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NOTES FROM THE EDITOR

Welcome to the new subscribers! And welcome back if you’ve been here a while. I'm here to make this worth your while.

Hint... It's not about you

Since I took August off from sending my weekly dispatch, I thought it appropriate to start with reintroduction. And what a better way to do it than to talk about writing an "About" page for your website?

I just finished updating my own about page after avoiding it for years. As a result, it's finally clearer more aligned with my brand, and helpful to the people I want to reach.

Today, I want to walk you through a simple way to improve your own.

Why update your About page

Having worked with many therapists on their website content, I've seen the discomfort of writing about yourself firsthand. Frankly, I've experienced it myself. For many the "about" page is a combination of a list of credentials and a quick bio.

But the purpose of this page is more than offering your resume in a snapshot. It's a cornerstone page of your website that should communicate your brand, approach, and the reason to why you're the best provider for your ideal client.

Additionally, your About page, if it's written well, will position you as a specialist in your area of expertise, helping you stand out in AI and search engine results.

Your Audience

Ideally, your website visitors will go to your About page to learn more about you and your work to see if it's relevant to their needs.

Your future clients want to have a feel for the provider they will be working with for weeks and months to come. They want to know what makes you the best fit for them. It means that the goal is to speak directly to your ideal audience in a way that will make them feel seen and understood.

Your #1 Goal

You main goal for this page is to build trust. Your readers are landing on this page so they can get to know you better. The old marketing adage that people work with those whom they know, like and trust is true.

Building trust ahead of time means higher retention rates in the future.

The About Page structure

Every time I'm writing copy for my website, I think about it in concrete sections. Each section has a purpose and a headline that makes your text easier to read and creates a hierarchy of information.

Here's a natural flow for your About content sections that will help you build trust and urge people to book an appointment:

1. Intro - a quick overview of your professional career
2. Benefit - a description of possibilities for your clients
3. Credibility - why clients choose you
4. Process - your method and philosophy
5. Invitation - a call to take action

I have the same flow on my own page where you can learn about me and my work with therapists. (This is the reintroduction part)

Who should write your page

You! Following the flow above, you can write the first draft of your about page. If you love writing, you can keep editing until you're satisfied. But... If you don't, you can hire a copywriter or use AI to create a polished, SEO-friendly version.

Let me know if you find this helpful. Just reply with your thoughts, or share your About page with me.

And now to the news!

NOTEWORTHY

AI Therapy Chatbots Raise Safety Concerns

Stanford researchers warn that AI-powered therapy bots may respond inappropriately and compromise user trust and privacy.

Why it matters: AI is here, but it’s not ready to replace the human connection in therapy. Lead with what bots can’t replicate: your judgment and humanity.

BUSINESS AND PRIVATE PRACTICE

How Small Practices Stay Afloat

From clearer billing to new income streams: how therapists are adapting to insurance challenges.

Why it matters: Whether or not you take insurance, knowing how others are adapting can help you stay resilient.

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INDUSTRY NEWS

Finding Strong Referral Partners

Blueprint shares how to identify and nurture referral relationships that actually drive client growth.

Why it matters: Great referral partners don’t just send clients. They reinforce your niche, values, and long-term vision for your practice.

FINAL THOUGHTS

If your About page still reads like a dusty resume, it’s probably costing you clients.

But your story, your approach, and your presence will help people decide if they should trust you with their most personal challenges.

It's not about writing fluff or sounding corporate, but clearly showing why they should work with you.

So if you’ve been putting it off like I did, consider this your nudge. You don’t have to write the perfect page. You just need to start.

See you next week,

Avivit