Crafting a Client-Friendly Therapist 'About' Page
Let’s be real: most therapist "About" pages are snoozefests. They’re full of buzzwords like "licensed professional" and "dedicated to helping others." But what do potential clients actually want to know when they land on your site?
They want to know if you’re someone they can trust. Someone who gets them.
Your "About" page is the perfect place to make that connection. Here’s how to do it in a way that makes clients say, “Yep, this is the therapist for me.”
1. Tell Them Who You Are (But Keep It Real)
This is where most therapists start with, “Hi, I’m [name], a licensed [credentials] with [years] of experience.” That’s fine, but it’s not enough. People aren’t looking for a robot with a license—they want to know you.
What you should say instead:
- Start with what you do, sure. But then go deeper.
- Why do you do this work? Did something personal inspire you? Share that.
- What’s your vibe? Are you super structured? More go-with-the-flow? People need to know if they’ll click with your approach.
Example:
“Hey, I’m Sarah, and I’m here to help you stop feeling stuck. I became a therapist because, like you, I’ve been in the thick of it. Therapy helped me figure out how to stop spinning my wheels, and now I’m passionate about helping others find their own way forward. I take a collaborative approach—we’re a team in this.”
2. Show Them You Get It (Like, Really Get It)
People want to know that you understand what they’re going through. This isn’t the time for clinical jargon. Talk to your potential clients the way they talk to themselves. If they’re lying awake at night thinking, I’m so overwhelmed, use those words.
What you should say instead:
- Skip the textbook talk. No one cares that you "utilize CBT for clients with maladaptive coping strategies."
- Get real. Talk about the actual problems they’re facing.
Example:
“You’re feeling anxious. Stressed. Maybe a little lost. You’re not sure how to get out of this cycle, but you know you can’t keep going like this. That’s where I come in. Together, we’ll figure out what’s holding you back and create a plan to move forward.”
3. Drop the Wall of Credentials (It’s About Trust, Not a Resume)
Of course, credentials matter. But too often, therapists list out every certification they’ve ever earned like they’re applying for a job. That’s not why people are reading your "About" page. They’re looking for someone they can trust.
What you should say instead:
- Mention your credentials, but make them human.
- Share your experience through the lens of how it benefits your clients.
Example:
“With over 10 years of experience helping people through anxiety and life transitions, I’ve seen firsthand how small changes can lead to huge breakthroughs. I’m a licensed clinical counselor, but more importantly, I’m someone who listens. Someone who can help you find clarity when things feel overwhelming.”
4. Give Them a Taste of What It’s Like to Work With You
Clients want to know what to expect. Will they walk into your office and sit in silence for 45 minutes? Will you be super goal-oriented or a little more free-form? Set their expectations upfront.
What you should say instead:
- Paint a picture of what working with you looks like.
- Be specific enough that they know what to expect but keep it conversational.
Example:
“In our sessions, you can expect to talk, sure, but we’re also going to dig in. We’ll explore what’s really going on, set goals that feel good to you, and make real progress. It won’t always be easy, but I’ll be with you every step of the way.”
5. Invite Them to Take the Next Step (Without Sounding Salesy)
At the end of the day, your "About" page should be moving people towards contacting you. But you don’t want to come across as pushy. So how do you do it?
What you should say instead:
- Use a call to action that feels natural and human, not like a marketing ploy.
- Make it clear how easy it is to take the next step.
Example:
“If you’re ready to stop feeling stuck, I’m here to help. Let’s start with a free consultation and see how we can work together to move you forward.”
Let's Look at Some Examples
If you’re looking for an example of a solid "About" page that balances professionalism and warmth, take a look at Andrea Papin's bio. Here’s why it works:
- Andrea’s bio is personal and sincere. She shares her passion for therapy and includes her story, which humanizes her and builds connection.
- She communicates her qualifications clearly, but without overloading the reader. This builds trust without sounding robotic.
- The tone of her bio is welcoming and compassionate, which is key for potential clients.
Where it could improve?
- Andrea’s bio could use a clearer call to action and slightly more client-focused language, but overall it’s a strong example of how to make a bio relatable and engaging.
- While the bio talks about Andrea’s passion and approach, it could benefit from more direct client-focused language. Adding phrases like, “If you’re feeling overwhelmed, I can help you find clarity” would make it more relatable.
- Some parts still feel a bit formal (e.g., "complex trauma"), which might distance a few readers. Softer, more conversational phrasing could help with readability and make the page more inviting.
For another example of an "About" page that mixes warmth and professionalism, check out Jordana Glotman’s bio. Here’s why it stands out:
- Jordana’s tone is conversational and welcoming, making potential clients feel comfortable right from the start.
- She includes her personal motivation for becoming a therapist, which helps build connection.
- She balances her credentials with a clear focus on the client’s needs, making her bio feel approachable and supportive.
- The bio ends with a friendly, direct invitation for the reader to contact her or schedule a consultation, making the next steps easy and non-intimidating.
What could be better?
- While Jordana mentions areas of focus like anxiety and family systems, she could go deeper into how she actually works with clients in therapy. Adding a few lines about what a typical session might look like, or explaining her process for helping clients, would give potential clients a clearer idea of what to expect.
- There’s an opportunity to shift more of the focus to the client’s perspective. Instead of saying "I support clients with anxiety," she could say, "If you’re feeling anxious or overwhelmed, I can help you find clarity and relief.” This kind of language helps potential clients see themselves in her description.
- Clients often want to know how therapy might help them in concrete ways. Jordana could benefit from briefly mentioning the outcomes her clients typically experience (e.g., feeling more confident, better able to manage emotions, etc.).
- While the tone is warm, there’s room to make the transition between personal and professional elements a little smoother. Adding subtle transitions between her qualifications and personal journey can help the bio feel even more cohesive and natural.
Your 'About' Page Doesn’t Have to Be Boring (or All About You)
Here’s the thing: your "About" page isn’t really about you. It’s about connecting with the people who are thinking about working with you. So tell your story, show them that you get it, and make it easy for them to reach out.
And if you’re staring at a blank screen right now wondering how to pull all this together, don’t worry—I’ve got you. Let’s chat, and I’ll help you create an "About" page that speaks to your ideal clients (without the fluff). 😊