How to Write an About Page That Builds Trust
Nobody is persuaded by a founder’s passion for wellness. They are persuaded by things they can check. An About page is where a cautious buyer decides whether to risk an order. Specifics about manufacturing, testing and documentation do that work.
What the Page Is For
This guide is for supplement, Ayurvedic and herbal brand owners in India.
A buyer reaching your About page is usually doing one thing: deciding whether an unfamiliar brand is safe to buy from. In a category where that caution is reasonable, the page’s job is to reduce that risk, not to tell a story.
Most About pages do the opposite. They describe a founder’s wellness journey, a passion for ancient wisdom, and a commitment to the finest quality ingredients. None of that is checkable, so none of it reduces risk, and because every competitor says something similar it carries no information.
What reduces risk is specificity a buyer could in principle verify.
What to Include
In roughly this order of usefulness.
- Where and how your products are manufactured, stated factually, including the licensing basis.
- What testing is run per batch, named specifically rather than described as rigorous.
- That batch documentation is available on request, with a route to request it.
- What your products actually contain, with standardisation stated, or a link to that detail.
- Your approach to claims, stated plainly: that you describe what the product contains rather than promising outcomes.
- Who to contact, with a real route for product and quality questions.
- Your returns and complaint approach, briefly.
- Where your products are officially available, which also addresses unauthorised sellers.
- A short account of why the brand exists, if it genuinely explains your choices, kept brief.
What to Leave Out
Five things that take space and add nothing.
| Omit | Why |
|---|---|
| Generic quality superlatives | Every competitor says it; carries no information |
| Unverifiable heritage claims | Asks for trust without evidence |
| Product health claims | Not permitted, and the About page is often where they slip in |
| Stock imagery of unrelated laboratories or fields | Implies facilities and sourcing that may not be yours |
| Vague founder narrative | Reduces risk for nobody; keep it short if you include it |
Stock imagery deserves specific mention. Photographs of laboratories, farms or factories that are not yours imply something untrue, and buyers who recognise stock imagery discount everything else on the page.
Why Specificity Works Commercially
This is not only an honesty argument.
It Differentiates
Almost no competitor states their testing panel or offers batch documentation. Doing so is noticed precisely because it is rare.
It Pre-Qualifies
Buyers who care about quality self-select toward brands that demonstrate it, and they tend to reorder.
It Supports Every Channel
The same specifics work on marketplace listings, in buyer conversations and in distributor material.
It Is Reusable
Once written, it serves as the basis for your FAQ, your B2B material and your follow-up messaging.
A page that says what you test and offers the documentation also reduces support load, because it answers the question before it is asked.
Checklist
Before publishing or rewriting.
- State the manufacturing and licensing basis factually.
- Name the testing panel run per batch.
- Offer batch documentation with a route to request it.
- Link to full composition and standardisation detail.
- State your approach to claims plainly.
- Give a real contact route for product questions.
- State where your products are officially available.
- Remove generic quality superlatives.
- Remove any product health claims.
- Remove stock imagery implying facilities that are not yours.
- Keep any founder narrative short and only where it explains a choice.
- Check the whole page against your approved claim set.
- Reuse the specifics across listings, B2B material and follow-up.
Need Specifics You Can Publish?
Share your product and our team will provide licences, testing panel and documentation detail you can state publicly.
Frequently Asked Questions
What is an About page actually for?
Reducing a cautious buyer’s perceived risk in ordering from an unfamiliar brand. In this category that caution is reasonable, so the page’s job is to provide checkable specifics rather than to tell a story.
Why do founder stories not work?
Because they are not checkable and every competitor has one. They ask the buyer to trust an assertion rather than giving them something they could verify, so they do not reduce the risk the buyer is weighing.
What should the page include?
How and where products are manufactured with the licensing basis, the testing panel named specifically, an offer of batch documentation with a route to request it, composition detail, your approach to claims, and a real contact route.
Why avoid stock imagery?
Because photographs of laboratories, farms or factories that are not yours imply something untrue, and buyers who recognise stock imagery tend to discount everything else on the page along with it.
Is there a commercial case for this approach?
Yes. Almost no competitor states their testing panel or offers batch documentation, so doing it differentiates; it attracts buyers who care about quality and tend to reorder; and the same specifics are reusable across listings, B2B material and support content.