The About page is one of the most visited pages on any website and one of the most frequently misunderstood. Most people treat it as a biography: here is who I am, here is my training, here is my list of qualifications. And then they wonder why it does not convert curious visitors into enquiring clients.
Here is the thing: your About page is not really about you. Or rather, it is about you in service of your reader — the person who has landed on your page wondering whether you are the right person to help them.
Counter-intuitive as it sounds, the most powerful About pages often open by speaking directly to the visitor — naming the experience they are having, the struggle they are in, or the transformation they are seeking.
Something like: “If you have found yourself here, you are probably at one of those moments where something needs to change. You can feel it. You are just not quite sure yet what that something is.”
This kind of opening makes the reader feel seen before they have even found out who you are. And when someone feels seen, they keep reading.
Once you have acknowledged their world, then you bring in yours.
Your story matters deeply. The path that led you to this work, the experiences that shaped you, the turning points and healings and callings — all of it is meaningful. But on your About page, your story needs to serve a purpose beyond simply telling it.
Ask yourself: what does my story illuminate about why I am uniquely placed to help this particular person?
Maybe you came to this work through your own healing journey, which means you understand from the inside what your clients are going through. Maybe your background in a previous career gives you a perspective that other practitioners do not have. Your story is evidence. Share it with that lens.
One of the most powerful things you can do on your About page is name your ideal client clearly and specifically. Not “I work with anyone who is open to healing” — but something like “I work with women in their forties and fifties who are navigating major life transitions and are ready to do the deeper work.”
When your ideal client reads that and thinks “that is me,” something shifts. They stop being a passive reader and start imagining themselves working with you.
Specificity feels vulnerable — it can feel like you are excluding people. But in practice it does the opposite. It makes the right people feel profoundly welcomed, and it builds the kind of trust that converts browsers into clients.
Your About page is one of the few places on your website where you can genuinely let your personality breathe. Do not sand it down into something generic and professional-sounding.
If you are funny, be funny. If you are deeply spiritual, let that show. If you are direct and no-nonsense, write that way. Authenticity is magnetic. And in the healing world especially, where clients are choosing to let someone into their most vulnerable spaces, personality is not a nice-to-have — it is essential.
Words can only do so much. A warm, genuine photo of you — not a stiff corporate headshot, but something that captures your energy and makes people feel they already know you a little — does an enormous amount of work on an About page.
Ideally more than one photo. Show yourself in your space, doing what you do, being who you are. Let people see the human being behind the words.
This is the most commonly missed element on About pages. Someone has read your story, felt connected, thought “yes, this is the person I want to work with” — and then nothing. No invitation. No next step.
End your About page with a warm, clear invitation. Tell them what to do next — whether that is booking a discovery call, getting in touch, or exploring your services. Make it feel like a natural continuation of the conversation you have just started.
If you are not sure where to begin, here is a framework that works well for healers and spiritual creatives:
You do not need to follow this rigidly — but if your current About page is not performing, running it against this structure is a useful starting point.
Finally, remember that your About page is not something you write once and forget. As you grow, as your work evolves, as your ideal client becomes clearer — your About page should evolve too. Revisit it at least once a year and ask: does this still sound like me? Does it still speak to the person I most want to serve?
A well-written, regularly updated About page is one of the quiet workhorses of a thriving healing practice.
Sometimes the hardest thing is writing about yourself. At Creative Witch Designs, we work with witches, healers, and spiritual creatives not just on the visual design of their websites, but on making sure the whole thing — words and all — feels aligned, authentic, and genuinely compelling.