achievements
Try different versions
Test different stories to see what works better
Make shopping easy
Help interested visitors find your products easily
Get email addresses
Let people sign up for updates if they like your story
Wrap up
Your About page is one of your best tools for getting people to trust you enough to buy from you. In a world where customers have so many choices, your story is what makes you memorable and trustworthy.
Focus on the human parts of your brand - your passion, your values, and how much you care about your customers. Show the real people behind the products, and explain why you do what you do. When customers connect with your story and trust your brand, they're not just buying a product - they're joining a community and supporting something they believe in.
Remember: People don't just buy products online - they buy from brands they trust and feel connected to.
Need help making your About page work harder for your business?
We can help you create an About page that builds trust, shares your brand story, and turns visitors into customers.
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