The About page is one of the most important parts of your website. This is where your clients get to know who you are, why you do what you do, and, most importantly, how you can help them. But often, this page becomes an afterthought—a place where people write a long history of their career, list their credentials, and leave it at that.
To make a real connection with potential clients, your About page needs to tell a story, specifically their story. In fact, when you make your client the hero of the story and show them how you can guide them to transformation, you’ll create a message that speaks directly to their needs, hopes, and challenges.
Here’s how you, as a coach or therapist, can craft a compelling About page that resonates with the clients you want to serve.
1. Make It About Them, Not Just You on your About Page
Clients who visit your About page aren’t just looking to read your biography—they want to know that you understand their challenges and have the ability to help them.
Instead of starting with, “I’ve been a therapist for 15 years…” or “I hold a certification in coaching,” begin by addressing the problems your clients face. Are they feeling stuck? Are they seeking deeper fulfillment? Acknowledge their pain points right away. This establishes that you understand their journey and positions you as someone who empathizes with where they are now.
Example Opening:
"If you’re feeling like something’s missing in your life, or you’re struggling to overcome the same challenges week after week, you’re not alone. Many of my clients come to me feeling exactly the same way…"
2. Position Yourself as the Guide
Now that you’ve connected with their struggles, it’s time to introduce yourself as the guide who can help. In the StoryBrand book by Donald Miller (one of my favourite marketing books), they talk about positioning yourself as the guide, not the hero. Your client is the hero of the story—you’re there to offer a solution.
Give a brief summary of who you are and why you’re equipped to help, focusing on the benefit to the client. Credentials are important, but they’re only part of the story. What clients really want to know is that you have the empathy, experience, and expertise to help them transform their lives.
Example Transition:
"I’m [Your Name], a licensed therapist/coach with a passion for helping individuals break through their barriers and build meaningful lives. After years of helping people just like you find clarity and purpose, I’ve learned that real transformation comes from the inside out. My mission is to guide you every step of the way."
3. Show Empathy and Authority
Once you’ve introduced yourself, build trust by showing both empathy and authority. Acknowledge that you understand the client’s experience (empathy) and demonstrate that you have the expertise to help them overcome it (authority).
Empathy and Authority Example:
"I understand the frustration that comes with feeling stuck. Before I became a therapist, I faced some of the same challenges myself, so I know how important it is to have someone in your corner who genuinely cares. Over the past decade, I’ve helped hundreds of clients go from feeling lost to living with confidence and purpose."
4. Include a Call to Action
Your About page isn’t just a story—it’s the first step in a client’s journey with you. You want them to feel comfortable taking action, so make it easy and natural for them to do so.
Use a clear call to action that invites them to take the next step, whether it’s booking a consultation, downloading a resource, or simply reaching out with a question. This removes the guesswork and helps clients feel they’re making progress just by engaging with you.
Example Call to Action:
"If you’re ready to take the first step toward a better life, I’d love to help you on that journey. Click here to schedule a free consultation, and let’s talk about how we can work together."
5. Share Your Why
Your clients want to work with someone who’s motivated by a purpose beyond just a paycheck. By sharing why you do what you do, you give them insight into your values and passion. This is especially important for therapists and coaches, as clients want to know they’re working with someone who is genuinely invested in helping them succeed.
Example of Sharing Your Why:
"I believe everyone deserves to live a life that aligns with who they truly are. That’s why I became a therapist—to help people find peace, fulfillment, and purpose. There’s nothing more rewarding to me than watching someone step into their authentic self."
6. Use Simple, Conversational Language
Your About page shouldn’t read like an academic resume or corporate bio. It should feel like a warm conversation with a friend. Avoid technical jargon or overly formal language. Instead, use conversational, approachable language that makes you feel relatable.
Example Tone:
"I know how challenging it can be to take that first step toward change. But with the right support, you can make real progress. I’m here to help you feel empowered and supported on this journey."
7. Incorporate Testimonials or Client Success Stories
Nothing speaks louder than social proof. If you have testimonials or success stories (and permission to share them), this is a great place to include them. Testimonials help clients see that others have trusted you and succeeded with your guidance, giving them confidence that they can do the same.
Example Testimonial:
"‘Working with [Your Name] was one of the best decisions I’ve made. I finally have the tools and confidence to move forward.’ - Happy Client"
About Page Template for Coaches and Therapists
Here’s a simple outline you can use to structure your About page when it comes to write:
Introduction: Identify the main pain points of your clients. Show them you understand what they’re going through.
Your Role as the Guide: Introduce yourself in a way that highlights your empathy and expertise.
Share Your Story and Your Why: Give a brief background and explain why you’re passionate about helping clients achieve transformation.
Call to Action: Invite them to take the next step.
Testimonials (Optional): If you have them, include a few brief testimonials that highlight your positive impact on past clients.
Remember, a compelling About page doesn’t just tell your story—it tells the story of the clients you serve and the transformation they’re seeking. By focusing on their journey and positioning yourself as the guide, you create an emotional connection that makes it easier for them to take that first step. When you approach your About page like a StoryBrand pro, you’ll inspire confidence, foster trust, and pave the way for a meaningful client relationship.
If you're ready to create an About page that resonates with your ideal clients and sets you apart as the trusted guide they need, I’m here to help. Whether you're a coach, therapist, or consultant, let’s work together to tell your story in a way that draws clients in and builds lasting connections. Click here to schedule a free consultation and start crafting a website that elevates your impact and connects with those who need you most.
Let’s make your website the place where clients find clarity, confidence, and the guidance they’re looking for.
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