How to Write a Therapist About Page That Makes Someone Feel Like They Already Know You Before They Book
As a wellness professional, your ideal client is probably not just searching for a therapist. Subconsciously, they are looking for someone they may eventually share vulnerable information with. So, before someone ever schedules a consultation, your About page may be one of the places where they begin deciding whether they could feel comfortable working with you.
A curious prospect will quickly browse the top of your homepage to make sure they are in the right place and then scroll down to see the person behind the name in your About section. In just a few seconds, they will be looking to see who you are, evaluating whether they could feel comfortable with you, whether you understand people like them, whether your approach suits them, and whether they can trust you.
If your homepage About section aligns with all of the above, or comes close enough, the prospective client may then decide to click the “Learn More” or equivalent button to get a better idea of who you are, your approach, and whether they feel they could benefit from your services.
As we discuss some of the mistakes that your About page may be making, just remember that the goal isn't to make a prospective client feel like they know everything about you. It's to help them feel like they know enough about you to take the next step.
Photo by Daniel Xavier
Start With Your Ideal Client — Not Your Credentials
To establish yourself as a wellness professional, you may be thinking that it’s best to immediately lead with all of your qualifications and credentials at the top of your About page. However, this can be a mistake if it isn't done correctly. While your credentials are important, this approach doesn’t necessarily help the reader understand whether you are the right person for them.
So, how do you persuade your ideal client, through your About page, that you are qualified through your experience, understanding, and approach?
When writing the copy for your About page, you want to make sure that you include:
Who do you work with?
What concerns do they bring?
What might they be feeling?
What kind of support are they looking for?
Remember that your About section should always tie back to your ideal client. So, let’s put that together in practice.
Less client-focused:
“I am a licensed psychologist specializing in several evidence-based therapeutic approaches.”
More client-centered:
“I work with women who are navigating life in a new country and want a supportive space to feel seen, supported, and guided as they adjust to their new surroundings.”
Now that you’ve seen this About page framework, this is the perfect time to explain that, yes, your credentials still matter—they just don't need to be the first thing someone reads on your mental health professional website.
Instead, use the first few sentences to help your reader see themselves in you, your work, and the support you provide. This small shift can make your therapist website or psychologist website feel much more personal and intentional, while still establishing your professional credibility.
Photo by Suzy Hazelwood
Tell Your Story — Without Writing An Autobiography
When someone meets you for the first time and asks you to tell them about yourself, you may feel encouraged to share that you’ve loved hiking since college, have happily followed a vegan diet for the past five years, or have lived abroad in Montmartre, Paris, for the past three years while practicing French and enjoying the views from your tiny, cozy apartment in the heart of the city. As you can see, the list can go on!
On the other hand, when writing the copy for your About page, it's best to make a distinction between sharing your personal story that inspired you to become a mental health professional and sharing everything about your personal life.
When you write about yourself on your About page, feel free to include some things that make you personable, but do so in moderation. The main priority is to tell your professional story and ensure that most of what you share ties back to what you do as a professional and how it supports your target client.
On the About page of your therapist website, feel welcome to talk about:
What led you into your profession
What experiences influenced your work
Why you chose your specialty
What you believe about helping clients
What keeps you passionate about your work
The above is a great way to give your reader a relevant summary of who you are while adding a touch of personality. Remember to keep your About page text sections reasonably sized and avoid making them too text-heavy. The goal of the About page is to give the reader a sense of the person behind the professional title and how it all ties back to them.
Photo by Ayumi Photo
Let Your Personality Actually Sound Like You
Have you ever written a professional piece of work that sounded very professional but impersonal at the same time? Resumes, professional biographies, textbooks, and AI-generated copy are all examples of content that can sometimes sound generic and unlike an approachable person.
In order to avoid losing your personality on your About page while remaining professional, write in a way that reflects your personality, communication style, values, and the approach you use with clients.
To better assist you, a wellness web designer can help visually communicate your personality through typography, photography, spacing, colors, and layout. These elements can work together to bring your personality to the forefront of your About page. However, the personal voice ultimately has to come from you.
Your therapist website, psychologist website, or other mental health professional website should feel professional, but it should also feel like a genuine reflection of the person someone may eventually sit across from.
Photo by Thirdman
Explain What It's Actually Like to Work With You
In the process of writing about “Who am I?” on your About page, don’t make the mistake of missing the part where you talk about what the experience of working with you will actually feel like. After all, when people invest in a service, they are also investing in an experience. So again, don’t leave it out!
This can look like:
Explaining your therapeutic approach
What clients can expect
How collaborative the process is
What makes your approach different
Simple framework:
What I believe → How I work → What that means for you
So, instead of simply writing:
“I use a trauma-informed approach.”
You could expand:
“My approach is trauma-informed and collaborative, meaning we work together to create a space where you can explore what you're experiencing at a pace that feels comfortable.”
When you answer the simple framework above, you paint a picture for visitors to envision what it would be like to not only invest in your services, but also share their vulnerability with you throughout their healing journey.
Since they are coming to you about a sensitive topic, providing this type of reassurance on your About page can help create a stronger sense of connection, empathy, and understanding.
Photo by Markus Winkler
Include Your Credentials & Professional Memberships — But Give Them Context
So far throughout this article, we’ve stressed the importance of humanizing your About page while keeping it professional. With that said, as a professional working in the wellness sector, it is imperative to list your credentials on your About page. However, it can be a mistake not to provide context for prospective clients who may not understand advanced terms related to your field of study.
For example, instead of simply writing “Jane Smith, LMHC” and moving on, briefly explain what the credential represents and how it relates to the work you provide. The same applies to professional memberships. Rather than simply displaying an association logo, explain what your involvement means to you as a professional and how it supports your continued learning or commitment to your field.
Credential: Licensed Mental Health Counselor (LMHC)
Context: “I am a licensed mental health counselor with professional training and experience supporting adults navigating anxiety, life transitions, and relationship concerns.”
Professional Membership: American Association for Marriage and Family Therapy (AAMFT)
Context: “As a member of AAMFT, I stay connected to ongoing education, research, and professional resources within the marriage and family therapy field.”
To summarize this section, keep in mind that although your credentials and professional associations establish credibility, your story, personality, and approach help someone determine whether you're the right fit.
Photo by Kampus Production
Don't Forget the Professional Photo
If a picture is worth a thousand words, then you definitely don’t want to miss the opportunity to have a professional photo accurately represent you and your practice.
As a wellness professional, try to avoid using professional photos that make you look stiff or overly corporate. Remember that your photo should simply help someone recognize the person they may eventually sit across from. Moreover, after using the About page framework we’ve discussed throughout this blog, a prospective client should be able to read your information, see your photo, and feel almost as if they already know you because of how the words correspond with the warmth and inviting nature of your image.
For your wellness practice, it is definitely worth investing in a professional photoshoot. It’s an added bonus to work with a photographer who has experience photographing wellness professionals and understands how to capture the feeling you want your brand to convey.
If it isn’t feasible to work with a professional photographer, you can ask a friend to take clear photographs of you, with the goal of creating warm, natural images that feel welcoming to visitors. Furthermore, the photographer should take images in both portrait and landscape orientations, as well as candid and posed shots, while keeping in mind that the images should always tie back to your brand and ideal client.
Photo by Dumitru B
Don't Let Your About Page Become a Dead End
Once someone has read your About page, what should happen next? After you’ve spent several sections helping someone get to know you, don’t make them figure out where to go next. Continue to guide the visitor through the client journey on your wellness website by prompting them with the following possible CTA wordings:
Explore My Services
Learn More About Working Together
See If We're a Good Fit
Get in Touch
Schedule a Consultation
Ending your About page with a gentle but clear CTA is the perfect warm invitation to establish a connection and then allow the inquirer to take the next step with ease.
Photo by Jakub Zerdzicki
Final Thoughts: Your About Page Is an Introduction
In today’s blog, we covered a lot about how to keep your About page personable and professional while always leading back to your ideal client. More specifically, we were able to break down exactly what to say by using simple example frameworks that you can apply to your About page. The goal is to help you clearly communicate what needs to be said so that you no longer have to stare at a blank screen wondering what to write, while making it easier for visitors to understand your practice.
Collectively, your About page doesn't need to convince everyone to book. It isn't about proving that you're the most qualified therapist on the internet. It's about helping the right prospective client understand who you are, why you do this work, how you approach it, and what it might feel like to work with you.
If you want to help your ideal client recognize themselves in your practice, The Wellness Website Content Planner can help you work through the questions and information needed to create stronger website content, one section at a time.
