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Ep #8: Writing Your “About” Page

So far on this show we’ve talked about setting up shop and your website specifically. Over the next four episodes, we’re discussing how to properly set up the main pages on your website and write copy that speaks to your target audience.

On episode 8 of How to be a Life Coach podcast, we get into the nitty-gritty of writing your most visited page on your website – your “About” page. Tune in to find out how you can set yourself up as the person to serve your specific market and to explain why you’re the one to help solve their problems. Don’t miss this episode’s step-by-step breakdown of how to create an “About” page that will have people lining up to work with you.

What You will discover

  • Why people check out your about page.
  • The reason why folks decide to hire a particular coach.
  • The importance of having your target market in mind when creating the “About” page.
  • How to create an intriguing title.
  • What information you should include on your “About” page.

Get the Full Episode Transcript:

download the transcript

Episode Transcript:

Hi everyone. It's Brooke Castillo. Welcome to episode 8 of how to be a life coach. Hey, if you guys haven't already opted in, you need to go to the lifecoachschool.com/14-steps and get the steps. What happens when you opt in is we take you to the life coach toolbox. Inside of that toolbox is every resource and every form and every exercise that you will need to follow along with this podcast. I have this amazing business strategist, Jody, working with me, and she's created all these amazing tools based on the podcast. It's all free. You can just opt in the lifecoachschool.com/14-steps. If that's too confusing for you, you can just go to lifecoachschool.com and look up the podcast and you can just click right on the right hand side, it says opt into the 14 steps. I don't want you guys to miss out. That is super cool stuff.

All right. Today, what we are going to talk about is writing your about page. We went through setting up shop, and we talked about a lot of that stuff in general, and now over the next, I would say, 4 sessions, we're going to talk about the pages on your website. We're going to talk about writing your about page, writing your work with me page, writing your blog, and the legal pages that you need to have on your website that's what's coming up. Today we're going to talk about your about page, because I think it's really important that everybody recognize that it is the most visited page on most websites. Who knew that? If I'm checking someone out I want to know about them. I want to see pictures, I'm curious, what's going on in their life, how are they going to represent. Here's the thing. When you are a life coach, someone's looking at your about page, they're trying to get to know you a little bit more. The reason they're trying to get to know you is they want to know if you're going to be able to help them. They want to find some kind of commonality, some kind of rapport, some kind of feeling of like.

The thing to remember is that people hire you if they know, like, and trust you. The about page is an opportunity for them to get to know, like, and trust you. You need to set yourself up as the person to serve your specific market. You need to tell them why you're the one to help solve their problems. The about page is as much as knowing your target market as it is about you. Remember, if you were going to tell your student's teacher about you, you would tell them very different things than if you were gong to tell someone who was interviewing you for a job about you. Very different things. You can't just talk about yourself with no audience in mind. You have to know that you're talking to your target market about you. What about you is relevant to them? What might they be interested in? What might help them know, like, and trust you? Okay? You're not talking to someone in a bar. You're not talking to a friend you just met. You're not talking to the guy at the gas station. You're talking to your target market. You want to share genuine things about you that would matter to your customers.

You can share general things, like personal items, but only those that are relevant to your client. You might want to talk about your family. You might want to talk about your kids. You might want to talk about your job, if you're trying to get people to hire you, or the jobs that you've had in the past. That might be relevant. Don't tell a bunch of personal things that aren't relevant to your target market. Certainly, don't over-share personal things.

The first thing you want to do is have a headline on your about page. It's funny. I was just working with someone on their about page and they're like, "I hate having a question up there. It's like this rhetorical question headline." It doesn't have to be a question, but something that will get my attention. When I got to your about page, there needs to be a title that will get my attention. It shouldn't be welcome to my about page. It shouldn't be hi, my name is Brooke Castillo. It should be something that ignites your target market's brain. That gets them thinking.

I can give you lots of examples of that, but I really want you guys to be able to come up with your own. I do use a question in mine. Mine is, "Are you coming?" That's really important to me. I say “we're going to make a contribution, live our purpose, honor our dreams. We are coaches. Are you?” That's my headline. Okay? You need to decide what your headline is. Now, on my page, they're not hiring me in particular. They're basically hiring my school. I don't really have an about page. Each page I do have has a headline on it. You want to make sure you have a headline that intrigues your target audience.

Then, you want to introduce yourself, tell a little bit about yourself. After you've introduced yourself, told a little bit about yourself, shared some genuine things about you, then the next thing you want to do is offer your help. That is the next section. You introduce yourself, you tell them why you are their coach. You want to introduce yourself as their coach. Headline, introduce yourself as their coach, tell them why you are.

Then, you're going to offer your help to them. Yes, this is on your about page. You're going to offer to help them, you're going to tell them about yourself and why you are able to help them. You're going to tell them why you're the best one. Now remember, you have this very clear target, you're telling them, the first thing you did was introduce yourself. The second thing you're going to do is offer your help by telling them why you're the best one to help them. It's really important. People think that they don't want to sell on their about page, but you have to sell yourself in terms of people knowing, liking, and trusting. You have to talk about yourself in a way that will help your client know that you're the one. Then, the next thing you want to do is tell them why you love working with people like them. That's really powerful. You have your headline, you've introduced yourself, you've offered your help, and you tell them why you're the best one to help them. Then, you tell them why you love working with people like them. Can you see what you've done there?

You've talked about you, you've talked about them, and then you tell them why you love working with them. The next part is, you say this is how I work with clients and why. That's really important. This is how I work with clients and why and then you do a call to action. What you want them to do next. It's important that your about page, the reason why people are learning about you is not because they're curious about the intimate details of your life, they want to know what you're about and how you are useful, really, to them.

If you follow this protocol, you follow this step by step about page, you will be offering them your best self, and a way to work with you. You do a really good headline, for example, a headline might be, do you need help figuring out why you're tired all the time? I'm your one. I'm the one to help you. I'm Brooke Castillo. I focus on working with people that are tired all the time because I used to struggle with that myself. I'm a stay at home mom, and then you tell a little bit about your story, in a relevant way. I'm talking about my experience with being tired all the time. That's relevant to you. I want to hear about that.

If I was talking with someone, do you want to learn why you are overweight in the first place so you can lose weight permanently? Let me tell you about my experience. I'm going to share a little bit about my weight struggle. I'm going to tell it in a way that's relevant to you. I've introduced myself. Then, I'm going to offer my help. Hey, if you'd like me to help you with this same thing, are you struggling with this same thing? I want to help you. Here's how I can help. I've developed this program to help you. The reason why I'm the best person is because I've been where you are. I know what you're going through. I know what a struggle this is, and I've figured it out. I didn't just figure it out randomly. I created a process for it. I've offered my help, I tell them why I'm the best one, and I love working with people like you because I remember when I was really struggling with my own weight. I remember how desperate I was to figure it out. I was so desperate for someone who had figured it out to help me. I'm really thrilled that I have figured it out and I'm able to help you through it. I have some steps that absolutely will work. I can help you for sure do it.

Now, I told you why I love working with people like you. Now I'm going into this is how I work with clients and why. I work with clients on the phone. The reason I work with them on the phone is because it's more convenient. We don't have to be in the same town. We can be all over the world and we can still work together. I also like the confidentiality of the phone. We don't have to be looking straight at each other. You can be thinking in your mind's eye, and I can be thinking in my mind's eye and we can have that connection basically between our voices. I really like that, and I do some support with email in between, because I think it's important to check out what's going on with food journals in between, and that's why I work that way. Then, the call to action. I'd like to have you sign up for a mini session if you're interested. This is what we'll do on that mini session. This is how you'll know if we're a good fit. I get a chance to talk to you, you get a chance to talk to me. I tell you a little bit about my program, and I talk to you a little bit about what you're struggling with and we see if that's a key and lock kind of fit, and then we go for it.

That's what your about page is about, folks. It's not about you and your cat. Please don't make it about you and your cat. It's certainly not about your resume. You can include those things if they're relevant, but here's what we want to do. Cool headline, introduce yourself, offer your help and tell them why you're the best one to help them. I love working with people like you because, this is how I work with clients and why, and then your call to action, what for them to do next. Do not make it any more complicated than that. That, my friends, is your about page. I will see you next week to talk about your work with me page. All right everybody. Have an amazing week. Don't forget to opt into the 14 steps. We'll talk to you soon. Bye-bye.


  1. This is so awesome, Brooke. I have been following these podcasts, following your instructions. I’ve written my “About” page. Then I listened to you again, and used the template. I re-wrote my “About” page. Then I went further and changed it again. Each time I did it, it was like peeling the layers off an onion, as they say. I became more aware of my whys and hows, and realised that actually I was coaching myself whilst building my “About” page. I wanted this to be a quick process, always aware that time is precious. However I have learned that what is precious is how you spend that time, not how much you can cram into it. And so taking some time to get these pages right, is time well spent – not only in creating the pages but in getting deeper in the whole reason of why and how I want to do this.
    Many thanks again, Brooke and I know I will continue to find your podcasts helpful and inspirational. I would attend your Sept course in person except that I can’t fly and live on the other side of the world. But maybe I can deal with this too and see you next year…..

    1. Hi Christine,

      So great to hear you coached yourself during the process of creating your “About Me” page and that you were able to create it from a more genuine place. And we’d love to have you join us for an In Person training next year. Our students come from all over the world!


  2. WOW!!! Totally blow my mind Brooke! Thank you so much for your knowledge, learned so much from this 11 minutes of podcast. One of the best 11 minutes that I’ve spend. Thank you so much, I’m learning everyday

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