Writing An Authentic 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? .

Here is a massive opportunity for your business👇. When I work with clients on their digital presence, oftentimes, we start with their website. Either they don't have one or one that is outdated and ineffective. It's like a billboard sitting in the middle of the desert. When was the last time you looked at your website statistics? Basics like how many unique visitors per month? Is it going up, down, or flat? How long do they stay on your website (bounce rate)? Are they taking the action you want them to? There is much more to it than that, but today, I want to discuss your About page. Yes, it is the page where most owners, coaches, and entrepreneurs talk about themselves without regard to the website visitor reading it. Do people want to know about you, your background, and your credibility? Of course! But because the About page is the second most visited page on a business website, you have an opportunity to "soft sell" your products or services. Instead, write content (copy) for THEM at the beginning of this page. Make it emotional, addressing their biggest pain point and how you help people like them solve it. This requires you to know your ideal client and their pain points. Then speaking (writing) in a language that resonates with them and entices them to take the next step. Rethinking the About Page: ▶ Narrative: Shift from a corporate timeline to compelling storytelling. ▶ Value Proposition: Highlight benefits, not just services/products. ▶ Human Touch: Introduce the team, humanizing the business. Credibility: Add testimonials. A 2020 study shows 87% of consumers rely on online reviews. ▶ Clear CTA: Guide visitors toward the next steps. ▶ Speak to their pain points even on the About page ▶ Have a video from the CEO to put a face to the business. Optimization Outcomes: ▶ Better engagement reduces bounce rates. ▶ Enhanced trust through transparency and connection. ▶ Boosted conversions due to visitor-centric content. There you have it! Now stop what you are doing, look at your About page, and see if it's doing what I mentioned. If not, fix it! If you don't know what to do, seek guidance from someone with the experience and know-how to take you through a digital transformation. This will be your best investment in yourself and your business in 2024.

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!