Day 18 of 20 · AI for E-commerce

Building Your Store Content

⏱ 7 min 📊 Beginner

Product listings drive sales. But the rest of your store content — your About Us page, FAQ, shipping policy, returns policy, size guides, collection descriptions — builds trust. And trust is what turns a one-time buyer into a repeat customer.

Most sellers put this off forever because it feels tedious. Today you'll build all of it in one session using AI. By the end, your store will look like it was set up by a professional brand, not thrown together over a weekend.

Why store content matters more than you think

Here's what happens when a customer isn't sure about buying from you. They check:

Your About Us page — Is this a real brand or a dropshipper? Do these people care about quality? Can I trust them?

Your FAQ page — Will this product actually solve my problem? What if it doesn't fit? How long does delivery take?

Your returns policy — What's my risk? Can I send it back easily? Is there a catch?

Your shipping information — How long will I wait? Is tracking included? What about international orders?

If any of these pages are missing, thin, or poorly written, buyers leave. Studies show that 67% of online shoppers check the returns policy before purchasing and 52% check shipping information. These aren't optional pages — they're conversion tools.

Knowledge Check

Why do store pages like FAQ and returns policy directly affect sales?

A

Marketplaces require them for listing approval

B

Buyers check these pages to build trust before committing to a purchase

C

Search engines rank stores higher when they have these pages

D

They don't affect sales — they're just for legal compliance

Before spending money with an unfamiliar store, shoppers look for signals of trustworthiness. A clear returns policy reduces perceived risk. A well-written FAQ answers buying objections. An About Us page humanises the brand. These pages directly influence the decision to buy or leave.

Your About Us page

This is where you turn "random online store" into "brand I want to buy from." AI can draft this in seconds, but you'll want to add your real story.

What to include:

- Why you started the business (even if it's simple — "I couldn't find a quality X, so I made one")

- What you stand for (quality, sustainability, value, innovation)

- Who your products are for

- A human touch — a name, a photo reference, a personal detail

What to avoid:

- Generic corporate speak ("We are committed to excellence...")

- Claims you can't back up ("The world's best...")

- Walls of text nobody will read

The best About Us pages are 150-250 words, genuine, and specific. AI writes the structure; you add the soul.

🤖

ChatGPT

online

I run a small e-commerce store selling premium kitchen products. It's just me — I started it because I was tired of buying cheap kitchen tools that broke after a month. My name is James. I source everything directly from manufacturers and test each product myself before listing it. Write me an About Us page that's warm, trustworthy, and under 200 words. No corporate jargon.

Here's your About Us page: **About James & Co Kitchen** I'm James, and I started this store for a simple reason: I kept buying kitchen tools that fell apart. The garlic press that bent on day three. The peeler that went blunt after a week. The "premium" chopping board that warped the first time I washed it. I was done. So I went looking for better. I contacted manufacturers directly, ordered samples, tested everything in my own kitchen, and only listed the products that survived real daily use. Every product in this store has been personally tested by me. If I wouldn't use it at home, I won't sell it to you. No dropshipping. No mystery warehouses. Just kitchen tools that actually work, sourced directly and shipped fast. If something isn't right, tell me. I'll make it right — that's a promise from one home cook to another. Cheers, James --- This is warm, specific, and builds trust through the personal story. Want me to write matching FAQ and policy pages in the same voice?

↻ Replay conversation

FAQ that sells

Your FAQ page isn't just for answering questions — it's for overcoming objections. Every question a customer has is a potential reason not to buy. Your FAQ removes those reasons.

The AI shortcut: Ask AI to generate the 10 most common questions customers would have about your type of product, then answer each one in a way that builds confidence.

Structure each FAQ entry like this:

- Question: Written in the customer's actual voice ("Will this fit my countertop?" not "Product dimensions enquiry")

- Answer: Direct, honest, specific. 2-3 sentences max. End with a reassurance when possible.

Must-include questions:

- What's your returns/refund policy? (Link to the full policy)

- How long does delivery take?

- Where do you ship from?

- What makes this different from cheaper alternatives?

- What if I receive a damaged item?

The questions customers ask most frequently are the same ones that stop people from buying. AI can generate the list and draft answers in under 5 minutes. You review, tweak for accuracy, and publish.

Knowledge Check

What is the primary purpose of a well-written FAQ page?

A

To reduce customer service emails

B

To improve SEO with keyword-rich answers

C

To overcome buying objections by answering the questions that stop people from purchasing

D

To meet marketplace compliance requirements

While FAQs do reduce support emails and can help SEO, their primary conversion power comes from answering the exact questions that make a potential buyer hesitate. Every unanswered question is a reason to leave without buying. A good FAQ removes those reasons one by one.

Policies that build confidence

Returns policy, shipping policy, privacy policy — these feel like legal chores. But written well, they're powerful trust signals. AI can draft all of them in your brand voice.

Returns policy — the principles:

- Make it easy to find and easy to understand

- State the timeframe clearly (30 days from delivery, not from dispatch)

- Explain the process in simple steps

- Mention who pays return shipping

- Be generous — a customer-friendly returns policy increases sales by more than it increases returns

Shipping policy — what to include:

- Processing time (how long before it ships)

- Delivery timeframes by region

- Tracking information

- International shipping availability

- Free shipping thresholds if applicable

Privacy policy — the essentials:

- What data you collect and why

- How you protect it

- Whether you share it with third parties

- How customers can contact you about their data

Ask AI to write each policy in clear, simple language. No legal jargon. No 2,000-word documents nobody reads. Short, clear, and customer-friendly.

Checklist showing all essential store pages — About Us, FAQ, Returns Policy, Shipping Policy, Privacy Policy, and Size Guide — with completion checkmarks

A complete set of store pages transforms a product listing into a professional, trustworthy brand.

Collection descriptions and homepage copy

If you sell on Shopify, Etsy, or your own website, you also need:

Homepage hero text — The first thing visitors see. AI can write multiple versions for you to test. Keep it under 20 words. Focus on one clear value proposition.

Collection descriptions — Each product category page needs a short intro (50-100 words) that helps with SEO and tells shoppers they're in the right place. "Premium Kitchen Knives — Professional-grade blades, hand-tested for sharpness and balance. Built for home cooks who take food seriously."

Banner and promotional copy — Seasonal sales, new arrivals, bundle offers. AI generates these in seconds and you can batch-create them for the whole year.

The goal is consistency. Every page should sound like the same brand. Give AI your About Us page as a tone reference, and it will match the voice across everything it writes.

Knowledge Check

When asking AI to write multiple store pages, what should you provide to ensure consistency?

A

A specific word count for each page

B

A list of competitor websites to copy from

C

Your store's colour scheme and logo

D

A reference page (like your About Us) so AI can match the tone and voice across all content

Consistency builds brand trust. If your About Us sounds warm and personal but your returns policy sounds cold and corporate, it creates a disconnect. Giving AI a tone reference ensures every page sounds like it came from the same brand — because it did.

The weekend store build

Here's your action plan to build a complete, professional store in one sitting:

Hour 1: Foundation

- Write your About Us page (10 min with AI, 10 min personal editing)

- Write your FAQ — 10 questions and answers (15 min)

- Draft your returns policy (10 min)

- Draft your shipping policy (10 min)

Hour 2: Polish

- Write your homepage hero text — 3 variations to test (10 min)

- Write collection descriptions for each category (15 min)

- Draft your privacy policy (10 min)

- Write any size guides or product care instructions (15 min)

Hour 3: Review

- Read everything as if you're a customer visiting for the first time

- Check for consistency in tone and voice

- Add real details — your actual delivery times, your real return address, your genuine story

- Publish everything

Three hours. A complete, professional store that builds trust, answers objections, and converts browsers into buyers. Without AI, this would take a full week. With AI, it's an afternoon.

🛒

Day 18 Complete

"Product listings get the click, but store content closes the sale. About Us builds connection, FAQ overcomes objections, and clear policies remove risk. AI helps you build all of it in one afternoon."

Tomorrow — Day 19

Automating Your Content Pipeline

Tomorrow you'll build a repeatable system that turns any new product into a complete listing package in 15 minutes.

Continue to Day 19 →