I’m about to get real right now. The physician “About Page” on your practice website is probably terrible. And that’s a problem because the About Page is one of the most frequently visited pages on a website.
Here’s the thing. The About Page isn’t really about you at all. It’s about how you can meet your patients’ needs in some way.
Here are a few common problems with physician About Pages. Do any of these apply to you?
You Have a Boring About Page
Boring seems to come in two varieties on a doctor’s About Page.
Variety one is basically an abbreviated CV as the physician About Page. First of all, if I come to your website, the MD after your name tells me you went to med school. If you are board certified, then I’m good. Your educational experience is not sufficient for an About Page and unless it sets you apart from the other doctors in your area, it’s not all that important.
The second variety of boring is the prose version of the CV.
Dr. Wonderful entered his internal medicine residency at Fancy Academic Institution after completing medical school at Competitive Health Sciences Center. He is Board Certified in Internal Medicine and has practiced in This Town for ten years. He is active in the This Town Medical Society.
Please wake me when it’s over.
It’s important that your credentials are available for your patients to see, so add a “Credentials” section at the end of the About Page. Just bullet point all your education and certifications in an easy to skim list. That’s all most people will need.
Alternatively, if you speak frequently or are involved in a lot of research, you can just add a link to your credentials that opens a new page with your full CV on it.
You Don’t Set Yourself Apart from Other Physicians on Your About Page
Every doctor went to medical school. That doesn’t make you different. At least not in the sense we’re talking about.
But not every doctor performed the same research, won the same awards, or developed the same patient care philosophy that you did. Think about what sets you apart from other doctors, then tell me about it. Then tell me why that matters to me.
Your research may be obscure, but it shows me that you are leading scientific thinking in medicine. It allows me to be confident that you are using the latest scientific data when you formulate your treatment plans for me. Tell me that!
You won an award. What for? Then tell me why that makes you better equipped to be my doctor.
You have a unique patient care philosophy. Tell me how that will affect my care. Are you focused on science and data? Are you focused on partnering with your patients? This sort of information helps me formulate an idea of what having you as a doctor will be like.
Believe me, most of the other doctors out there are not including this on their about page. So even if you aren’t all that different from the other doctors in your area, just putting it in terms that show the benefit to your patients sets you apart.
You Share No Personal Information on Your About Page
There is a line between personal and professional, no doubt. But give me something here. I’m going to share the most intimate details of my life – my bad habits, my sexual history, the fact that I pee a little when I laugh. So please, let me know you are human and have some understanding of the personal nature of this relationship.
I don’t need to know about your summer house in the Hamptons or that you can’t get the medication right for your son’s ADHD. But let me know that you care about someone or something. Whether you like to binge watch Breaking Bad with your spouse, coach your daughter’s soccer team, or train for your next marathon, a little personal detail makes you human to me.
Except for the marathon thing. I will never understand that.
Also, please put a picture of yourself on your about page. It makes me feel a lot more comfortable when I know who should walk through the exam room door when I’m wearing a paper gown.
You Have No Voice on Your Physician About Page
Inject a little of your personality into your writing. You don’t have to use formal grammar and lots of medical jargon. In fact the best way to write your About Page is to imagine your ideal patient. Explain to them why you are a good choice of doctor for them.
When you do that you are conversational and not so formal. You might throw a joke into the talk if you are good at that sort of thing. You try to use words that aren’t so technical.
That’s how to write your physician About Page.
Look at your About Page. Depending on your starting point, this might not be a quick fix. Just pick one thing about it to focus on today, then come back and address other issues tomorrow or next week. Here are some ideas to get you started:
- Think of one thing that makes you different from other doctors and write up a paragraph about how that will help your patients.
- Add a nice photo of yourself.
- Rewrite the page in a more personable voice.
- Move the credentials to the end of the page with a subheading that reads “Credentials,”
- OR Create a separate CV page on your website, and add a “Credentials” link on your about page that leads to it.
With just a little attention, you can create an About Page that enhances your patient relationships and helps build your practice.