How to Write an About Page That Wins Coaching Clients (Not Just Tells Your Story)
Your About page is one of your most-visited pages — and usually your weakest. Here's how to turn it from a resume into a quiet client-getting machine.
Here's a surprise that trips up most coaches: your About page is one of the most-visited pages on your whole site. When someone is deciding whether to trust you, that's where they go.
And it's usually the weakest page you have — a wall of "my journey" that's all about you and nothing about them. Let's fix that.
The Core Mistake: It's Not About You
This feels wrong, because it's literally called the "About" page. But here's the secret: a great About page is about your reader, told through your story.
The visitor isn't asking "what's this person's life story?" They're asking "can this person understand and fix my problem?" Every line should quietly answer that.
The Structure That Converts
1. Open with their problem, not your bio
Don't start with "I was born in…" Start where they are: "If you're a coach pouring hours into content and still hearing crickets, you're in the right place." Now they lean in — you're talking about them.
2. Show you've been there (or taken people there)
Your story matters as evidence, not as autobiography. The struggle you overcame, or the clients you've guided through the same problem, proves you understand the path. Keep it tight and relevant.
3. Bridge to how you help
Connect your story to your method: "That's why I now help [your people] do [the outcome] — without [the painful thing they fear]." This is the turn from "my past" to "your future."
4. Prove it
Drop in real proof: a client result, a number, a testimonial, a credential that actually matters to your buyer. This is where vague About pages collapse and strong ones win.
5. Make it human
A real photo. A genuine detail or two. People hire people, not logos. A little personality builds the trust a list of qualifications never will.
6. End with a clear next step
The biggest miss: About pages that just… stop. Give them somewhere to go — "Here's how we can work together" with a button to book a call or see your offer. A page that builds trust and then offers no path wastes the trust it built.
Write Like You Talk
Drop the corporate voice. "I leverage transformational frameworks to facilitate growth" makes people bounce. "I help you fix the thing that's keeping clients away" makes them stay.
Read your About page out loud. If you'd never say it to someone across a coffee table, rewrite it until you would.
The Test
When you're done, ask one question of every paragraph: "Does this help my reader trust that I can solve their problem?"
If a line is there just to impress, or just to tell your story for its own sake, cut it. What's left is an About page that doesn't just talk — it quietly turns curious visitors into people who reach out.
How to Market Health Coaching Results Without Making Medical Claims
You can't say you cure anything. But careful marketing isn't the same as vague marketing — here's how to be specific and compelling while staying inside your scope.
What to Post on LinkedIn as a Coach (When You Have Almost No Followers)
Posting into an empty room feels pointless — but on LinkedIn it isn't, if you understand what the posts are actually for. Here's the approach that works at 11 followers.
The Health Coach Lead Magnet That Attracts Buyers (Not Freebie Collectors)
A 7-day meal plan builds a list of people who will never pay you. Here's what to offer instead, and why the difference is about diagnosis, not content.
Disclaimer: Any names, companies, and numbers used in this article are hypothetical teaching examples — invented to illustrate a technique. They are not clients of mine and describe no real business. Results depend on your offer, traffic quality, and market; nothing here is a guaranteed outcome. Full disclaimer.