E-commerce
September 18, 2026
Wondering how to build trust with new visitors using your About page? The answer is simple: an authentic, detailed About page is a powerful tool to reassure first-time visitors, remove their doubts, and convert them into buyers. By sharing your story, your values, and proof of credibility, you transform anonymity into a relationship of trust.
However, many merchants neglect this page or fill it with generic text. Yet, consumers are wary of unfamiliar sites: they want to know who you are, where you are based, and why they should trust you. A well-constructed About page meets these expectations and sets you apart from competitors.
So, how do you build trust with new visitors using the About page? Here is the program:
Why is the About page crucial for first-time visitors?
What essential elements should you include to reassure your visitors?
How do you tell your story in an authentic way?
What mistakes should you avoid to prevent losing trust?
How does Qstomy reinforce trust on your store?
Let's get started.
Summary
Why is the About page crucial for first-time visitors?
When a visitor arrives on your site for the first time, they ask themselves a fundamental question: "Who are these people?". This question is natural, because buying online carries perceived risks: fear of a scam, worry about not receiving the order, concern about the quality of the products. The About page directly answers this question by humanizing your brand.
Unlike a product page or a homepage, the About page is not intended to sell immediately, but to create an emotional connection. It shows that behind the site, there are real people with a story, values, and a purpose. This transparency is a strong signal of credibility.
By investing in a well-crafted About page, you reduce the anxiety of first-time visitors and encourage them to take the next step: explore your products and, ideally, buy. It is an investment with a high return on conversion.
Convert over 2,000 customers on average per month with Qstomy.
The world’s 1st Shopify AI dedicated to customer conversion
Empowering 200+ e-commerce merchants
What essential elements should you include to reassure your visitors?
For your About page to inspire trust, it must contain concrete and verifiable information. Here are the essential elements:
Physical address and phone number: this proves that you are a real company, reachable in case of a problem.
Clear return policy: visitors want to know that they can return an item if it doesn't suit them.
Delivery times: indicate estimated times to avoid unpleasant surprises.
Privacy policy: reassure about the protection of personal data.
Security indicator: mention the HTTPS protocol and SSL certificates.
This basic information is non-negotiable. It addresses the practical concerns of buyers and lays the foundation for a relationship of trust. Without it, even the most beautiful story will not be enough to convince.
How to tell your story in an authentic way?
Scammers do not bother to create a detailed company story with original photos. Consumers know this, and that is why an authentic About page is a powerful trust builder. Share who founded the company, why, and what drives that person on a daily basis.
Avoid the impersonal tone of large bureaucracies. Speak with sincerity, use "I" or "we" depending on your style, and share anecdotes that make your journey unique. For example, explain how you came up with the idea for your product, the challenges you faced, or what makes you proud of your work.
Authenticity cannot be manufactured: it is felt. If you write from the heart, your visitors will sense it. A true and touching story creates an emotional connection that goes beyond a simple commercial transaction.
Why does introducing your team build credibility?
Introducing your team members with their name, photo, and a mini-bio is an excellent way to humanize your brand. Visitors see faces, backgrounds, and personalities. This reassures them: they know who they are dealing with.
Each profile can include personal details: hobbies, past experiences, tastes. This information, even if anecdotal, makes your team accessible and likeable. For example, a founder passionate about surfing or a designer who collects vinyl records: these small details create a sense of proximity.
If you are a solo business, do not panic: present yourself with your story, your skills, and your vision. The important thing is to show that there is a person behind the screen, ready to commit to the satisfaction of their clients.
How can you highlight your values and commitments?
Some companies choose to focus on their values rather than their people. This is an effective strategy, especially if your values resonate with those of your customers. For example, a company that sells remanufactured ink cartridges can highlight its ecological commitment: recycling, reducing the carbon footprint, etc.
Values give meaning to your business. They show that you are not just trying to sell, but to have a positive impact. Modern consumers are sensitive to these commitments, and they are willing to pay more for brands that share their beliefs.
To be credible, your values must be reflected in your actions. Do not claim principles that you do not respect: customers verify, and inconsistency would be disastrous for your reputation.
What concrete examples can illustrate your expertise?
Describing how you manufacture or select your products is an excellent way to demonstrate your expertise. For example, an online jewelry store can explain that it collaborates with Greek designers to create unique pieces in sterling silver and gemstones. These concrete details provide reassurance about quality.
You can also explain how you guarantee fair prices despite high quality: direct partnerships with suppliers, cost optimization, etc. This transparency about your methods is a sign of seriousness.
Do not hesitate to describe your company culture: how you work, what drives you on a daily basis. A company that takes care of its employees is often perceived as more reliable. Finally, mention the media outlets that have talked about you: press coverage is powerful social proof.
How to use humor to humanize your brand?
Humour, used sparingly, can make your About page memorable and engaging. A company based in Hawaii might, for example, mention its "team meetings when the waves are good". This nod relaxes the atmosphere and shows that you do not take yourself too seriously.
The humour must align with your brand and your audience. A quirky tone will suit a young and creative brand, while a more subtle humour will be appropriate for a professional sector. The goal is to create a positive emotion, not to make people laugh at all costs.
Be careful, however, not to fall into caricature or irony that could be misinterpreted. Test your content with those around you or your clients to ensure that the humour is well received.
Why is a multi-part About page effective?
Some companies opt for a complete About section, with several dedicated pages: history, leaders, mission, values, processes. This approach makes it possible to delve deeper into each aspect and show the richness of your organization.
A page dedicated to history can trace the major stages of your development. A page on the leaders presents the key people and their vision. A page on values details your commitments. A page on processes explains how you work.
This structure is particularly useful for companies that have a lot to say. It avoids overloading a single page and allows visitors to quickly find the information they are interested in. It is also an excellent support for SEO, as each page can target specific keywords.
What mistakes should you avoid to not lose trust?
The About page is often overlooked, and certain mistakes can damage your credibility. Avoid generic text that says nothing about your company. Visitors immediately sense filler and it turns them off.
Shun business school jargon: hollow phrases like "we are an innovative, customer-oriented company" bring nothing to the table. Be concrete, precise, and talk about what makes you unique.
Don't forget photos: a page without visuals is dull and unengaging. Use original images of your team, your premises, or your products. Finally, do not neglect the layout: a poorly structured page gives an impression of clutter and a lack of professionalism.
How to measure the impact of your About page on conversions?
To know if your About page is effective, you need to measure its impact. Use analytics tools to track visitor behavior: time spent on the page, bounce rate, and especially, the conversion rate of visitors who view this page.
You can also conduct A/B tests by changing certain elements of the page (text, photos, structure) and comparing the performance. Heatmaps show you where visitors click and how far they scroll down the page.
Don't forget to collect feedback from your customers: ask them what convinced them to buy. Their answers will give you valuable insights into the trust elements that work.
How does Qstomy build trust in your store?
Qstomy, the Shopify AI agent, completes your About Us page by establishing a relationship of trust throughout the purchasing journey. Thanks to its personalized recommendations, it guides your visitors towards products suited to their needs, thereby reducing uncertainty and hesitation.
Qstomy also manages parcel tracking and after-sales service requests, offering responsive and reliable assistance. This responsiveness is a guarantee of professionalism: your customers know they can count on you in the event of a problem.
Finally, Qstomy optimizes the shopping cart by offering relevant cross-selling and up-selling, which improves the customer experience and increases the average order value. With more than 100 merchants supported, Qstomy is a trusted partner for your store.
What is the checklist before publishing your About page?
Trust Checklist
Contact information: address, phone, email.
Clear policies: return, shipping, privacy.
Authentic story: who, why, how.
Proof of credibility: photos, press, certifications.
Original visuals: photos of the team, premises, products.
In brief
A well-thought-out About page is a profitable investment for converting first-time visitors. It humanizes your brand, addresses doubts, and builds a lasting bond of trust.
FAQ
Is an About page absolutely necessary? Yes, it is a key element in reassuring visitors and enhancing your credibility.
What is the ideal length for an About page? Long enough to tell your story, short enough not to bore: around 500 to 800 words.
Can I use stock photos? Opt for original photos: they are more authentic and build greater trust.
To go further: How to optimize a product sheet to convert? - Qstomy, SEO for e-commerce sites: strategies that really work - Qstomy, Why does an e-commerce business fail in the first 12 months? - Qstomy, Increase sales with smart product recommendations - Qstomy, How to improve sales conversion rates in e-commerce? - Qstomy, E-commerce SEO strategy for category pages - Qstomy, FAQ, search, or AI chatbot: choosing the right tool to help the customer - Qstomy.
Enzo
September 18, 2026
