A therapist’s About Me page is one of the most important pages on their therapy website.
If you get the about me page correct, it will help your website visitors get to know, like, and trust you, make you more credible, increase referrals, and increase the likeness of visitors turning into a clients.
My previous about page was written with the help of Empathycopy and although I’m not a therapist, I know that my about page helped people connect with me. They often told me that I’m trustworthy and genuine – two qualities that any therapist would want to inspire in their website visitors too.
So how did I do it? And what goes into writing the perfect About Me page?
Writing The Best About Me Page For Your Therapist Website
Knowing that your About Me page is valuable, doesn’t mean you know how to write it. So how can you write the perfect About Me page for your therapist website?
This article will cover what an About Me page is, why they are important, top mistakes to avoid, and the essential ingredients that go into creating a About Me page. An effective page connects with your website visitors and inspires them to take the next step towards getting your help.
What Is A Therapist Website ‘About Me’ or ‘About’ Page? And Why Is It So Difficult To Write?
An About Me page is a page on your website where your website visitors can discover more about how you help.
Although it sounds like a simple page, the About Me page is notoriously difficult to write. Here are some of the reasons why:
- You feel like it’s putting a spotlight on YOU in a way that feels totally uncomfortable
- It feels like you need to “promote” yourself which feels gross
- You don’t understand what to include on the page (or what not to include for that matter)
- You don’t know how much to share – what would be considered oversharing?
The great news is that although this page can be a challenge to create, an About Me page isn’t a spotlight on you, no promo is required, and writing is a skill you can learn and find help with.
It’s easier to create an About page when you understand what needs to go into it and you find the tools, resources, and people to support you. This article is part of that journey towards About Me page success! And without the ‘ugh’, the ‘oof’, or that never ending stare at a blank page unable to get over writer’s block.
Why About Me Pages Are Important
While difficult to write, a therapist’s About Me page is one of the most important pages on the internet for a therapist. Let’s take a look at why.
About Me Pages Are Popular With Website Visitors
After your website’s home page, your website’s about page will be the most visited page of your website.
This is because people who are seeking therapy services are looking for a person that they can share some really deep stuff with. That, combined with the human traits of natural curiosity and a love for hearing stories, many visitors will start their time on your website with your About page.
Your potential clients want to understand who they are talking with.
About Me Pages Build Relationships With Referrals
Websites have a broader audience to attract than just your clients, they also attract referral sources.
I’ll never forget Kara’s positive feedback on what happened after creating a great website. Kara shared, “I just opened my practice last month so I am doing a ton of networking right now with area therapists and treatment centers. The last three people I met all complimented me on my website. I truly believe it made them more confident in wanting to work with me in the future.”
Similar to clients, your About page helps build relationships with referrals. They want to know that you are credible and trustworthy. That they can feel confident giving your name out to people. That you’re going to take care of whoever it is they might send your way.
About pages, when they are written to show your empathy and care for your clients and how you uniquely show up for them, can help portray what it is your referrals need to know to start sending clients your way.
About Me Pages Capture Searches For You
About pages also help bring more visitors to your site when they are searching for you. For example, when you search for “Sarah Suzuki Chicago,” who is a well-known therapist in Chicago, you will see that Sarah’s about page is first in the search result page.
This is above any directory profiles, social media profiles, guest posts author pages, or any other references to Sarah as a person. And Sarah is out there enough to have all of those things. Yet the About Page on Sarah’s website is seen by google as being the BEST answer to a search for Sarah.
Most people click the top few results in the search results page when they are searching for something. This means that people WILL find your website’s about page and it WILL make an impression on them.
In other words, when people search for you on Google, they will probably find your website’s About page. It’s very important to get it to a place where it feels good! Will likely become the top result for searches for you by name meaning it can help capture the attention of everyone that is looking for you.
About pages are powerful places to connect!
Top 4 Mistakes Therapists Make On Their About Me Pages
Mistake 1: Writing Only About Yourself
It may be shocking to hear but an about me page isn’t about you. Or at least it’s not about you in the sense that most think it is.
It’s not a page where you share your favorite pastimes, the entire timeline of programs you went to, what teachers you studied under, or even a detailed account of your professional journey.
The purpose of an About page on a therapist website is to show that you’re (1) a human who (2) understands your clients and (3) you know what you’re doing so that you can help future clients arrive at (4) the destination they want.
It might be helpful to think of your About Me page as the “how I help” page.
A well-written About page will include talking about oneself but only as it’s relevant to helping others and the unique qualities you bring to sessions that your clients benefit from.
What the about me page is certainly not though is your chance to give a detailed autobiography,
Mistake 2: Writing Only About Your Professional Experience
It is impressive that you studied with so and so and then worked at the VA doing such and such after working in an inpatient hospital doing this and that over here and there but it will read much like this sentence does to most “normal” people who are not also therapists.
We don’t care what your credentials are. We care if you can help us.
Also proceed with caution here: knowing that you worked in an inpatient mental health center for 2 years, although you may think it’s relevant because it informs the way you work, it is still not something that most website visitors will find relevant to them personally unless you make the connection for them.
Sharing a few key professional points after you’ve included the good stuff is ok, having that be your entire About page is a mistake.
Mistake 3: Not Disclosing Anything Human
You are not a robot. You are not clinical, cold, distant.
But if you want to portray yourself to be that way, then continue trying to sound perfect, inaccessibly intelligent, and like you’ve never made any mistakes.
Stories are powerful because they are relatable.
Stories usually include some sort of challenge.
Stories arrive at a resolution, an “aha” moment, a lesson learned.
Stories also help you share what makes you human, just like your clients. It moves you closer to them instead of farther away.
They can also reduce trust instead of build trust because they come across as disingenuous.
Mistake 4: Overwhelming Visitors With Too Much and Irrelevant Information
A page on a website is only too long if the information is not helpful, unorganized, or not formatted correctly.
That said, for a rough rule-of-thumb, know that around 2000 words is maximum for an About page.
To keep things concise, avoid babbling and going off topic. Think of it as a strategic page to help answer the top questions your website visitors have about how YOU help.
The page isn’t your personal journal or a creative writing assignment.
As much as you love inspirational quotes and sharing about your new dog, stay relevant and on point. Following the essentials below will help.
The Essential Parts Of An Awesome Therapist About Me Page
Essential 1: Answer Your Future Client’s Questions
Your visitor is on the page for a reason. Why are they on the page and what are they looking for?
Determining what they are looking for and answering their questions is key. And this can be slightly different based on who you’re trying to attract.
Take a step back, a deep breath, and from your best-fit client’s shoes, try and come up with 3-5 questions that they would have when they land on your About page. What are their questions? What do they need to know at this point in their journey? Here are a few ideas of what your prospective client might be looking for on your About Me page:
- They may want to know exactly how you can help them with the challenges that they face
- They may want to make sure the therapist is credible and knows what they are doing
- They may want to see if the therapist is their good fit
- They may want to understand if you’re “on their side” in terms of your beliefs and values (more on that later)
Answering those questions, and early, is what will lead to a successful about page. For instance, at the top of the page you may want to confirm who you’re helping, what you’re helping them with, and where you’re located. These would answer the question, “does this therapist help people like me?”
For an example, check out the about page for therapist Natalia Amari. Within the first three paragraphs, you’ll find the following:
“My expertise is in working with survivors of childhood abuse, domestic, and sexual violence.” – Natalia Amari
Very clearly, anyone who is a survivor will know that Natalia is there to help them. This answers the question, “Who does Natalia help?” and “Is this possibly the therapist for me?”
All survivors of childhood abuse, domestic abuse, and sexual violence will know that Natalia is a fit!
Being sure to answer the top questions a website visitor could have, and at the very top, can help ensure your About page is a success.
Essential 2: Tell Your Story
The most effective about pages share insight into the therapist’s own journey – safe and appropriate self disclosure builds trust.
And this is a standard that we see across almost all effective about pages, no matter the industry. The most successful pages will take the role of the storyteller: from struggling to achieving success, from idea to fruition, from a long journey of challenges to finally prevailing.
Sharing your journey, hardships and all, will actually increase their attraction to your services. Don’t be scared to be real. Be scared to appear like a one-dimensional and hard-to-relate to person because that’s the therapist that very few would reach out to.
At this point, many therapists ask, “But Kat, how much should I share?” And the simple guide to use for navigating how much to share is this:
What would you share in the context of a session with a client?
Using this single question as your guide can help navigate you in a way that is consistent with how you help. For example,
- If you would share that you’re a sexual abuse survivor in a session with a client, then you can also share that on your website.
- If you would share that you come from an immigrant family in a session with a client, then you can also share that on your website.
- If you would share that you also have a special needs kid at home, then you can share that on your website.
If there’s something you wouldn’t share, then don’t share it on your website.
Austin based therapist Katrina Taylor does an amazing job of sharing part of their story.
“I’m a first generation immigrant to the United States, from Eastern Europe, and the oldest of 5 kids. In my life I’ve been through poverty, violence, communism, and a whole lot of tough stuff. I’ve come to see value in both painful and joyful life events. It is these experiences that have helped me grow. And as a result of my own transformative personal growth I have a strong belief in the life-changing power of psychotherapy.” – Katrina Taylor
There are many points that people can connect with in what Katrina shares: being a first generation immigrant, being the oldest kid in a big family, going through tough stuff!
What is particularly powerful here is that Katerina connects how these experiences influence the why behind being a therapist. If it wasn’t for their own growth through their experiences, they might not know how life-changing and powerful psychotherapy can be.
I challenge you to also discover what that is that you would share. Things about you that you’ve been through, things that you have overcome, things that have been hard and informed how you help. What are those things and if they are things that you’d share in the context of a session, it’s totally appropriate to share on your website’s About page.
Essential 3: Highlight How YOU, Uniquely You, Can Help
The About page is the best place to delve into what makes you unique.
- How does your unique approach benefit your clients?
- What types of results can you link to how you uniquely show up?
- What things are easy for you that benefit your clients? E.g. you easily hear what’s not being said or have a powerful inner knowing that can provide heart-centered insight.
- What are things that you love about being a therapist that would help a potential client understand your passion and commitment levels?
- How do you advocate for your clients beyond therapy?
You are unique. As a person and as a therapist. The things that set you apart are what overwhelmed therapy seekers want to know about because it helps them get to know you. Otherwise, you’re just another general therapist that claims they “help with anxiety and depression” just like the other 15 therapists they’re looking at.
Help your visitors know what makes you unique so they can determine if you’re a fit for them. Answer the question every visitor has, “why would I reach out to you and not someone else?”
Essential 4: Use More Than Just Words
There’s more to communication than just the typed word. Visual communication can make up more than 50% of how information is perceived. And for our stressed and in-crisis incoming therapy clients, we need to keep visuals in mind. They are processed in another part of the brain and much faster.
Everyone processes information differently. Some people love and comprehend writing best while others understand new information better if there are visual aids.
That said, studies show that combining forms of communication together has a higher impact for all.
To go beyond just words, incorporate audio, video, and image based communication on your About page. It could be images that portray the benefits of working with you, intro or explainer videos, or you could get creative and just record a quick audio clip of you saying hey and discussing how you help.
And of course your page should have a picture of you. Studies show the human eye is drawn to faces and you can build trust by showing the whites of eyes.
For an example, check out this great picture of therapist Andy Smith
It’s personable, friendly, and right at the top of the page. You feel like you really get a feel for who Andy is.
Since a central part of your service is a relationship with you, that’s the face you’ll want shown on your about page. Show your face, be seen, build trust.
Essential 5: Share Your Beliefs And Values
It should be clear by now that being honest and real is a powerful way to approach creating your About Me page but another vital part is being open about the beliefs and values that are central to how you help.
Values and beliefs can also help show a sort of advocacy for your clients and help them overcome fears and objections to getting therapy too.
Sharing that you believe, “I believe trauma survivors, even if they feel broken, aren’t actually broken and in fact can heal” could help a survivor feel:
- That all the people who told them that there’s something wrong with them were wrong
- That they aren’t alone in feeling like they’re broken – it’s common among survivors
- That there’s hope and help for people that do feel like they’re broken
- That maybe healing is possible if they aren’t actually broken
In addition to beliefs about the experiences and healing journeys that your best-fit clients might be on, you can also share beliefs and values that provide safety for your website visitors.
- I believe that trans women are women
- I believe that black lives matter
- I believe that Christians can support LGBT marriage
- I believe that all genders deserve equal rights
- I believe that family values are important
Feel into what your best-fit clients may be comforted to hear.
Although not in private practice, trained social worker and researcher Brene Brown shares beliefs in a way that helps personality come through:
“The bottom line: I believe that you have to walk through vulnerability to get to courage, therefore . . . embrace the suck. I try to be grateful every day and my motto right now is “Courage over comfort.” I do NOT believe that cussing and praying are mutually exclusive. And, I absolutely believe that the passing lane is for passing only.” – Brene Brown
How can you share about what you believe in? What is core value to what you do?
Many, if not all, people feel like there’s some part of their identity that isn’t supported or understood. Sharing your beliefs and values can help your website visitors know they will find safety and understanding with you as well as know what you are all about.
Essential 6: Invite Them To Take Next Step With A CTA
Most people aren’t just wanting to engage in a storytime: they are visiting your website because they are in crisis, suffering, or facing a lot of emotional or mental turmoil or challenges. They are seeking help.
A CTA, or call to action, is the act of inviting your visitor to take the next step. And a CTA is absolutely essential to being on your about page.
CTAs should also support your unique goal. For many therapists, their goal is to get more clients in the door. But what is your unique goal? If it is to get more clients, then perhaps your about page CTA would be to invite the visitor to reach out for a first consultation or session.
Or do you have another goal? Is it to grow your audience? Then consider a subscribe form. Is it to engage them further? To deliver more value? If that’s the case – maybe lead them towards a downloadable gift or read more on the blog.
What would the person you want to help most benefit from doing when reading your about page? Whatever that is, invite them to do it!
A Few Advanced Tips: Taking Your Therapist About Page To The Next Level
If you have a decent About Page already, what can you do to improve it?
Well for one, can you make it more concise? Talk to any professional writer and they’ll share with you that saying the same or more with fewer words is one of the best ways to improve the written word when it comes to sales copy.
You can also level up your About page with further credibility: badges, media, speaking engagements, these are highly recommended forms of credibility boosters.
Another easy boost: create a quick video which is proven to increase the number of visitors that become clients.
Refresh Your About Page As Needed
Keeping the essentials in mind, make sure your About Me page is a good reflection of how you help ongoing. To do that, check in on it now and then, perhaps annually, to make sure it still reflects what you do and resonates with who you help.
Certainly update your About Me page if you make big changes to your services.
The About Me page builds credibility and trust but it can also break them too. Old, out of date, inconsistent, error-filled About Me pages show that you don’t really take care of how you present yourself. Which is a research-proven way to lower credibility.
There are also a lot of great and creative ways to add something new to your page. It can be a place for creativity and experimentation. What about adding more details about beliefs or making something more concise? Or perhaps you do want to refresh with new images of yourself.
You can figure out what’s best for you through trying things out but you do need to continuously try things to be able to have observations upon which to base shifts, pivots, growth, and creativity.
An About Me Page Doesn’t Have To Be Painful To Write
Even though writing takes work, it shouldn’t be outside of your zone of emotional tolerance. If you feel emotionally dysregulated by the task: angry, flooded, frustrated, overwhelmed, anxious – do what you’d recommend any of your clients do: find help.
Whether it be articles like the one you’re reading now to provide some insight, getting feedback from peers, using a service that will draft the about page for you like Empathycopy, whatever the help might look like for you, find the help and use it.
Your about page needs to do a good job at giving your website visitors a look into who you are, how you help, and highlight things like what makes you unique. Including your beliefs and values can boost their safety. It should also inspire them to get the help they are looking for by inviting them to take that next step towards your services.
Be yourself, be human, be creative, and allow some emotion to come out too. Keeping it real helps your visitors connect with you. That will make the difference between people visiting, reading, and leaving your About page and visiting, reading, and getting help.