Does not having an about section and my policies filled hurt me in Etsy search?

When it comes to selling on Etsy, every detail counts. As a seller, you’ve probably heard countless tips about improving your product descriptions, optimizing your photos, and using the right keywords. But what about your shop’s “about” section and policies? Do they really matter in Etsy search rankings? After all, who even looks at a shop’s about section?

You would be surprised to know the answers! So, let’s get straight to the answers.

Does not having an about section and my policies filled hurt me in Etsy search?

The about section of your Etsy shop is located underneath the review on Desktop. For mobile, you can find it by clicking the ‘About’ tab at the top of your shop. Similarly, Etsy provides a dedicated ‘Shop Policies’ section. These two tabs are located beside ‘Items’ and ‘Reviews’ sections, which are undoubtedly crucial for your shop’s SEO. Just like these two, ‘About’ and ‘Shop Policies’ are equally important.

But does not having an about section and policies filled hurt you in Etsy search? Yes, it does hurt your reach and customer experience. Here are three reasons why!

It affects Trust and Credibility

Imagine walking into a brick-and-mortar store where no one greets you, and the shelves are half-empty with no signs or labels. You’d probably feel uneasy and leave, right? This is the same thing with your Etsy shop (sans the bricks and mortar). If your about section is blank or your policies are missing, potential buyers may feel the same sense of distrust.

Customers want to know who they are buying from. They are more likely to purchase from shops that feel personal and reliable. An empty or vague about section can make your shop seem impersonal or even untrustworthy. And in the online marketplace, where buyers’ trust is at an all-time low, leaving your about section empty is not a smart decision.

Similarly, clearly outlined policies give customers peace of mind. They know what to expect regarding shipping times, returns, and refunds. If these policies are missing or vague, it raises red flags. Buyers may worry about potential issues and choose to shop elsewhere. In essence, your policies act as a safety net that helps customers feel secure in their purchases.

It Is Recommended by Etsy

Etsy’s major goal is to keep customers happy while shopping on their platform and for that, they have set guidelines for every aspect of your shop. One of these guidelines urges you to complete your about section. In fact, Etsy’s search algorithm favors shops that look professional and reliable.

“Buyers want to know who they’re purchasing from, which is important when building trust in your shop and building your brand. For example, your shop should have a shop icon, which helps to represent your business,” Etsy has mentioned this in the Etsy Seller Handbook. So, yes, not having an about section or policies section might hurt you in the search or at least not give you a boost (more on this below!)

It Hurts Your Branding

Beyond Etsy’s policies and credibility, it also hurts your branding and before you think otherwise, your Etsy shop is more than just a collection of products—it’s a brand.

The about section is your chance to tell your story. Why did you start your business? What makes your products special? What’s your creative process like? Sharing these details not only builds credibility but also humanizes your brand and builds a strong connection with your buyers.

Your policies, on the other hand, show that you are organized and professional. They demonstrate that you’ve put thought into the customer experience. This can go a long way in building a positive reputation and encouraging repeat business, which means more sales for you and less refunds!

What to include in your Etsy about section?

“Users form an opinion about a website in 0.05 seconds.” ~ Forbes

This even applies to buyers on Etsy. They might not give you 0.05 seconds exactly to build trust but they will definitely not give you more than a minute. This is your time to build trust through your about section. But what exactly do you add in this section to ensure you get this trust? Etsy has simplified it and given us a list of 5 things to include in your about section in the Etsy Seller Handbook.

Shop video

A short video that showcases your workspace, process, or inspiration can make a lasting impression. People love to see the behind-the-scenes effort that goes into creating products. Include clips of your creative process, a brief introduction to your brand story, and even your team videos.

Even Caitylnminimalist, Etsy’s #1 shop, has a video in its about section, which means you shouldn’t miss out on it either!

Photos

High-quality visuals can help potential buyers get a feel for your brand’s personality along with your products. Capture your crafting space, the tools you use, and even your team members, if possible. But make sure to avoid cluttered or poorly lit shots since they can do more harm than good for your shop.

You can upload up to five photos with captions in .jpg, .png, or .gif files up to 2MB. “You can upload photos of any dimension you like, but your photos will be cropped to display at 760 x 468 pixels,” as per Etsy. So, ensure the main element of your image is within this area.

Headline

If you had to describe your shop in just one sentence, what would that be?

This is the exact question you have to answer in your headline. It should be catchy like the opening dialogue of a movie and yet maintain your brand’s essence.

Here are some of the headlines top sellers are using for your reference:

1. Caitylnminimalist – Jewelry Crafted with Love
2. Suretoshopstudio – Welcome to SureToShopStudio – Digital Creativity at Your Fingertips!
3. Arrowgift – a little more you, a lot more them!
4. Seedgeeks – SeedGeeks is an independent, family-owned heirloom seed and sustainable living company.
5. Thegreenescape – The plant store created by plant lovers for plant lovers.
6. Modparty – Gifts & Favors for Weddings, Babies and Birthdays!
7. Shemisli – It is a pleasure to make it for you! 🙂
8. Magicmangostudios – Helping you take your creations to the next level!
9. Amyengravedgifts – Your Destination for Exquisite Handmade Pet Collars
10. Indiepattern – Beginner sewing patterns for everybody!

Your backstory

This is your chance to connect with your buyer on a deeper level. Talk about what led you to start your shop—maybe it was a lifelong passion, a creative hobby turned business, or a desire to share your unique craft with the world. Explain what motivates you to keep creating and what makes your products special, anything that can show you are more than just a seller.

But do you know what Etsy recommends? “You can discuss how your business was founded, what impact it has had on your life, and what you see for its future. You can use up to 5,000 characters, so we encourage you to share as many great facts and stories about your shop as you can,” this is their official statement. So, ensure to use all those 5,000 characters and connect with your audience.

Links to your website and social media

Etsy alone is enough to promote your shop and bring sales but it is very difficult to get organic buyers. So, you should definitely have a social media presence or a website to bring traffic to your store. Etsy has a specific section where you can add social media links and website and it is highly recommended you do that.

Whether it’s your own website, Instagram, Facebook, or even Pinterest, guide customers to where they can see more of your work or stay up-to-date with your latest creations. Cross-promotion boosts brand visibility and encourages followers to become loyal customers.

We know it is difficult to manage such social media presence alongside your Etsy business, that’s why we have made it easier to promote your products on platforms like Pinterest directly from your Listadum account. So, now you can manage your Etsy store as well as promote it from one place!

What to include in your Etsy policies?

Now, coming to your shop policies. You need to have clear policies to increase your credibility but what exactly do you need to add? Don’t worry; Etsy has listed all the key areas your policy must have to take the guesswork out.

Essentially, your shop policies need to have these 4 things:

Shipping and processing times

Shipping and processing times are highly important for setting customer expectations. So, be specific about the number of business days required for processing and mention any factors that might cause delays, such as holidays or high-demand periods. Transparency is key here, after all, every buyer, including us, value trust the most.

Additionally, let buyers know if you offer international shipping and what they can expect regarding customs or additional charges. Be as detailed as possible to avoid any clashes!

Returns and refunds

Returns and refunds can be a tricky subject. As a seller, you don’t want to receive return orders and refund the money. But at the same time, you cannot not have a return policy. So, the easiest solution to this is clear communication.

Outline the conditions under which returns are accepted—whether it’s due to damaged goods, incorrect items, or simply a change of mind. Be upfront about the time frame for returns, such as 14 or 30 days from the date of delivery, and specify whether you or the buyer will cover return shipping costs.

Also, include guidelines on how to initiate a return and state whether refunds are offered as cash returns, store credit, or exchanges. Be as detailed as possible here!

Privacy policy

People care a lot about how their personal information is handled. Your customers want to feel confident that their data is safe with you. That’s why it’s important to explain how you collect, store, and use their information—whether it’s for processing payments, fulfilling orders, or sending updates.

Remember, Etsy does NOT allow you to use any detail about your buyer for any purpose except selling on Etsy. You cannot use their e-mails and send them promotional messages unless they have agreed to it (only product-related e-mails are allowed). Similarly, you cannot use any other detail for any purpose.

1 tip to boost your shop with Etsy policies

Etsy policies are a great-have for your buyers and a must-have because of Etsy’s guidelines. But do you know that adding these policies using the Etsy template can actually give you an additional boost in Search?

“Having shop policies has a positive effect on your search placement and using Etsy’s shop policies template can give you an additional boost,” Etsy has clearly stated that they give a boost to shop using their template here in the Etsy Seller Handbook.

Here is how you can add your policies using Etsy’s template:

• Step 1: Go to your Etsy dashboard and navigate to your Shop Manager.
• Step 2: Scroll to “Settings” from your dashboard and click on “Policy Settings.”
• Step 3: Here you will find 4 tabs—Returns & Exchanges, Cancellations, Privacy and Fixed Policies. You can create a new policy from here or edit your existing one.
• Step 4: After making changes, review your policy thoroughly. Double-check for clarity and consistency. Once done, save your changes and publish the updated policies.

Hopefully, this article has helped you understand how important it is to have the About Me section and policies filled out. If you have any questions, feel free to reach out to us in our Discord community, via chat, or by email.

Listadum is here to help you grow!

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