Reviewers and shoppers both look for the same thing on an About page: a real business behind the store. A short, specific page beats a long, generic one.
What to include
- Who runs the store (company name, and founder names if you are comfortable sharing them).
- Where you are based and where you ship from.
- What you sell and how you choose or make your products.
- How to contact you, with a link to your Contact page.
- Real photos — your workshop, team or products — not stock images presented as your team.
What to avoid
- Copied text from another store or a template with placeholders left in.
- Claims you can’t support (“trusted by millions”, “official partner of…”).
- Invented history (“since 1985”) for a new store.
A simple structure
- One sentence on what you do and for whom.
- A short paragraph on who you are and where you’re based.
- How orders, shipping and returns work, linking your policies.
- How to reach you.
Frequently asked questions
Do I have to show my home address?
No. Show the business address you use for the business where appropriate; never publish a fake or virtual address you don’t use.
Official sources
MerchantLion is independent and not affiliated with Google. Google’s documentation is the authoritative source; policies change, so check it before making decisions.
Related guides
Contact Information and Business Identity for Merchant Center
How to show who you are and how to reach you so shoppers and Google reviewers trust your store: business name, email, phone, address and consistency checks.
6 min readSuspensions & policiesGoogle Merchant Center Misrepresentation: Causes and How to Fix It
Why Merchant Center suspends stores for misrepresentation, the website issues that usually trigger it, and a step-by-step plan to fix your store before requesting a review.
9 min read