You may have opened your Etsy store and added a listing or two.
But now what.
You haven’t made any sales yet and you have no idea why.
You don’t have any traffic either so I guess this is the part where you sit back and wait for Etsy to start working, right?
One of the biggest problems sellers face is converting traffic into buyers. It can be really tough, especially at first and one of the best things you can do to help convert that traffic is to have a fully functional store where you have completed ALL of the setup.
DID YOU KNOW THAT ON ETSY…..
… No one knows anything about you or what you sell….and frankly no one cares.
It sounds harsh doesn’t it but have you ever tried to look at your store through your customers eyes.
What do they see when they click through to the shop front? (If you have trouble with this, why not ask a family member or a friend to tell you what they see when looking at your store).
- Is it obvious what the store sells?
- Are the products appealing?
- Is the atmosphere inviting and warm?
- Is it set up to create an environment where people feel they can trust and therefore purchase from you?
Are you shaking your head and wondering what trust and atmosphere have to do with buying your products?
Stay with me!
From your point of view, you’ve put in the hard yards. You’ve probably spent some time and added a couple of pretty listings, right? Great. But often that isn’t enough to entice someone to buy right away.
Did you know that the majority of people that click through to your Etsy store actually wont purchase the first time anyway?
Remember, think like a customer.
They Need to Feel Like They Can Trust You
They want to know a little more about you before they commit to anything.
After all, you aren’t a brand that is instantly recognisable to them. Brands like Coca-Cola or M&M’s have been subtly building up our trust for years. They know that we will buy their products, time and time again, without question because we know what to expect.
We trust them.
If you are just starting out, your customers are in the dark. They don’t really know what you sell, who you are or why they should stick around.
They don’t know you and they don’t yet trust you and trust is an essential part of making the sale.
Without it, potential customers are just going to leave and go some place that they feel more comfortable and punch in their credit card details there instead.
Many, many Etsy sellers are completely ignoring the most powerful tool that they have to build trust in their Etsy stores.
Their Etsy About Page
I would guess that about 50% (ok, I made that up, but a lot) of the Etsy store owners that are reading this are thinking “what About page” and there is no shame in that. I know when I opened my first Etsy store I didn’t complete mine.
It seems that Etsy doesn’t make it too obvious that there is one and the feedback I get from my students is that they weren’t aware that it was important to actually complete their about pages in the first place.
But let me tell you, it is essential that you have a place where your potential customers can go to find out more about you. Things like;
WHO you are
WHERE you came from
WHAT the business means to you
WHY they should trust you
And most important of all….
WHAT CAN YOU DO FOR THEM?
How are their lives going to be better after purchasing your products.
What is the benefit to them.
That is what they want to know.
Because without that, you are just another Etsy seller and that lack of information can cause them to click away from your store and go and purchase from someone else who makes them feel the benefits of being a customer.
That’s right. Not having an About Page can cause you TO LOSE CUSTOMERS.
So, How to Build That Trust?
Luckily this problem is quick and fairly simple to rectify.
You can use your Etsy store About page to begin building trust and enticing people to stick around and buy.
**If you don’t have an About Page can I suggest that you make the time to get started on it, today.
The future of your business may depend on it.
Here are five things that I consider an essential part of your about page.
1. A BENEFIT DRIVEN HEADLINE
You can edit your About page in the Shop Settings area of your Etsy store.
Click on About, then click on the Story tab, we’ll start there.
Scrolling down the page you will see that Etsy is asking you to tell the story of your shop. It starts at the headline which they have titled ‘Story Headline’.
This headline will be the first thing a potential customer reads when they hit this page and is often overlooked. Many sellers will write a quote or their business name which seems like a wasted opportunity to me.
I like to use this headline as a way to tell the reader a benefit of being a customer of mine. When I’m writing my headline I think of these things;
- What is it that you want them to know right off the bat?
- What will they learn from your products?
- What can they get from you that they cannot get elsewhere? or
- What can you say that will make them want to learn more?
And then use that as inspiration to come up with a headline from there.
WANT TO STAND OUT? – If you want to really maximise your customers experience, spend some time to learn about using benefits in all of your written copy as opposed to always focusing on features (which is what we all have a tendency to do). Why? Watch this….
Great Headline Examples
The sellers at Alpine Graphics have let you know one of their key points of difference in the headline “it’s all about the mountain lifestyle”. Straight away you have an idea of what this shop is about. The headline is also interesting and compelling enough to make you want to explore further.
Here are some more stores where the sellers have put the headline to good use.
Elegance At Hand – here she has let her customers know exactly what she sells
Ballet Bird – have been very smart with this benefit driven headline “design perfectionists”
Enchanted Leaves – are letting their customers into the story by explaining their inspiration
ES Designs – brilliantly telling the customer what it is they do with few words
Whether you choose to talk about your business, products, inspiration or benefits to the customer in your headline, just remember to think about what will be meaningful and engaging to them (not so much to you).
2. A LITTLE ABOUT YOU
Next is where we have space to write as much as we want about our business and products. We literally have as much space as we want, I don’t think Etsy has put a word limit in the this area.
But just because Etsy is offering us a lot of space, does that mean we need to use it all?
No way. When was the last time you sat and read every word of a blog post (you’re probably skimming through this post right now) or a newspaper article? Odds are if you choose to write a book on your About Page, no one is going to read it.
We want people to read our About Page so what can we do to get our message across?
- Use short sentences
- Use short paragraphs
- Use bullet points
- Use headlines
So we now know that we need to keep it short if we want people to actually read what we’ve written.
But what do we write?
Let’s start with a little bit about you and the business. Write a couple of short paragraphs about the things that you think make you and your products unique and interesting.
To make this super easy, when you are writing your copy, think about your target customer. What would they be interested in hearing about?
- Who are they?
- Why did they come to your page?
- What do they need to learn from you to help them make a buying decision?
TIP – If you get stuck, ask your family and friends what they find the most interesting about your business and write a couple of sentences about that.
I know I sound like a broken record but keep it fairly short and punchy. Also, write in the first person using me and I, it sounds more personal and it is the personal touch that counts on Etsy.
This might take you a couple of goes if you aren’t that great with words but it will be worth the effort.
3. A LITTLE ABOUT THE BENEFITS OF THE PRODUCT
I talked a little about benefits when writing your headline and it is a good idea to keep them in mind when writing your story.
Why? Because as much as the customer might care about you and how you started your business, what they really want to know is….
WHAT’S IN IT FOR ME?
If you can answer that question you will be well ahead of the other sellers who don’t consider their customers needs at all when creating this page.
TIP – when you are writing your text for your about page instead just telling people about you and your story make sure you tell your customer……what’s in it for them.
Think about what benefits your product offers them and why they should choose you over all of the other sellers on Etsy.
- offer outstanding customer service?
- offer free postage?
- have a product that is superior to the competition?
- have something to offer that they cannot get elsewhere?
How are customers going to feel when they purchase from you? What do they gain?
What is in it for them???
Let’s face it, people will be interested to know a little about you and your business, sure, but what they really care about is themselves and how you make them feel when they are in your store.
Make it a benefit driven experience for them.
May PL Digital Art does this quite well by talking to the customer and not at them. She expresses how much she loves hearing from her customers and that her range is expanding due to feedback received by customers. This lets a future buyer know that the buying experience is likely to be a good one. She listens!!
4. PHOTOS THAT BUILD TRUST
As an Etsy seller, you know that the quality of your product photography can be the difference between having people click on your listings or having no traffic at all. And photography is just as important on your Etsy about page.
But the photos that you will choose for the page are a little different. You don’t want to put up pictures of your products, you customers can see that in your listings.
The photos on your About page need to continue to tell your story. This is your chance to personalise your business for the viewer even further. Give them an insight into who you are. Show them that you are a real person!
There is space to add five photos on the page and it’s essential to use all five spots. Don’t waste any opportunity to reach out to your customers.
Include photos of
- behind the scenes in your workshop
- you at work (even though you might cringe at the thought, it is important to humanise the store as much as possible)
- your products in the process of being made
- a process in your business such as photography, shipping or packaging
5. LINKS TO FIND OUT MORE
At the bottom of the setup page you are given the chance to include links to a Facebook page, Twitter page or a Blog or Website.
Go ahead and link to as many of these as you can. If a customer is curious and wants to know more about you this is the perfect way to give them that chance to find out more.
TIP – You will notice that Etsy doesn’t have a field where you can link to your Pinterest account.
Why, Etsy, why?
Since Pinterest is one of the most important places for you to focus on with marketing your Etsy store I find it odd that they haven’t included it here.
Until they get their act together and sort that out I suggest choosing one of the links I mentioned above and instead of linking to your blog, for example, type in your Pinterest URL.
TIP – You could also type the Pinterest URL straight into the text in your about page (the Story bit). The downside to this is that someone would have to copy and paste it into their browser as it won’t be a clickable link.
Your About Page is Done!
Your completed About Page should look something like this…..notice I have tried to follow my own advice and
- Kept it short
- Included key benefits such as ease of use and low cost
- Talked a little about myself
- Taken my customers behind the scenes with photos
- Included links to my other platforms
HOT TIP – COMPLETE THE MEMBERS SECTION
Take a look at the picture above, see the part where it has my picture and the little bio underneath?
(On the right hand side underneath the big photos at the top)
That section will not be there unless we complete one last step.
Adding Shop Members
Once you have Saved your About page scroll up to the top of the page. You are looking for the tab that says Members. Click on that tab.
The Members section allows you to add the names, photos and a short sentence or two of information to introduce the members of your store to your customers.
You may only have yourself or you may have one or two key people that you want to include. Either is fine.
Choose a nice, clear photograph of yourself (smiling is always good) and write a sentence or two about yourself and your role in the company.
You can add other shop members by clicking the “Add Shop Member” button and following the same process.
Another great benefit of completing this section is that all of your listings will now have the following information at the bottom of each listing (in the description section) like this….
It’s just another little step that personalises the store even more. It also gives the customer an easy link to your About Page, they don’t have to search for it.
Question: Have you completed your about page? Do you find that you read others About Pages when you shop on Etsy?