How to write a practice About page clients want to read

Somewhere along the way, practice owners were told that the About page “isn’t really about you.” I understand the intention. A page that lists your entire life story without explaining your care can leave a new client confused. But taking that advice too literally creates the opposite problem: a practice About page so focused on the reader that the people she came to meet barely appear.

If someone clicks About, she wants to meet you. She’s about to trust your team with her body, her kid, or her mental health. So let her see the experiences, beliefs, and decisions behind your care. Then help her understand why those things matter for her.

Here’s how to write a page that does both.

Why your practice About page gets more attention than you think

On most practice websites, the About page is one of the first places people click after the homepage. That makes sense. Credentials and services tell her what you do, and the About page tells her who’s doing it.

Nielsen Norman Group studied how people use About sections across 100 websites. People valued plain, easy-to-understand language and liked seeing photos of real people. The researchers also recommend opening a main About page with one or two short, scannable paragraphs that sum up the organization. Stock photos, vague copy, and walls of text all hurt trust.

1. Open with a reason to keep reading

You don’t have to open with your name, your credentials, and a list of adjectives. Lead with an idea that connects your story to the care you give now.

Maybe it’s the problem you kept seeing in your field. A pelvic health PT might start with how many women she met who’d been told their symptoms were “normal” for years. A therapy group owner might open with why she built a practice around matching clients carefully instead of filling open slots.

That opening says more about your practice than “we’re passionate about helping people” ever could. Give the reader an idea worth following, then introduce yourself. For help finding that idea, read how to write your practice’s brand story.

2. Explain what qualifies you, in plain words

Your background belongs on the page. What it needs is context.

A credential, a residency, or fifteen years in practice may matter a lot to a new client. But most people don’t know what DPT, LCSW, or IFMCP stands for, and they shouldn’t have to look it up. Explain how your training affects the way you treat people. If you trained in a specialty, what did it prepare you to notice? If you’ve been at this for a decade, what have you learned that changes how you work today?

You don’t need a dramatic origin story. A clear explanation of how you think builds plenty of trust. See how to show clinical expertise on your website without jargon for more.

3. Show your point of view on care

A strong practice About page shows more than what you’ve done. It shows what you believe about the work.

What do you wish new patients understood before they booked anywhere? Which parts of care do you refuse to rush? What does good care mean to you, in practical terms? Maybe it’s hour-long first visits, a care coordinator who follows up after every appointment, or a policy of telling people when they don’t need to come back.

These details help someone decide whether your approach fits hers. That’s especially important in specialties where the decision is personal, or where a client has had a bad experience somewhere else.

4. Introduce the team on your practice About page

For a group practice, the About page has a second job: showing that a dozen clinicians are part of one coherent practice.

Too often, each clinician wrote her own bio years apart, so the team page reads like twelve separate businesses. Instead, start with what everyone shares, such as how you train, how you collaborate on hard cases, and how new clients get matched. Then let each bio show the individual.

When we rebuilt the brand for Olive Branch Therapy Group, a two-office practice in New Jersey with a growing team, the site was organized around one question: who can help me, and where do I begin? Their About content had to answer that clearly. If you’re working on bios now, our guide to therapist bios for a group practice walks through it.

5. Use photos that look like the visit

A photo puts a face to a name. It doesn’t have to be a perfectly lit portrait of you smiling at the camera with your arms crossed.

On your practice About page, choose photos that look like the person a patient will meet and the space she’ll walk into. If the treatment rooms are calm and full of light, show them. And if your front desk is the warmest part of the practice, put those people on the page too.

Professional photography is worth it for most established practices. A polished photo that looks nothing like your real office won’t help, though, and stock photos of strangers in scrubs hurt more than they help.

6. Share personal details because you want to

You don’t have to make every part of your life serve a marketing purpose. A favorite hike, your kids, or the fact that you’ve coached the same soccer team for six years can make the page feel human. Decide what you’re comfortable sharing and keep the rest private.

Personality also lives in the writing. If you’re thoughtful and direct with patients, let the copy sound that way. If you have a dry sense of humor, you don’t have to swap it for corporate warmth.

7. Give your About page a shape people can follow

A practice About page can be long. Just make it easy to move through.

Use headings that tell the story and paragraphs that stay on one idea. If you have a long career, choose the moments that explain your current care instead of listing every job. Then read the page top to bottom. If you could shuffle the paragraphs without changing the meaning, the story needs a stronger thread.

8. End the About page with a clear next step

After someone learns about you, she might want to meet a specific clinician, read about a service, or book a consult. Give her a natural way to continue. “Meet our pelvic health team” suits someone still deciding. “Schedule a free 15-minute call” suits someone ready to talk. Make the next step easy to find without turning every paragraph into a sales pitch.

Your About page can’t carry the whole brand

A great practice About page helps a lot. But if the homepage, services page, and visual identity still describe the practice you opened years ago, the story falls apart on the next click. A visitor notices when the About page sounds like a specialty clinic and the rest of the site looks like a starter template.

That’s why we write About pages as part of the whole brand rather than a single page. In the Complete Brand, a strategy interview with me surfaces the details that belong on the page. Then the copy, visual identity, and Showit website all tell the same story. If your practice has grown past its site, start with when your reputation has outgrown your website.

Let the right people get to know you

Your practice About page won’t win over everyone, and it shouldn’t try. It should give a prospective client an accurate sense of the people behind the care.

Tell her what shaped your expertise. Show her how that history affects the care she’ll get, and let your personality come through. Then give her a clear way to take the next step.

If you know your experience matters but can’t get it onto the page in a way that sounds like you, apply to work with Liberty Type. That’s the kind of writing we love helping practices get right.