Website About Page Tips for Coaches
Turn your “About” page into a magnet for dream clients.
Why Your About Page Matters (A Lot More Than You Think)
Let’s start with a truth most coaches overlook: your About page isn’t really about you. It’s about what your clients need to see in order to trust you.
Too many About pages read like a résumé. They list credentials. They talk about the coach’s journey. And while that’s all valid, it misses the point. Your visitors aren’t just browsing—they’re evaluating. They’re wondering:
“Can this person help me?”
“Do I feel understood here?”
“Can I trust them with something personal?”
And if the answer is unclear, they click away.
This blog breaks down exactly what your coaching About page needs to include—step-by-step—so that you’re not just filling space, but converting browsers into bookings.
The Real Job of a Coach's About Page
Before diving into what to include, let’s clarify what your About page should do:
Build trust fast
Show visitors that you understand their goals, fears, or frustrations
Communicate your approach and how it helps
Show that you’re real (yes, a friendly photo matters!)
Invite them to take the next step
If your current About page just lists your certifications and a short story about your burnout-to-breakthrough moment? It’s time for a glow-up.
Start With a Headline That Speaks to Your Client
Your headline is the first thing someone sees. If it’s something like “Hi, I’m Sarah and I’m a certified wellness coach,” that’s not going to cut it. That’s an intro, not a hook.
Instead, speak to the transformation you help people achieve.
Examples of Strong About Page Headlines
“Helping overwhelmed professionals find calm, clarity, and purpose.”
“You don’t need to burn out to feel successful—and I’ll show you how.”
“For women ready to lead their life, not just survive it.”
These aren’t about you—they’re about the result you help create.
Add a Brief Subheading or One-Liner
This can be a slightly more personal line that introduces your role, style, or credentials—but keep it focused on the reader.
“I’m a certified executive coach who helps high-achievers lead with emotional intelligence (without losing themselves in the process).”
Simple. Personal. Focused.
Now It’s Time for Your Story—But Make It Client-Focused
Yes, you’re going to talk about your journey. But structure it with your client in mind.
Instead of saying:
“After 10 years in corporate sales, I got burnt out and decided to become a coach...”
Say something like:
“Like many of my clients, I hit a point where success didn’t feel good anymore. I know what it’s like to burn out. To keep pushing even when your body is saying stop. That’s what led me to coaching—and why I help people like you reclaim joy in your work.”
See the difference? One version centers you. The other centers your shared experience.
Format Matters — Use Visual Breaks
Use bold headers, short paragraphs, and subheadings to guide the reader through your story.
You can even try adding a timeline format or story blocks. If you're using Squarespace, the Fluid Engine makes this super easy with drag-and-drop layouts and mobile-responsive blocks.
Don’t Forget the “Credibility Bar”
This isn’t just about trust—it’s about demonstrating that you’re legit.
Include:
Certifications (in plain language)
Logos of programs you've trained in
Press features (if applicable)
A short testimonial or pull quote
Or even just: “I’ve helped over 100+ clients find clarity and direction.”
This section helps visitors feel safe saying: Yes, I trust this person.
Want to see how other coaches handle this? Check out real examples in this collection of Squarespace websites for coaches.
Add a Clear CTA—Yes, Even on Your About Page
Your About page needs a call-to-action just like any other page. Don’t let someone read all about you and then wonder, Now what?
CTA examples:
Book a Free Discovery Call
See My Coaching Packages
Join the Newsletter
Download the Free Mindset Reset Guide
Make it easy for them to take the next step.
Build a Visually Engaging About Page That Feels Personal—Not Polished to Death
Once you’ve nailed the copy, your next job is making sure it looks good and flows like a conversation. This section focuses on how to structure your About page in a way that’s easy to read, emotionally engaging, and totally aligned with your brand.
Break Up the Page—Don’t Write a Wall of Text
Even the best copy won’t convert if it looks like a college essay.
Use layout to your advantage:
Break content into scannable sections
Use headers every 1–2 paragraphs
Add pull quotes or callouts
Use bulleted lists for your background, approach, or values
Squarespace makes this super simple. If you’re using one of the templates from the Squarespace Template Shop, many already include built-in About sections with styled text, image blocks, and testimonial carousels—so you don’t have to build from scratch.
Include a Personal Photo—One That Actually Feels Like You
Let’s talk about the photo. Because yes, it matters.
Coaches are in the trust business. Clients want to work with someone they feel connected to—and that connection starts with how you show up visually.
Skip the generic headshot if you can. Instead, aim for:
A photo of you in action (e.g., walking outside, journaling, sipping coffee)
A cozy environment that feels on-brand
Natural light, relaxed expressions
Your goal isn’t to look perfect. It’s to look approachable and real.
Create “Mini Moments” That Humanize You
If you only share your bio and credentials, you're missing a chance to actually connect. Try weaving in “mini-moments” that show who you are behind the role of coach.
Example prompts you can answer on your page:
What do your mornings look like?
What's a personal mantra you live by?
What's something your clients are surprised to learn about you?
Why do you really do this work?
These kinds of details make you memorable. They’re sticky. They give someone a reason to smile and say, “Oh, I like her.”
Consider Adding a Video (Even a Casual One)
If you’re comfortable on camera, a short welcome video can be a game-changer. It builds trust fast, and helps potential clients hear your tone, see your body language, and feel your energy.
You don’t need a studio. Your iPhone and a window for lighting will do the trick.
Keep it simple:
30–60 seconds
Say hi, share who you work with, what you love about coaching, and invite them to book a call
Upload to YouTube or Vimeo and embed it on the page
Bonus? It boosts time-on-page for SEO, too.
Make the Page Mobile-Optimized (It’s Not Optional)
According to recent data, the majority of visitors to coaching sites are on mobile devices. If your layout isn’t mobile-friendly, you’re losing trust (and leads) before anyone reads a word.
Make sure your About page:
Loads fast
Has readable font sizes
Avoids huge blocks of text
Keeps CTA buttons tappable
If you’re building on Squarespace, test your site using their mobile preview tool before publishing. Every section you design on desktop should look just as inviting on a phone screen.
Blend Testimonials Into Your About Page
Most About pages keep testimonials on a separate page—but that’s a missed opportunity.
Sprinkle 1–2 short client quotes into your About page. Not only does this build credibility, but it creates a feeling of momentum—like people are already working with you and getting results.
Where to place them:
After your origin story, to show real impact
Below your “Credibility Bar”
Near your call-to-action (so it reinforces the invitation)
You can even include a carousel or scrolling text block with a few wins like:
“Before working with Kseniia, I felt overwhelmed. Now I have a brand-new site and actual bookings coming in.”
— Wellness Coach, NYC
Tie in Your Brand Voice + Personality
Everything you say on your About page should sound like you—not like ChatGPT, or a résumé template.
If you’re funny, be funny.
If you’re gentle, speak softly.
If you’re fiery and direct—don’t hold back.
The tone of this page should feel like how you speak to a client on a discovery call.
And if you’re not sure how to get there? The copy prompts in the Website Copywriting Guide for Coaches can help unlock your voice with simple, fill-in-the-blank writing frameworks.
Repeat Your CTA (And Make It Feel Natural)
Most people won’t scroll all the way back up. So repeat your CTA one more time near the bottom of your About page—but make it feel like a continuation of the story.
Try something like:
“If you’re ready to stop guessing and start growing, I’d love to meet you. Book a free call.”
“This work changed my life—and I’d love to help it change yours too.”
Button text ideas:
Book a Free Call
Start Your Journey
Let’s Work Together
Great Coaching About Pages Examples
Need a little visual inspiration? These coaching websites show how powerful a well-done About page can be—both in message and design.
Optimize Your About Page for Search, Connection & Conversions
The final layer: making your About page do more than just look good.
Now that your About page is thoughtfully written and visually polished, there’s one more step: making sure it works behind the scenes. This section covers SEO best practices, optional but high-impact content add-ons, and a final checklist to review before you hit publish.
SEO Tips for Coaching About Pages
Your About page isn’t just for people—it’s for search engines, too. Done right, it can help boost your site’s visibility and draw in ideal clients searching for support.
Use Keywords Naturally
Identify a primary keyword or phrase your ideal client would search for, and weave it into your:
Page title and browser tab title
URL (e.g., /about-yourname-coach)
First paragraph
At least one subheading
Image alt text
For example:
If you're a life coach in Austin, use phrases like:
“Certified Life Coach in Austin” or “Helping women in Austin overcome burnout.”
Just make sure it sounds natural—this is still a human story, not a keyword salad.
Optimize Your Images
Include:
Descriptive filenames (e.g., life-coach-kseniia-headshot.jpg)
Alt text that includes your name + niche (e.g., “Kseniia, Squarespace coach for creatives”)
This helps both SEO and accessibility.
Internal Linking
Link to other key pages on your site to guide the reader and strengthen SEO. Good options include:
Your coaching services
Your homepage
Your blog posts
Internal linking keeps visitors exploring—and signals to Google that your content is valuable.
Write a Keyword Rich Meta Description
This is the 1–2 sentence preview that shows in search results. Make it compelling and client-focused.
Example:
Discover how coach Julia helps creatives and service providers transform their websites—and their client results. Learn more and start your journey today.
Make sure it includes your name, coaching niche, and a reason to click.
Bonus Content Ideas for Your About Page
Once you’ve nailed the core structure, consider adding one or two of these elements to level up your page.
A Timeline
If your path to coaching includes a meaningful pivot or career change, showing your evolution can help build trust.
Try a simple timeline or “Then → Now” comparison.
Core Values or Coaching Philosophy
This isn’t required—but if values are central to your work, a short section with 3–5 guiding principles can create a deeper connection.
Example:
Clarity over hustle
Progress, not perfection
Coaching with empathy + strategy
“Client Wins” Snapshot
Use a visual grid or short list to highlight results your clients have achieved.
Examples:
Quit their toxic job and started a business
Launched a signature program
Set boundaries with confidence
Hit consistent $5k months
It doesn’t need to be long—just enough to show what’s possible.
Final About Page Checklist for Coaches
Before you hit publish, run through this quick checklist to make sure your About page is doing its job.
| Element | Purpose | Quick Reminder |
|---|---|---|
| Website Copy | Connect with the visitor through storytelling | Headline speaks to the client’s goals |
| Show relatability and shared experience | Story is framed around shared experience, not just résumé | |
| Ensure authenticity in voice and tone | Voice feels natural and true to you | |
| Build trust with real results | Includes 1–2 testimonials or proof points | |
| Encourage next steps | Ends with a clear CTA | |
| Website Layout | Improve readability and structure | Short paragraphs + section breaks |
| Build visual trust and connection | High-quality, real photo of you | |
| Ensure mobile usability | CTA button is mobile-friendly | |
| Deliver a seamless experience | Looks great on desktop and phone | |
| SEO | Improve visibility in search engines | Keyword used naturally in headings and intro |
| Guide users and search bots | Internal links to key site pages | |
| Enhance accessibility and indexing | Image filenames + alt text are descriptive | |
| Increase click-throughs from search results | Custom meta description written |
Website Copy
Headline speaks to the client’s goals
Story is framed around shared experience, not just résumé
Voice feels natural and true to you
Includes 1–2 testimonials or proof points
Ends with a clear CTA
Website Layout
Short paragraphs + section breaks
High-quality, real photo of you
CTA button is mobile-friendly
Looks great on desktop and phone
✅ SEO
Keyword used naturally in headings and intro
Internal links to key site pages
Image filenames + alt text are descriptive
Custom meta description written
Ready to Build a Website That Works—Not Just Looks Good?
Your About page is just one part of the bigger picture. A high-converting coaching website doesn’t rely on just pretty fonts and nice photos. It’s built on clear messaging, intuitive structure, and personal connection woven through every page.
Whether you're starting from scratch or finally upgrading the site that’s been collecting dust for years, I’ve got options to support you:
Need a head start? Browse my Squarespace templates for coaches—designed to help you launch fast without tech overwhelm.
Want something one-of-a-kind? Learn more about custom Squarespace design for coaches, where we collaborate to create a site that feels like you—and converts like crazy.
Because when your website is clear, compelling, and strategic? It becomes more than a brochure. It becomes your most powerful client attraction tool.
