How to fix your shop’s about page

Jan 10, 2018 | Online Shop

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Today we’re going to talk about your shop’s “about” page. This is the second most important page right after your storefront on Etsy or homepage on your website. It’s visited more than you think and if it doesn’t immediately grab attention, you’re probably losing customers. That’s why in today’s episode I’m going to cover what to write there for best results. Hint: your “about” page is not really about you!

You can watch the video, or read the post below.

About page essentials

Your shop’s “about” page should sustain interest from your visitors. We have a very short attention span on the Internet so if it’s not immediately compelling, people are most likely going to click away and never return. The problem is that most “about” pages end up being a thorough description of WHO the maker/artist/creative is which is honestly not what it’s about. Sorry to break it to you but your visitors don’t care about you. They only want to know about you so they can understand what you can do for THEM. They do want to know what type of person you are, what your skills are and your story, but they’re not in for a biography. It HAS to be about THEM.

Ask yourself: what’s your page for right now? Is it talking to your ideal customers? Or to kinda everyone and no one in particular? What is it that your potential buyer (the ideal kind) needs to know? Is it about you or about them? To do this right you need to know your ideal customer well. If you don’t know it yet, you can check out the “Craft Your Ideal Customer” workshop to help you clarify who is your ideal customer. It’s also going to help you to lay the foundation for your “about” page as well as it’s going to take you through the pain points and values your customers may have.

1st paragraph – talk about them

The first paragraph of your “about” page needs to grab people’s attention and the best way for that… is to talk about them. Think what are their needs, worries, etc. Show you understand who they are and what they want. You have to grab their attention by making it about them from the get-go. That means no “I grew up in Chicago and started painting at the age of 8…etc.” Instead, try something like what the guys from ARTICLE (menswear) are doing:

“Your grandfather didn’t have to consider quality. Unfortunately, in today’s disposable culture, you don’t have that luxury. “

OR something like:

“You’ve been waiting your whole life for this special day, but there’s so much to do and think about that it’s actually becoming quite stressful. We design, print and send your wedding invitations so you can focus on picking the perfect dress.”

2nd paragraph – TALK ABOUT YOUR PRODUCTS/BUSINESS and yes… YOURSELF

The next paragraph is about your business and your products, but keep in mind that it’s about them so you have to reframe how it’s useful to them. A good way of doing that is talking about you in the first part of sentence and about them in the second part of it.

E.g: “My rings have been featured in HELLO MAY and BRIDES MAGAZINE, so you can look forward to high quality, professional design that will stand the test of time.”

The idea is to construct all your sentences using one of these templates:

  • “I can do THIS which makes it easy for me to do THAT for you.”
  • “My products are AWESOME FEATURE so you can rest assured that you won’t get SOMETHING THEY DON’T WANT.”
  • “I have a degree in DEGREE NAME so you know I can do THIS THING YOU NEED with beautiful details/high standard/etc.”

It’s not easy and quick, I don’t expect you to just sit and write it all down perfectly in 10 minutes, but it’s worth doing. If you’d like feedback on your copy, you can join the free Facebook group for makers and handmade shop owners and ask for help there.

3rd paragraph – STAY IN TOUCH WITH THEM

They’ve READ IT ALL. What are you going to do while you have their attention? You can place a call to action (a link/button) to recommend them to take a specific action. What do you think it should be:
A: Visit the shop/shop now;
B: Sign up for the newsletter?

The answer is A: newsletter of course!
It takes more than one or two visits for your visitors to convert into buyers. That’s why keeping in touch via a newsletter is so important. Grab their email before they’re gone so you can bring them back to your site later on. You can put the “visit the shop” button on a thank you page after they sign up for your newsletter for more exposure.

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