We need to talk. It’s about your About Page. No, we don’t think it’s terrible, we just think it could be better.
The About page on your website is likely to become one of the most useful and popular pages on your private practice website. It’s where potential clients come to read about your practice, who you serve, what value you add to clients’ lives, and why they should stick around and sign up for your services.
Of course, creating a stellar About page requires more than throwing up a bio about yourself and adding a photo of your face. Writing about yourself is hard, and we get that. But the thought of writing your About page shouldn’t make you run for the hills. These prompts will make that a hell of a lot easier.
Start by asking yourself these questions:
What value do you add to your clients’ lives?
While your About page is about you, it’s really about the value you can add to potential clients’ lives when they sign up for therapy with your practice. Yes, your audience does want to know about you as a person, but more importantly, they want to know how you are going to help them.
Who is your ideal client?
Focus on your ideal client (Don’t know who that is? Take our quiz and find out here) and how you can help them specifically. Specifying who your ideal clients are and what your niche is helps your potential clients connect with you immediately. Let potential clients know that you’ve made your practice for them.
Of course, with a narrowed niche comes exclusion. Some people may read your About page and who you treat and exit your site right away. That is a-okay. Because at the end of the day, it’s better to appeal to the right people, not all people.
Private Practice Bio
Cool, so you’ve written a few sentences on who you help and how you can add value to their lives. Time to write a little about yourself now, right? Wrong. Many practitioners start by writing about themselves and how they came to be a therapist when in reality your potential clients are more interested in learning about how your practice will help them.
Before you get into your personal bio, try to answer these questions in your content:
- Why should someone come to your practice? Try a sentence like, “If you’re feeling x, y and z, you’ve come to the right place.”
- What will they get out of a session with you? Are they going to overcome their anxieties? Resolve relationship issues? Meet other people in the same boat as them? Let your potential clients know what to expect.
- How did your practice get started? Don’t be afraid to get a bit more personal here. Did you quit your full-time job at an established practice to pursue helping the people within your niche? Did it come to you in a dream? Have you wanted to open a private practice since fourth grade? Tell a story.
Alright, time for some good ol’ fashion narcissism. Finally, you get to write about you in your personal bio. In this section, you should write about yourself as it relates to your practice. What this means is: Don’t list your top 10 favorite movies or why you think mashed potatoes are the best potato form.
Just as you wouldn’t go to a networking event and start spewing out random facts and tidbits about yourself, you shouldn’t do it on your About page either. Instead, talk about how your practice fits into your life – Why did you start it? When did your love for therapy begin?
After you have that in place, feel free to throw in some more personal details. Where can we find you when you’re not in the office? What are your hobbies when you’re not working? This will make you seem more personal and approachable, and well, like a real human.
While we’re on the subject of creating a personal bio, it’s worth mentioning how important it is to have a high-quality photo of yourself on your About Me page. You know the saying, “never judge a book by its cover”? Well, unfortunately, no one really follows that rule. I mean come on, how can you not choose the book with the beautiful cover that speaks to you? That’s just how it goes.
With that being said, your ideal client is going to make assumptions about you and your therapy practice based on your About Me photo (and the other photos on your site, but we’ll save that for another post).
Say in your bio photo, you’re wearing warm colors (think pink, orange, yellow), you’re sitting beside a beautiful landscape with a big ol’ smile on your face. What does this photo portray to your web visitor? Perhaps that you are a warm, open and cheerful therapist. If your web visitor is looking for that in a therapist, then your bio photo may have just gotten you a new client!
Study up on what certain colors symbolize, what your posture says about you and what your setting can portray. Not sure where to start? Check out this study that was done on what elements go into making ‘the perfect profile picture’.
Call to Action
This is one of the biggest things that we see most people forget. Why go through the work of writing this kick-ass About page if the readers aren’t instructed to do anything at the end?
Now that you’ve finished writing, wrap it up with a call to action at the end.
A call to action, or CTA, is a “statement designed to elicit an immediate response from the person reading or hearing it.” Some common CTAs we see on therapist websites are “Contact me today for a free consultation,” and “Contact me to get the help you need.”
A CTA is important because you want the reader around for the long haul. What you don’t want is someone reading your About page, loving it, moving on, and forgetting about your practice. Add a CTA into your About page. Whether it’s asking them to subscribe to your newsletters or contacting you for a free consultation, a CTA is key for converting visitors into clients.
The About page on your website is important, so take your time with it. Read it aloud to make sure it sounds like you. Treat it as a draft. Add a call to action. Share it early and update it often. As Shania says, give ‘em something to talk about.
Writing about yourself is hard. But it is made *MUCH* easier if you know your ideal client. Click here to take our Ideal Client quiz to help you write to your ideal client.