Writing an About Page can feel overwhelming, I know. It’s hard to find the right balance between sharing your story and keeping it relevant to your customers. But trust me, with a bit of focus, you can create a page that feels authentic and connects with your audience.
Your About Page is one of the most important parts of your site. It’s where people go to see who’s behind the business, what makes you tick, and why your store is the one they should trust. It doesn’t have to be flashy or perfect—it just needs to feel real. Let’s walk through how to get there.
Start with a Simple Welcome
Think of this as introducing yourself to someone walking into your store. A warm, straightforward greeting sets the tone.
Example:
“Hi, I’m Angela, founder of Hot Mess Consulting. Welcome to my space! I’m so glad you’re here to learn more about what we do and why we do it.”
It’s personal and makes the reader feel like you’re having a one-on-one conversation with them.
Write in First Person
Talking about yourself in third person can feel distant or stiff. Writing in the first person is more relatable and easier to connect with.
Instead of:
“Angela has been helping businesses with branding for years.”
Try:
“I’ve been working with small business owners for years to create branding and websites that reflect their unique vision.”
It’s more personal and conversational, which is exactly what you want on your About Page.
Share Your Story Without Overloading
Your story is important, but it doesn’t need to be a long-winded autobiography. Focus on the highlights—how your business started, what inspired you, and why you care about what you do.
Example:
“I started Hot Mess Consulting after years of feeling frustrated with cookie-cutter branding solutions. I saw so many business owners struggling to make their websites feel like ‘them,’ so I decided to create an agency that could help. Today, my goal is to empower boutique owners to build brands that feel personal and authentic.”
Keep it relevant and concise. The goal is to let people know who you are and why your business exists, not to list every step along the way.
Explain What Makes You Different
This is where you show what sets you apart. What’s your “why”? What makes your business special?
Example:
“I believe that branding should feel like an extension of who you are. That’s why we approach every project with the goal of creating something that reflects your unique personality and business values. We’re not here to give you a generic template—we’re here to build something truly yours.”
Keep It Easy to Read
No one wants to scroll through a wall of text. Keep your paragraphs short, break up sections with headers, and use simple language.
Formatting tips:
- Short paragraphs: 2–3 sentences max.
- Bullet points: Great for breaking down key details.
- Photos: A friendly photo of yourself can make a big difference.
Your About Page should feel approachable, not overwhelming.
Thank Your Customers
Your business exists because of your customers, so let them know you appreciate their support.
Example:
“Thank you for being here and supporting my dream. Every order means so much to me, and it’s because of people like you that I get to do what I love every day.”
It’s a small gesture, but it goes a long way in building trust and connection.
Add a Call to Action
Your About Page shouldn’t just end without a purpose. Tell people what to do next—browse your shop, join your email list, or follow you on social media.
Example:
“Ready to explore our collection? Click here to start shopping or follow us on Instagram for the latest updates and behind-the-scenes peeks.”
Tools to Help You Write
Here are some tools that can make writing your About Page easier:
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Grammarly: Fix grammar and spelling errors.
Grammarly -
Hemingway App: Make your writing clearer and more concise.
Hemingway App -
Canva: Design an eye-catching layout with ease.
Canva -
CoSchedule’s Headline Analyzer: Test the impact of your headlines.
Headline Analyzer -
Unsplash: Find free, high-quality photos to use on your site.
Unsplash
Prompts to Kickstart Your Writing
Here are a few questions and AI prompts to get your ideas flowing:
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What inspired you to start your business?
“Write a short story about how a boutique owner’s frustration with mass-market fashion led them to create a unique clothing line.” -
What’s your mission?
“Describe the mission of a boutique that focuses on empowering women through sustainable fashion.” -
How do you want customers to feel?
“Write about how a boutique owner strives to create a welcoming, inclusive shopping experience.”
A Quick Word on SEO
If you want your About Page to be found, include keywords that your customers might search for. Phrases like “boutique branding,” “custom Shopify websites,” or “e-commerce solutions for small businesses” can help. Don’t overdo it—just sprinkle them naturally throughout the text.
Wrapping It Up
Your About Page doesn’t have to be complicated. Focus on being yourself, telling your story, and connecting with your audience. Keep it simple, honest, and clear, and you’ll have a page that truly reflects you and your business.
If you’re stuck or want a second pair of eyes, don’t hesitate to reach out—I’m here to help.
Take care,
Angela, Your Shopify, Branding and Operations Bestie
