How to write an About page for your natural health practice
By Jemma, BHSc (Western Herbal Medicine), founder of Peppeddev
Published · Updated
People book a person, not just a service. Your About page is where a potential client decides whether that person is you. Here's a simple five-part structure that works for naturopaths, nutritionists and herbalists.
1. Start with who you help
Open with a sentence or two about who you work with and what you help them with. Your visitor is asking "is this person right for me?", so answer that first.
2. List your qualifications in full
Write out your degree, where you studied and your professional association membership. Don't rely on acronyms, because a new client may not know them. Referrers and other practitioners look for this too.
3. Explain why you do this work
This is where your story belongs. Keep it short and specific: what drew you to this work and what you care about in how you practise. One or two short paragraphs is enough.
4. Describe how you work
Do you see people in person, online or both? Do you work alongside GPs? Do you focus on particular areas? This helps the right people say yes and the wrong ones move on.
5. End with a clear next step
Finish with a booking button or a link to your services, so someone who's ready doesn't have to search for how to book.
What to leave out
- Every course you've ever done. Keep the qualifications that matter to your clients.
- Claims you can't back up. Check your About page against your association's advertising guidance, the same as the rest of your site.
- Jargon. Write it the way you'd explain it in a first consult.
Add a real photo
A clear, friendly photo of you helps people feel they know who they're booking with. It doesn't need to be a professional shoot to start with. Good natural light and a plain background will do.
Frequently asked questions
How long should an About page be?
Long enough to cover the five parts above. That's usually a few short paragraphs plus a photo and a booking button.
Should I write my About page in first or third person?
First person ("I help...") usually reads as more personal for a solo practice. Third person can suit a clinic with several practitioners. Pick one and use it consistently.
Should I include my personal health story?
Only if you're comfortable sharing it and it helps clients understand why you do this work. Keep it brief and focused on how it shapes your practice.
Want help writing it? Every Peppeddev site includes a tone pass across your words, and full copywriting is available if writing isn't your thing. (Read about me.)