How To Write An Ecommerce About Us Page A First-Time Buyer Trusts

A stranger reads your About page to decide whether the shop is real before they pay. Write your ecommerce website’s About Us page for that person, and answer their doubts in the order they have them.

Start with what you sell and who is behind it. Then show where orders are posted from, and finish with a clear way back to your products.

I’d get the business name and address right before anything else. If your products show on Google Shopping, Google checks those details against your account, and a mismatch can get the account flagged for misrepresentation. In the most serious cases that means suspension without warning. Copy them onto the About page and footer character for character. Then hold every other line to the same standard, as a fact a buyer could check before paying.

Write It In The Order A First-Time Buyer Checks The Shop

Returning customers rarely open your About Us page, so most of its readers are first-time buyers who aren't yet sure your shop is real.

I'd check yours for three faults first: copy written in launch week, no address and no link back to the products. Then write it in the order a doubtful shopper checks things:

• 1. What you sell and who it is for, in the opening two lines.
• 2. Who runs the shop and where it trades from, with your contact details.
• 3. How the shop started, told in dates, places and named people.
• 4. Proof from outside the shop, such as an independent review score.
• 5. What happens if an order goes wrong, linked to your returns policy.
• 6. A link back to the products, with the page itself linked from your main menu and footer (Content > Menus in Shopify) so it sits one click from every product.

Tell The Story In Facts A Stranger Can Check

When you write the story on the About Us page of an ecommerce website, every line should be something a stranger could check. Tie each line of your About page story to a date, a town, a named person or a count. A doubtful shopper reading your About page then has a reason to believe what it says about your shop.

A line like 'we're passionate about quality' gives that shopper nothing to check, and AI-drafted About page copy is the same generic text nobody can verify.

Write the facts on your About page yourself, then tidy the wording. Tightening the wording itself is covered in the post on copywriting for ecommerce pages.

Seasalt Dates Its Start To One Shop In Penzance

Seasalt is the About page I hold up as the model. It calls its About page a story page, and it opens on a rainy day in August 1981. That was when the Chadwick family walked into a workwear shop in Penzance to buy coats and ended up buying the shop.

It goes on to name the three brothers and the year they started the clothing brand.

Cornish Sea Salt Names The Founder And The Cove

On its story page, Cornish Sea Salt names its original founder, Tony Fraser. It says the business began when he came across an Iron Age salt works on a walk along the south Cornish coast, then names the waters it harvests from off The Lizard.

Finisterre's Founder Tells The Story In The First Person

Finisterre's history page is written by the founder himself. He describes one fleece for cold surfers, made in Devon in 2003 and sold through a website of three pages run from a flat over a surf shop.

The details that make it believable (one fleece, made in Devon, a three-page website) are ones only the founder would bother to include.

Rubies In The Rubble Makes The Mission A Named Market

A mission line only works when it's tied to something real. At Rubies in the Rubble, the food-waste mission is tied to its founder Jenny rescuing rejected produce from New Covent Garden market and turning it into chutneys.

A small store with no grand origin can do the same by naming the supplier it chose and why, or the first order it packed and where.

Make The Business Details Match Everywhere Google Checks Them

The business details on your ecommerce About Us page are what shoppers, Google and AI shopping tools all check to see who runs the shop. Write the business name and address on the page once, along with a phone number and an email.

Use exactly the same wording in the footer, the policy pages and every account that describes the shop.

A UK Limited Company Must Show Registered Details On The Website

If your shop is a UK limited company, the law already asks for part of this. Since the trading disclosure regulations made in January 2015, a company's website must show which part of the UK it's registered in. It must also show the company number and the address of its registered office.

Your footer is the natural home for these, and Seasalt carries its office address in Falmouth and its company number at the bottom of the story page without spoiling the story.

A Home-Based Seller Can Keep A House Number Private Honestly

Plenty of shops are run from a spare room, and owners worry about putting a home address on the internet. A paid virtual address is a common answer for sole traders, and how you describe it matters more than where it is.

Google's misrepresentation rules list "displaying a false or virtual physical address as your headquarters while operating entirely from an undisclosed region" as a violation. Google objects to a business hiding where it operates, and a mailbox address on its own doesn't do that.

Say plainly which town and county you trade from, and give a business email and a phone number that someone answers. A correspondence address is fine as long as the page doesn't present it as your headquarters.

If you do have premises customers can visit, the post on local SEO for an online store covers what changes.

Google Merchant Center Can Suspend A Serious Mismatch Without Warning

If your products show on Google Shopping, GMC compares the business details on your site with the ones in your account. GMC is the Google account behind those listings. A legal business name, address, phone number or email that differs between the two is exactly the kind of mismatch those misrepresentation rules are written to catch.

For the most serious cases the account is suspended on detection, with no warning period. Each failed re-review can lengthen the cool-down before the next request, and merchants have lost weeks of Shopping sales in the run-up to Christmas waiting them out.

Copy the details from your GMC business information onto the About page, the footer and every policy page character for character. Remove any placeholder text your theme shipped with.

Your product feed needs matching too, with the price and stock on each page agreeing with the feed.

OnlineStore Markup Repeats The Same Details For Machines

Put the same details into structured data on the About page, using the OnlineStore type. Use legalName for the registered company name, and add the address, telephone and email plus sameAs links to your social profiles.

I treat thorough markup as a genuine ranking advantage, and this page is the right place for it. Leave FAQ markup out, because Google has deprecated it for most sites.

AI shopping tools read the same identity. According to OpenAI's product feed specification, the name a merchant registers with OpenAI becomes "the seller identity on every row". Make sure the name a shopper sees in ChatGPT matches your About page exactly.

That spec also rejects a merchant name left as a placeholder such as 'unknown' or 'n/a'. Fill in the registered name before you connect a feed, because a placeholder there is the AI-shopping version of the template text GMC flags.

Answer The Doubts That Stop A First Order

Two doubts hold back a first order from a shop nobody has heard of, and your About page is where a stranger goes to settle them. Shoppers want to know whether anyone else is happy with the shop, and they want to know what happens if the order goes wrong before they hand over card details. Write your ecommerce website’s About Us page to answer both doubts in a few lines and link to the detail.

Link An Independent Review Score Instead Of Picked Quotes

Three glowing quotes chosen by the shop persuade a sceptical shopper less, because they know who picked them. A rating on a platform the shop doesn't control is different, and Seasalt shows its Trustpilot rating and review count above its story for anyone to check in a second tab.

Reviews help rankings as well as sales, because they add unique text and a reason to trust the store.

Collect them as a system from the first order onwards, as the post on social proof on product pages sets out, and link the score from your About page.

Say What Happens When An Order Goes Wrong

The worry that stops a first order is usually practical: will it arrive, and will they take it back if it's wrong. On its About page, Hiut Denim answers part of that in one line by offering free repairs for life on every pair. It adds that each pair is signed by the person who made it.

Write one line on delivery and one on returns, and link your delivery, returns and privacy pages beneath them. The full detail belongs on the product page, where the buyer is deciding, but the About page should make the promise visible.

Google checks for this too. Its guidelines for the people who rate search results tell them to look for "the store's policies on payment, exchanges, and returns" on shopping sites. A missing returns line counts against you there as well.

Get A Flagged Shopping Account Back In Front Of Buyers

If GMC has already flagged your store, check your About page and footer against your policies before you request another review. Give your feed and theme markup the same check, so the request goes in with nothing left to find.

That work is part of our Shopping feed and GMC service. If the About page itself needs rewriting, page copy is covered in our monthly SEO retainer. Both sit within the wider work we do as an SEO agency for ecommerce shops winning first-time buyers.

If the flag sits inside a wider slide in organic sales, get a free SEO audit of your store. The two-page PDF comes the same day. It charts your last twelve months of organic traffic, so you can see when the slide began.