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How To Write Etsy Shop About Section (Templates & Examples)

Last Updated:

December 14, 2022


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Writing an effective Etsy shop ‘about' section can be a great way to introduce potential customers to your shop and give them a sense of what your brand is all about. It helps you stand out from the competition and give customers a reason to choose you over other sellers.

But what should you include in your Etsy shop ‘about’ section?

In this guide, we will go through everything you need to know, from key things to include to easy template that you can use. Follow along in the next 10 minutes to give your ‘about’ section a makeover.

Where Is The About Section In Your Etsy Shop

Desktop: The about section of your Etsy shop is located underneath the review.

Mobile app: You can find the about section by clicking the ‘About’ tab at the top of your shop.

Example of an about section from CaitlynMinimalist

What Can You Include In Etsy Shop About Section

The about section of an Etsy shop typically includes information about the brand, including the background, mission, values, etc. Here are a few things you can include:

Filling in your about section is important. Not only can it help shoppers understand your brand better, it can also improve your shop’s SEO, because it can improve your ‘Customer and market experience score’, which is one of the Etsy search ranking factors.

How To Edit Your Etsy About Section

There are a few ways to edit your about section:

  1. Go to your Etsy shop dashboard
  2. Click ‘Settings’ and then ‘About your shop’
  3. Edit the details of your about section

Click 'Settings' then 'About your shop' to edit the about section of your Etsy shop

Alternatively, you can click the pen icon next to your Etsy shop name to enter the edit mode of your shop. Scroll down until you reach the about section to edit the details.

Scroll down when you are in the shop editing mode until you see this section. You can add videos and photos to your about section.

How To Write An Effective Etsy About Section

A good about section should give Etsy shoppers a glimpse into your brand and what makes you unique. Here are some key things you can consider to include:

A Brief Introduction To Your Brand

Use 1-2 sentences to introduce yourself, your brand and your products. This can give shoppers a good idea about your shop. For example:

“Welcome to our Etsy shop! We're a husband and wife team who love creating handmade skincare using only organic & natural ingredients."

Your Brand Story & Value

Tell customers about how you got started, what inspired you to create your products, and why your products make your brand special.  Here are two examples:

“We started out by making our own skincare products using only natural, organic ingredients, and we quickly realised that there was a demand for high-quality, natural products that are good for both people and the planet. Today, our brand has grown and evolved, but our commitment to sustainability and wellness remains at the heart of everything we do.”

“Our brand started out with a simple goal: to create high-quality, healthy snacks that people could enjoy on the go. It is our mission to make healthy eating accessible to everyone.”

ElizabethBenotti told their brand story in the about section

Your Products & Their Benefits

Describe how your products can bring a positive change to customer’s life, or solve their problems. By highlighting how your products can help customers, you give them a clear understanding of the value that your products offer. This can help you to differentiate your shop from others, and give Etsy shoppers a reason to choose to buy from you.

“You deserve a relaxing night routine. Our bath bombs are designed to help you unwind and relax after a long day.”

“Our digital planners help you stay on top of your busy schedule and reduce stress.”

CalicuttsSpiceCo highlights their product benefits by painting a vivid image of customer using their spices

Your Creative Process

Telling Etsy shoppers how your products are made can differentiate your shop from mass-produced products and resellers on Etsy. By sharing your creative process, you can give Etsy shoppers a behind-the-scenes look at your business and help them connect with your products on a deeper level.

“My creative process starts with taking inspirations from my Japanese heritage. From there, I sketch out ideas and refine them until I’m happy with the final design. Then I carefully hand-paint each piece before transforming them into one-of-a-kind digital files that are ready to be printed and turned into beautiful wall art for your home.”

Your Expertise & Experience

Highlighting your expertise in your about section is a great way to build trust with potential customers and give them confidence in your products. This can help set you apart from other sellers who may not have the same level of expertise. Here are some examples:

“With over 10 years of experience in creating handmade jewelry, I pride myself on creating unique and beautiful pieces that are not only visually appealing, but also durable and well-made.”

“As a certified aromatherapist, I only use the highest quality essential oils in my skincare products.”

TomDesign mentioned their years of experience of jewelry making

4 Things To Avoid When Writing Your Etsy About Section

If you want Etsy shoppers to actually read your about section, here are a few things to avoid:

Don't Use Overly Formal Or Technical Language

Avoid using overly formal or technical language that may be difficult for customers to understand. Instead, write in a friendly and conversational tone that is easy to read and understand. Read it out loud after you’ve finished writing it to see if it sounds natural.

Don't Make It Sound Like A Sales Pitch

Your about section should not be a sales pitch; Keep your list of product features to your listing description. Instead, it should be a genuine introduction to your brand like your brand story and creative process.

Don't Make It Too Long

Keep it short and to the point. No one wants to read a long and rambling about section. A good rule of thumb is to keep each paragraph about 2-5 sentences long.

Don't Forget To Proofread

This one seems obvious, but having grammatical or spelling mistakes can make your shop look unprofessional, and it may even drive your potential customers away. So be sure to proof read the about section before you publish it.

Templates For Etsy Shop About Section

I’ve come up with a few templates that can help you start writing your about section quicker. Be sure to go back to the section above to add extra information like brand story and creative process:

"Hello and welcome to my Etsy shop! I’m a passionate [craftspeople/artists/designers] who strive to create unique and high-quality [your products] to [main product benefit]. Each piece in our shop is carefully crafted with attention to detail and a commitment to [brand vision]. Thank you for stopping by and supporting small businesses!"

"Welcome to [shop name]! Our goal is to [main customer benefit] through [relevant product feature]. Each piece is made with love and attention to detail in our [shop location] workshop. Thank you for supporting our small business and for choosing handmade over mass-produced items."

"At [shop name], you'll find a curated selection of handmade [product category] that are [product selling point]. From [product category] to [a different product category], we offer a variety of items that are perfect for [your target customers] or as a gift for someone special. We put a lot of love and attention into each and every item we make, and we hope you'll enjoy them as much as we do."

“So happy to see you here! We're [names of the makers], and we're the makers behind [your shop]. We started [your shop] because [brand story]. We're passionate about [brand values] and we strive to create products that are [your unique selling point]. Thank you for supporting small businesses like ours!"

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