I’ve reviewed hundreds of therapist websites over the years, and I keep seeing the same About page mistakes over and over. These aren’t minor issues—they’re the reason potential clients click away without ever reaching out.
The worst part? Most therapists don’t realize their About page is the problem. They assume they need more traffic, better SEO, or a bigger marketing budget. But often, the clients are already visiting—they’re just not converting.
Let’s fix that. Here are the 7 most common About page mistakes and exactly how to correct them.
Mistake #1: Leading With Your Credentials
What it looks like:
“Dr. Jennifer Thompson is a licensed clinical psychologist with a PhD from Stanford University. She has completed advanced training in CBT, EMDR, DBT, and IFS, and is a member of the APA, NASW, and California Psychological Association…”
Why it doesn’t work:
When someone lands on your About page, they’re not thinking about your credentials. They’re thinking about their problem. They want to know: “Does this person understand what I’m going through?”
Leading with credentials answers a question they’re not asking yet. It’s like a first date where someone immediately shows you their resume.
The fix:
Start with the client’s experience, not your CV:
“The thoughts that won’t stop. The knot in your stomach that’s become your constant companion. The exhaustion of pretending you’re fine when you’re anything but.”
“If this sounds familiar, I’m Dr. Jennifer Thompson, and I specialize in helping high-achieving professionals find relief from anxiety…”
Your credentials matter—but they belong in the second or third paragraph, not the first sentence.
Mistake #2: Using Clichés Everyone Else Uses
The usual suspects:
- “I provide a safe, non-judgmental space…”
- “I believe everyone deserves to be heard…”
- “I meet clients where they are…”
- “I’m passionate about helping people on their journey…”
- “Therapy is a collaborative process…”
Why it doesn’t work:
These phrases have been used so often they’ve lost all meaning. When potential clients read them, they feel nothing. Worse, they make you sound exactly like every other therapist—which means there’s no reason to choose you specifically.
The fix:
Be specific. Replace vague statements with concrete ones:
| Instead of… | Try… |
|---|---|
| “I provide a safe, non-judgmental space” | “In our sessions, you can say the things you’ve been afraid to admit—even to yourself” |
| “I meet clients where they are” | “Whether you’re barely holding it together or just feeling stuck, we’ll start exactly where you are today” |
| “I’m passionate about helping people” | “After 12 years and over 3,000 sessions, this work still energizes me” |
| “Therapy is a journey” | “Therapy isn’t a quick fix—but most of my clients start noticing shifts within the first month” |
If a statement could apply to any therapist, it’s not helping you stand out.
Mistake #3: Writing in Third Person
What it looks like:
“Dr. Smith believes in the power of the therapeutic relationship. She approaches each client with warmth and empathy, and she works collaboratively to help clients achieve their goals.”
Why it doesn’t work:
Third person creates distance. It sounds like a press release, not a conversation. Potential clients are trying to get a sense of who you are as a person—and third person makes you feel less like a person and more like a brand.
It’s also less memorable. Studies show first-person writing creates more emotional connection.
The fix:
Write like you’re talking directly to the reader:
“I believe the relationship between us is where the healing happens. I’ll bring warmth and genuine curiosity to every session—because you deserve someone who’s fully present, not checking the clock.”
First person feels more authentic, more human, and more trustworthy.
Mistake #4: Trying to Appeal to Everyone
What it looks like:
“I work with children, adolescents, adults, couples, and families dealing with anxiety, depression, trauma, grief, relationship issues, life transitions, self-esteem, anger management, addiction, eating disorders, and more…”
Why it doesn’t work:
When you try to appeal to everyone, you appeal to no one. Potential clients are looking for a specialist—someone who “gets” their specific situation. A list of 15 different issues and populations makes you look like a generalist.
Here’s the counterintuitive truth: the more specific you are, the more clients you attract. People want to feel like you wrote your bio just for them.
The fix:
Specialize—at least in your messaging:
“I specialize in working with new mothers struggling with the gap between what they expected parenthood to feel like and what it actually is. The isolation. The guilt. The loss of identity. If this resonates, you’re in the right place.”
You can still take other clients. But your About page should speak directly to your ideal client.
Mistake #5: No Photo (or a Bad One)
Common problems:
- No photo at all
- Grainy, pixelated, or obviously old photo
- Stiff, overly formal headshot
- Photo where you’re not looking at the camera
- Photo with distracting background
Why it matters:
People make snap judgments about whether they can trust you—and photos are a huge part of that. No photo raises subconscious red flags: “What are they hiding?”
A good photo builds trust before you’ve written a word.
The fix:
Invest in a professional headshot that shows:
- Your face clearly (shoulders up or waist up)
- A natural, warm expression
- Good lighting
- A simple, uncluttered background
Pro tips:
- Smile with your eyes, not just your mouth
- Wear what you’d actually wear in session
- Choose a background that matches your practice vibe (office, nature, neutral)
If budget is tight, a well-lit smartphone photo in natural light is better than nothing—just avoid selfies.
Mistake #6: Listing Every Training You’ve Ever Done
What it looks like:
“I am trained in CBT, DBT, ACT, EMDR, EFT, IFS, psychodynamic therapy, solution-focused brief therapy, motivational interviewing, narrative therapy, somatic experiencing, Gottman Method, Imago therapy, attachment-based therapy, and trauma-informed care.”
Why it doesn’t work:
First, most clients don’t know what these acronyms mean. Second, even if they do, this list overwhelms them. Third, it makes you look like someone who collects trainings rather than someone who has mastered a specific approach.
It also raises a subtle question: “If you need 15 different modalities, does any of them actually work?”
The fix:
Choose 2-3 approaches that define your work, and explain them in plain language:
“My approach combines two evidence-based methods: EMDR, which helps process traumatic memories without requiring you to tell the whole story, and IFS (Internal Family Systems), which helps you understand the different ‘parts’ of yourself that sometimes feel at war.”
Bonus points if you explain why you chose these approaches:
“I chose these modalities because they’re effective without requiring endless weeks of processing. My clients appreciate getting results, not just insights.”
Mistake #7: Weak or Missing Call to Action
What it looks like:
“I look forward to hearing from you.”
Or worse: nothing. The bio just… ends.
Why it doesn’t work:
You’ve just convinced someone you might be the right fit. They’re ready to take the next step. But you haven’t told them what that step is—or made it easy.
Every About page needs a clear call to action (CTA) that tells them exactly what to do next.
The fix:
Be specific and reduce friction:
“Ready to stop carrying this alone? [Schedule a free 15-minute consultation] and let’s see if we’re a good fit.”
Strong CTA elements:
- Action-oriented language (“Schedule,” “Book,” “Start”)
- What they’re getting (consultation, call, first session)
- Low pressure (“see if we’re a good fit,” “no commitment”)
- A clickable link or button
Match your CTA to your tone:
- Warm: “When you’re ready, I’m here. [Let’s connect.]”
- Direct: “Let’s get to work. [Book your first session.]”
- Gentle: “If you’re curious whether we’d be a good fit, [reach out for a free consultation.]”
Bonus Mistake: Making It All About You
Here’s a test: go through your About page and count how many sentences start with “I.”
If it’s more than half, you have a problem.
Ironic, right? It’s called an About page—but it shouldn’t be about you. It should be about the client and how you can help them.
Reframe everything through the client’s lens:
| About You | About Them |
|---|---|
| “I have 15 years of experience…” | “You’ll be working with someone who has seen it all…” |
| “I specialize in anxiety…” | “If you’re struggling with anxiety, you’ve found someone who gets it…” |
| “I use CBT and EMDR…” | “Using CBT and EMDR, we’ll work together to…” |
| “I love helping clients…” | “You’ll finally have a space where…” |
Quick Audit: Check Your About Page
Run through this checklist:
- Does the first sentence focus on the client, not your credentials?
- Have you avoided clichés like “safe space” and “journey”?
- Is it written in first person?
- Does it speak to a specific type of client?
- Is there a professional, recent photo?
- Are modalities limited to 2-3 and explained in plain language?
- Does it end with a clear call to action?
- Do more than half the sentences focus on the client, not you?
If you checked fewer than 6, your About page needs work.
Don’t Have Time to Rewrite Your Bio?
I built a free tool that generates professional therapist bios in minutes. Just answer a few questions about your practice, and get a polished bio ready to use.
Try the Therapist Bio Generator →
No more staring at a blank page. No more sounding like every other therapist.
The Real Cost of a Bad About Page
Every day, potential clients visit your website, read your About page, and decide whether to reach out. A weak About page doesn’t just fail to convert—it actively sends clients to your competitors.
The good news? This is fixable. And fixing it doesn’t require a marketing degree—just a willingness to rewrite with your client in mind.
Your ideal clients are out there, searching for someone who understands them. Make sure your About page helps them find you.
Want more help? See 15 Therapist Bio Examples or read How to Write a Therapist Bio Step-by-Step.
Ready for a website that actually works? Let’s talk about building something you’re proud of.
