59. How to Write an About Page That Builds Instant Trust

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:

The Walker Strategy Co website: https://walkerstrategyco.com
Clear Website, Full Caseload workshop: https://walkerstrategyco.com/cwfc
Confident Copy: https://walkerstrategyco.com/cc
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.

Anna Walker: 00:00:01

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.

217

00:11:52,154 --> 00:11:55,754

Your clients are coming here

with, which is, can you help me?

218

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Can I trust you right now?

219

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So that's the first exploration

that you have to go through in order

220

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to write an effective about page.

221

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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,

223

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is what you bring to the room.

224

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And this is where I see a lot

of our confident copy students

225

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get kind of uncomfortable.

226

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Because they're having to look

in the mirror and say out loud

227

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why they're good at what they do.

228

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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,

235

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this is exactly why I do what I do.

236

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What did you bring to the room for

that session for it to go so well?

237

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Because it wasn't just your

client doing the work, right?

238

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You brought something to the room.

239

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So what do you do consistently

in session or outside of session?

240

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That results in those incredible

outcomes for your clients.

241

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And what feedback do you get about it?

242

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Always a great thing to reflect on.

243

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Now, we're not gonna slap up client

quotes on your website, but we can reflect

244

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on when it comes to feedback you've

gotten after clients, move on, graduate,

245

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terminate because they're doing so well.

246

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What are you hearing?

247

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Or in the middle of the relationship

when they come in and they say,

248

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I thought of you this week.

249

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What feedback are you getting and

what's actually changing for your

250

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clients when they work with you?

251

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Chances are you're not just

about symptom management, right?

252

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You're about something more,

something deeper or bigger.

253

00:13:38,259 --> 00:13:42,099

So what's actually changing

for your truly ideal clients?

254

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When you call to mind the people you

absolutely love to work with, what

255

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is happening in their lives that

makes therapy with you so successful?

256

00:13:50,859 --> 00:13:53,109

So again, maybe think back

to a powerful session.

257

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Maybe you've had one recently, or you

just have a really great memory of

258

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one from long ago, and ask yourself,

what did I actually do there?

259

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What perspective did I offer?

260

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What environment did I create?

261

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What question did I ask?

262

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Or observation did I make that really

unlocked something for my client?

263

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What did I notice that

others might not have?

264

00:14:15,399 --> 00:14:18,159

Okay, this is an uncomfortable one,

but what do you bring to the table

265

00:14:18,159 --> 00:14:19,689

that other clinicians may not?

266

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This is not a better

or worse thing, right?

267

00:14:22,989 --> 00:14:25,749

This is about a special sauce

thing because there is a

268

00:14:25,749 --> 00:14:27,129

reason clients choose you.

269

00:14:27,129 --> 00:14:30,729

There is a reason that you are

the right fit for some people

270

00:14:30,729 --> 00:14:32,499

and not be right for others.

271

00:14:33,789 --> 00:14:37,329

You do offer something different, but

you've gotta figure out what that is.

272

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You've gotta get comfortable with it.

273

00:14:40,469 --> 00:14:41,789

So that's that second exploration.

274

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Your about page when it comes to

this one is about sharing how you

275

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think and how you work and what it

feels like to sit across from you.

276

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Okay.

277

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Not to mention why that

experience has so much potential

278

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for the type of transformation

that your client is seeking.

279

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And this isn't about ego, right?

280

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Like this isn't about inflating

yourself and feeling like the absolute

281

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best clinician in the whole world.

282

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But if you can't name your

value, you cannot expect your

283

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clients to see it either.

284

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Let me say that again.

285

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

expect your clients to see it either.

286

00:15:15,489 --> 00:15:17,709

So, like I said, a little bit

harder when it comes to that second

287

00:15:17,709 --> 00:15:20,559

exploration, but why are you so

good at the work that you do?

288

00:15:21,099 --> 00:15:22,269

What do you bring to the room?

289

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What do your clients appreciate about

you and how can you be bringing that

290

00:15:27,339 --> 00:15:29,229

into how you talk about your work?

291

00:15:30,929 --> 00:15:33,179

Now, I mentioned that one of the

worst things you can do on your about

292

00:15:33,179 --> 00:15:36,119

page is to slap up a headshot and

what you like to do on the weekends,

293

00:15:36,119 --> 00:15:37,769

or how you take your coffee or tea.

294

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And often when I look at about

pages that are struggling, they

295

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fall into sort of two camps.

296

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One is the Uber formal camp, and then one

is the super casual all about Me camp.

297

00:15:49,334 --> 00:15:49,574

Okay.

298

00:15:49,574 --> 00:15:53,084

So when it comes to the All About Me

camp, I see clinicians sharing things like

299

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their favorite drink or their hiking hobby

where they grew up, their dog's name,

300

00:15:58,184 --> 00:16:00,164

random trivia about their personality.

301

00:16:01,634 --> 00:16:03,584

And yes, there is a time

and place to share this.

302

00:16:03,584 --> 00:16:06,524

And in a moment I'm gonna go through

the kind of self-disclosure filter

303

00:16:06,524 --> 00:16:07,724

that we guide our clients through.

304

00:16:08,084 --> 00:16:10,484

But do your clients

actually care about that?

305

00:16:11,054 --> 00:16:12,554

Is that the reason they're choosing you?

306

00:16:13,814 --> 00:16:15,914

Your about page isn't your

dating profile, right?

307

00:16:15,914 --> 00:16:16,934

It's about building trust.

308

00:16:16,934 --> 00:16:18,614

It's about reducing hesitation.

309

00:16:20,144 --> 00:16:23,474

So it's not that these things

can't belong, it's not that a

310

00:16:23,474 --> 00:16:26,834

great about page can't also include

some notes about you as a human.

311

00:16:27,284 --> 00:16:30,344

But we've gotta be really careful about

edging into territory that makes your

312

00:16:30,344 --> 00:16:34,874

about page all about you and what you

like to do when that information isn't

313

00:16:34,874 --> 00:16:36,614

actually relevant to your client.

314

00:16:38,314 --> 00:16:41,254

So let me sort of guide you through

what we call the self-disclosure filter.

315

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This is what we walk our

Confident Copy students through.

316

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If you go through our program,

you'll be guided through this as

317

00:16:46,204 --> 00:16:47,374

you write your own about page.

318

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But there's three questions to ask

when it comes to deciding whether

319

00:16:50,254 --> 00:16:54,604

or not to share something about your

history, background, lived experience,

320

00:16:54,604 --> 00:16:55,864

lifestyle, whatever that might be.

321

00:16:56,584 --> 00:16:58,804

So this can be used for how

you take your coffee or tea.

322

00:16:58,924 --> 00:17:02,179

It can also be used for your own trauma

history or your identity as a mother.

323

00:17:03,124 --> 00:17:06,914

Whatever that might be, because there are

opportunities for self-disclosure in your

324

00:17:06,914 --> 00:17:09,253

marketing that are very, very powerful.

325

00:17:10,064 --> 00:17:12,644

So this filter can walk you

through whether or not what you're

326

00:17:12,644 --> 00:17:14,324

thinking about is worth sharing.

327

00:17:15,704 --> 00:17:16,544

Question number one.

328

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Am I comfortable sharing this?

329

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If the answer is no, stop here.

330

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You do not owe the internet anything

when it comes to your story.

331

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You do not have to share

anything about yourself.

332

00:17:28,754 --> 00:17:30,134

Comfort comes first.

333

00:17:30,134 --> 00:17:32,804

So if your answer is like, oh,

this absolutely gives me the

334

00:17:32,804 --> 00:17:35,384

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

335

00:17:35,684 --> 00:17:36,194

Period.

336

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End of discussion.

337

00:17:37,334 --> 00:17:37,814

Move on.

338

00:17:38,624 --> 00:17:41,504

If the answer is yes, maybe you're

thinking about whether or not to

339

00:17:41,504 --> 00:17:44,564

share the fact, for instance, that

you are the parent of adult children.

340

00:17:45,044 --> 00:17:45,284

Okay.

341

00:17:45,314 --> 00:17:47,534

Yeah, I think I might be

comfortable sharing that.

342

00:17:48,164 --> 00:17:51,734

Then the next question is, is

this a meaningful connection

343

00:17:51,734 --> 00:17:52,694

point for your client?

344

00:17:53,789 --> 00:17:57,479

Is this something that if they knew it

about you, they would feel more inclined

345

00:17:57,539 --> 00:17:58,739

to feel like you're the right fit.

346

00:18:00,439 --> 00:18:04,129

If you do faith-based work, for

instance, including your faith-based

347

00:18:04,129 --> 00:18:07,369

education, if you went to a faith-based

school, that could be an interesting,

348

00:18:07,429 --> 00:18:08,599

you know, good thing to share.

349

00:18:08,989 --> 00:18:12,499

If you're a therapist who works

with moms and you are a mom, I'm

350

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gonna encourage you to share that.

351

00:18:13,609 --> 00:18:16,639

I personally chose my clinician

because I knew that I wanted someone

352

00:18:16,639 --> 00:18:17,784

who was a mom of multiple children.

353

00:18:19,099 --> 00:18:22,489

If you're a second career clinician,

maybe you have a corporate background

354

00:18:22,489 --> 00:18:26,119

or you work with professionals, that's

probably a powerful connection point.

355

00:18:27,139 --> 00:18:29,959

Or if you have a multicultural

background, have worked overseas or

356

00:18:29,959 --> 00:18:34,009

bilingual, and you serve clients who

are also multicultural or bilingual.

357

00:18:34,009 --> 00:18:36,439

Again, another powerful connection point.

358

00:18:37,039 --> 00:18:38,119

Can you see what I'm doing here?

359

00:18:39,349 --> 00:18:43,249

If what you're thinking about sharing

is actually a reason this person

360

00:18:43,249 --> 00:18:45,089

might choose you, then share it.

361

00:18:46,564 --> 00:18:48,454

Because this is creating recognition.

362

00:18:49,054 --> 00:18:51,934

This is creating a sense of, oh,

I'm not gonna have to explain myself

363

00:18:51,934 --> 00:18:55,624

here, which is huge when it comes to

building trust and connection, right?

364

00:18:56,104 --> 00:18:58,684

But if it's just trivia,

then we're gonna remove it.

365

00:18:59,434 --> 00:19:01,954

If it's just fluff, then that's

where I'm going to encourage

366

00:19:01,954 --> 00:19:03,094

you to share that elsewhere.

367

00:19:03,424 --> 00:19:07,114

Maybe that goes on your social media

in an individual post, but I wouldn't

368

00:19:07,114 --> 00:19:09,904

recommend that it live on your about

page where the stakes are a bit higher.

369

00:19:11,824 --> 00:19:14,104

Alright, so if the answer to

one, am I comfortable sharing?

370

00:19:14,104 --> 00:19:14,644

This is yes.

371

00:19:15,304 --> 00:19:19,084

If the answer to two is this, a

meaningful connection point is yes.

372

00:19:19,414 --> 00:19:22,924

Then the final question is, do

clients need to know this right now?

373

00:19:24,514 --> 00:19:28,534

There are certain things that are

absolutely fabulous and impactful

374

00:19:28,594 --> 00:19:32,914

to disclose about yourself, but are

best done in the context of your

375

00:19:32,914 --> 00:19:35,104

therapeutic relationship, right?

376

00:19:35,104 --> 00:19:39,784

Best shared inside the therapy room,

not necessarily on your website.

377

00:19:41,044 --> 00:19:43,234

Not everything about

your story belongs there.

378

00:19:44,689 --> 00:19:48,229

So this third question is about

asking yourself, is this lowering that

379

00:19:48,229 --> 00:19:50,239

barrier to reaching out to me now?

380

00:19:50,719 --> 00:19:53,659

Or will this be more powerful

once we've built trust?

381

00:19:54,949 --> 00:19:57,859

So maybe you're sharing higher level

details that you know are relevant

382

00:19:58,219 --> 00:20:01,279

to someone deciding if you're the

right fit on your website, and

383

00:20:01,279 --> 00:20:04,639

then other elements of your lived

experience, other things that you

384

00:20:04,639 --> 00:20:06,289

would be comfortable self-disclosing.

385

00:20:06,679 --> 00:20:09,889

Those belong in that sacred

space that is the therapy room.

386

00:20:10,279 --> 00:20:10,699

Okay.

387

00:20:12,664 --> 00:20:14,584

So be intentional about

what you choose here.

388

00:20:14,914 --> 00:20:18,274

You may or may not need to share your

entire background or the entire story

389

00:20:18,274 --> 00:20:20,104

that led you to choose therapy right now.

390

00:20:20,704 --> 00:20:22,804

You can use these three

questions to decide that.

391

00:20:23,644 --> 00:20:25,864

So again, those three questions

for the self-disclosure filter.

392

00:20:25,864 --> 00:20:28,084

One, am I comfortable sharing this?

393

00:20:28,504 --> 00:20:30,664

Two, is this a meaningful

connection point?

394

00:20:30,959 --> 00:20:34,444

And then three, do clients need

to know this right now or would

395

00:20:34,444 --> 00:20:35,944

it be better shared later?

396

00:20:37,644 --> 00:20:38,034

Alright.

397

00:20:38,394 --> 00:20:40,524

Have I convinced you that

your about page matters?

398

00:20:41,454 --> 00:20:43,974

Let me give you some red

flags that I run into when I'm

399

00:20:43,974 --> 00:20:45,444

reviewing websites, specifically.

400

00:20:45,444 --> 00:20:48,354

Those that are interested in working

with us or already have a website

401

00:20:48,354 --> 00:20:49,674

or feel like it's not converting.

402

00:20:50,064 --> 00:20:52,644

The about page is often the

second place I go, right?

403

00:20:52,644 --> 00:20:55,854

So I am seeing a lot of

these, so some red flags here.

404

00:20:55,854 --> 00:20:57,714

One that it's reading like a resume.

405

00:20:58,104 --> 00:20:58,584

Okay?

406

00:20:58,704 --> 00:21:02,064

That it is just way more about you,

your credentials, your training.

407

00:21:02,604 --> 00:21:05,274

There's more acronyms than

there are actual words.

408

00:21:05,739 --> 00:21:09,219

That is not effective for

connection or expectation setting.

409

00:21:10,089 --> 00:21:11,979

Which are the two things

that this page needs to do?

410

00:21:13,179 --> 00:21:18,099

Two, if it reads like your chronological

life story, I have landed on many

411

00:21:18,099 --> 00:21:21,459

about pages that start with, I grew

up in X, you know, where they grew up

412

00:21:21,459 --> 00:21:22,809

and what their family life was like.

413

00:21:23,289 --> 00:21:24,129

And you know what?

414

00:21:24,669 --> 00:21:27,759

That story is probably relevant to

why they're a therapist, but it's

415

00:21:27,759 --> 00:21:29,439

not the job of the about page.

416

00:21:30,624 --> 00:21:32,814

And if that's what I'm being

introduced to when I come to the

417

00:21:32,814 --> 00:21:35,814

about page as a potential client,

chances are I'm just gonna click away.

418

00:21:35,874 --> 00:21:36,294

Okay?

419

00:21:37,764 --> 00:21:41,454

Another huge red flag is that you have

written your about page in third person.

420

00:21:42,024 --> 00:21:44,514

If you have done this, my

friend, we have an issue.

421

00:21:44,994 --> 00:21:49,044

If you are a solo clinician, that

about page needs to be written in.

422

00:21:49,044 --> 00:21:49,824

First person.

423

00:21:50,424 --> 00:21:54,834

I, not Anna is a psychoanalytic

therapist facing Nashville, Tennessee.

424

00:21:54,864 --> 00:21:55,794

No, no.

425

00:21:56,154 --> 00:21:58,014

I'm a therapist who

believes that when we do.

426

00:21:58,449 --> 00:22:01,509

The deeper work of looking at

where your patterns came from, we

427

00:22:01,509 --> 00:22:03,069

unlock the power to change them.

428

00:22:04,029 --> 00:22:05,049

Which one would you call?

429

00:22:05,229 --> 00:22:08,019

Okay, do not write in third person.

430

00:22:09,009 --> 00:22:12,309

If you are a group practice, then

you should be writing in WE language,

431

00:22:12,489 --> 00:22:15,429

and each of your clinicians should

have individual bio pages that are

432

00:22:15,429 --> 00:22:17,529

written in first person eye language.

433

00:22:17,589 --> 00:22:18,039

Okay?

434

00:22:18,459 --> 00:22:21,039

So a little bit of a different approach

for a group practice, but still,

435

00:22:21,129 --> 00:22:25,119

never, ever, ever write in third person

when referencing a single clinician.

436

00:22:26,949 --> 00:22:30,279

Next, do not overload your

about page with modalities.

437

00:22:31,059 --> 00:22:32,979

Now there's a fine line here these days.

438

00:22:32,979 --> 00:22:35,229

If you were to check out the done

for You sites that we've done in the

439

00:22:35,229 --> 00:22:39,399

last year or so, you will often see

a modalities or methods section of

440

00:22:39,399 --> 00:22:42,519

the About page and in Confident copy,

we have an entire block for that.

441

00:22:42,819 --> 00:22:46,299

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

your modalities in this day and age.

442

00:22:46,299 --> 00:22:50,799

Actually, AI is looking for

authority that you're credible

443

00:22:50,799 --> 00:22:51,639

and you know what you're doing.

444

00:22:51,639 --> 00:22:54,729

So it's absolutely worth it to

share about your modalities, but

445

00:22:54,729 --> 00:22:56,799

we cannot be overloading the page

446

00:22:57,139 --> 00:22:58,129

with those things.

447

00:22:59,949 --> 00:23:03,639

It's also very important if and when

you share about your methods and

448

00:23:03,639 --> 00:23:07,509

modalities that you are doing so in

very, very client friendly language.

449

00:23:07,989 --> 00:23:10,689

So EMDR, how would you

describe this to a client?

450

00:23:11,829 --> 00:23:13,689

IFS, how would you

describe that to a client?

451

00:23:14,619 --> 00:23:17,529

Making really sure that you're not

getting into that clinical jargon,

452

00:23:17,529 --> 00:23:20,259

territory that you're staying away

from, that you're keeping things

453

00:23:20,259 --> 00:23:24,399

really focused on how your clients

would actually understand something.

454

00:23:26,349 --> 00:23:28,719

And then I think the other two

red flags are a little bit more

455

00:23:28,719 --> 00:23:33,099

general, but one is that you write so

clinically that you feel intimidating.

456

00:23:34,149 --> 00:23:37,569

Now sometimes when you talk about clinical

stuff or provide psychoeducation on

457

00:23:37,569 --> 00:23:39,069

your website, it's building credibility.

458

00:23:40,044 --> 00:23:43,554

It makes me feel like you know what

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

459

00:23:43,554 --> 00:23:48,594

you do is right in this polished academic

way, I can feel like I don't belong

460

00:23:48,594 --> 00:23:50,274

here in my sweatshirt and leggings.

461

00:23:50,274 --> 00:23:50,724

Right.

462

00:23:50,964 --> 00:23:52,734

It actually can become intimidating.

463

00:23:54,414 --> 00:23:57,894

Or on the flip side, clinicians

who are so flowery and vague

464

00:23:58,254 --> 00:23:59,784

that it builds no trust at all.

465

00:24:00,774 --> 00:24:03,594

'cause I feel like you're not actually

writing to anyone in particular.

466

00:24:03,624 --> 00:24:06,294

You're not hitting on anything

specific to me, and so that

467

00:24:06,294 --> 00:24:07,794

trust doesn't really go anywhere.

468

00:24:08,514 --> 00:24:09,414

It sounds nice.

469

00:24:09,414 --> 00:24:12,444

It sounds fine, but it

doesn't really do anything.

470

00:24:13,644 --> 00:24:16,614

And as we talk about in our clear

website, full caseload workshop, warmth

471

00:24:16,614 --> 00:24:19,464

alone does not command premium fees.

472

00:24:20,004 --> 00:24:22,494

You probably are a

compassionate therapist.

473

00:24:23,034 --> 00:24:26,244

That's not what is going to lead someone

to decide to book you at your full fee.

474

00:24:27,944 --> 00:24:31,874

The primary gut check I often suggest for

clinicians is if your about page starts

475

00:24:31,874 --> 00:24:36,044

with the word I instead of you, then you

might be centering yourself too much.

476

00:24:37,829 --> 00:24:40,259

That's kind of the initial gut

check I like to be thinking about.

477

00:24:41,669 --> 00:24:44,849

Now, what does a good about Page

actually do and look like right

478

00:24:45,029 --> 00:24:46,439

by the end of your about page?

479

00:24:46,469 --> 00:24:49,499

A client should feel deeply seen by you.

480

00:24:49,979 --> 00:24:53,369

They should feel like they belong

here, like you're talking to them.

481

00:24:54,089 --> 00:24:56,579

They should be seeing things

specific to their experience,

482

00:24:56,579 --> 00:24:58,709

reflected back to them on the page.

483

00:24:59,729 --> 00:25:02,339

They should be getting a sense

of you and of your voice, your

484

00:25:02,339 --> 00:25:03,749

approach, your vibe, right?

485

00:25:04,754 --> 00:25:06,704

We're not writing this

like a grad school paper.

486

00:25:07,074 --> 00:25:09,864

We're writing this in the type of

language that you would say out loud.

487

00:25:10,884 --> 00:25:15,204

Your clients should also feel very clear

by the end of this page on what to expect

488

00:25:15,204 --> 00:25:18,924

in working with you, and that, again,

might be on a really granular level,

489

00:25:18,954 --> 00:25:22,134

like a session to session level, or it

might just be kind of a larger process.

490

00:25:22,184 --> 00:25:25,514

You take them through, but they should

feel like they understand what could be

491

00:25:25,514 --> 00:25:27,764

coming next when they decide to reach out.

492

00:25:29,489 --> 00:25:32,399

And hopefully your client does feel

comfortable reaching out, right?

493

00:25:32,399 --> 00:25:35,429

They should feel like they've built

a level of trust or insight into

494

00:25:35,429 --> 00:25:39,509

you enough to say, Hey, I think I

wanna reach out to this therapist.

495

00:25:40,229 --> 00:25:41,309

This feels aligned.

496

00:25:41,339 --> 00:25:42,779

This person could get me.

497

00:25:43,779 --> 00:25:47,409

I could see myself sitting down

and talking to them, not, wow.

498

00:25:47,409 --> 00:25:49,209

They sure have a lot of certifications.

499

00:25:49,239 --> 00:25:50,649

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

500

00:25:50,679 --> 00:25:51,009

Okay.

501

00:25:51,114 --> 00:25:51,144

Okay.

502

00:25:52,614 --> 00:25:55,074

Now, when we guide our folks in

Confident Copy through writing an

503

00:25:55,074 --> 00:25:58,104

about page or when we write it for our

clients, it follows kind of a primary

504

00:25:58,104 --> 00:26:01,314

structure where first we're gonna

capture the attention of the client.

505

00:26:02,364 --> 00:26:06,864

If the top of your About Page starts with

the word about, we are missing out on an

506

00:26:06,864 --> 00:26:08,724

opportunity to really form connection.

507

00:26:09,324 --> 00:26:11,304

So we have what's called an

attention getting headline.

508

00:26:11,304 --> 00:26:12,834

We really draw that person in.

509

00:26:13,764 --> 00:26:15,804

Then we do a little bit of

what we call empathizing.

510

00:26:16,134 --> 00:26:18,684

We want to acknowledge what's

brought this person here.

511

00:26:19,359 --> 00:26:22,059

The other things they maybe have tried

the tipping point that led them to

512

00:26:22,059 --> 00:26:24,899

decide to seek out a therapist, right?

513

00:26:25,109 --> 00:26:28,049

And are not belaboring this, this

isn't a super long section, but

514

00:26:28,049 --> 00:26:29,519

again, we're starting with you.

515

00:26:29,579 --> 00:26:33,929

We're reflecting back to the client, Hey,

essentially, does this sound like you?

516

00:26:35,159 --> 00:26:37,559

The cool thing about this when

done well, is that we can start

517

00:26:37,559 --> 00:26:38,909

to do some of the filtering.

518

00:26:39,689 --> 00:26:43,619

We can start to be calling in clients

who are the right fit for you, who

519

00:26:43,619 --> 00:26:47,729

have the level of motivation or

insight or awareness that you need.

520

00:26:48,134 --> 00:26:51,224

And as we call blessing and

releasing, filtering out the

521

00:26:51,224 --> 00:26:52,814

people who don't have that yet.

522

00:26:53,924 --> 00:26:57,674

So when done well, this empathizing

session can start to qualify people

523

00:26:57,704 --> 00:26:58,904

who are the best fit for you.

524

00:26:59,954 --> 00:27:01,664

Then we get into expectation setting.

525

00:27:01,904 --> 00:27:06,194

So this is where we are using really

plain language, explanation of your

526

00:27:06,194 --> 00:27:09,674

approach, what it's like to be in the

room with you, what you're helping

527

00:27:09,674 --> 00:27:13,994

your clients address or overcome,

and then we focus on trust building.

528

00:27:14,609 --> 00:27:17,609

That's where we're gonna share a little

bit more about why your clients trust you.

529

00:27:17,669 --> 00:27:20,999

If you have lived experience,

that's likely where we'll weave

530

00:27:20,999 --> 00:27:22,829

in the self-disclosure piece.

531

00:27:23,549 --> 00:27:26,099

We're gonna talk more about why clients

appreciate you, where we're leaning

532

00:27:26,099 --> 00:27:29,489

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