Writing An Ecommerce About Page That Appeals To Emotions

Before someone buys, there's a tiny window of emotional readiness. They’re in the mood. They're ready to say “yes.” And that window closes fast. So what happens when they click your ad and land on a page with: • Zero context for what they saw • No emotional reinforcement • Just “Buy Now” You’ve already lost. The Fix: Message Matching + Emotional Bridging Instead of “cool ad → cold landing page”, do this: • Mirror the ad's language and emotion at the top of the page • Restate the benefit they just saw in a deeper, more personal way • Ask yourself: “If the ad was the promise, does the page feel like the payoff?” Example: Ad says: “You’re not lazy. Your planner just isn’t designed for ADHD brains” Page should open with: “Welcome. You’re not broken. This planner was built for how your brain actually works” Small change. Massive impact. You didn’t lose the customer. You lost the moment.

Your ABOUT page is not all about you. It’s all about the reader. Sounds counterintuitive? Here are the most common copy mistakes and how to fix them: In 90% of the websites people focus on: ❌ Writing only about themselves and their accomplishments ❌ Writing in the 3rd voice and putting themselves on a pedestal Most of the copy is bland, boring, and feels like you’re reading a CV. It doesn’t create any connection or trust. This makes you less relatable and you distance yourself from your reader. So put yourself in the shoes of the reader. They’re scanning your About page to see what you’re all about. And understand if you are the right person to solve their problems. Take them on a journey to create emotion, build trust, and take action: 1. Start with a great value proposition → who you are, what you do, who it’s for  2. Connect with the situation your reader is going through 3. Show what's at stake if they don't solve the problem 4. Inspire them to see an expansion and their brighter future self 5. Share your story: how you overcame the challenges (and how they will too) 6. Highlight what makes your approach unique 7. Establish authority: results, testimonials, press, certifications, etc. 7. Be relatable by showing your personality, values, and hobbies 8. End with CTA: how they can work with you or contact you Remember: you’re still sharing your story… But in a more empathic, conversational, and persuasive way. It’s not about WHAT you say but HOW you say it. - P.S. Need a fresh pair of eyes on your copy? I can help you edit or re-write your LinkedIn About section and website. Send me a DM for more info. #copywriting #websites #persuasion #empathy #copy4impact

I don’t care about your company’s founder’s story, and neither do your customers. Okay, I do care, but not as much, or as soon, as you think I do. Let’s talk about it 👇 The idea that sales is an emotional process isn’t new, but a lazy approach turns emotional appeal into company-focused fluff. This is the perfect example. So many companies lead off with their founder’s stories early in the decision-making process, as if their CEO’s personal journey will be the deciding factor in whether or not the customers buys the product. Simply sharing the founder’s vision and struggles to succeed doesn’t move the needle. Every company started with a vision, and businesses rarely succeed without some struggle along the way. That company-focused message comes off as an ego-boost for the founder more than anything. It doesn’t do anything to advance the customer’s goal. Don’t tell customers how the company started, show them that the founder’s origins put them in a unique position to understand their goals and needs right now. Here's an example ⬇️ The founder is a marathon runner who could never find the perfect running leggings—they were either too tight, would chafe, or simply weren't supportive enough. The store's homepage could feature a powerful image of the founder crossing a marathon finish line, a look of both triumph and relief on their face, wearing the flagship product: the 'Ultimate Comfort Leggings'. Accompanying this image is a brief caption that tells a story: "Our founder created these leggings after running five marathons in subpar gear. Your comfort is our mission because we've been there." Focus on the impact, not the action.

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?