What is an About page? (and what to say on it)
An About page tells shoppers who is behind the store and why, and a short, honest founder story with a few concrete details is all it needs.
What an About page is
An About page is the page where a visitor learns who you are. Shoppers who have never heard of your brand often check it before they pay, especially for a first order. They are quietly asking: is there a real person here, and can I trust them with my money and my parcel?
It does not need to be long. A few honest paragraphs are better than a page of grand language.
A simple outline
A short founder story can follow four beats.
- Who you are and where you are. Your name, your town.
- How it started. The small, true moment that began the business.
- What you make and how. One or two specifics that show care.
- What the customer can expect. A promise you can keep.
Let us fill it in for a candle maker. This is an example of the structure, not a real story, so write your own.
"Hello, I am Anita, and I make candles in Coimbatore. It began when I poured my first candle for a cousin's housewarming and could not stop. I pour in small batches in my kitchen, using soy wax and cotton wicks, and I pack every order myself. When you buy from me, you can expect a message when your parcel ships, and a reply to every question. If something arrives damaged, tell me and I will fix it."
Notice the details: a name, a place, a first moment, a method, a promise. None of them are fancy, and each of them can be verified or at least felt.
Rules to follow
- Say only what is true. Do not claim awards, years in business or certifications you do not have.
- Use simple words, as if you were talking to a friend.
- Write in the first person, since "I" feels warmer than "we" for a one-person brand.
- Include a photo of yourself or your workspace if you are comfortable doing so.
- End with a way to reach you.
For a shorter version of the same idea, see how to tell your brand story in three sentences.
Things to put near the story
An About page is also a good spot for practical trust signals.
- Your contact details and support email.
- A link to your return and delivery policy. See what a return policy is.
- Where you are based.
- Photos of your process.
Our post on what a website says about a brand before anyone buys explains why these small things matter.
Keep it alive
Read it again every few months. If you have moved, added a new product line or changed how you work, update the page. Stale details make a page feel abandoned.
Do not borrow
Do not copy another brand's story, and do not exaggerate yours. If your beginning was simple, say so plainly. People respond to sincerity far more than to polish. I will not promise any particular effect on sales, but a store with a clear, human About page is easier to trust than one with nothing to read about the person behind it.