By Amy Rogers, Coffee Break Medical Marketing
Doctor meeting with patient
Your website’s physician About page isn’t really about you. It’s about what you can do for your patients.

It has a lot in common with all the other pages on your website: pages like the Contact page, the Conditions Treated page, and even the Patient Forms page.

It is a resource for your patients.

This means it must be more than a catalog of your credentials. Instead, it should help your patients and potential patients understand who you are and what it will be like to be your patient.

To make your About page become a valuable resource for your patients, there are two key areas you need to consider.

First, demonstrate value to your audience. There are several ways you can do this.

  • Share the values that guide your practice philosophy. Maybe your focus is on a shared decision-making model. Perhaps you see yourself as more of a comforting guide. Or your focus may be all about the evidence. If you share these values on your About page, your readers will know if your practice fits their needs. It will draw the kind of patients you are likely to have the best relationship with.
  • Show how you improve lives. It’s great that you attended advanced training in Procedure X. But the real topic you need to address is how your patients will benefit from your expertise in Procedure X. People want to know how choosing you as their physician will benefit them. Their goal is to have the best quality of life available to them. Your credentials only matter if they can help make that happen.

Second, allow your audience to get to know you. You are privy to your patients’ most personal information. Give them a little peek into who you are. You don’t have to be Facebook friends (actually you shouldn’t be), but you can let them know you are human.

  • Share a picture of yourself. It’s fair to let your patients have an idea of who will be walking through the door when they are wearing a paper gown. Copyblogger lists the absence of a photo as one of the worst About page mistakes. Don’t let it be your mistake.
  • Write your About page in your own voice. For some reason the About page causes most people to revert to the most formal, stiff language available to them. But that formal voice is cold and uninviting. Try to write your About page like you speak. In fact, you can record yourself describing your practice to a friend and use the recording as the first draft of the page.
  • Share a little something personal. Patients don’t need to know about your student loan debt or your political views. But do share a little of what makes you human. Your family, a hobby, a favorite TV show or vacation spot are little details that make you relatable.

But what about my CV? Your CV is meaningless to most patients so it doesn’t deserve a lot of real estate on your About page. Simply add a button on your About page that links to your CV. That way the few patients who want to see it can. So can organizations that wish to interview you or have you speak.

The About page is a critical component of your online presence. In fact, Hubspot lists it as the second most visited page on a website, being nosed out by the home page. So give the About page the attention it deserves. Don’t miss this opportunity to provide a valuable resource to your patients.