Your health coaching About page is not simply a place to share your qualifications or tell your life story. It is where a potential client decides whether they feel understood, whether your approach feels like the right fit, and whether they are ready to take the next step.

A strong About page builds connection while making your offer clear. It should help the right person think: “This coach understands what I am going through—and I can see how they could help.”

Here are seven health coach About-page design tips to help you create a page that feels personal, professional, and built to convert curious visitors into discovery calls.

1. Start with the person you help—not your résumé

Many coaches begin their About page with a version of, “Hi, I’m [Name], and I’m a certified health coach.” While your credentials matter, that opening does not immediately tell the reader whether they are in the right place.

Instead, begin by reflecting the person you want to work with and the challenge they are experiencing.

For example:

You are doing your best to take care of yourself, but healthy habits keep falling to the bottom of the list. You want more energy, consistency, and confidence in your choices—without another restrictive plan to follow.

This kind of opening helps a visitor feel seen. Once they know the page is for them, they will be much more interested in learning about your story, experience, and approach.

2. Share your story with a clear purpose

Your personal story can be one of the most powerful parts of your health coaching website. It gives people context for why you do this work and can make your brand feel more human.

But your story should always come back to the client.

Instead of writing every detail of your professional journey, focus on the moment, experience, or belief that led you to become a coach. Then explain how that shapes the support you provide today.

For example:

After years of trying to “do health perfectly,” I learned that lasting well-being is not built through pressure, perfection, or another set of rules. It is built through self-trust, practical support, and habits that work in real life. That is the foundation of the coaching I offer today.

A good test is this: after reading your story, can a potential client clearly understand how it benefits them? If not, tighten the section or move some of the detail to another page.

“I loved working with Brittany to refresh my website. Her questionnaire process was so detailed and precise to capture the ‘feel’ of what I represent. I was overjoyed when I saw it all come together in a simple, clean and well written package! Brittany is quick to respond with support and working within the deadline. I highly recommend choosing her to refresh your website!” — Natalia McPhedran

3. Be specific about what you help clients with

Broad language such as “I help women live healthier lives” may sound positive, but it makes it difficult for the right people to recognize themselves in your offer.
Specificity builds trust. Name the concerns, goals, and life stages you support—while using language that feels natural to your ideal client.
You might help clients who are navigating:
  • Low energy, burnout, or feeling disconnected from their routine
  • Emotional eating or an all-or-nothing relationship with health
  • Major life transitions, including motherhood, career changes, or midlife
  • Building realistic movement, nutrition, sleep, or stress-management habits
  • A desire to feel more confident and at home in their body
You do not need to list every possible challenge. Choose the themes most connected to your coaching offer and repeat them consistently across your homepage, services page, and About page.

4. Explain your approach in plain language

Your potential clients may not know the difference between every coaching method, certification, or framework. What they want to understand is what it will feel like to work with you.

Explain your approach in a way that is clear, supportive, and grounded in the actual experience of coaching with you.

For example:
My coaching is practical, compassionate, and designed for real life. Together, we will identify the habits and patterns that are keeping you stuck, create goals that feel realistic, and build routines you can actually maintain—even when life is busy.
This is also a great place to clarify what makes your approach different. Perhaps you take a non-diet approach, focus on sustainable habit change, work with busy professionals, or combine health coaching with mindset support. Be specific, but avoid making promises you cannot guarantee.

5. Include credentials, but make them easy to understand

Your education, training, and certifications help establish credibility. They should be visible on your About page, but they do not need to take over the entire page.
Create a short section with a heading such as My Training, Credentials, or Professional Background. List your qualifications clearly, then briefly explain why they matter to the way you support clients.
For example:
I am a Certified Health Coach through [Certification Program] and have additional training in [relevant area]. My work is rooted in behaviour change, compassionate accountability, and practical strategies that help clients create sustainable routines.
Avoid acronyms without explanation, especially if your audience is unfamiliar with them. The goal is not to impress visitors with a long list of letters—it is to help them feel confident that they are in capable hands.

6. Use photos that make your brand feel personal and professional

Your About page should include at least one clear, current photograph of you. People are far more likely to reach out when they can see the real person behind the business.
Choose images that feel aligned with the experience you want your coaching brand to create. For many health coaches, that means warm, natural, relaxed, and approachable—not overly corporate or overly posed.
Consider including a mix of:
  • A welcoming headshot where your face is clearly visible
  • A lifestyle image of you working, writing, or preparing for a session
  • A photo that reflects the feeling of your brand, such as calm, energy, nourishment, or connection
Keep text easy to read over images, and add descriptive alt text to every meaningful image. For example: “[Name], a health coach in [City], sitting at a desk in a bright home office.”

7. End with a clear, low-pressure next step

Do not make a visitor scroll back to the top of your site to figure out what to do next. Your About page should end with an invitation that feels simple and supportive.
A discovery call is often the best next step because it lets people ask questions before committing to a coaching package.

Use a call to action such as:

Ready to Feel More Supported in Your Health Journey?
You do not have to figure it all out alone. Book a free discovery call to ask questions, share what you are looking for, and see whether coaching with me feels like the right fit.
[Book Your Discovery Call]

If you do not offer discovery calls, use a clear alternative such as Explore Coaching Packages, View My Services, or Get in Touch.

Seasons With Tina

A checklist for your health coaching about page

Before publishing or updating your about page, check these:

  • Opening paragraph speaks to the client’s experience, not your credentials

  • Your personal story is told through the lens of how it serves your client

  • You’ve named specifically who you work with and what changes for them

  • A real, warm photo of you appears near the top of the page

  • Your certifications and credentials are included but not leading

  • A clear next step with a booking link or contact button at the bottom

  • Your location is mentioned if you serve local clients

  • An FAQ section with questions your ideal clients actually ask

  • Clear H2 and H3 headings throughout the page

  • Specific, plain language throughout, no vague wellness buzzwords

Your About page is only one part of a website designed to turn visitors into clients. Read The 7 Essential Pages Every Coaching Website Needs to make sure the rest of your site supports the same clear client journey.

Working with a designer who understands health coaching websites

If you’ve read this and thought “I need someone to help me do this properly”, that’s exactly what I do.

I’ve designed websites for health coaches, wellness practitioners, nutritionists, and holistic health professionals across Canada. I understand that a health coaching website isn’t just about looking professional, it’s about creating the kind of trust and connection that makes a potential client feel safe enough to reach out.

Every project starts with strategy. We talk about who you’re trying to reach, what they need to feel, and what needs to change for them before we talk about colours or fonts. Then we build something that works.

If you’re ready to have a website that finally reflects the quality of your work, I’d love to chat. The clarity call is free and there’s no commitment. Book a Free Clarity Call

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About the Author: cultivators

Brittany Levesque is an Ottawa-based website designer and brand strategist with 20+ years of experience working with service-based entrepreneurs across Canada. Founder of The Cultivators, she has designed 100+ custom WordPress websites for coaches, therapists, wellness practitioners, and consultants. Her clients have been featured in Forbes, Elle, InStyle, and Prevention, and she has been recognized as Ottawa's Web Developer of the Year.

Hi, I’m Brittany

I help entrepreneurs turn their ideas into websites and brands that feel aligned and work hard for their business. If your site has been on your “someday” list for too long, let’s change that.

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