How to write an effective about page for your therapist website
Writing an about page is challenging for almost anyone. But it can be especially tricky to write one for a therapy website. You want to share enough to properly inform readers about what to expect from therapy with you while remaining mindful of what you disclose. So, how do you write an about page that strikes the balance and helps you build your private practice?
Keep reading for everything you need to know about writing an about page that’s polished and professional, yet still welcoming for your best-fit therapy clients. We’ll cover important elements and considerations, and share tips to help you make the most of this crucial page on your therapist website.
Understand who you’re really writing about
Did you know your about page is likely the second most visited page on your website? People want to learn your story, but even more importantly, they want to discover how your story aligns with theirs.
It may sound counterintuitive, but your therapy about page isn’t really about you. It’s about your clients and their needs. Yes, they come to your about page to learn about you and your practice. But ultimately, it’s because they want to know if you’re the right fit to help them.
Here are a few tips for writing an about page with your ideal client in mind.
Take some time to understand your ideal client as a specific person, in as much detail as possible. Write out their demographics, their struggles, the things they love, and the reasons they might consider therapy.
Make a list of the reasons they might resist therapy. Maybe they’re not sure they can trust you yet. Or perhaps they’re unsure if you’ll really understand the challenges they’re facing.
Now, find something about you that might ease each objection on your list. For example, you can instill trust by sharing relevant credentials. You can convey understanding by showing the reader you’ve been where they are before.
Decide what to disclose on your private practice website
When writing websites for therapists, deciding which parts of your story will mirror your ideal client’s experience is an excellent place to start. But you also need to be mindful of ethical concerns specific to therapy, like confidentiality.
Your training likely taught you to avoid sharing details about your life with clients. So there’s a fine line to tread between coming off as relatable and disclosing an appropriate amount of information for a therapist-client relationship. Here are some tips for navigating the trickier aspects of writing your about page as a therapist.
Check with your licensing board, as it will have the most specific, up-to-date guidelines on ethics when it comes to marketing your therapy services.
Ensure all language complies with relevant regulations. Laws and principles around marketing for therapists change regularly, and they will vary depending on your location. A general example is to steer clear of any guarantees or promises about therapy outcomes.
Avoid sharing identifying details about previous clients. This is important for confidentiality purposes and tells future clients they can trust you to keep their information 100% private. Instead, you can list the specific challenges you have experienced supporting as a therapist.
Get clear on the value you offer
The next step is to zero in on the value of choosing you as a therapist. Your ideal clients come to your website looking for solutions to their challenges, so your about page should communicate the value of choosing you over their other options.
Rather than trying to convey the benefits of therapy in general, you need to get clear on the outcomes of working with you specifically. Here are some ways you can be strategic about sharing the value you offer on your about page.
Take some time to understand your niche and the specific types of therapy you want to highlight. Instead of listing every challenge or condition you could possibly support, consider positioning yourself as an expert in just a few specific specialties.
Prioritize what you place ‘above the fold’. This is the content visible on your about page as soon as a client lands there, before they scroll down. The content above the fold on your about page should tell the reader exactly what you do, who you help, and why your services are different than other options.
Apply the basics of copywriting
Copywriting is writing used in marketing that inspires a reader to take action. But it’s not just for typical advertising materials—good copywriting is essential for encouraging readers to reach out and work with you.
As a therapist, you may be accustomed to a more academic style of writing. This is great for research, but your website calls for clear and understandable messaging. Here are some ways to incorporate the basics of copywriting for a more effective therapy about page.
Write like you speak. You want your about page to sound conversational and jargon-free, as if you were describing your work to a family member with little understanding of what you do. Try reading the page out loud, and reword any sections that trip you up.
Prioritize visual flow so your about page is easy to read throughout. You can do this by breaking up longer paragraphs to avoid big blocks of text, and keeping the page as clutter-free as possible.
Write in the first and second person. Your about page isn't a traditional third-person bio. Your words will resonate best if you write about yourself as ‘I’ and your reader as ‘you’.
Give your about page a final read-through. Are there any sentences focused on you that you could reword to center your client and their experience? For example, instead of listing your accomplishments, you can share the specific ways your experience helps you support your best-fit client.
Tell readers what to do next
Every page of your therapy website design should invite visitors to take the next step in working with you. Your about page is no exception.
Your readers are interested in your services and they’ve taken the time to learn more about you. Now is the perfect opportunity to include a call to action (CTA). For example, if you want visitors to contact you, your CTA could say ‘Contact Me’ and link to a contact form. Here are some tips for including a CTA on your about page.
Choose one clear CTA to include in a few places on your about page. It may be tempting to invite readers to subscribe to your newsletter, read your blog, and explore your services. But listing one clear CTA will increase the chance your ideal clients take action.
Make your CTA a prominent, clickable button. You can place CTA buttons strategically on your about page, like in the top right corner and at the bottom of the page, so visitors are sure to see them before clicking away.
Get the support you need
Here’s a quick summary of the considerations that can transform a simple about page into a key piece of marketing for therapists.
Understand who you’re really writing about
Decide what to disclose
Get clear on the value you offer
Apply the basics of copywriting
Tell readers what to do next
Remember, creating an about page is hard for anyone. So this is an excellent opportunity to seek support and free up time to focus on other areas of your practice. If you’re looking for ways to improve your therapist website, Designed by Thrive can help. We understand the elements of website design for therapists that help your potential clients feel confident booking an appointment with you.
If you seek support with the about page or other aspects of your counselling website, book a free consultation today. We can discuss your goals and come up with a plan for a website that helps you fill your therapy private practice.
