How To Write an About Page for the Small Shop Owner

Bios or about pages on your website are a critical piece of any site. They often end up being one of the most visited pages as well. Large WooCommerce shops are unique because they encompass an entire company.

But if you are a smaller shop, guess what? People often want to know who is behind the shop and the products.

5 Tips For the Small Shop Owner

Consider this advice to make your online bio a magnet for getting new business, more readers, or whatever else you want.

1. Make your first paragraph count.

In copywriting, this is called big idea. You lead with this because it is your most important stuff, the reason your shop exists.  Include only what is relevant. How do you decide what is relevant, you say?

Go back to the big idea.

Who are you? Why are running this shop? If you are creating the products, what credibility do you bring to the table? This could even be a short backstory. Story-telling is great, but don’t write a novella. People don’t need that much information.

What you lead with will be what your potential customers remember most about you. Make it count.

2. Carefully consider 1st person vs 3rd person.

Even the experts disagree on this one. Just remember this rule: 3rd person (talking about yourself as if you were another person ( Bob…  he…) is more formal and puts distance between you and your customer. (Picture your visitor reading a book about you (3rd person) vs sitting down on the couch to chat with you (1st person.)

First person (I this…I that) brings you closer to your customer and just feels more cozy.

The decision is yours. On smaller shops, I tend to favor first person because the very nature of who runs it is personal. And we usually get a peek at the person and get to hear their unique voice.

Weigh the size of your team or staff and who you are introducing to determine which is the best route for you.

3. Decide on the ratio of personal to professional and make the personal part match the shop owner your customers have come to know.

Many bios keep with the 80-20 rule (80 percent focusing on business and 20 percent fun, personal things). But keep in mind that your store and what you sell should be in some way be reflected in your bio.

There are many facets to the personal side of you. Pull the ones that make sense as a good fit for your store. Don’t ramble or throw in unrelated facts about yourself.

4. Remember, it’s about what you are selling

Never sway from your main purpose. And that is your products. The balance between what people want to know about you and their interest in buying something from you is a fine line. Don’t muddy it.

5. Make it easy for someone to contact you.

In most cases, if someone is reading your about page, you want them to move on to your store and make a purchase. You don’t need to have a contact form embedded there.

But do make it easy to contact you and ask a question beyond basic product support. It may be a reporter who wants to write about you. Whether you are either an individual or a small team, make it easy.

There is a lot to think about as you approach your page. Check out what other small shops in your niche are doing. Or even outside your niche. Just remember You don’t need to be totally transparent, justt warm and honest enough to make people trust you.

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