Etsy Shop About SectionThat Builds Trust and Converts
Your Etsy About section is your chance to connect with buyers, build trust, and share your story. Learn exactly what to include, how to write it, and common mistakes to avoid.
Why Your Etsy About Section Matters for Conversions
Your About section is more than just a bio—it's a powerful conversion tool that can make or break a sale.
Builds Trust & Credibility
Buyers are 23% more likely to purchase from sellers they feel connected to. A complete About section signals a legitimate, established business.
Differentiates Your Shop
In a sea of similar products, your story makes you memorable. It's often the deciding factor when buyers are comparing options.
Justifies Premium Pricing
When buyers understand your process, expertise, and care, they're willing to pay more. Your story adds perceived value.
Creates Emotional Connection
People buy from people, not faceless shops. Sharing your journey creates an emotional bond that drives repeat purchases.
Improves SEO & Visibility
A complete shop profile signals quality to Etsy's algorithm. Plus, your About text gets indexed and can rank in Google.
Reduces Purchase Anxiety
Handmade and vintage items carry uncertainty. Your About section reassures buyers they're in good hands.
📊 Key Statistic
Etsy shops with complete About sections see 40% higher conversion rates compared to shops with empty or minimal About pages. Buyers visit your About section when they're seriously considering a purchase—make it count!
What to Include in Your Etsy About Section
A great About section covers these essential elements. Use this checklist to ensure you're not missing anything.
1Your Story & Origin
This is the heart of your About section. Share how your shop came to be:
- •What inspired you to start creating?
- •How did you learn your craft?
- •What problem were you trying to solve?
- •What makes your journey unique?
Example: "After spending 15 years in corporate marketing, I rediscovered my grandmother's vintage embroidery patterns in 2024. That box of forgotten treasures sparked a passion I didn't know I had. Now I bring those traditional techniques to modern home decor, one stitch at a time."
2Your Creative Process
Show the craftsmanship behind your products:
- •How do you create each item?
- •What materials do you use and why?
- •What special techniques do you employ?
- •How long does each piece take?
Example: "Each candle starts with 100% soy wax sourced from American farms. I hand-pour every batch in my Seattle studio, testing each fragrance blend dozens of times before it reaches your home. The process takes 48 hours from wax to wick."
3Your Mission & Values
Share what drives you beyond making sales:
- •What impact do you want to have?
- •What values guide your business?
- •What can customers expect from you?
- •Do you support any causes?
Example: "I believe beautiful things shouldn't cost the earth—literally. Every piece in my shop uses recycled metals, and I donate 5% of profits to ocean cleanup. Your purchase supports sustainable craftsmanship and cleaner seas."
4Personal Details
Help buyers connect with the human behind the shop:
- •Your name (at minimum, first name)
- •Your location (city/region adds character)
- •A fun fact or hobby outside your shop
- •Family, pets, or team members (if comfortable)
Example: "Hi, I'm Maya! When I'm not in my Denver workshop covered in sawdust, you'll find me hiking with my golden retriever, Maple, or hunting for vintage furniture at estate sales. (Maple sometimes helps with quality control.)"
Tone and Voice Considerations
Your About section should sound like YOU—but here are some guidelines for striking the right balance.
✅ Do This
- •Write in first person ("I create..." not "She creates...")
- •Use contractions ("I'm" instead of "I am")
- •Write like you'd talk to a friendly customer
- •Show enthusiasm for your craft
- •Keep paragraphs short (2-4 sentences)
- •Proofread carefully for errors
❌ Avoid This
- •Corporate jargon ("synergy," "leverage," etc.)
- •Third person ("The shop was founded...")
- •Overly formal language
- •Self-deprecation ("I'm just learning...")
- •Wall of text with no breaks
- •ALL CAPS or excessive punctuation!!!
Match Your Brand
Your About section tone should match your products:
Luxury items
Elegant, refined, understated confidence
Fun/quirky items
Playful, energetic, personality-forward
Handmade goods
Warm, authentic, artisan-focused
Adding Personality While Staying Professional
The best About sections feel like meeting a talented friend. Here's how to inject personality without going overboard.
Use Micro-Stories
Brief anecdotes are memorable and feel authentic. They show rather than tell.
Instead of: "I care about my customers."
Try: "Last month, a customer messaged at 2 AM worried her anniversary gift wouldn't arrive in time. I drove it to the post office at dawn. It arrived with a day to spare—she sent photos of happy tears."
Show Your Quirks
Small, specific details are more memorable than generic statements.
Instead of: "I work hard on my products."
Try: "My cat, Biscuit, supervises quality control from his perch above my workbench. He's very particular."
Share Your "Why" Deeply
The emotional reason behind your shop creates powerful connections.
Instead of: "I started making jewelry as a hobby."
Try: "When my mom was going through chemo, I taught myself wire-wrapping to give her something beautiful to hold onto during treatments. Making jewelry became my way of putting love into tangible form."
⚖️ The Balance Rule
Aim for 70% professional/informative and 30% personality. Lead with substance (what you make, how, and why), then sprinkle in personal touches. Buyers are interested in you, but ultimately they're evaluating whether to trust you with their money.
Photos and Videos for Your About Section
Etsy allows up to 5 photos and 1 video (15 seconds max) in your About section. Use them wisely!
5 Must-Have Photos
- 1
Friendly headshot
Smile naturally, use good lighting, show your face clearly
- 2
Your workspace
Tidy but authentic—show where the magic happens
- 3
You creating
Action shot of you working on a product
- 4
Materials or tools
Beautiful shot of quality materials or specialized tools
- 5
Packaging or finished piece
Show the care you put into presentation
Photo Best Practices
- ✓Use natural lighting whenever possible
- ✓Keep backgrounds clean but not sterile
- ✓Show genuine moments, not overly staged
- ✓Include at least one clear photo of you
- ✗Never use stock photos—buyers can tell
- ✗Avoid blurry, dark, or low-quality images
- ✗Don't include text overlays or watermarks
🎬 About Your Story Video
Etsy's 15-second Story video is optional but powerful. Ideas for your video:
- • Timelapse of creating a product
- • Quick tour of your workspace
- • Brief "hello" introducing yourself
- • Showing your process in action
SEO Tips for Your About Section
While your About section isn't a primary SEO driver, it does contribute to your shop's visibility. Here's how to optimize naturally.
1. Include Relevant Keywords Naturally
Mention what you create, materials you use, and your style—but only where it fits naturally.
Good: "I handcraft sterling silver jewelry using ethically-sourced gemstones, specializing in minimalist engagement rings and nature-inspired pendants."
Bad: "Silver jewelry rings necklaces earrings bracelets handmade gemstone minimalist boho vintage..."
2. Front-Load Important Terms
The first 150 characters are most important for SEO previews. Lead with what you make and who you serve. "I create personalized pet portraits for dog lovers who want to celebrate their furry family members" is better than starting with your childhood backstory.
3. Complete All Fields
Etsy's algorithm favors complete shop profiles. Fill out every available field in your About section, including location (which can help with local searches) and social media links.
4. Update Regularly
Fresh content signals an active shop. When you add new product lines, learn new techniques, or reach milestones, update your About section accordingly.
⚠️ SEO Priority Reminder
Your listing titles and tags are far more important for Etsy SEO than your About section. Focus SEO energy there first. Use InsightAgent's keyword research tools to find the best keywords for your listings—your About section just needs to sound natural.
Examples of Great About Sections
Here are three example templates you can adapt for your own shop.
The Storyteller
Hi, I'm Sarah! Welcome to my little corner of Etsy.
Three years ago, I was a stressed corporate lawyer who spent weekends teaching myself pottery just to have something tactile and real. What started as therapy became an obsession—I'd sneak into my garage studio at 5 AM before work, losing myself in the wheel.
The day I quit my firm, my husband thought I'd lost my mind. But here we are: 2,000+ happy customers later, still covered in clay dust and loving every minute.
I handcraft each piece in my Portland studio using locally-sourced stoneware clay and lead-free glazes. Every mug, bowl, and vase is truly one-of-a-kind—that's the beauty of handmade.
Why it works: Opens with personality, shares a compelling origin story, establishes credibility with sales numbers, and naturally mentions product/material details.
The Craftsperson
I create heirloom-quality leather goods designed to last a lifetime.
Every wallet, bag, and belt in my shop is hand-stitched using traditional saddle-stitching techniques I learned from my grandfather, a master leatherworker in Italy. I source my leather from tanneries that have been perfecting their craft for generations—no shortcuts, no compromises.
A single wallet takes 6-8 hours of focused handwork. I cut each piece with a vintage clicker press, hand-dye the edges, and stitch with waxed linen thread at 8 stitches per inch. The result is leather that looks better with age and hardware that won't fail.
Based in Austin, TX. Questions? I reply to every message personally.
Why it works: Leads with value proposition, emphasizes technique and quality, includes specific details that justify pricing, ends with personal touch.
The Mission-Driven Maker
Beautiful things shouldn't cost the earth.
I'm Maya, and I create eco-friendly home goods using rescued and recycled materials. That stunning serving board? Made from wood salvaged from a century-old Portland barn. Those coasters? Upcycled wine corks from local restaurants.
Every purchase supports more than just my small business—5% goes to One Tree Planted, and I ship everything in plastic-free packaging. Since 2023, we've planted over 500 trees thanks to customers like you.
Let's make sustainability beautiful together.
Why it works: Clear mission statement upfront, specific examples of sustainable practices, shows measurable impact, invites customers to join the mission.
9 Mistakes to Avoid in Your About Section
Leaving it blank
Empty About = low trust. Fill it out!
Writing in third person
"She creates..." feels cold. Use "I".
Keyword stuffing
Buyers notice and Etsy penalizes it.
Being too vague
"Cool stuff" tells buyers nothing.
Only listing products
Show the person, not just items.
Using stock photos
Instant trust destroyer. Always use real photos.
Outdated information
Old dates make shops feel abandoned.
Copying competitors
Plagiarism gets flagged and hurts trust.
Typos and errors
Suggests carelessness with orders too.
Ready to Grow Beyond Your About Section?
A great About section brings buyers to your shop—but the right keywords and trends keep them coming back. InsightAgent helps you find what buyers are searching for and optimize your listings accordingly.
Frequently Asked Questions
Everything you need to know about writing your Etsy About section.
Ready to Build Your Etsy Brand?
A compelling About section is just the beginning. Use InsightAgent to research trends, find winning keywords, and grow your Etsy shop.