Handmade with Heart: How to Write an "About" Page That Sells Your Story
Published
25 Aug, 2025
4 min read
An "About" page is often treated like an afterthought. Sellers pour energy into product photos, descriptions, and ads but then leave their "About" section flat, generic, or worse—empty. That’s a missed opportunity. For handmade sellers especially, your story isn’t just background—it’s the bridge between your craft and your customer’s trust. A well-written "About" page does more than share details about you. It persuades, connects, and ultimately sells.
When customers shop for handmade items, they aren’t just buying a product. They’re buying into a story. Unlike mass-produced goods, handmade pieces carry the weight of authenticity, passion, and personal touch. Your "About" page is the place to show the why behind your business—what drives you to create, what your craft represents, and how your journey sets you apart.
Shoppers may land on your site looking for earrings, pottery, or decor. But they’ll stay and buy because they feel connected to the maker. In a digital world crowded with copycat stores and faceless corporations, your story builds the human connection that turns browsers into loyal customers.
It’s tempting to open with the name of your brand, the year you started, or a description of your products. Resist that urge. Instead, start with you. Tell readers who you are and how your craft came to life. Maybe it began as a childhood hobby, or as a way to decompress after work, or as a response to noticing a gap in the market.
Your story doesn’t need to be dramatic to be powerful. What matters is honesty and clarity. When a visitor reads your "About" page, they should feel like they’re meeting the person behind the business. That human connection is what separates your store from another with similar products and prices.
One of the most engaging parts of any handmade brand story is the process. Customers love to know how things are made, the care that goes into each step, and the materials you choose. This not only builds appreciation for the product but also reinforces the value of handmade goods in an era when most items are produced cheaply and quickly.
If you create your jewelry from recycled metals, if you carve each spoon by hand, or if your fabrics are locally sourced, let your audience in on those details. They don’t just want to know what you make—they want to know how and why you make it. Sharing your process shows dedication, craftsmanship, and heart, which elevates your brand above competitors.
A strong "About" page isn’t only about your personal journey; it’s about what you stand for. Many handmade businesses resonate with customers because they reflect values such as sustainability, supporting local artisans, or preserving cultural traditions. Others highlight creativity, joy, or self-expression.
Think about what motivates you beyond sales. Why does your business matter to you and to the people who buy from you? Maybe you want to bring beauty into everyday life, or maybe your mission is to create eco-friendly alternatives that reduce waste. Whatever your focus, articulate it clearly. Customers love to align with brands that share their values, and your "About" page is the perfect place to plant that flag.
While the "About" page is technically about you, the smartest versions also include your customer. Frame your story in a way that connects to their needs, desires, or dreams. Instead of simply saying, “I make candles because I love working with wax and fragrance oils,” you might say, “I make candles designed to turn your home into a sanctuary, blending scents that calm your senses after long days.”
The difference is subtle but powerful. The first statement is about you. The second brings your customer into the narrative and helps them imagine your product improving their life. That’s the shift that makes an "About" page persuasive rather than just descriptive.
Too many "About" pages read like stiff biographies or corporate mission statements. Handmade businesses thrive on personality. Write as if you’re telling your story to a friend across the table, not drafting a résumé. Avoid jargon or overly polished language. A natural, friendly tone builds trust and makes your page memorable.
Don’t be afraid to include quirks or personal touches. If your studio is in a sunlit corner of your kitchen, say so. If your dog keeps you company while you sew or paint, include that detail. Small glimpses into your real life make your brand approachable and human.
Every good "About" page should guide visitors toward the next step. Don’t leave them hanging after they finish reading your story. Invite them to explore your shop, follow you on social media, or join your email list. This keeps the momentum going and turns curiosity into engagement.
An "About" page is not just a biography. It’s part of your sales funnel. By blending personal story, process, values, and customer focus, you transform it into a powerful conversion tool.
In handmade eCommerce, your products are important, but they’re not your only differentiator. Your story—told with honesty, clarity, and heart—is what makes you unforgettable. When written well, your "About" page becomes more than a background section. It becomes a persuasive narrative that makes customers feel good about supporting you, proud to own your work, and eager to return for more.
Handmade with heart always sells. All you have to do is write it down.
