How to write a coach or therapist about Page – and how it won a coach a new client
Key takeaways
As a coach or therapist your About page is an important page on your website. Its job is to deepen trust and understanding with potential clients. A visitor reads it to understand who you are, why you can help, and if you might be a safe and comfortable person to work with. Your About page should include your story – why you do what you do – as well as your credentials, an image of you, a testimonial and a clear next action step for the reader to take.
I recently met up with a friend who’s a workplace coach and, as often happens with me, we got onto the topic of websites.
My friend had been meaning to update her site for over a year but hadn’t got round to it. She had, however, managed to carve out time to sign up for a short course on writing an About page. She completed the course and uploaded the page to her site.
Some time later she landed herself a new client who told her one of the reasons she decided to work with my friend was because of the content of her About page. The client said she read it and thought, ‘That’s the kind of life I want!’ (More about this in a bit.)
That’s the power of a great About page.
Now, I don’t think someone will read your About page and decide to work with you solely because of it. But when done well, it will help them decide whether or not you’re the right person to work with.
Do coaches and therapists need an About page?
Yes. Absolutely. I’m surprised when I look at coaching and therapy sites and can’t find one but it actually happens quite often. When I’ve asked clients why they don’t have an About page, I usually hear something along the lines of: ‘No one’s interested in me – only my work’.
So let me be straight with you – they definitely are interested in you. Not the details of your personal life, but more broadly who you are, and why you do what you do.
A potential client looks at your About page and wants to know:
If you understand what they’re going through
If they can trust you
If they feel safe with you
Whether you’re professional
Your About page is the story of you
I get that it can feel cringe to write about yourself. But, in a way your About page is your ‘origin’ story, and sharing it builds trust because it tells people why you do what you do.
Most coaches and therapists chose their profession because they care deeply. And often the reason they care so deeply is because they’ve been through a similar situation to one their ideal client faces. It’s why they have such deep compassion and helpful solutions.
Imagine for a moment you’re someone looking for help to cope with anxiety. The About page of therapist A gives their name, location, qualifications and the methods they use. The About page of therapist B gives the same information, but includes a paragraph explaining that they themselves struggled with anxiety when they were younger, came across a particular method they found so helpful they decided to become qualified in it so they could help others.
Who would you choose to work with? Which version builds more trust and connection and shows a potential client they understand your situation?
Share, but don’t overshare
Share the parts of your story that are appropriate – the parts that help someone reading it understand why you can help with the challenge they’re facing.
Share what feels comfortable to you, and will feel comfortable for the person reading it. Be mindful not to overshare and understand that people seeking your help may struggle with stress, anxiety or the effects of trauma. You don’t want to share anything or use language that could be triggering or potentially re-traumatising.
While you don’t want to overshare, you also don’t want to under share. Little information and detail lead to what I call an unsatisfyingly ‘thin’ section on an About page.
Here’s an example of ‘thin’ information on an About page:
I’d dealt with anxiety from a young age and tried many different approaches to help me cope. It wasn’t until I tried xxxx method that I began to feel better. I now help other people...
And here’s an example of how I might re-write it:
I'd dealt with anxiety from a young age and tried many different approaches to help me cope – some of which left me feeling worse, not better, because they asked me to revisit situations I wasn’t ready to. It wasn't until I tried xxxx method that I began to feel a change in myself. I didn’t have to retell my story over and over without resolution. Instead of putting my nervous system on high alert every session, I had the opportunity to practise calming it. The freedom this gave me is what led me to train in this method myself. I now help other people find freedom from anxiety without having to relive what they've been through to get there.
The re-written version gives an insight into why the approach worked for them. This will resonate with a reader who’s had similar experiences and is also looking for something gentle on their nervous system.
How to list your qualifications and experience on your About page
It’s important to share your experience and qualifications – potential clients want to know what qualifies you to help them.
How to list your qualifications
Don’t list your experience and qualifications like you’re writing a CV. This is one of the few places I recommend putting this information in a paragraph rather than a bulleted list. It makes it feel less corporate and more like you’re relaying information to a friend.
If you have a lot of qualifications and experience don’t list everything. I know you want to show that you’ve worked and studied hard to get to your level of knowledge and expertise, but a long list of credentials can be overwhelming and bury your best achievements.
Instead, include only those most relevant to the work you do – this can include ones that, on first view don’t relate to your work. For example, you might coach women transitioning into mid-life who have unfulfilled dreams. Sharing that you completed a PhD or lived in another country for five years in your mid-50s, shows your audience you know from experience that mid-life is not too late to do things you’ve always wanted to.
If you do courses to keep your skills and knowledge up to date, share what you’re currently studying. Continuing professional development shows you’re a professional who takes what you do seriously.
Should you use acronyms?
Chances are potential clients will understand some acronyms, like CBT, NLP, EMDR etc, and search specifically for those terms. But, because not everyone will understand them, I recommend writing them out in full the first time you use them, followed by the acronym in brackets – for example Cognitive Behavioural Therapy (CBT).
Membership bodies
Being a member of a body like the British Association for Counselling and Psychotherapy, or the International Coaching Federation, is a great safety signal to share on your About page. I recommend displaying the organisation’s digital badge showing your registration number instead of listing them as text as this looks professional and gives the reader something visual to look at.
Include hobbies and non-work related information
Mentioning a couple of your hobbies or things you're proud of can be a nice way to show your humanity.
If you choose to include information about things you've done or enjoy doing in your spare time, ask yourself if it shows a trait, builds credibility, or simply humanises you.
My workplace coach friend I mentioned earlier shared on her About page that she'd lived and worked in Japan and Spain, which is evidence of her commitment to doing genuinely difficult things. She also shared that she'd been interviewed by a well-known BBC broadcaster, which builds her credibility.
You can also be more direct about the link between what you enjoy doing outside of work and your work itself. For example, if you enjoy paddle boarding, you might explain that it helps you recentre after a long day, showing the reader how you manage your own stress – something that relates back to the support you offer.
What else to include on your About page
A good About page also includes a:
High-quality warm and inviting image of you
Testimonial about what it’s like to work with you
Call to action, something you’d like the reader to do next, like book a free call or book a session
Links to other parts of your website, like your offer or services page
I know some of you don’t even like having your photo on your website so you may really resist this suggestion – but consider sharing a short 60-90 second video of you introducing yourself and the work you do. It does the heavy lifting of showing your tone and voice and reducing the anxiety someone may feel about never having met you.
Your About page template
Writing about ourselves isn’t easy, so give yourself permission to write an awful first draft, then leave it alone for a day or two before rewriting.
Follow these steps to help you get into the flow:
Your main heading will likely say ‘About me’ which is great to let humans, search engines and AI know what the page is about. Add a subheading that speaks to the challenges your ideal clients face. For example, if you help people dealing with anxiety you could have a subheading like, ‘I overcame anxiety, and I can help you do the same’.
Share your ‘origin’ story. Write about what brought you to the work you do and why you care.
Show your professionalism by sharing your experience and qualifications.
Include a good-quality image where you look relaxed and approachable.
Share a testimonial that speaks to you as a person and how you helped a client.
Finish with an ask – what action would you like the reader to take next? Perhaps to book a call with you.
When you have a version you’re happy with, share it with one or two people who’ll give you honest feedback. Ask them if they got bored reading it, if your story rang true or if there’s anything they felt was missing.
Every six months to a year, check your About page still accurately reflects who you are and the work you do – you and your practice will naturally change and grow over time.
Common questions
I’ve read that an About page is about your ideal client and not you – is that true?
Yes and no. Your About page is about you, but it’s about the version of you that relates to the work you do and who you help. Sharing your story builds trust and rapport with people in a similar situation. About pages that focus on what a potential client is going through tend not to be interesting, and miss an opportunity to show real understanding.
What do I put on my About page if I don’t have a lot of experience or qualifications?
You don’t need a long list of qualifications or many years of experience to be credible. Focus on your ‘origin’ story to build rapport, share the qualifications and experience you do have and include any continuing professional development. You can also build trust by sharing a testimonial or case study detailing the beneficial outcomes someone got from working with you.
I hate having my photo taken – do I really need one on my About page?
Yes, in your line of work you do. A photo builds trust and safety in a way that words can’t and it’s reassuring to know what the person you’re considering working with looks like. It doesn't need to be a professional headshot and actually a warm, natural photo taken by a friend on a phone can work even better. What matters is that your photo looks like you and that you look approachable.
