Last week, I talked about the importance of having an About page on Etsy. About pages should imbue personality and make your Etsy store memorable- the About page is a great marketing tool when used correctly. Here are nine tips to get you started:
“About” is a deceptive name
It’s easy for an Etsy seller to read the word, “About” and think, “Hey, a page about me! I’ll fill it up with all the things I want customers to know about me!” If you’re one of these sellers, stop right there.
There are two things the word “About” describes: the About page’s content and its purpose. The content part is all you’ll get right if you think the about page is for you to tell customers what you want them to know. And that’s the wrong approach.
Here’s the newsflash: there’s no point in writing content without purpose in mind, and the purpose of the About page is not about you. Seriously. It’s about your customers. The About page is where your customers and prospective buyers go to find out what THEY want to know about you. So repeat after me: The about page is for my buyers to find out what THEY want to know about me. Make it your mantra while you’re writing your About page.
Think like your customer
Now that you’ve figured out the purpose of the About page, it’s time to think content. What kind of questions are your customers likely to want answered? Two obvious ones are “Why should I buy from you?” and “Who are you?” The rest likely depends on your target market. Unfortunately this also means that there are no solid rules to follow when writing content for your About page- every target market has specific needs.
Put yourself in your customers shoes and click through your store. What kind of questions pop into your head as you browse around? Think of your About page as a FAQ for these questions, but without the boring question and answer format.
Develop a persona
When it comes to handmade and art, artists are as much a brand as their Etsy store is. Most of your About page content will be focused on introducing the artist behind the artistry. This is your chance to stand out from the crowd and humanize yourself. Use your About page to build a persona: pay attention to the tone and style of your writing, they should go with the persona you’re creating.
Your persona will be what visitors are most likely to remember, so it’s time to toot your horn. Build credibility. Keep in mind to stick to the facts- developing a persona is all about building a connection, not embellishment.
Write for Google too
About pages get indexed by search engines and are a great landing page for customers. When writing your About page, consider what search terms a prospective buyer may use to find items like yours. Try to write those key words into your About page, being careful not to overstuff it.
Be concise and passionate
It’s getting harder and harder to keep a person’s attention these days. A short About page has better chances of being read than a long one. Handmade buyers are drawn to Etsy sellers who are passionate about their craft and handmade, so tell your story- make it memorable, make it engaging, but make it concise. That story about how your family recipe was passed down doesn’t have to be an epic.
In the rare case your About page must be long, format it well by using headings and short paragraphs. Nothing turns readers off faster than a wall of text.
Say it with pictures
Photo Credit: Gary Scott
The best part about Etsy About pages is that sellers are able to have a picture slideshow. Pictures not only conserve precious text space, they’re great attention grabbers. People are more likely to believe what they see rather than what they read, and pictures are awesome for that. Don’t just tell your customers that all your items are handcrafted- show it.
Consider prospective buyers who find your About page through Google. The pictures you choose will be their first impression of your Etsy store, so choose wisely- pictures that show off entire ranges or different items grouped together or wide-angle shots of your workspace will have a better impact than close-ups. Save the detail shots for your listings.
Link your social media
Do you happen to have a blog or social media? If so, link them. Your About page also serves as a portal to further customer engagement. Someone who doesn’t buy from your store today might later if they find you on their Facebook feed. Similarly, making it easy to find your social media after the sale is done helps develop loyalty to your Etsy store.
Building connections is a huge part of selling handmade, so engage your buyers. Invite them to follow you on Twitter or Facebook.
Make sure your About page matches your store
One of the biggest mistakes an Etsy seller can make is writing an About page that’s inconsistent with the rest of the store.
Have a look at your descriptions- are they whimsical? Serious? Make sure your tone carries over to your About page too.
Branding is all about building a persona.
One of my favorite About pages is by SignFail. It tells the buyer about his product and personality through an easy to read list that’s as hilarious as the signs in his store.
Don’t write what you don’t want people to know
Finally, don’t write things that make you uncomfortable. Would you rather not put your photo? Or do you not like talking about family online? That’s fine. While the About page should be where customers go to find out what they want to know about you, it shouldn’t be about things that make you uncomfortable either. Remember that whatever you put online may stay there forever. A good rule of thumb is what I call the newspaper test: don’t write things that you won’t want to see quoted on the front page of a newspaper.
Have a tip?
Do you have any more tips for writing Etsy About pages or have a killer About page yourself? Share them in the comments below!