How to Write an About Page That Actually Connects

Your About page is often the second most visited page on your website. Learn how to write one that builds trust and helps potential clients feel like they already know you.

Your About page is special. It’s usually the second most visited page on any website, right after the homepage. People land there because they want to know one thing: Can I trust this person?

For wellness practitioners, this question carries even more weight. Your potential clients are about to share their struggles, their bodies, their hopes for healing. They need to feel safe with you before they ever walk through your door.

So how do you write an About page that creates that feeling of trust and connection? Let’s break it down.

Start With Them, Not You

Here’s the most common mistake we see: About pages that start with credentials.

“Jane Smith, LMFT, received her Master’s degree from…”

While your qualifications matter (and we’ll get to them), leading with your resume misses the point. Your visitors aren’t there to evaluate your CV. They’re there because they’re struggling with something and wondering if you can help.

Try this instead: Start with empathy. Acknowledge what they might be feeling. Show them you understand.

“If you’re reading this, you might be feeling stuck. Maybe you’ve tried other approaches that didn’t work. Maybe you’re not even sure therapy is the right answer. I get it—taking this step isn’t easy.”

See the difference? Now they feel seen.

Share Your Why, Not Just Your What

People connect with stories, not bullet points. Your About page is your chance to share why you do this work.

You don’t need to share your entire life story. But a glimpse into your journey can create powerful connection:

  • What drew you to this profession?
  • Was there a moment when you knew this was your calling?
  • What do you believe about healing that guides your work?

These details help visitors understand not just what you do, but who you are. And that’s what builds trust.

Show Your Human Side

Here’s a secret: people don’t want a perfect practitioner. They want a real one.

Feel free to share:

  • A hobby that brings you joy
  • Your favorite way to unwind
  • Something about your family (if you’re comfortable)
  • A value that guides how you live

These small details make you memorable and approachable. They help potential clients think, “I’d feel comfortable talking to this person.”

Include Your Credentials (But Don’t Lead With Them)

Yes, your training and certifications matter. They provide credibility and reassurance. Just don’t make them the star of the show.

Consider placing your credentials:

  • In the middle or end of your page
  • As a separate “Training” or “Background” section
  • In a brief, scannable format

The goal is to reassure visitors that you’re qualified, not to overwhelm them with acronyms they may not understand.

Add a Photo That Feels Like You

A warm, authentic photo makes a huge difference. Visitors want to see your face, your smile, the warmth in your eyes.

Skip: Studio portraits with harsh lighting, crossed arms, or corporate backgrounds.

Choose: Natural light, a genuine expression, and a setting that represents you (your office, outdoors, wherever feels right).

Don’t have professional photos? A good smartphone picture in natural light can work beautifully.

End With an Invitation

Your About page should naturally lead somewhere. After visitors feel connected to you, what should they do next?

Make it easy:

Keep the tone warm and inviting—no pressure, just an open door.

A Simple Template to Get Started

Not sure where to begin? Here’s a structure that works:

  1. Opening (2-3 sentences): Acknowledge what the reader might be feeling
  2. Your Why (1 paragraph): Share what drew you to this work
  3. Your Approach (1 paragraph): What makes your practice unique
  4. Personal Touch (2-3 sentences): Something human about you
  5. Credentials (brief list): Your training and qualifications
  6. Invitation (1-2 sentences): What to do next

Your About Page Should Feel Like You

At the end of the day, your About page should sound like you—like how you’d introduce yourself to a new client over a cup of tea.

If writing isn’t your strength, read your words out loud. Do they sound natural? Would you actually say these things? If not, keep refining until they do.

Your About page is often the beginning of a relationship. Make it a warm welcome.

Need help bringing your About page to life? At Elevas Digital, we help healers create websites that feel authentic and attract the right clients. Let’s have a conversation.