Writing a successful profile bio


An effectively written bio is a crucial piece for showcasing your online presence and attracting new clients to your practice. Your potential clients look to your bio to help them understand whether you are the right therapist to help them and someone they can feel connection and trust with. It might be easier to think of your bio as a resume explaining what you’ve done; however, we’ve put together some tips to help you craft a bio that connects with the clients you’re looking to attract.

As you sit down to draft your bio, imagine that you are writing it as an invitation to your ideal clients. Consider the following questions:

  • How do you want to welcome your clients to your practice?
  • Is there anything they should know about your style?
  • What makes you unique?
  • Why should the client trust you to help them?


Effective strategies for building your bio

Set yourself apart from other providers by identifying your niche

Speak directly to your ideal client and highlight your specialty. This will give the client confidence in you as a provider and help you gain clients who are looking for an expert in their particular issue(s).

Spend your bio space connecting with your potential client

There are many ways to introduce your work by speaking to the client about what they are going through and how you can help them! Here’s a few approaches to consider:

  1. Write your bio in the first person: Addressing the client directly, and in your voice, is a great way to connect with your potential client.
  2. Use the 80/20 rule:
    • In 80% of your bio, address the client and their experiences. Answer the client’s question: Do you understand the feeling or situation that I am going through? This is where you can elaborate on common concerns and issues you see your clients struggling with.
    • In the remaining 20% of your bio, answer the client’s question "How can you help me?" This is where you will write about your counseling style, therapeutic framework, and specialties.

Address the "Miracle Question"

What might your client’s life look like after therapy with you? Dedicate space to help the client imagine a life where problems are resolved, their issues are addressed, and things are better. This will help give your potential client a sense of hope from your profile– remember to keep things imaginative, yet realistic.

Use language that helps you connect with your new client

Choose wording and language that will help your client understand exactly who you are and how you will help them.


What to avoid when building your bio

Don't try to write your bio with every client in mind

You might think that listing a wide range of disorders and a broad range of specialties will attract more clients. However, it’s the opposite! Clients want to find a professional who has an active focus area and particular knowledge base for the issue(s) they are facing.

Avoid spending the majority of bio space on your qualifications, achievements, and schooling

It may feel natural to begin your bio listing your years of experience and impressive accomplishments. However, designing a profile focused on you, rather than what led the client to seek out a therapist in the first place, may actually discourage a client from booking a session.

Don’t entertain unrealistic hopes for your potential client

Although your bio should invite imagination, do not guarantee unrealistic outcomes for the client.

Avoid using clinical jargon or acronyms

Prospective clients likely won’t take away much from a list of acronyms or other clinical terms. Take a second look at your bio and ask: would I use this language with a client– or another provider?

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