The About page is one of the most-visited pages in a small store. Customers go there to check if you are a real business before they buy.
A good About page builds trust without sounding like a press release.
What customers look for
A first-time visitor wants to know:
- Who runs the store.
- Where you are based.
- What you sell, in plain words.
- Why you started.
- How long you have been around.
- How they can reach you.
If those answers are easy to find, they trust you more.
Keep the opening simple
Open with one or two sentences that explain the store. Avoid mission statements that say nothing concrete.
Weak: "We are dedicated to delivering an unparalleled experience through carefully curated products."
Better: "Lantern Co is a one-person candle shop in Madison, Wisconsin. We pour soy candles in small batches in our home studio."
The second version answers four customer questions in one sentence.
Add the human story
A small store does well when the customer can picture the person behind it. Two to four sentences about why you started is plenty.
Examples:
- "I started selling baked goods in 2024 after years of bringing them to family events."
- "Our shop began as a side project during graduate school and grew with our first 100 customers."
- "We make wooden cutting boards because we wanted ones that lasted."
Keep it specific. Real details build trust faster than abstract claims.
Show what you sell
Link to your products or categories from the About page. Many first-time visitors arrive at About and never see your storefront unless you guide them.
Examples:
- "Shop the current candle collection."
- "See available service packages."
- "Browse all printable planners."
Include contact information
Make it easy to reach you:
- Business email.
- Local pickup address if relevant.
- Hours of operation if you respond on a schedule.
Avoid using only a contact form. Real emails build more trust.
Add social proof if you have it
If you have:
- Customer reviews.
- Press mentions.
- Long-running social channels.
Include them on the About page. One or two reviews is enough.
Keep it short
Two to four screens of content is plenty. Most visitors read about half of an About page before clicking away.
Common About page mistakes
- Using stock mission-statement language.
- Hiding the founder or business name behind a "team" page.
- No location.
- No way to contact you.
- Outdated stories ("we just launched" three years ago).
Bottom line
An About page should answer who you are, where you are, what you sell, and why you started. Keep it specific and short. Two minutes of reading is enough to build the trust that converts a curious visitor into a customer.