Business Strategy
How to Write an About Page That Converts (For Wellness Pros)
Here is something most wellness professionals do not realize: your About page is almost certainly the second most-visited page on your entire website. Potential clients land there because they are asking one question — can I trust this person with my health, my body, my wellbeing?
And yet, most About pages in the wellness space read like a resume. Certifications listed. Training hours tallied. Maybe a stock photo of a sunset. None of it answers the question your visitor actually came with.
The good news is that writing a compelling About page is not about being a great writer. It is about understanding what your future clients need to hear before they will book that first session, enroll in your course, or join your membership. Let us break down exactly how to do that.
What to Include on Your Wellness About Me Page
1. Your name. Front and center: So simple, right? But even if your URL or logo include your full name, repeating it at the beginning of your “about” page is crucial. It creates a feeling of introduction for readers who know literally nothing about you. You’re saying, “Well, hello there! I’m So-and-so, and I’m thrilled that you’ve found me!” It reinforces that the visitor is dealing with a real, live human being. And it directly associates your name with your brand and services.
2. Headshot: Again, as a teacher who works with folks to improve their overall health and fitness, you are one half of a somewhat intimate relationship. And the person who comprises the other half will definitely want to know what you look like. It’s natural human curiosity! Get a professional headshot done, or pick a stellar studio image that shows you teaching. Just make sure your “about” page includes a photo of your smiling face.
3. A discussion of your values and motivations: Your “about” page should position you as a wellness expert, which means that exploring the experiences that formed you and reasons that motivate you is essential. Tell potential clients and customers why you’re passionate about your subject, describe the studies that moulded your expertise, establish your ethos. Give them access to the “big why” that drives you. Doing so gives them another potential point of connection, another reason to feel like they know and trust you.
4. Information about who is a good fit for your service: Those first three items are very you-focused, but your “about” page is really about the potential client. Yes, you need to tell them who you are and why you’re amazing at what you do, but then you need to flip the script to focus on them. Talk about the people you serve and why you’re passionate about helping them. Talk about the problems you solve, and how you’re uniquely equipped to help solve them. Talk about why your offerings are unique and describe the people they’ll suit. And explain why right now is the best possible time to book your services.
5. A bit about who is NOT a good fit for your service: This can be a single phrase or sentence, but including it can save you a world of woe. If you aren’t ideal for total yoga newbies or focus your services on women only, make that clear.
6. Expectation-setting: What is it like to work with you? What can a new client expect to see, hear, experience, and learn when they sign up for your classes or services? Are there topics or ideas that many in your field include, but that you avoid? You don’t have to get too granular here, but talking about your teaching or working style helps potential clients get a clear picture of how they’ll feel should they choose to work with you.
7. Contact or “learn more” details and links: Wrap up your page with a crystal-clear call-to-action. A contact form or email link is a great start, but also consider nudging visitors gently toward your services page. Now that they know who you are and what you’re about, point them toward the deep details about what you can offer them. (And how much it’ll cost!)
What NOT to Include on Your Wellness About Me Page
1. Endless text: You’ve got a lot to cover, but need to avoid getting rambly. Be expressive, but also try to keep the copy clear and concise. Overly long “about me” pages are a huge turn-off for many readers.
2. Talking too much about yourself: Again, you want to launch with a friendly introduction to you as a practitioner, but quickly shift focus to the client’s desires and needs. As much as you can, talk about how you can serve them.
3. Relying on a video: To be clear, a video is a fantastic way to establish rapport with your potential customers, and a great tool for showcasing your personality. This is especially helpful to wellness practitioners who sell online classes and services in which clients may never meet them in person. BUT….even the most engaging video introduction cannot substitute for great bio copy. First off, some site visitors may loathe video and refuse to watch. Second, a page that’s brimming with relevant written keywords will do a world of good for your SEO. By all means include a video, but don’t let it be the only thing on your about page!
How to use SEO and Brand Words
Speaking of SEO, you certainly want to pack your “about” page with keywords that will connect you to perfect-fit clients through tailored search results. But also come up with three to five brand words to hammer home. If your teaching style is “gentle,” if your classes are “intense,” if your personality is “buoyant,” talk about those things. Having a handful of evocative adjectives in the mix will make your bio memorable and resonant. You can learn more about SEO from our article SEO 101 for Online Creators: How to Use SEO to Increase Your Reach.
Working With a Copywriter
Don’t be afraid to get help!
The shining stars of the wellness world have crafted “about” pages that make them appear poised and proud without seeming pompous.
The rest of us may feel like our bios have all the right facts, but lack flow or spark … or both.
If you’ve followed the tips listed above and still feel like your about page is falling flat, consider working with a copywriter.
There’s no doubt that creating a tight bio that’s both informational and engaging is tough to pull off. Your “about me” page needs to sing. If you can’t coax the right notes out yourself, hire a pro.
Every single one of you has something wholly unique to offer your clients. Ensuring your “about me” page makes your uniqueness apparent and appealing might not be easy, but it’s a task well worth undertaking!
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