Content | Website Planning

How to write an about page

Your about page is likely to be your second most visited page, your home page being the first.

This is where people go to find out more about you and decide if they like you, if you are a good fit and if they want to trust you with their health and wellbeing.

It is as important as any of the main pages on your website so it still needs to be given the care and attention it deserves.

But, when writing your about page you may feel some resistance because it’s not easy to talk about yourself. Especially not when it comes to blowing your own trumpet and explaining to your ideal clients why you are the best person or best clinic to help them.

Fear not, I have created this blog post to help you get started. I will give you some tips on how to easily create your about page that will help you convert more website visitors to clients.

But first it would be useful for you to understand the role your about page plays on your website.

The customer journey

The customer journey is the name given to the entire sequence of events that your client goes through from your business being unknown to them, to them buying a service from you and becoming your client.

There are lots of steps that need to happen. These steps will depend on the type of business you have, how much trust you need to build and your sales and marketing process.

In an ideal world, the customer journey (stranger to client) often goes like this;

  1. A stranger arrives at your home page, maybe through a search engine or a leaflet they have seen. Or, someone hears about you on social media or through a friend so they become curious and want to know more about you. This part depends on your marketing process. 
  2. They decide they like the over arching theme of your business so they decide to find out more about you. 
  3. They find your about page because they want to know who you are, what you do, how you work. They are subconsciously looking for reasons to work with you or not to work with you. Only after they have decided you are a good fit for them do they look more closely at what you offer.
  4. They move to your services page, or work with me page. They are getting more warmed up to you and your business and they are keen to know how you could work together.
  5. If they like what they have read so far, and they need your help immediately they will contact you. If they don’t need your help immediately they will opt in to your freebie or mailing list if it resonates with them. Or they may decide to follow you on social media if they don’t already.

Quite often we need to get the visitor back to the website so they can continue the journey but each page has a role to play and if presenting them in order to your website visitor will help them convert into a client much quicker.

TIP 1: Understand how your website users will navigate around your site and why the visit various pages. The about page should be playing an important part in your customer journey. If you are not using it to its full potential you are wasting a major opportunity to convert website traffic into clients.

The goals of your about page

There are many reasons to have an about page, it should be used to help do the following;

  • To make you stand out from the competition
  • To make a human connection with your ideal client using shared values and ethics
  • To give your ideal client confidence that you can solve their problems
  • To position you as a trusted authority in your field
  • To help you ideal client understand what it would be like to work with you, to be your patient or client. Will they feel looked after? Are they in good hands? 
  • To encourage them to take the next logical step which maybe scheduling their first appointment, or booking an online service.

All of this can be done by telling your brand story.

How to tell your brand story

Your brand story isn’t about writing story all about you. This isn’t the place to focus on credentials and timelines of events. Your story is all about your client and how you help them.

Your humble beginnings and future goals

Include things like why you started your business and where you want it to go. This will make readers support your cause, if they believe in it. This can create loyal clients who want you to succeed.

Show you care about them

Explaining how and why you help them will show you have an understanding of their problems.

Connect with them using shared values

What does your brand stand for and against. Making this known created a deep connection with clients who feel the same.

Why should they choose you?

What is about your brand that makes you different to the competition? More importantly, why does this matter to your client?

Build trust and authority

Can you include something that boosts your authority such as awards? Don’t focus too much on this but awards and a little bit of detail about why it’s relevant is worth mentioning.

Include a testimonial or show how happy your customers are using an embedded widget that shows a start rating if you are collecting online reviews on a 3rd party service like TrustPilot


You want to show your potential clients what it is like to work with you so images of where you work, or you in action (or your staff) will be very powerful.


Keep your about page focused on your client. Make sure every sentence you write is relevant to your client in someway. This is a very important page so if you put a bit of thought into you can create something that plays a big role in converting your website visitors into clients.


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