How to Write an About Page That Connects and Converts

“Hi, my name is Olivia and I’m a dietitian. I am passionate about this because…”

Let’s be honest… if your About page starts like that, you’ve already lost them.

Your About page is not a résumé. It’s not your autobiography. And it definitely shouldn’t read like something that came straight out of ChatGPT.

This is where your personality shines through: your energy, your voice, your story. Because when you’re a helping professional like a dietitian or a therapist, people aren’t just hiring you for your expertise. They’re looking for connection.

They want to feel like, “Oh, I could totally be friends with this person.”

That’s the sweet spot: when your audience feels both trust in your professional skills and warmth from who you are as a human.

What Not to Include on Your About Page

❌ A long page full of paragraphs
If they wanted to read a story, they’d have their nose in a book (specifically an Emily Henry book, if they have good taste). Pull out the important pieces of information that really highlight you and your story. A few points of connection go a long way!

❌ Your story without a tie-in to how you help people
It’s great for your clients to know that you’ve been in their shoes. But if you don’t link your story back to how it helps them, your About Page won’t actually help with conversions. Share your “why”  but make sure it connects to their “what now.”

❌ A full section listing credentials
You worked hard for your degrees and certifications, they should be on your website! Just don’t make them their own long section. Instead, sprinkle them in naturally as part of your journey or your approach. 

What To Include Instead

✅ Your philosophy, beliefs, and values
For weight-inclusive providers and helping professionals, this is everything. Your values are your differentiator. Tell people why you do what you do, what you believe about health, and what makes your approach unique.

✅ Some random tidbits about YOU
Share that you are a human too! Do you start every morning with iced coffee (even in winter)? Do you have a dog that likes to photobomb your Zoom calls? This stuff matters more than you think. Clients want to know the real person behind the credentials.

✅ Photos that feel like real life
If you can, include pictures of you in your space, laughing, cooking, walking your dog – not just headshots. This can communicate your energy and vibe even better than words can!

A Simple Framework to Get Started

If you’re staring at a blank page, here’s an outline to help you get started:

1. Your Story: how’d you get here and why do you love it
2. Your Values: what is important to you as a person and a provider
3. Your Human Side – A few quirks, hobbies, or fun facts.
4. Your Invitation – End with a call-to-action: “Ready to work together?” “Let’s chat.”

Your About Page is one of the most powerful parts of your website

It’s your chance to show your audience who you are, not just what you do.

Skip the corporate bio. Skip the “I have always loved health and wellness” script. Write like you’re chatting with a friend over coffee.

Because people don’t just hire professionals for a service.
They hire humans.