“Why do we need an About page if our product has nothing to do with us?”

It’s a fair question — one I hear all the time from product-based and e-commerce brands.

After all, if you’re selling physical products like jewelry, or beauty products, or something that has nothing to do with *you* necessarily… what does your personal story have to do with anything? Shouldn’t the product speak for itself?

Here’s the thing: it absolutely does have something to do with you.

Whether you realize it or not, your product exists because of your unique perspective, values, or experiences.

You created your brand with a purpose, and that purpose is inherently tied to you. But even if your face isn’t front and center (and you prefer it that way), an About page still plays a crucial role in your brand’s success.

Here’s why an About page is not just a *nice-to-have* but a must-have for product-based and e-commerce brands. 👇

People Want to Connect With People

Even if your business is all about the product, your customers are HUMAN.

Humans are wired for connection. Whether they’re shopping for a pair of jeans, a birthday gift, or wall art, they’re naturally curious about who’s behind the brand.

(And if you’re thinking “but Sara, I never once gave a shit about the founder of Abercrombie, even though I buy my jeans from there…” — consider this: did the founder of Abercrombie ever make you care? No! If they had, maybe you would!)

Unless your customers already know and trust you, they’re likely to wonder:

Who made this? What’s their story? Why should I buy from them instead of a competitor?

Your About page gives you the chance to answer those questions and build trust.

& if you HAVEN’T wondered that, chances are you HAVE had another instance where you’ve been more inclined to purchase from someone because you knew them, or you liked their story, or you appreciated their hustle, or you wanted to support their initiative, or because your mother’s friend’s sister’s cat said they liked them.

Your About page is your opportunity to introduce yourself (or your team) and explain the “why” behind your brand. By sharing your story, you’re helping potential customers feel more connected to your business—which makes them more likely to buy.

The Strategic Benefits of an About Page

A well-crafted About page does more than satisfy curiosity. It can also give your business a serious boost in several key areas:

1. SEO Boost

Search engines love content, and an About page is prime real estate for keywords. Including your brand’s story, values, and mission adds word count and context, helping your site rank higher on Google.

2. Personal Brand Growth

If you want to build a loyal audience, your About page is a great place to start. Sharing your journey or passion for your product can help you grow a community of like-minded customers who support not just your products but you.

3. A Place to Share What Makes You Unique

Have a proprietary process? Use ethically sourced materials? Support a cause? Your About page is the perfect spot to share these details without cluttering your product pages or distracting from your main calls to action.

4. Competitive Differentiation

Your story could be the deciding factor that tips a customer in your favor. In a crowded marketplace, an authentic About page can set your brand apart and highlight why you’re worth supporting.

Fun Fact? About Pages Are Among the Most-Visited Website Pages

It’s true! About pages consistently rank in the top three most-visited pages on websites. People actively seek them out because they want to learn more about the brands they’re considering.

Think about your own online shopping habits. How many times have you bought something because you liked the founder’s story, resonated with their values, or admired their sustainable practices? Exactly.

TL;DR? Personal Stories Sell

Even if your product is the star of the show, your About page is where the magic happens.

It’s your chance to build a bridge between your brand and your customers, showing them the heart and soul behind the business.

So, if you’ve been sleeping on your About page, it’s time to WAKE UPPPP & start sharing your story (then watch how it transforms the way people connect with your brand).

Need to see it to believe it? Good thing I’ve got the perfect e-comm brand About page example…

My client Sabah of Calling Beauty is the perfect example of a Founder being pretty much removed from the brand — she doesn’t need to be the face of the company for her products to sell — but still wants to share a bit of her story to help the connection factor.

Like I said: STORIES SELL. Especially personal founder stories.

It gives people something to believe in, to root for, to get excited about!

You can stalk her full About page right here, but here’s my favorite little snippet:

We included a lot of info about how and why she started her brand, how customers can get involved, the clean beauty ingredients she uses, and more.

Want to learn how to write a bomb About page for your own e-comm or product-based business?

Then this easy-to-follow website copywriting course is PERFECTTTT for you!