Etsy About Page Template 2026: What to Write (With Examples)

Most Etsy sellers treat their About page like a homework assignment. They write three bland sentences, maybe upload a blurry selfie, and call it done.

Then they wonder why browsers don't convert to buyers.

Your About page isn't optional. It's where hesitant shoppers go before clicking "Add to Cart." They want to know who made this thing, why it exists, and whether they can trust you with their money.

Get this page right, and you'll turn curious visitors into loyal customers. Get it wrong, and they'll bounce to a competitor whose story resonates.

Why Your About Page Matters

When someone's about to spend $50 on a handmade necklace, they check your About page. They're not just buying a product. They're buying into your story, your process, and your credibility.

Here's what a strong About page does:

Builds trust. Buyers want to know there's a real person behind the shop. Show your face, share your story, and prove you're not a dropshipper reselling AliExpress junk.

Justifies premium pricing. If your items cost more than competitors, your About page explains why. Your materials, your process, your years of experience—this is where you make the case.

Increases engagement. Etsy's algorithm tracks how long visitors stay on your pages. A compelling About section keeps people reading, which signals to Etsy that your shop is worth promoting.

Creates connection. People buy from people they like. Share what drives you, and you'll attract customers who share your values.

What to Include in Your Etsy About Section

Your About page needs four sections: your story, your process, your values, and your FAQs. Each serves a different purpose.

Section 1: Your Story (Who You Are)

Start with who you are and how you got here. This doesn't need to be your life story. Just explain what led you to create this shop.

Answer these questions:

• How did you start making these products?
• What moment made you think, "I should sell this"?
• What were you doing before this shop existed?

Keep it personal without oversharing. You're building rapport, not writing a memoir.

Example:

"I started making candles in my kitchen after I couldn't find unscented options that didn't trigger my migraines. After friends kept asking where I bought them, I realized other people had the same problem. That was 2019. Now I run Ember & Ash full-time, creating clean-burning candles for people who want ambiance without the headache."

This works because it's specific. The maker has a clear origin story, a relatable problem, and a reason for existing beyond "I needed money."

Section 2: Your Process (How You Create)

Now explain how you actually make your products. Buyers want to understand what goes into each item, especially if you charge more than competitors.

Cover:

• Materials you use and why you chose them
• How items are made (hand-poured, hand-sewn, etc.)
• What makes your process different or special
• How long each item takes to create

This section justifies your prices and sets expectations for custom orders or production time.

Example:

"Every candle is hand-poured in small batches using 100% soy wax and cotton wicks. No synthetic fragrances, no dyes, no shortcuts. I cure each batch for two weeks before shipping because that's how long it takes for soy to reach peak performance. The result? Candles that burn cleaner, last longer, and won't give you a chemical headache halfway through dinner."

Notice the specifics: soy wax, cotton wicks, two-week curing time. These details matter to buyers who care about quality.

Section 3: Your Values (What You Stand For)

Only include this section if you actually stand for something. Don't claim you're eco-friendly if you ship everything in plastic. Don't say you support local communities if you don't.

Buyers can smell fake values from a mile away.

If you genuinely prioritize sustainability, quality, inclusivity, or supporting artisans, say so. Just back it up with specifics.

Example:

"Sustainability isn't a buzzword here. I source soy wax from U.S. farms, use recycled glass containers, and ship in compostable packaging. When a candle's done, you can wash the jar and reuse it. Nothing goes to the landfill."

Short, specific, provable. That's how you write values without sounding like a corporate mission statement.

Section 4: Shop FAQ

Your About page should answer the questions you get constantly. This saves you time and reassures buyers before they even message you.

Include:

• Typical shipping times
• Whether you take custom orders
• Your return or exchange policy
• How to contact you

Keep answers brief. Link to your shop policies for full details.

Example:

"How long until my order ships? Most orders ship within 3-5 business days. Custom orders take 2-3 weeks.

Do you take custom requests? Yes! Message me with your idea and I'll let you know if it's possible.

What if I don't like my candle? I offer exchanges within 30 days if the candle is unused. See my shop policies for details.

How do I contact you? Send me an Etsy message and I'll respond within 24 hours."

This section prevents 80% of repetitive customer messages.

Complete Template (Copy and Customize)

Here's a plug-and-play template. Replace the brackets with your own details:

[Your Name] here, the [role/title] behind [Shop Name].

I started [making/selling these products] in [year] after [brief story about how you got started]. What began as [hobby/side project/personal need] turned into a full-time passion when I realized [why this matters to you or your customers].

Every [product type] in my shop is [key differentiator: handmade, vintage, custom-designed, etc.]. I use [specific materials or process] to create [main benefit for the customer: durable jewelry, unique prints, calming candles, etc.].

What makes [Shop Name] different:
• [Value 1: e.g., "All materials sourced from U.S. suppliers"]
• [Value 2: e.g., "Every piece is one-of-a-kind"]
• [Value 3: e.g., "I respond to every message within 24 hours"]

**Common Questions:**

**Shipping times?**
[Your typical timeframe]

**Custom orders?**
[Yes/no and any details]

**Returns?**
[Your policy in one sentence]

Questions? Send me a message—I'm here to help.

Thanks for supporting [small businesses/handmade/independent artists]!

Fill in the brackets and you've got an About page that actually works.

Real Examples (Anonymized)

Here's how three different Etsy sellers adapted this template for their shops.

Example 1: Jewelry Maker (Story-Focused)

"I'm Jess, the metalsmith behind Wild Ember Jewelry.

I started making jewelry in 2017 after my grandmother passed and left me her collection of vintage gemstones. I didn't want them sitting in a drawer, so I taught myself silversmithing and turned them into wearable pieces. Now I create custom jewelry using recycled metals and ethically sourced stones.

Every piece is handmade in my Portland studio. I use traditional metalworking techniques—sawing, soldering, hammering—to create jewelry that lasts generations, not seasons.

What makes Wild Ember different: • Every stone is hand-selected for color and clarity • I offer free resizing for life • All packaging is plastic-free

Questions? I respond to messages within 24 hours. Check my shop policies for shipping and returns.

Thanks for supporting small-batch jewelry!"

Example 2: Print Shop (Process-Focused)

"I'm Marcus, the designer behind Gridline Prints.

I create minimalist art prints for people who want gallery-quality work without gallery prices. I started this shop in 2020 after years of designing for tech companies and wanting to make something tangible.

Every print is produced using archival inks on museum-grade paper. I proof each design three times before it goes to print because colors matter. What you see on screen is what arrives at your door.

What makes Gridline different: • Prints ship flat, never rolled • 30-day color guarantee • Carbon-neutral shipping on all orders

Shipping? 3-5 business days in the U.S. Custom sizes? Message me—most sizes are possible. Returns? 30 days, unused prints only.

Thanks for supporting independent design!"

Example 3: Vintage Seller (Curation-Focused)

"I'm Ana, the curator behind Decade & Thread.

I've been hunting vintage clothing since 2015, digging through estate sales and thrift stores for pieces that deserve a second life. I focus on 70s and 80s workwear—denim jackets, wool blazers, leather boots—because that era made clothes to last.

Every item is inspected, cleaned, and photographed in natural light so you know exactly what you're getting. If there's a flaw, I note it. No surprises.

What makes Decade & Thread different: • I only sell pieces I'd wear myself • Detailed measurements on every listing • Free shipping on orders over $75

Shipping? 1-3 business days. Condition questions? Message me for more photos. Returns? Yes, within 7 days if the item doesn't fit.

Thanks for choosing vintage!"

Notice how each seller adapted the template to fit their voice and business. That's the point—use the structure, but make it yours.

Common About Page Mistakes

Most Etsy sellers sabotage their About pages without realizing it. Avoid these traps:

1. Writing a novel nobody reads

Your About page isn't your autobiography. Keep it under 300 words for the main section. Buyers skim. Long paragraphs get ignored.

2. Being too formal or corporate

You're not writing a LinkedIn summary. Use contractions. Write like you're talking to a friend who asked, "So what do you make?"

3. Forgetting to mention your products

Some sellers write entire About pages without saying what they actually sell. Don't make buyers guess.

4. Not including a photo

Faces build trust. Shops with owner photos convert better than faceless brands. If you're camera-shy, show your workspace or your hands creating a product.

5. Copy-pasting generic text

"Welcome to my shop! I love creating beautiful things and hope you love them too!" This says nothing. Be specific or don't bother.

About Page vs Shop Announcement

Etsy gives you two places to tell your story: the About page and the Shop Announcement. They're not the same.

About Page:

• Permanent. Changes rarely.
• Explains who you are and why you exist.
• Builds trust and credibility.

Shop Announcement:

• Temporary. Update frequently.
• Covers current sales, shipping delays, or seasonal updates.
• Appears at the top of your shop homepage.

Use the About page for evergreen content. Use announcements for timely info like "Holiday shipping deadlines" or "Back from vacation—orders resume Monday."

Don't cram sales pitches into your About section. That's what announcements are for.

Frequently Asked Questions

How long should my Etsy About page be?

Aim for 200-400 words in the main section, plus a short FAQ. Long enough to tell your story, short enough that people actually read it.

Should I include my real name?

Yes, unless you have a privacy concern. Using your real name (even just a first name) makes your shop feel personal and trustworthy. "Hi, I'm Sarah" beats "Welcome to Handmade Haven" every time.

Do I need a photo of myself?

You don't need one, but it helps. Shops with owner photos feel more legitimate. If you hate being on camera, show your workspace, your hands crafting a product, or your materials. Just give buyers something visual to connect with.

Can I update my About page later?

Absolutely. Your About page should evolve as your shop grows. Started in your garage and now have a studio? Update it. Changed your process or materials? Revise the page. Treat it like a living document, not a time capsule.

Does the About page affect Etsy SEO?

Not directly. Etsy's search algorithm focuses on listing titles, tags, and attributes. But the About page affects engagement, which Etsy does track. If buyers spend more time on your shop, Etsy assumes you're relevant and may rank you higher.

Next Steps

You've got the template. Now write your About page.

Open Etsy, go to Shop Manager, and click "About." Fill in your story, your process, and your values. Add a photo. Answer common questions.

Then step away for an hour and come back to edit. Cut anything that sounds generic or corporate. Read it out loud. If it doesn't sound like something you'd actually say, rewrite it.

Once your About page is live, focus on the rest of your shop:

• Etsy Selling Guide – Complete setup checklist for new sellers
• Etsy Shop Checklist – 15 things to review before your first sale
• Etsy Description Template – Write product descriptions that convert browsers into buyers

Your About page won't make sales on its own. But it removes doubt, builds trust, and gives hesitant buyers a reason to click "Add to Cart."

That's worth 300 words.