Most therapists treat their About page like an afterthought—a quick bio, a headshot, maybe a list of credentials.

But here’s the reality: after someone reads your homepage, the About page is often the next place they click. And when they do, they’re not just browsing… they’re deciding whether they trust you enough to reach out.

In today’s market—where clients are more discerning than ever—your website has to start building trust immediately. And your About page is one of the most powerful places to do it.

In this episode, I walk you through how to rethink this page entirely. Because, despite the name, your About page isn’t actually about you. It’s about helping your ideal client feel seen, understood, and confident that you’re the right therapist to help them.

Here’s what you’ll learn in this episode:

1️⃣ Why your About page is often the second most visited page on your website—and what that means for your marketing.

2️⃣ The two explorations you must go through before writing a strong About page: understanding your client and understanding your unique value as a clinician.

3️⃣ The biggest red flags I see on therapist About pages (including resume-style bios and “dating profile” content) and what to do instead.

Resources & Links Mentioned:

1. The Walker Strategy Co website: https://walkerstrategyco.com
2. Clear Website, Full Caseload workshop: https://walkerstrategyco.com/cwfc
3. Confident Copy: https://walkerstrategyco.com/cc
4. Done-for-you website copy + design services: https://walkerstrategyco.com/services

Connect + Subscribe

Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice. Explore more marketing support for therapists: The Walker Strategy Co website: https://walkerstrategyco.com.

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by me, a marketing coach, strategist, and founder of Walker Strategy Co—each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.

Hey, hey, welcome back to Marketing Therapy episode 59.

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Before we get into this one, I wanna let

you know that our most popular workshop

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we have ever held Clear Website Full

caseload, is now available on demand.

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So previously this was only hosted

live, and it's now available for

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you to watch whenever you would like

in Clear Website, full caseload.

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We ran this workshop in January

and got incredible feedback on it.

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I dive into the four websites, cut

the four website mistakes that I see

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therapists making and that are keeping

them from getting premium fee clients,

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specifically in the skeptical saturated

market that we're in right now.

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They're really, they're the

four mistakes that are the most.

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Prolific when I look at websites and

I look at probably between 15, 20,

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maybe more a week, and in the workshop

I walk you through what those mistakes

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are, what they're costing you, but also

what you can do to start changing them.

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So in this episode today, we're talking

about the About page, but you'll find

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if you choose to join the workshop

that a lot of what we discuss there

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applies not just to the About page,

but truly to your entire website.

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So if you have been relying too

much on ai, you know who you are.

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If you are interested in why you

have a website, but why it's not

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converting, then this workshop

could totally unlock that for you.

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Like I said, on demand access,

it's a hundred percent free.

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So jump in at any time.

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walkerstrategyco.com/cwfc.

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We'll pop that in the show notes.

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But do know that that is now officially

available whenever you'd like to watch it.

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So like I mentioned, we're talking

today about the about page,

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the about page of your website.

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That, believe it or not, is not about you.

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What's interesting is that your

about page is also often the second

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most visited page on your website.

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If you pull up your analytics right

now, chances are very good that

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you're gonna see the about page

right there under the homepage, if

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not very, very close to the top.

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So it's important after someone reads your

homepage that they're clicking over to

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the about page that tells us something.

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When they click over, they are telling

us that they are interested in you,

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they're considering you, they're

evaluating you, and ultimately they're

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deciding whether to trust you or not.

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And that's a big deal.

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Okay?

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I see a lot of clinicians treating

their about page like an afterthought.

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When in fact, it is one of the

most powerful opportunities for

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connection on your entire website.

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Now, we've been speaking recently about

how things have really shifted when it

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comes to the power of your website in

this market, our state of the industry

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survey showed us the most significant

relationship between a website's

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ability to convert and a full caseload

than we have ever seen in the data.

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The strongest relationship

between a website that converts.

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And a full caseload.

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It showed us that you are over two

times more likely to have a full

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caseload if your website converts.

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Alright, so that highlights that your

website has a massive job to do right

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now and trust, especially in this

era of what we're calling the trust

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recession, where there is less of it

to go around than there has ever been.

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Where your clients are more discerning

and more skeptical than they have ever

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been than your website, your marketing.

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Has to build trust on contact.

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We cannot be waiting until the

consultation call or the intake

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session for that trust to begin, okay?

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It has to happen now and your about

page is one of the richest places

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that that can begin to be built.

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Often your about page is what determines

whether or not someone books a consult

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or closes your tab and moves on.

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Okay?

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It's a big deal.

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This isn't just filler.

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This isn't just a check the box page.

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You gotta have, it's not an afterthought.

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It is not the place where you should be

throwing up just a headshot of you and

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what you like to do on the weekends.

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Okay?

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This is a conversion page and when

used well is very, very powerful.

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But I see so many clinicians

misusing it, which is exactly why

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I decided to do this episode today.

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Now, I mentioned at the top of

the episode that your about page,

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despite the name is not about you.

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Ultimately, there's two jobs that

this about Page has to do, okay?

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One, it has to set expectations about

what it's like to work with you.

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I need to get a sense here of what

it's like to be in the room with you,

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what process we're gonna go through

together, what we're gonna be addressing,

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how we're gonna be addressing it,

but it also has to build that trust.

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So this is an opportunity

for genuine connection.

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Where people can actually feel like they

have a little bit of a relationship with

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you before that relationship even starts,

right before they ever get on a consult

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or sit across from you in an intake.

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So the wrong question to be

asking yourself when you write

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your about page is, what do I

want people to know about me?

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That is the wrong headspace.

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The right question to be asking is,

what does my ideal client need to know

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about me to feel safe reaching out?

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Okay, that is a wildly different.

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Lens on the same question, so we

are sharing about you, but it is the

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about page through the lens of what

matters to your client in order to

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make a decision about whether or not

you're the right therapist for them.

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When clients come to your about page,

really when they come to your website

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in general, but specifically the about

page, they are looking for signals

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that you understand what they're going

through, that your approach aligns with

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what they want or what they're expecting.

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That they're not gonna feel

judged or talked down to, right?

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That this is gonna feel collaborative.

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This is a chance to give a little taste

of what that experience with you is like.

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So even though your work is clinical

and evidence-based and deeply skilled

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and requiring so much training and

expertise here, it must feel approachable

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and relational and non-intimidating.

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And that's where a lot

of clinicians struggle.

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Because you got through grad school

writing about therapy, right?

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Writing grad school papers.

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Not about your therapeutic approach in a

way that a lay person is gonna understand.

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Right.

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Not in a way that normal

people can read it and say, oh

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yeah, that makes sense to me.

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That's what I'm looking for.

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So many clinicians default to

the super clinical jargon and it

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ends up coming back to bite them.

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'cause when someone decides to reach

out to you no matter how they're

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reaching out to you or where they

have to cross a certain barrier, so I

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want you to imagine someone standing

on one side of a really tall wall.

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That person has to get over that

barrier to decide to work with you.

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So on the other side of the wall is

becoming a paying client of yours.

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Your marketing's job is to lower that

barrier as much as you possibly can.

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We cannot eliminate it.

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There will always be one, but what

many clinicians don't realize that

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they're intentionally doing on

their about page, but really like

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we talk about in Clear website, full

caseload in your entire website.

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They're unintentionally increasing

the height of that barrier.

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They're making that wall taller.

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They're making it harder and

more challenging for people to

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decide they want to reach out.

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They're introducing hesitation

or doubt or uncertainty when they

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should be decreasing those things.

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Lowering that barrier, right?

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Making it like this six inch

step that this person has to step

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over rather than this wall or

mountain that they have to climb.

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Are you following me?

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That's what a good about Page

can do is lower that barrier.

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Now at this point, I have supported over

a thousand clinicians specifically on

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their about pages between our Confident

Copy Live program, where I get to

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actually see what people are developing

and weigh in on it, provide feedback,

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and are done for you Services where

I'm reading literally every single

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word that we ever provide to a client.

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I've seen a lot of these pages in

action and especially when I see

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our Confident Copy live, students

wrestling with it, I realize.

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That in order to create a

successful about page, there are two

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explorations you have to go through.

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You've gotta be clear on two things,

and the first is your client, right?

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Your about page isn't about you, it

is about your client, and we cannot

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know how to write to your client

if we don't know who they are.

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That sounds like a brainer,

but people skip over this.

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You cannot know how to write to your

client if you don't know who they are.

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So what's really important prior

to engaging in your about page to

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consider what expectations your

client does have about therapy.

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One of the most common questions

we ask are done for you clients

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in our kickoff call is, has your

ideal client been to therapy before?

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If they have, they're probably

coming in with certain expectations

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or ideas about therapy.

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If they haven't, and you often work

with people who are new to therapy,

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then they might have some connotations.

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Or some expectations about what this

is, whether or not they are correct,

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but we have to be really clear about

what they're thinking therapy is or

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isn't and what they're needing from you.

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What misconceptions they have, what

they want out of this experience,

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what fears they might have about it.

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Right.

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What's making that barrier

higher for your clients?

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Are they worried about whether

or not it's gonna work?

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Are they worried about being judged?

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Are they worried about being

awkward or it being hard work, which

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spoiler alert probably will be.

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And what have they already

tried, if not therapy?

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Maybe they're a self-help guru.

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Maybe they've listened to every

possible podcast about it.

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Maybe they're a yogi or a mindfulness

person, but what they have tried

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so far hasn't worked, or at least

not as well as they needed to.

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And what are they hoping is going

to feel different this time?

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What are they needing out of you

to know that therapy was a success?

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These are the types of things you have to

know about your client in order to write

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something strong about that expectation

setting that your about page needs to do.

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Now, it's also really important

to reflect on what's gonna build

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trust with this type of client.

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Maybe you work with someone

who's super academic.

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They're probably going to

appreciate certain things about

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your background and your language

and the way you present yourself.

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Maybe someone who is really creative

and looking for something where

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that part of their identity is

honored in the therapy experience.

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Maybe that's your client.

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So what's gonna build

trust with this person?

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Is it lived experience?

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And we'll get into that in

this episode a little bit.

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How to decide what you share about your

own experience, but we've gotta really

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explore how to share your approach in

a way that's gonna make sense to them.

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What can they expect in

the first part of therapy?

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What can they expect

in individual sessions?

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Or are they someone who doesn't

necessarily care about the

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nitty gritty, but they are

interested in the overall picture?

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What does this person

value in a therapist?

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Do they value directness?

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Do they want to be challenged?

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We've gotta know what's bringing this

client in and what they're gonna value in

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this experience to really make sure that

what you're writing is aligning with that.

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So ask yourself this.

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What would reassure your client?

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What would help them feel,

understood or reduce hesitation?

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What could we do here

to lower that barrier?

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Now, so often therapists default

to slapping their degrees up there.

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I mean, the number of about pages I have

read that read like a literal resume.

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Countless, absolutely countless.

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So you list your degrees or you list

your modalities, how you're cycle

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analytically trained, and it's just a

long list of acronyms for all the methods

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you use or all of your certifications.

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But are these really the things.

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That are gonna reduce that hesitation,

lower that barrier, increase that trust.

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Rarely is your client asking,

where do you go to school?

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Often they're asking, can you help me?

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That's the job of your about page.

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So defaulting to the degrees and the

modalities and the certifications or

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what you like to do on the weekend

and how you take your coffee or

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tea, neither of those things are

answering the fundamental question.

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Your clients are coming here

with, which is, can you help me?

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Can I trust you right now?

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So that's the first exploration

that you have to go through in order

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to write an effective about page.

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The other one, the other exploration

you've gotta do here and spoiler

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it, is the harder one is you,

is yourself, is your approach,

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is what you bring to the room.

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And this is where I see a lot

of our confident copy students

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get kind of uncomfortable.

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Because they're having to look

in the mirror and say out loud

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why they're good at what they do.

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Often they're reflecting on

it for the very first time.

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They've never actually thought about why

they are such a talented clinician, and

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it can be a little bit uncomfortable.

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What do you consistently

bring into the room?

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One of my favorite journal prompts we

have in our Confident Copy program is

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inviting clinicians to imagine they

are leaving a really wonderful session.

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You know, those sessions, the one that

just light you up, you're like, oh,

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this is exactly why I do what I do.

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What did you bring to the room for

that session for it to go so well?

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Because it wasn't just your

client doing the work, right?

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You brought something to the room.

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So what do you do consistently

in session or outside of session?

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That results in those incredible

outcomes for your clients.

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And what feedback do you get about it?

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Always a great thing to reflect on.

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Now, we're not gonna slap up client

quotes on your website, but we can reflect

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on when it comes to feedback you've

gotten after clients, move on, graduate,

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terminate because they're doing so well.

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What are you hearing?

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Or in the middle of the relationship

when they come in and they say,

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I thought of you this week.

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What feedback are you getting and

what's actually changing for your

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clients when they work with you?

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Chances are you're not just

about symptom management, right?

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You're about something more,

something deeper or bigger.

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So what's actually changing

for your truly ideal clients?

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When you call to mind the people you

absolutely love to work with, what

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is happening in their lives that

makes therapy with you so successful?

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So again, maybe think back

to a powerful session.

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Maybe you've had one recently, or you

just have a really great memory of

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one from long ago, and ask yourself,

what did I actually do there?

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What perspective did I offer?

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What environment did I create?

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What question did I ask?

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Or observation did I make that really

unlocked something for my client?

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What did I notice that

others might not have?

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Okay, this is an uncomfortable one,

but what do you bring to the table

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that other clinicians may not?

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This is not a better

or worse thing, right?

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This is about a special sauce

thing because there is a

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reason clients choose you.

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There is a reason that you are

the right fit for some people

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and not be right for others.

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You do offer something different, but

you've gotta figure out what that is.

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You've gotta get comfortable with it.

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So that's that second exploration.

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Your about page when it comes to

this one is about sharing how you

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think and how you work and what it

feels like to sit across from you.

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Okay.

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Not to mention why that

experience has so much potential

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for the type of transformation

that your client is seeking.

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And this isn't about ego, right?

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Like this isn't about inflating

yourself and feeling like the absolute

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best clinician in the whole world.

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But if you can't name your

value, you cannot expect your

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clients to see it either.

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Let me say that again.

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If you can't name your value, you can't

expect your clients to see it either.

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So, like I said, a little bit

harder when it comes to that second

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exploration, but why are you so

good at the work that you do?

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What do you bring to the room?

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What do your clients appreciate about

you and how can you be bringing that

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into how you talk about your work?

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Now, I mentioned that one of the

worst things you can do on your about

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page is to slap up a headshot and

what you like to do on the weekends,

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or how you take your coffee or tea.

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And often when I look at about

pages that are struggling, they

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fall into sort of two camps.

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One is the Uber formal camp, and then one

is the super casual all about Me camp.

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Okay.

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So when it comes to the All About Me

camp, I see clinicians sharing things like

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their favorite drink or their hiking hobby

where they grew up, their dog's name,

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random trivia about their personality.

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And yes, there is a time

and place to share this.

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And in a moment I'm gonna go through

the kind of self-disclosure filter

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that we guide our clients through.

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But do your clients

actually care about that?

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Is that the reason they're choosing you?

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Your about page isn't your

dating profile, right?

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It's about building trust.

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It's about reducing hesitation.

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So it's not that these things

can't belong, it's not that a

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great about page can't also include

some notes about you as a human.

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But we've gotta be really careful about

edging into territory that makes your

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about page all about you and what you

like to do when that information isn't

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actually relevant to your client.

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So let me sort of guide you through

what we call the self-disclosure filter.

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This is what we walk our

Confident Copy students through.

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If you go through our program,

you'll be guided through this as

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you write your own about page.

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But there's three questions to ask

when it comes to deciding whether

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or not to share something about your

history, background, lived experience,

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lifestyle, whatever that might be.

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So this can be used for how

you take your coffee or tea.

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It can also be used for your own trauma

history or your identity as a mother.

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Whatever that might be, because there are

opportunities for self-disclosure in your

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marketing that are very, very powerful.

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So this filter can walk you

through whether or not what you're

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thinking about is worth sharing.

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Question number one.

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Am I comfortable sharing this?

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If the answer is no, stop here.

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You do not owe the internet anything

when it comes to your story.

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You do not have to share

anything about yourself.

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Comfort comes first.

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So if your answer is like, oh,

this absolutely gives me the

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heebie-jeebies to share, don't share it.

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Period.

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End of discussion.

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Move on.

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If the answer is yes, maybe you're

thinking about whether or not to

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share the fact, for instance, that

you are the parent of adult children.

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Okay.

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Yeah, I think I might be

comfortable sharing that.

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Then the next question is, is

this a meaningful connection

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point for your client?

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Is this something that if they knew it

about you, they would feel more inclined

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to feel like you're the right fit.

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If you do faith-based work, for

instance, including your faith-based

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education, if you went to a faith-based

school, that could be an interesting,

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you know, good thing to share.

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If you're a therapist who works

with moms and you are a mom, I'm

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gonna encourage you to share that.

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I personally chose my clinician

because I knew that I wanted someone

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who was a mom of multiple children.

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If you're a second career clinician,

maybe you have a corporate background

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or you work with professionals, that's

probably a powerful connection point.

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Or if you have a multicultural

background, have worked overseas or

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bilingual, and you serve clients who

are also multicultural or bilingual.

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Again, another powerful connection point.

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Can you see what I'm doing here?

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If what you're thinking about sharing

is actually a reason this person

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might choose you, then share it.

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Because this is creating recognition.

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This is creating a sense of, oh,

I'm not gonna have to explain myself

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here, which is huge when it comes to

building trust and connection, right?

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But if it's just trivia,

then we're gonna remove it.

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If it's just fluff, then that's

where I'm going to encourage

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you to share that elsewhere.

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Maybe that goes on your social media

in an individual post, but I wouldn't

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recommend that it live on your about

page where the stakes are a bit higher.

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Alright, so if the answer to

one, am I comfortable sharing?

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This is yes.

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If the answer to two is this, a

meaningful connection point is yes.

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Then the final question is, do

clients need to know this right now?

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There are certain things that are

absolutely fabulous and impactful

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to disclose about yourself, but are

best done in the context of your

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therapeutic relationship, right?

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Best shared inside the therapy room,

not necessarily on your website.

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Not everything about

your story belongs there.

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So this third question is about

asking yourself, is this lowering that

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barrier to reaching out to me now?

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Or will this be more powerful

once we've built trust?

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So maybe you're sharing higher level

details that you know are relevant

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to someone deciding if you're the

right fit on your website, and

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then other elements of your lived

experience, other things that you

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would be comfortable self-disclosing.

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Those belong in that sacred

space that is the therapy room.

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Okay.

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So be intentional about

what you choose here.

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You may or may not need to share your

entire background or the entire story

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that led you to choose therapy right now.

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You can use these three

questions to decide that.

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So again, those three questions

for the self-disclosure filter.

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One, am I comfortable sharing this?

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Two, is this a meaningful

connection point?

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And then three, do clients need

to know this right now or would

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it be better shared later?

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Alright.

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Have I convinced you that

your about page matters?

398

Let me give you some red

flags that I run into when I'm

399

reviewing websites, specifically.

400

Those that are interested in working

with us or already have a website

401

or feel like it's not converting.

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The about page is often the

second place I go, right?

403

So I am seeing a lot of

these, so some red flags here.

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One that it's reading like a resume.

405

Okay?

406

That it is just way more about you,

your credentials, your training.

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There's more acronyms than

there are actual words.

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That is not effective for

connection or expectation setting.

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Which are the two things

that this page needs to do?

410

Two, if it reads like your chronological

life story, I have landed on many

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about pages that start with, I grew

up in X, you know, where they grew up

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and what their family life was like.

413

And you know what?

414

That story is probably relevant to

why they're a therapist, but it's

415

not the job of the about page.

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And if that's what I'm being

introduced to when I come to the

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about page as a potential client,

chances are I'm just gonna click away.

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Okay?

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Another huge red flag is that you have

written your about page in third person.

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If you have done this, my

friend, we have an issue.

421

If you are a solo clinician, that

about page needs to be written in.

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First person.

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I, not Anna is a psychoanalytic

therapist facing Nashville, Tennessee.

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No, no.

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I'm a therapist who

believes that when we do.

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The deeper work of looking at

where your patterns came from, we

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unlock the power to change them.

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Which one would you call?

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Okay, do not write in third person.

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If you are a group practice, then

you should be writing in WE language,

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and each of your clinicians should

have individual bio pages that are

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written in first person eye language.

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Okay?

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So a little bit of a different approach

for a group practice, but still,

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never, ever, ever write in third person

when referencing a single clinician.

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Next, do not overload your

about page with modalities.

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Now there's a fine line here these days.

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If you were to check out the done

for You sites that we've done in the

439

last year or so, you will often see

a modalities or methods section of

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the About page and in Confident copy,

we have an entire block for that.

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So it's not that you shouldn't be sharing

your modalities in this day and age.

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Actually, AI is looking for

authority that you're credible

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and you know what you're doing.

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So it's absolutely worth it to

share about your modalities, but

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we cannot be overloading the page

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with those things.

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It's also very important if and when

you share about your methods and

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modalities that you are doing so in

very, very client friendly language.

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So EMDR, how would you

describe this to a client?

450

IFS, how would you

describe that to a client?

451

Making really sure that you're not

getting into that clinical jargon,

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territory that you're staying away

from, that you're keeping things

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really focused on how your clients

would actually understand something.

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And then I think the other two

red flags are a little bit more

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general, but one is that you write so

clinically that you feel intimidating.

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Now sometimes when you talk about clinical

stuff or provide psychoeducation on

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your website, it's building credibility.

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It makes me feel like you know what

you're talking about, but if that's all

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you do is right in this polished academic

way, I can feel like I don't belong

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here in my sweatshirt and leggings.

461

Right.

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It actually can become intimidating.

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Or on the flip side, clinicians

who are so flowery and vague

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that it builds no trust at all.

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'cause I feel like you're not actually

writing to anyone in particular.

466

You're not hitting on anything

specific to me, and so that

467

trust doesn't really go anywhere.

468

It sounds nice.

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It sounds fine, but it

doesn't really do anything.

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And as we talk about in our clear

website, full caseload workshop, warmth

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alone does not command premium fees.

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You probably are a

compassionate therapist.

473

That's not what is going to lead someone

to decide to book you at your full fee.

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The primary gut check I often suggest for

clinicians is if your about page starts

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with the word I instead of you, then you

might be centering yourself too much.

476

That's kind of the initial gut

check I like to be thinking about.

477

Now, what does a good about Page

actually do and look like right

478

by the end of your about page?

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A client should feel deeply seen by you.

480

They should feel like they belong

here, like you're talking to them.

481

They should be seeing things

specific to their experience,

482

reflected back to them on the page.

483

They should be getting a sense

of you and of your voice, your

484

approach, your vibe, right?

485

We're not writing this

like a grad school paper.

486

We're writing this in the type of

language that you would say out loud.

487

Your clients should also feel very clear

by the end of this page on what to expect

488

in working with you, and that, again,

might be on a really granular level,

489

like a session to session level, or it

might just be kind of a larger process.

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You take them through, but they should

feel like they understand what could be

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coming next when they decide to reach out.

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And hopefully your client does feel

comfortable reaching out, right?

493

They should feel like they've built

a level of trust or insight into

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you enough to say, Hey, I think I

wanna reach out to this therapist.

495

This feels aligned.

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This person could get me.

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I could see myself sitting down

and talking to them, not, wow.

498

They sure have a lot of certifications.

499

That's not the feeling we're going for.

500

Okay.

501

Okay.

502

Now, when we guide our folks in

Confident Copy through writing an

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about page or when we write it for our

clients, it follows kind of a primary

504

structure where first we're gonna

capture the attention of the client.

505

If the top of your About Page starts with

the word about, we are missing out on an

506

opportunity to really form connection.

507

So we have what's called an

attention getting headline.

508

We really draw that person in.

509

Then we do a little bit of

what we call empathizing.

510

We want to acknowledge what's

brought this person here.

511

The other things they maybe have tried

the tipping point that led them to

512

decide to seek out a therapist, right?

513

And are not belaboring this, this

isn't a super long section, but

514

again, we're starting with you.

515

We're reflecting back to the client, Hey,

essentially, does this sound like you?

516

The cool thing about this when

done well, is that we can start

517

to do some of the filtering.

518

We can start to be calling in clients

who are the right fit for you, who

519

have the level of motivation or

insight or awareness that you need.

520

And as we call blessing and

releasing, filtering out the

521

people who don't have that yet.

522

So when done well, this empathizing

session can start to qualify people

523

who are the best fit for you.

524

Then we get into expectation setting.

525

So this is where we are using really

plain language, explanation of your

526

approach, what it's like to be in the

room with you, what you're helping

527

your clients address or overcome,

and then we focus on trust building.

528

That's where we're gonna share a little

bit more about why your clients trust you.

529

If you have lived experience,

that's likely where we'll weave

530

in the self-disclosure piece.

531

We're gonna talk more about why clients

appreciate you, where we're leaning

532

more on that feedback that you've often

gotten from clients and things like that.

533

Then we'll get into

methods and modalities.

534

So it's only after we've really focused

on connection and trust building, do

535

we really start to share those things.

536

And like I said, we're doing that more

and more and it's really beneficial

537

to do so as long as it's in that

very client friendly language.

538

Next, we're absolutely gonna

have a section for training

539

and certification, right?

540

I wanna be clear, while I have

been poo-pooing an entire page

541

about this, this still belongs

on your website, so absolutely.

542

Make sure that people know

how well you're trained.

543

All the things you can do, like

definitely put it in there, just

544

not right at the top of the page.

545

Okay.

546

So we're gonna share your training

and education, and then we're always

547

going to include an invitation

to take the next step, right?

548

We often end this page with a

really compelling headline that

549

kind of communicates the philosophy

of that clinician, followed, of

550

course, by a call to action button.

551

And there should be a handful of

calls to action throughout this page.

552

We don't have to wait until the end.

553

A couple other things we sometimes

add to this page is a guiding

554

principles or core values section.

555

We have some guidance and templates for

that in confident copy, but if you're

556

guided by some really particular ideas or

philosophies, this is a great way to share

557

that in a compelling way that clients can

still feel like they really relate to.

558

They really might sink their

teeth into one or two of those

559

values and feel especially seen

or connected to you in that way.

560

If you're a group practice, we

almost always include this section.

561

Because it's so powerful for giving

your team kind of some language for

562

what it is that you do and helping

clients see you as a destination that

563

is sort of centered around those ideas.

564

And then if you're a group practice, we

often also include a letter from founder

565

where you as the owner, get to share a

little bit more about why you created

566

this practice and your vision around it.

567

So that you're still highlighted

on the page, but you're also really

568

championing your team and the ultimate

vision behind the work that you do.

569

So that's kinda the framework that we

use when developing about pages for our

570

clients and our done for You services,

or in the Confident Copy framework

571

that you get access to when you join.

572

So, like I said, your about

page is not about you.

573

It actually has to do a ton of other

heavy lifting in your marketing.

574

But if you do it well, you can be

qualifying the right fit clients

575

and blessing and releasing those

who aren't gonna be a good fit

576

all just from your website.

577

So you're not sitting down in session

with someone who is completely

578

misaligned with your approach.

579

It can also set expectations about

what it's like to be with you.

580

It can build trust and truly become the

page that leads people to call and say, I

581

already know you're the therapist for me.

582

Like, this can be the page that

does that when you do it well.

583

This isn't about proving you're

impressive or listing every single

584

thing you've ever been trained in.

585

It's not about sharing your life story,

but it's about ultimately helping someone

586

feel safe enough to reach out and to

realize, holy cow, I didn't know there

587

was a therapist like this out there.

588

That's what I want for you.

589

Now, like I mentioned at the top

of the episode, our most popular

590

workshop, clear website, full

caseload, is now available on demand.

591

Where I dive more deeply into a lot of

the mistakes that I'm seeing clinicians

592

make right now, specifically when it

comes to attracting premium fee clients.

593

You can jump in at walkerstrategyco.com/c

594

wfc, and then if you're interested in

working with us in our Done for You

595

services, or if you want to jump into

Confident Copy and get access to these

596

frameworks on your own, we'll include the

links to that in the show notes as well.

597

So go forth, write Strong about pages.

598

Focus on trust building and

expectation setting, and watch

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this page, start to do some heavy

lifting for you and your practice.

600

I'm cheering you on.

601

I'll see you next week.