Your “About” page is one of the most clicked parts of your therapy website—but most practice owners treat it like an afterthought. That’s a mistake. Because when someone is browsing for a therapist, they’re not just looking for credentials. They’re scanning for warmth, safety, and a reason to trust you with their story.

A great team bio isn’t about showcasing how many degrees you’ve earned or every model of therapy you’ve trained in. It’s about connecting. In this post, we’ll break down exactly what makes a bio work—and what makes it forgettable. If your current bios feel stiff, generic, or clinical, this is your fix.

What Patients Are Actually Looking For

When someone is considering therapy, they’re in a vulnerable state. They don’t want a wall of jargon. They want to know:

• Do you “get” people like them?
• Will you judge them?
• Have you helped others with similar struggles?
• What does working with you feel like?

Your bio needs to answer those questions—either directly or indirectly—within 60 seconds of reading. That’s the real job. Everything else (like where you got your master’s) is secondary.

What Makes a Bio Actually Work?

Most therapist bios fall into two categories: the resume dump or the therapy speak fog. Neither works. Here’s what does:

1. A Human-Centered Opening

Start with something personal—but relevant. This isn’t your life story. But if your own healing journey inspired you to become a therapist? Say that. If you specialize in working with trauma because you know what it’s like to feel unsafe? That matters.

The goal is simple: give the reader a reason to feel like, “Okay. This person might actually understand me.”

2. A Clear Specialty (Without the Buzzwords)

If your bio says you “work with individuals, couples, and families using an integrative strengths-based lens”… you’ve already lost them. That’s therapist-to-therapist language. Clients don’t talk that way.

Instead, say something like: “I work with teens who are overwhelmed by anxiety, especially when school or social pressure feels crushing.” That lands. That sticks. It’s not watered down—and it’s not robotic.

3. A Short Note on Style

This is where you stand out. Do you ask a lot of questions? Sit quietly and listen? Challenge clients in a direct but respectful way? Your tone in this section should match how you are in session. A little warmth here builds a lot of trust.

4. Credentials That Don’t Dominate

Yes, include your degrees. Yes, list your licenses. But do it at the bottom, not the top. That information supports your credibility—it shouldn’t be the entire personality. A quick bullet list or short paragraph is enough.

5. An Optional Personal Detail

Not required, but powerful if done right. Mentioning that you enjoy hiking, painting, or spending time with your rescue dog can make you feel more approachable. Just don’t make it the first thing someone learns about you—or worse, the only thing they remember.

A Bad Bio vs. A Good One

Here’s a side-by-side example that makes the difference painfully obvious:

Bad:

“I am a Licensed Clinical Social Worker with 10 years of experience. I work with individuals, couples, and families using an integrative approach grounded in evidence-based modalities including CBT, DBT, and ACT. I am passionate about helping clients on their healing journey.”

Better:

“Anxiety can feel like it’s running your life—and I help people take the wheel back. I’m Jess, and I specialize in working with young adults who are tired of being stuck in their own heads. Clients tell me I’m warm, honest, and not afraid to gently challenge them when they need it. Whether it’s panic attacks, overthinking, or people-pleasing, we’ll work together to make real change.”

Notice the difference? One reads like a LinkedIn profile. The other reads like a person you’d actually want to talk to.

Should Every Therapist Write Their Own Bio?

Only if they can write like a human. In some practices, everyone turns in their own bio—and the result is a disjointed mess. Bios range from two lines to five paragraphs. Tone swings from stiff to overly casual. No cohesion.

Instead, consider having one person (or a copywriter) rewrite all bios for voice consistency. It’s still the therapist’s story—but with polish. That alone can lift your trust factor instantly.

If you’re building a practice from scratch or revamping a dated site, it’s worth investing in a site-wide content strategy that aligns voice, structure, and tone across your team. The less friction someone feels when moving from page to page, the faster they book.

Where to Place Bios for Maximum Trust

Don’t bury bios behind three clicks. If someone is choosing a therapist, the bios are half the reason they’re on your site. Here’s what works:

• Homepage: Highlight 2–3 featured therapists with links to read full bios
• Team Page: Include a photo, name, specialty, and short preview with a click-to-expand option
• Individual Pages: Ideal for solo therapists or those doing SEO work around specialties (e.g. trauma therapy, EMDR)

If you’re in a competitive city or insurance-dense area, smart layout and clear messaging matter more than ever. This ties directly into why site performance and clarity drive conversions—especially for overwhelmed visitors who don’t want to dig.

Photos That Actually Help (and Don’t Hurt)

You don’t need professional headshots with studio lighting. But you do need photos that look:

• Warm (natural light is your friend)
• Approachable (no crossed arms, forced smiles, or stiff posture)
• Consistent (use the same background or style across your team)

If your therapist bios feel off, but the writing is strong, look at the photos. One awkward or outdated picture can throw the whole experience.

One Final Filter: Would You Book You?

Before you publish a bio, read it out loud. Then ask a friend (not a therapist) what they think it says. If they say “You sound smart,” but not “You sound helpful,” rewrite it.

And if you’re working with a web designer who doesn’t understand why bios matter, you need someone who does. You wouldn’t go to therapy with someone who never listens—why trust your site to someone who ignores what actually converts?

The best therapy websites start by asking: What will make someone feel safe saying yes? That’s the mindset. The rest is just pixels.