This article is part of our Therapy Practice Marketing Guide: how clients find a therapist, how to market ethically and privately, and how to choose the right help. Want to know where your practice's site stands? Get a free 20–30 page website audit within 24 hours.
A good therapist About page answers one question for the reader: "Is this the person I want to talk to about something hard?" It does that by leading with who you help, then backing it up with accurate credentials, a plain explanation of how you work, a real photo and a voice that sounds like you in session.
The About page is where clients check your qualifications and decide whether they feel safe. This guide gives you a structure, examples and the rules that apply to what you claim.
It is part of our Therapy Practice Marketing Guide.
Key Takeaways
- Open with the client's situation and how you help, not with your résumé.
- State your license type and credentials accurately; some states, such as California, require license details in advertising.
- Explain your methods in everyday words, then name the modality.
- Use a recent, natural photo and write in first person if you are a solo practitioner.
- Ethics codes from the APA, ACA and NASW all prohibit misrepresenting credentials or results.
A simple structure that works
Most strong therapist About pages follow the same order. Use it as a starting outline:
- A short opening about the reader. Two or three sentences on who you work with and what they are dealing with.
- How you help. Your approach in plain words.
- Who you are. Your name, license, training and experience.
- What it is like to work with you. Session style, pace, what a first session looks like.
- Practical details. Where you see clients, telehealth states, fees or insurance, and a link to the fees page.
- One next step. "Schedule a 15-minute call" or "Send me a message", with what happens after.
Keep it scannable. Short paragraphs and subheadings help a stressed reader find what they need.
Lead with the client
Compare these two openings:
- Résumé first: "Dr. Jane Rivera earned her PsyD in 2009 and has completed advanced training in CBT, ACT and EMDR."
- Client first: "If anxiety is running your days, or old memories keep pulling you back, you don't have to sort it out alone. I'm Jane Rivera, a licensed psychologist, and I help adults find steadier ground."
The second still names the credential. It just puts the reader first. Credentials then answer the question "Can I trust her?" rather than being the opening act.
For more on writing in your own voice across the site, see Therapist Website Copywriting.
Credentials and licensure
Clients and search engines both look for clear, checkable credentials. Include:
- Full name as licensed.
- License type spelled out the first time, with the abbreviation (for example, "Licensed Professional Counselor (LPC)").
- The state or states where you hold a license.
- License number if your state requires it in advertising, or if you choose to show it.
- Degree, school, and relevant certifications or trainings, stated precisely.
- Years in practice, if accurate.
State rules can be specific
Advertising rules vary by state and license. For example, in California, the Board of Behavioral Sciences regulates advertising by LMFTs, LCSWs and LPCCs under 16 CCR 1811. The board-approved text of the amended rule requires advertisements to include the licensee's full name as filed with the board, the license title or an accepted abbreviation, and the license or registration number. Registered associates must also name their employer and state that they are supervised. California's Office of Administrative Law notice shows the amendment took effect on 1 April 2026.
That is one state's rule for some license types. Check your own licensing board's advertising rules, or ask a compliance advisor, before you publish.
Link to your licensing board
The ACA Code of Ethics (2014, still current per ACA's ethics page while a revision is in progress) says counselors who maintain a professional website "provide electronic links to relevant licensure and professional certification boards" (Standard H.5.b). Even if you are not a counselor, a link to your board's license lookup is an easy trust signal.
The ethics rules on what you claim
Three professional codes say much the same thing about accuracy:
- The APA Ethics Code, Standard 5.01, says psychologists do not make false or deceptive statements about their training, experience, competence, degrees, credentials, services, fees, or "results or degree of success" of their services.
- The ACA Code, Standard C.4.d, says counselors with a master's degree do not imply doctoral-level competence by calling themselves "Dr." when their doctorate is not in counseling or a related field. It also says counselors do not use "ABD" to imply competency.
- The NASW Code of Ethics, Standard 4.06(c), says social workers should claim only credentials they actually hold and ensure representations of "results to be achieved" are accurate.
In practice:
- Say "trained in EMDR" if you completed training, and "EMDRIA Certified" only if you hold that certification.
- Do not promise outcomes. "Many clients find…" is safer than "You will feel better in eight sessions."
- If you list a trainee or associate, make their status and supervision clear.
Your approach, plainly
Clients do not know what "integrative, client-centered, strengths-based" means. Translate it.
| Instead of | Try |
|---|---|
| "I use an integrative approach." | "I draw on a few methods and pick what fits you. Often that means…" |
| "CBT-informed." | "We'll look at the thoughts that keep anxiety going and practice new ways to respond. This is called cognitive behavioral therapy (CBT)." |
| "Trauma-informed care." | "You set the pace. We won't dig into painful memories until you feel ready." |
Then add one or two sentences on what sessions feel like. Do you give homework? Are you direct or more reflective? Do you use humor? These details help the right clients choose you.
Photo and voice
The photo
- Recent, so clients recognize you on video or in the waiting room.
- Natural light, eye contact, a relaxed expression.
- Simple background. Your office is fine.
- Good resolution, cropped so your face is clearly visible on a phone.
- Descriptive alt text for screen reader users, such as "Jane Rivera, licensed psychologist, smiling in her office."
The voice
Solo practitioners usually do best in first person ("I help…"). It reads like the conversation the client is about to have. Group practices often use third person on clinician bios, with a short quote from each clinician in first person.
Write at a reading level a stressed person can scan. Short sentences. Common words. One idea per paragraph.
Mistakes to avoid
- A wall of credentials with nothing about the client.
- Vague jargon like "holistic healing journey" with no explanation.
- No license information, which leaves clients unsure you are qualified in their state.
- Client stories without permission. HHS settled with Cadia Healthcare Facilities after it posted patient "success stories" with names, photos and treatment details without valid written HIPAA authorization. The facilities paid $182,000.
- Stale details, such as a retired phone number or an insurance panel you left.
Next step
Your About page earns trust; your specialty pages show you can help with a specific problem. When you are ready to rebuild these pages, How Much Does a Therapist Website Cost? explains what drives the price. For a deeper look at trust signals across your whole site, see E-E-A-T for Therapists. If you want an outside view of your current About page, get a free 20–30 page website audit within 24 hours.
Frequently asked questions
Should a therapist About page be in first or third person?
First person usually works best for solo practitioners because it sounds like you in session. Group practices often use third person for consistency, with a short first-person quote from each clinician.
Do I have to show my license number on my website?
It depends on your state and license. For example, California's rule for LMFTs, LCSWs and LPCCs requires the license or registration number in advertisements. Check your own board's advertising rules.
How long should a therapist About page be?
Long enough to answer who you help, how you work, your credentials and how to start. For most solo therapists that is 400 to 800 words, broken into short sections.
Can I include client testimonials on my About page?
Be very careful. Ethics codes restrict soliciting testimonials, and HHS has penalized a provider for posting patient stories without written HIPAA authorization. Many therapists leave testimonials off entirely.
What photo should I use?
A recent, natural headshot with good light and eye contact, cropped so your face is clear on a phone. Clients want to recognize you when they meet you.
