The “About” page is one of the most visited—and most wasted—pages on medical websites.

Too often, it’s packed with vague mission statements, dry credentials, or stock photos of smiling people in lab coats. It may check a box, but it doesn’t actually do its job.

A great About page builds trust. It makes your practice feel human. It helps patients decide, “Yes, I want to be treated here.”

Here’s what that looks like.

1. Make It Personal—But Not Rambling

This isn’t the place for a full origin story or 10-paragraph mission statement. But it is the place to show your “why.”

• Why did you start this practice?
• What do you believe about patient care?
• What makes your approach different?

Don’t try to impress with jargon. Focus on clarity, warmth, and credibility.

2. Introduce the Team (the Right Way)

Patients don’t just want to know about the clinic—they want to know who’s behind it.

Link directly to your doctor bios, or give short, friendly introductions with names, specialties, and a photo. (And if your bios still read like résumés, here’s how to fix that.)

3. Include Real Photos, Not Stock

Show your real doctors. Your real staff. Your real space.

Stock images kill trust. You’re asking people to share their health with you—don’t make your site look like a template anyone could’ve built.

4. Add a Clear Call to Action

Don’t leave patients wondering what to do next. End your About page with a clear button or link:

• Book an Appointment
• Meet Our Providers
• Tour the Office

This page should earn the next click—not end the conversation.

5. Keep It Easy to Read

No giant text blocks. No walls of clinical language. Use short paragraphs, bold highlights, and clear headings. Make it feel inviting, not overwhelming.

Want Examples of Medical Sites That Do This Well?

We’ve put together a few clean, patient-friendly designs here: See Medical Website Examples.

Bottom Line

Your About page isn’t just a formality—it’s a high-leverage trust builder. Done right, it can make the difference between a bounce and a booking.

Speak like a human. Show your team. Link to bios. Guide the next step.

Make it matter.