How to write an About page for your store

An About page for a store should answer one question: who is behind this, and why should I buy from them? Say who you are, why the store exists, how products reach the customer and how to reach you. Keep it short, use real details and write about the buyer as much as yourself.

Why does an online store need one?

A first-time visitor is about to give card details to a business they have never heard of. In Baymard Institute’s survey (page last updated September 22, 2025), 19% of US shoppers who were not just browsing said they left because they did not trust a site with their card information. An About page is one of the few places where you can answer that doubt directly.

Google makes a related point. Its guidance on helpful content names a site’s About page as one way to present information that builds trust.

Answer these questions first

Do not begin with a blank page. Write one or two plain sentences for each question, and your first draft is done.

1. Who runs the store? Name, place, how many people.
2. Why did you start it? What was missing, annoying or badly made?
3. Who is it for?
4. What do you do differently? Choose something a competitor could not honestly copy.
5. How do products reach the buyer? Made by you, made by a workshop, selected from suppliers?
6. What will you do if something goes wrong?
7. How can someone reach a real person?

A template you can fill in

Replace the brackets with your own facts.

About [brand]

[Brand] makes [product] for [who it is for]. We started in [year] in [place] because [the real reason].

What we do differently. [One concrete thing: the material you chose, the size range you added, the part you test yourself.]

How your order gets to you. [Made by us in / Made with our partner in / Selected by us from.] We [check, pack, ship] from [place].

Who you are dealing with. [First names and roles, or “I run [brand] on my own.”]

If something goes wrong. Write to [email]. [Name] answers within [the time you can keep to].

What does a weak version look like, and a better one?

Here is an invented candle brand, as an example.

The better sentences can be checked, and only that one person could write them. That is what makes them believable, even in a small store.

What must you not invent?

An About page is a place where the temptation to embellish is strong, and it is also a public claim about your business.

• Founders and staff. Do not invent people. Google’s guidance calls made-up names and false credentials used to present content as expert work a form of deception.
• Origin claims. In the United States, an unqualified “Made in USA” claim means “all or virtually all” of the product is made there, and the FTC’s standard applies to websites too. Check the rules for other countries with a professional.
• “Handmade,” “family-run,” “since 1985.” Write them only if they are true.
• Numbers. Do not write “thousands of happy customers” unless you can count them. If you want proof, use real customer reviews.

A new store does not need a long history. “We launched this year, and here is why” is a perfectly good start.

How long should it be, and where does it go?

A few short paragraphs and one or two real photos are enough for most stores. Link it in your footer menu, as in our launch checklist, and from your homepage if your story is a reason to buy. In Shopify, you create it under Online Store > Pages, then add it under Content > Menus. Update it whenever your team, your location or your way of working changes.

The same rule as for product descriptions that sell applies: a concrete fact does more than an adjective.

Turning your notes into a page

Forgefont writes your About page from your story, using the few lines you give us about your brand. Nothing is made up, so the more real detail you provide, the better the page. Answer the seven questions above, then configure your store.