Your About Page: The Three Paragraphs Buyers Actually Read
Almost nobody reads a long brand story. They read three things: who you are, why they should believe you, and how to reach a human. Everything else is for you.
27 August 2026 · 2 min read
The About page is where a hesitant buyer goes to check whether you're a real shop. They arrive with one question — “can I trust this?” — and they will give you about fifteen seconds to answer it.
The short version
- Who you are, in two lines
- Why you're believable
- How to reach you
- Nothing else
The three paragraphs
| Paragraph | Content |
|---|---|
| 1. Who | What you sell, to whom, and where you're based |
| 2. Why believe you | How you source, how you pack, what happens if something goes wrong |
| 3. Reach you | WhatsApp, email, hours, and how fast you reply |
Paragraph two is the one stores skip, and it's the only one that changes a decision. “Every order is packed by me, and if it arrives damaged I replace it” is worth more than five hundred words about a childhood dream.
One photo of the real work
A picture of your packing table, your shelf, or you holding the product does more than any stock photo of people shaking hands. It answers “is there a person behind this?” without a sentence.
Before you publish
- First paragraph says what you sell and where you are
- One concrete promise about packing or returns
- Contact details with realistic reply hours
- A real photo, not a stock image
- Any business registration number, if you have one
- Links to shipping and returns pages
Keep the long version for yourself. The About page's job is not to tell your story; it's to remove the last objection standing between a full cart and a payment.
Keep the routine inside one back office
Orders, stock and customer details in one place is what makes a weekly or monthly check take minutes instead of an evening.
See plansFrequently asked questions
How long should an About page be?+
Three short paragraphs — about 120 to 180 words. Long enough to answer who you are, why you're believable and how to reach you; short enough that a buyer on a phone reads all of it.
Should I include my personal story?+
Only if it explains something a buyer cares about — where the products come from, why you started sourcing them, how you pack them. A childhood dream that doesn't affect the order belongs in a social post.
Do I need to show my address?+
A city or state is usually enough, plus working contact details. You don't need to publish a home address, but vagueness on this page reads as risk rather than privacy.
Sources
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