5 Secrets to an About Page that Converts Like Crazy
If you're not prioritizing your "About" page on your health coaching website, you're leaving client bookings on the table. These about page design tips will show you exactly why- and how to fix it.
In a recent marketing study, “52% of respondents said the first thing they want to see when they land on a website is a company’s ‘About Us’ page.”
And you might be thinking… why!? Many health coaches think that the home page, services, or sales page are by far the most important pages on their website. Your About page is one of the four essential pages every coaching website needs and it's usually the most neglected one.
The problem I see with health and wellness coaching websites is that the About page is overlooked or sharing completely irrelevant information (your coffee order has nothing to do with how you can help your clients achieve a desired result, k?).
So what makes an About page so important?
People like to work with brands that they know, like, and trust. Give them a reason to work with you- beyond the fact that your services are really awesome! (Honestly, many services are!) So, why should people work with you? This is the point of your About page. This is your opportunity to make a lasting impression, establish credibility, build trust, and create a connection with your audience. Your About page has the potential to be a vital asset to your website when it comes to converting visitors into booked clients.
Crafting an About page that converts can become a game-changer for your business. In this post, I’m sharing five secrets to help you create an About page that not only captivates your target audience, but also converts visitors into booked clients- leveraging the power of your website as a true organic marketing machine.
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5 Secrets to an About Page that Converts Like Crazy: Web Design Tips for Health Coaches
1.Brand Storytelling
Since the focus of your About page is to get your audience to know, like, and trust you, then this is the perfect place for some captivating brand storytelling.
What is brand storytelling?
A brand story is a narrative that creates an emotional and authentic connection with your audience. This can be through your own personal journey, a client success story, or how your business got started. These stories should feel relatable, authentic, and connect to your brand values or purpose.
Brand storytelling is the perfect way to relate to your clients and share with them why you understand what they’re going through. What has your personal or professional experience been like that they can understand and make them feel like they can trust you? This doesn’t need to be super long- try to keep it to one-three short paragraphs.
2. Mission & Values
Your brand mission (purpose) and values are essential pillars of your brand strategy and an essential asset to add to your About page to develop a deeper emotional connection to your audience.
Mission
Your mission is a statement that clearly states your brand purpose and how you plan to serve your audience. This is a great way to set yourself apart from other in your industry. There may be thousands of health coaches with similar services, but you might be the only one who’s on a mission to… make organic backyard gardening a staple in every family home.
Values
Your values are what your brand stands for and guide how you operate your business. Values help to create a deeper emotional connection to your audience and give them a reason to work with you over anyone else. As consumers, we feel good about purchases when we can get behind the “why” and value of the brand we’re working with.
3. Social Proof
If brand storytelling is how we get our audience to know us better, and purpose and values is how they like us better, then social proof is how they trust us.
Social proof is literally “the proof in the pudding”. Your audience now understands who you are, what you do, why you’re different…. but does your offer work? and will it work for them? This is where social proof comes in. It’s what makes you credible in the eyes of your audience (much more so than listing off a long section of degrees and certifications!)
Here are a few ways you can use social proof on your About page:
Testimonials
Share past clients success stories from working with you. Be sure to get testimonials that prove the results you’re helping your clients achieve. Are there particular problems you’ve helped them resolve, or desired results they’ve accomplished after working with you?
Trust Badges
This is a great place to share reputable brands you’ve worked with, or notable publications you’ve been featured in. This creates a trust factor because your audience can see that other respected brands also trust you too!
Statistics Bar
Share a few powerful and noteworthy statistics from your business. This could be the number of clients you’ve worked with, the number of years you’ve been in business, ratings for a product or podcast, the number of courses/products you’ve sold, or another impressive number related to your services.
4. Unique Approach
Do you have a process or way of doing things that stands out from other in your industry? This unique approach could be a vital piece of your business to add to your About page!
Your process is a great way to connect with your audience and make them feel like you are the perfect person to work with. When creating your unique approach, consider how you can cultivate an exceptional experience unique to your ideal clients. How can you deliver a desired result or resolve a problem with your process alone?
Ways to create an approach that stands out and aligns with your ideal clients' needs could be through a certain timeline (fast or slow- what does your client want?), specific deliverables + features, the amount of support they receive, etc. If you're not sure how to translate your process into words yet,start with how you structure your services page- the two pages should tell a consistent story.
When describing your unique approach, be sure to outline it in 3-6 simple steps that your audience can easily read and follow. This breaks up chunky text and makes it feel easy to work with you.
5. Call to Actions
Don’t forget to include call to actions on your About page- this is where conversion happens! Call to actions direct your visitors to take the next step (and take action). An About page without call to actions is essentially a dead end, leaving your visitors with nowhere else to go, and ultimately leaving your website all together!
A great way to infuse call to actions in your About page is to create a section that gives them a couple of options “How we can work together”. These call to actions can include a button to your services, podcast or blog, sales page or course, or freebie. Be sure to include 1-3 ways they can work with you , and always include your primary offer.
About Page Design & Website Templates for Coaches
These five secrets work no matter what platform you're on, but the design part matters too - a beautifully written brand story loses impact if it's dropped into a cramped layout with no breathing room. Every one of my coaching website templates includes an About page built with space for your story, your credentials, and social proof to actually be read, not skimmed past. If you're designing your own from scratch, treat these five secrets as a content outline first, then build the layout around them - not the other way around.
About Page Design Tips for Health Coaching Websites: Quick Recap
About Page Design Tips for Health Coaching Websites: Quick Recap
Every single page of your website is important real estate, so be sure that you are using them wisely and intentionally. My 5 secrets to creating an About page that converts visitors into dream clients is:
Use Brand Storytelling: Infuse your brand story to develop a relatable and authentic relationship where your audience can get to know you better.
Include Your Mission and Values: Share your brand values and mission to evoke an emotional response from your audience and they can start to truly like your brand.
Add Social Proof: Position yourself as a credible source potential customer can rely on with social proof that your offers actually work.
Describe Your Unique Approach: Stand out from your industry with a unique approach that your ideal clients can get behind.
Don’t Forget Call to Actions: Convert visitors into booked clients by offering them 1-3 ways you can work together.
Time to incorporate these valuable tips into your About Page and set yourself up for a high-converting website!
FAQs: About Page Design for Health Coaching Websites
Q: What should I include on a health coaching website about page? Include your brand story, mission and values, social proof (testimonials, credentials, or a statistics bar), your unique coaching approach, and at least one clear call to action. Skip personal details that don't connect back to how you help clients.
Q: How long should a health coach's about page be? Long enough to build trust, short enough to stay skimmable. Aim for 1–3 short paragraphs for your brand story, plus supporting sections for values, proof, and process. It should be read in short, digestible sections. It should not read like your life memoir, and it also should be just one short bio paragraph.
Q: Do I still need an about page if I already share my story on Instagram? Yes. Social media content disappears in a feed, but your About page is permanent, searchable, and the first place a potential client checks before booking. It also works while you're not actively posting.
Q: What's the difference between an about page and a bio? A bio is a short summary of who you are. An About page does more - it tells your story, builds trust with social proof, states your unique approach, and includes calls to action that move a visitor toward booking.
If you liked this post, you may also like:
→The Best Website Templates for Health & Wellness Coaches
→4 Things Your Coaching Website Must Include
→ 5 Ways a Template Can Increase Client Bookings
→ How to Boost Website Inquiries: 5 Simple Changes You Should Make Now
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Hey I'm Jamie
-web designer, brand strategist, and former certified health coach turned creative studio founder. I specialize in building strategic, elevated Squarespace websites for wellness professionals who are ready to grow their business with more clarity, confidence, and ease.
After designing over 90 websites and supporting dozens of service-based entrepreneurs, I’ve seen firsthand how intentional design and smart strategy can completely shift the way you show up, and how you sell. This blog is where I share the real stuff: design tips, marketing strategies, and behind-the-scenes insights to help you build a brand that actually works for you.
Disclaimer: My policy is to only share products and resources that have brought value to me and/or I believe will bring value to my audience. Some of the links in this post are affiliate links, and I will earn a commission if you make a purchase using them.
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The Maven is a Squarespace template for the coach who has genuinely never lost a hair tie in her life. Matcha in hand, candle lit, somehow never scrambling five minutes before a client call. You know the energy. Now your website has it too.
This isn't another site dressed up to look expensive with nothing to back it up. It's built on an actual insight: you’re not selling matcha and slow mornings. You’re selling the systems that make the matcha and slow mornings possible. Every page is built to sell that - not the vibe, the machine behind the vibe.
🎨 Designed specifically for life, health, wellness, and business coaches
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