There is a special kind of torture associated with writing about yourself.

When it comes to knowing how to write your About page, summing up your experience, philosophy, and service can be nothing short of daunting.

Nothing comes out sounding as good as it does when it’s in your head. It’s never exactly what you mean to say. You wonder which details about your past are actually important. You struggle with how to talk about what it is that you actually do.

Crafting the story of your coaching evolution is a really important foundational element of your business.

Your backstory gives people a reason to care.

The concept of an origin story, typically associated with the comic book hero, can be adapted to serve as an integral implement in the coaches’ writing (and expert-positioning) toolbox.

In your quest to become a coach, you have probably overcome adversity to serve humanity. How do you talk about that struggle and triumph without offering up too much irrelevant personal information or blathering on about characters and events that don’t matter?

Here are prompts for mining your personal and professional experience for a story that’s “fit to print.” Get away from TMI and position yourself as the person who can “save the day.”

What’s your big, bold “I believe…” statement?

Spiderman’s credo, echoing in the voice of his beloved Uncle Ben, is “With great power comes great responsibility.” This bolsters his commitment to protect the defenseless. What is your bold statement about your practice?

Answer these questions to write your about page:

  • What’s “The World According to YOU?” What do you know to be true about what you teach people to do?
  • What’s possible when someone embraces this idea?
  • If you were having a foot-stamping, fist-shaking moment talking about what you do, what would you be saying about what you believe?

What do you know to be true about the people you work with?

One of your superpowers as a coach is being able to see other people clearly. You guide them to see themselves more clearly, too. In this section, use that power to develop some copy that will show visitors to your website or readers of your content that you really get them. Where are they now in their lives? What do they really want? What’s their greatest struggle? What’s their biggest dream? Be as specific as you can. This may not seem like part of your origin story, but you’ll probably find that their dreams and struggles were also once yours.

What do we need to know about you?

There’s a struggle you went through to get to where you are and a reason why you offer the work you do. That struggle and your reason for being is probably very familiar to the rest of us. Unearth that struggle by thinking in terms of your “before and after” story. Where were you before you found the work that changed your life? What was that transformation like for you? And where did you find yourself after? Show how you’ve proven yourself. In superhero talk, they say “don’t make your hero a Chosen One — give him a chance to prove himself.”

Show how you’ve earned your stripes.

You can plainly see how much more powerful that narrative is than the “silver spoon” version of the story. Your professional journey is also relevant here. Accreditations, certificates, degrees, trainings, include it all and look for “through lines” in your experience that show you are perfect to be doing what you’re doing. Your black belt in karate can be spun into a feat of commitment and discipline. These values will resonate with your audience.

Talk about what you do.

Want an easy way to learn how to write your about page? Show us how a conventional background can lead to an extraordinary idea. You’ve already told us — as directed in the last prompt — how you found your way out of your challenging circumstance. Now, tell us how the light at the end of the tunnel became the work you do today. You don’t have to hide the blemishes. You are fallible. And a flawed narrator who didn’t have the goods served to him on a silver platter, as we know, is more relatable. Be willing to give us the real story. What did you try that didn’t work out quite as you expected? How does it feel now to be completely aligned in your work?

Give us a happy ending.

The last bit of content you need for your coaching business About Page are the happy endings, or the results you’ve helped clients achieve. These don’t need to be specific promises, nor should they be. But, this content should show prospective clients what is possible when they sign on to work with you. You might also speak to your personal happy ending. We are all works in progress, right? So while we want to know you found your footing, you’ve proven yourself, you’ve made it past adversity, and you’ve reached beyond your humble beginnings, we also want to know you are still doing the work and putting your philosophies into practice each and everyday…and that it’s working for you.

So, let me know how it goes for you writing your origin story for your website About Page. Then, tweet it to me @AmandaBerlin. I look forward to reading all about your triumph over adversity!


After more than a decade in corporate communications, Amanda Berlin now uses her pitch powers for good, helping entrepreneurs position themselves as experts and create compelling content that sells their services. She’s a certified professional coach who understands where the training leaves off. She teaches coaches how to build a platform, raise their profile, and get their name out there.


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