Last updated: October 23, 2026 · By Alex Sandev, Founder of HiveSourced
A good therapist About page answers one question for a nervous visitor: “Can this person help with what I am going through?” Start with the people you help and what they are facing, then show how you work and who you are, and put your training in the context of what it means for them. The page is read before the first message is sent, so it often decides whether one arrives.
Key takeaways
- Write the About page about your client first and about yourself second.
- Use a simple order: who you help, what they are struggling with, how you work, who you are, what happens next.
- Credentials matter, but explain what they mean for the client instead of listing them.
- Use a real, warm photo and plain language. Skip jargon and long lists of trainings.
- End with one clear next step. It belongs in the set of core pages every therapist site needs.
What do clients look for on a therapist About page?
People rarely arrive on this page casually. They have often read your home page and a service page and are now deciding whether you feel safe. Marketing writers who focus on private practices make the same point: the strongest About pages are centered on the ideal client rather than on a résumé. One example is this guide from Brighter Vision on private practice About pages.
In practice, a visitor is scanning for four things:
- Fit. Do you work with someone like me and with what I am facing?
- Warmth. Does this person sound kind and non-judgmental?
- Credibility. Are you licensed and trained for this?
- Practicalities. What happens next, and what will it cost?
How should a therapist About page be structured?
This order works for most solo therapists and small group practices. Each section can be two to four short sentences.
| Section | What it does | Example angle |
|---|---|---|
| 1. Who you help | Lets the right visitor recognize themselves | Adults who feel stuck in anxious thinking |
| 2. What they are facing | Shows you understand their day to day | Racing thoughts, trouble sleeping, pressure at work |
| 3. How you work | Makes therapy feel less unknown | Collaborative, paced to you, practical tools between sessions |
| 4. Who you are | Builds trust through a person, not a title | Short story, values, a line about life outside the office |
| 5. Credentials | Confirms you are qualified | License type, training, what it means for the client |
| 6. What happens next | Turns interest into a message | Short call, then a first session |
1. Start with who you help
Open with the client, not your name. “You are carrying a lot, and you want to feel more like yourself” will keep a reader longer than “I am a licensed clinician with 10 years of experience”. Name your main specialty and the kind of person you see, so someone with the right concern knows they are in the right place.
2. Describe what they are going through
Use the words your clients use, not diagnostic terms. If you treat anxiety, describe the 2 a.m. thoughts. If you see couples, describe the arguments that go in circles. This is the same idea behind therapy website copy that books clients, applied to one page.
3. Explain how you work
Many visitors have never been to therapy. Say in plain words what sessions are like, how you approach the work and what kind of pace you set. Avoid promising outcomes. Keep it honest and general, and leave clinical claims out.
4. Let them meet you
Now it is your turn. Share a short, true story or a few values that explain why you do this work. One personal detail is plenty. A real, current photo helps more than any paragraph, because it lets a visitor picture the first session.
5. Put credentials in context
Include your license type, degree and key trainings. Where your state requires it, display your license number as well. Then add one sentence on what each means for the client, such as “My EMDR training means I can support you with painful memories at a pace that feels safe.” Ask your licensing board or professional association what your state requires.
6. Finish with a next step
Do not make a reader hunt for the contact page. End with one action: a short form, a phone number or a booking link, plus a line on what happens after they reach out. If you are unsure which pages should link here, see the 10 pages every therapist website needs.
What does a before-and-after About page opening look like?
Here is a short, invented example to show the shift in focus. It is not a real practice.
| Credential-first opening | Client-first opening |
|---|---|
| “I am a licensed professional counselor with training in several approaches and a master’s degree in counseling.” | “If you are tired of overthinking every decision, therapy can give you room to slow down. I work with adults who want practical tools and a steady place to talk.” |
| “My specialties include anxiety, depression and life transitions.” | “You might be dealing with constant worry, a big change at work or a sense that you are not yourself. You do not have to sort it out alone.” |
Both versions can be accurate. The second one lets a visitor see themselves first, and your credentials follow a few lines later where they carry more weight. Read your draft out loud. If it sounds like a licensing form, rewrite the opening around the reader.
How long should it take to update your About page?
Most therapists can draft a strong version in an hour or two if they write the sections in order. Set aside time for a photo and a final read. Then revisit the page once a year, or whenever you add a specialty, change your fees or move offices. A page that was accurate in 2022 can put visitors off today if it lists old details.
What should you leave out of your About page?
- A list of every training. Pick the three that matter most to your ideal client.
- Clinical jargon. If your client would not say it, do not write it.
- Guarantees. Do not promise results or cures.
- Client stories. Do not describe real clients, even disguised, without clear permission and legal advice from your board or attorney.
- Out-of-date details. Check fees, hours and photos at least once a year.
Does your About page help you show up in search?
It can. Google asks for helpful, people-first content, as its SEO starter guide explains. A clear About page that names your location, specialty and credentials gives search engines and AI assistants accurate facts about you. Our beginner’s SEO guide covers the rest of the basics, and local SEO for therapists covers the location side.
If you would like help with the whole site, see how custom therapist websites are built, review our portfolio, or check pricing.
Frequently asked questions
How long should a therapist About page be?
Most work well at 300 to 600 words. That is enough to cover who you help, how you work and who you are, without making visitors scroll for the next step.
Should I write my About page in first person?
Usually yes. First person (“I”) sounds warmer and more personal, which helps a nervous visitor picture working with you. Group practices can use “we” on the main page and first person on each clinician profile.
Should I include a photo?
Yes. A real, current photo helps people feel they know you before the first session. Choose one that matches how you actually look and show up.
Do I need to list my license number?
Rules vary by state and profession. Check with your licensing board or professional association about what you are required to display.
Can I write about my own experiences?
You can share a little, as long as the focus stays on the client and it feels appropriate to your approach. One short, true detail is usually enough.
How much does a therapist website cost?
Custom websites from HiveSourced start from $2,000, and the final price depends on pages and features. See how much a therapist website costs or the pricing page.
