Writing A Professional Yet Approachable Ecommerce About Page

Ever read an “About Us” page that made you want to work with the business, or just grab a coffee with the owner? Didn’t think so. Most About pages read like they were written by someone trying to impress a bank manager. Buzzwords. Bullet points. Boring. But that’s not your story. You built something real. Maybe from your kitchen table. Maybe from pure grit. Either way, people don’t want your mission statement. They want your why. They want to feel it. Here’s how to turn your About page into something that actually works: 1. Start with their “this is it” moment. Forget leading with your credentials. Start with what your customer is feeling right before they find you. Describe that moment in their words. If you can articulate their problem better than they can, they will trust you to solve it. 2. Share how it really began. No one needs your full resume. What they want is the spark. The reason you started this thing. Your superhero like origin story. The challenge you faced or the belief that drove you to take the leap. That moment makes you relatable. 3. Say what you believe. Skip the corporate mission statement. Say the thing you would fight for. The principles you will not compromise. This is how you attract the right people and repel the wrong ones. 4. Speak in your real voice. Write like you talk. If you’re casual in real life, don’t suddenly get formal online. If you’re precise and polished, own that too. Your voice should feel like you, not a template. 5. Make it personal. Put a face to the name. Share something real. Let people see who they are buying from. A simple photo, a short story, or a favorite quote can do more than a dozen bullet points. 6. Use your customers’ actual words. Don’t just describe what you do. Show how your customers describe it. Pull lines from reviews, testimonials, DMs, or even emails. Their words are often more powerful than yours. 7. Try the “25 Things About Us” exercise. Make a list of 25 things about your business. Not the polished version, the real one. Include the quirks, the mistakes, the routines, and the beliefs that make your business human. Do you have a weird obsession with your packaging? Always play 90s hip hop while shipping orders? Do customers love your handwritten thank-you notes? These are not throwaway details. These are the fingerprints of your brand. Bots do not have quirks. Corporations do not show vulnerability. But people do. Let those details rise to the surface and watch your About page go from forgettable to unforgettable. One last thing. Your About page is not about you. It is about why your story matters to the person reading it. This is the best of story-selling. Do you struggle turning your story into something that builds trust and connection? .

Most About pages are just that… about you. Your story. Your mission. Your team's credentials. And while that's important, it's not what visitors are really looking for. They're thinking: 👉 “Can these people help me?” 👉 “Do they get my problem?” 👉 “Can I trust them with my business?” We audited a service business recently where the About page was their second-most visited page, but also had one of the highest exit rates. Here's why: ❌ No clear value proposition ❌ No client-focused language ❌ No call-to-action So we flipped the script. We rewrote the About page to: ✅ Start with the client's pain point ✅ Explain why they matter to the business ✅ Share real results and success stories ✅ Include a CTA to book a call The difference was massive. Page exits dropped by 44%. And conversion rates went up 36% just from the About page alone. Your About page shouldn't be an online resume. It should be a trust-building, lead-generating machine. If you're not sure whether your content is doing that, we've broken it all down inside the 7 Pillars of a High-Performing Website. Inside, you'll find: ✅ Page-by-page checklists ✅ Common mistakes to avoid ✅ Copywriting tweaks that drive action 🔗 Link to download the guide is in the comments. This is your last chance to get the guide for free. Don't miss it!

A common website mistake I see with small businesses? Treating the About page like a résumé. But here’s the thing: your audience isn’t there to read a boring list of previous employment or certifications. Yes, these details can be important, but your story is more than this. On the flipside, it shouldn't be a novel featuring your complete life story, either. These days most people skim, and a long wall of text is often going to get a big "no". Then what are you to do? About pages should balance your unique brand story with trust factors your audience rely on to make a decision. Many people read the About page to answer these type of questions: 🌱 Who are you? 🌱 Why they should trust you? 🌱 Do you have the knowledge required? 🌱 Have you successfully helped others achieve similar goals? 🌱 Do your values align with theirs? When I review an About page, I look for: ✅ Clear messaging that speaks to the audience’s needs ✅ An intentional narrative that builds trust and demonstrates why you are the right choice to help them ✅ Social proof, like testimonials or credibility markers ✅ A natural next step (contact, service page, lead magnet, etc.) Your About page exists to share your story AND deepen the connection with your ideal client. Does yours?