How to Write Your About Page: A Guide for Coaches
The 5 Essentials of Your Coaching About Page
Your About page is arguably the hardest page to write on your website. It feels so personal.
I know what it feels like to stare at a blank screen and think, What the heck do I say about myself?
A business coach once told me, “You can’t read the label when you’re inside the jar,” and this can definitely feel like one of those situations.
Maybe you have a lot to share, but you’re not sure which parts belong on your website. Or you’re private, and the idea of sharing your story online makes you want to hide.
Your About page helps potential clients get a sense of who you are, why your work is important to you, and what it might feel like to work with you. And you can give them that sense of you without sharing more than you’re comfortable with because you get to choose what you share.
So what does your About page need to convey?
In This Post
Your origin story: how you arrived at the work you do today
Your “why”: what makes this work important to you
Your values: what guides the way you work
Your credibility: the experience and expertise you bring
Your personality: who you are beyond your work
What Should a Coach’s About Page Include?
An About page should communicate your origin story, why you do this work, the values that guide your approach, your relevant experience, and your personality. Together, these elements help potential clients understand who you are and what it might feel like to work with you.
1. Your Origin Story
Your origin story helps potential clients understand how you arrived at what you do and why it’s important to you. It creates an emotional connection by helping someone think, “She gets what I’m going through.”
A simple way to shape your story is to include:
Where you started
The moment you realized something needed to change
The work and effort you put into making that change
The transformation you experienced
Let’s use a fictional example of Camila, a money mindset coach:
Camila was building her life coaching business while working a boring office job. She loved coaching but couldn’t bring herself to charge more than $50 a session, which made leaving her job feel out of reach.
One morning, her boss asked her to add 2,000 contacts to an Excel spreadsheet. She thought, “Something has to change. I can’t keep doing this.”
She signed up for a money mindset course and began working through her limiting beliefs, such as, “Who am I to charge $200 for a coaching session!” It took time and practice, but she learned to raise her prices with confidence and set boundaries around what she charged.
Eventually, she built a business that allowed her to leave her office job. Today, she helps other coaches develop empowering beliefs around money.
Camila’s story speaks to the transformation her ideal client is seeking: feeling confident charging for their work and building a business that supports them.
Tip: We have many stories and pivotal moments in our lives. Choose one that helps your potential clients see a connection between what you’ve experienced and what they’re hoping to change.
Questions to Help You Write Your Origin Story
What led you to the work you do now?
Was there a moment when you realized you wanted to do this?
What have you experienced that helps you understand your clients?
How does your story relate to the transformation your ideal client is seeking?
If you’re private, remember that you get to choose what you share. You can talk about what you learned from an experience without sharing every detail of what happened.
2. Your “Why”
Your “why” is what makes your work meaningful to you. It helps people understand your deeper purpose.
What makes your work important to you? What do you hope will become possible for your clients?
For me, there’s nothing I love more about my work than seeing a woman, often in midlife, light up with an idea of what she wants to create and share with others. I love helping give form to that idea—through words, colors, images, and a website that represents her and her work.
That’s especially meaningful to me because I craved being able to find work I loved and was. I would see other people doing work they were passionate about and think, “I want that.” Helping another woman put herself and her work out into the world feels deeply connected to that experience.
Tip: Try to move beyond a broad statement like “I’m passionate about helping people.” What, specifically, do you want to help people with, and why does that matter to you?
Questions to Help You Express Your “Why”
What feels most meaningful about your work?
What do you wish more people knew or believed was possible?
What change do you hope your clients experience?
Why does that change matter to you?
Tip: Start with a simple sentence: “I do this work because…” Write what comes naturally, even if it feels a little messy. You can refine it later.
3. Your Business Values
Your potential clients usually choose you based on a values fit.
It helps them understand the way you work and whether your approach feels right for them.
But naming your values is only part of the picture. Words like authenticity, compassion, and integrity become more meaningful when you explain what they look like in practice.
If you value compassion, how do you respond when a client feels stuck?
If you value autonomy, how do you help clients make their own decisions?
If you value simplicity, how does that shape the tools or practices you introduce?
These details help someone imagine being supported by you.
I remember when I was looking for a copywriting course, I felt completely turned off by the ones that emphasized making “big bucks.” I gravitated toward the ones that talked about empathy and understanding your audience. Their approach felt more aligned with my values.
In my own work, I feel honored that my clients trust me with their website creation process. I love spending lots of 1-on-1 time with my clients getting to know them and their work on a deeper level.
My personal values of trust and connection deeply inform my approach.
Questions to Help You Communicate Your Values
What are your top three business values?
How does each one influence the way you work?
What can a client expect from you because of those values?
What do you want clients to feel during your time together?
You can include a dedicated values section, but personally, I think it’s more impactful when your values come through in the stories you tell, the language you use, and the way you describe your approach.
Tip: If you’re not sure where to start, Brené Brown’s Living Into Our Values exercise is a helpful resource for identifying what matters most to you. Once you’ve named your values, think about how they show up in the way you work with clients.
4. Your Credibility
Credibility builds trust.
Potential clients want to feel that you understand their needs and have the skills to support them.
Your About page is a place to help them see what you bring to the work. That might include degrees, coaching certifications, professional training, relevant work experience, or the particular perspective you’ve developed over time.
You might be thinking, “Wow, I have none of that" but you do! You’re starting
a business for a reason beyond your personal transformation...
Questions to Help You Recognize Your Credibility
What relevant education or training have you completed?
What work experience informs your coaching?
What skills have you developed that benefit your clients?
What feedback have clients or colleagues given you about your strengths?
Tip: You don’t need to include everything. Choose what helps a potential client understand that you can help them.
5. Your Personality
Coaching is personal work. Your potential clients want to get a sense of the person they’ll be talking to.
Are you gentle and reflective? Warm and playful? Direct and practical?
Some of this will come through naturally in your writing (and your branding). You can also share a few details about your life outside of work.
A short “fun facts” section can be a great way to do this. Or you might simply mention what you enjoy, what you’re curious about, or where someone might find you when you’re not working.
One detail people often comment on from my About page? My husband and I own a small coffee farm, and we get to drink our own shade-grown coffee every morning!
You never know which detail someone will connect with.
Personally, the part of my about page that most people comment on is that my husband and I own a small coffee farm. If we’re ever on a morning call together, you will see me drinking coffee that was grown on our farm.
Questions to Help You Show Your Personality
What do you enjoy doing outside of work?
What could you happily talk about for hours?
How would people close to you describe you?
What small details feel like you?
Tip: You don’t have to come up with something quirky or impressive. Ordinary, everyday details are sometimes the best way for someone to feel a connection.
Frequently Asked Questions About Writing a Coaching About Page
Q: How much should I share about myself on my About page?
A: When telling your story, choose the parts that are relevant to your audience, speak to the transformation they’re seeking, and help them feel seen and understood.
You don’t need to share something deeply personal to create a connection. If you do, choose experiences you’ve had time to reflect on and feel comfortable sharing publicly. You can share what you learned without sharing every detail of what happened.
Q: How can I write an About page if I’m a private person?
A: Always remember that you get to choose how much you share. You can leave out personal details and still give potential clients a sense of who you are.
Instead of telling a personal story, you might talk about your “why,” the values that guide your work, or what drew you to coaching.
For example: “Through my work with women navigating career changes, I kept noticing how often they dismissed their own strengths. Today, I help women recognize what they bring and move toward work that feels meaningful to them.”
Your perspective, your approach, and the way you express yourself can help readers connect with you, even when you keep your personal life private.
Q: Should I tell my whole story on my About page?
A: Think of your About page like the first time you meet someone. You share bits and pieces of yourself, not your whole life story.
Choose the parts that help potential clients understand how you arrived at this work, why it matters to you, and how your experience relates to what they’re hoping to change.
If you really want to include your whole story, write the most relevant parts on your about page and create a link for people to read the rest.
Q: How long should my About page be?
A: There’s no single right length. Give readers enough to understand your story, approach, and experience, and what it might feel like to work with you.
Make the page easy to skim with clear headings, short paragraphs, and a few key phrases in bold. You can also use a pull quote here and there to highlight something meaningful.
If you’re unsure whether something belongs, ask yourself: “Does this help a potential client understand me or my work?” If it does, it may be worth keeping. If you’re repeating yourself or including details that don’t serve that purpose, you can probably leave them out.
And remember to give readers a clear next step by including a CTA at the end, whether that’s exploring your services or booking a conversation with you.
How to Bring Your Coaching About Page Together
Start by answering the questions above without trying to make your writing sound polished.
Then look for the parts that feel most relevant to your potential clients. What will help them feel understood? What will help them trust you? What will give them a sense of your approach?
These five elements don’t need five separate sections. Your story might naturally communicate your “why.” Your values might come through when you describe how you coach.
If you’d like a little help getting started, you can download my About Page Template here.
Key Takeaways
Choose a story that connects with what your clients are hoping to change.
Share why your work matters and how your values shape your approach.
Communicate your relevant experience and let your personality come through.
Share only what feels comfortable, and give readers a clear next step.
Writing your About page can be one of the hardest parts of creating your website. So if you’ve taken the time to work through these questions, give yourself some credit.
And remember: sometimes it helps to have someone outside the jar reflect back what they see. Ask someone who knows your work what stands out to them. Their answer might help you find words you couldn’t quite reach on your own.
If it hasn’t quite come together yet, give it time. You’ve got this.
Again, if you’d like additional guidance, you can download my About Page Template here.
