How to set up the content on your About page for SEO

Your About page is where patients decide whether they trust your team enough to book. It ranks for trust-based searches like "licensed physiotherapists in North Vancouver" or "meet the team at Whole Health Clinic,". The content you include, like practitioner bios, credentials, languages spoken, and accessibility options, is what converts an interested website visitor into a booked patient. This guide walks you through what kind of content to add to your About page.
 

How to Add a Team Philosophy Section

Your team philosophy section on your About page gives patients a sense of your clinic's values and approach, even before they read your staff's bios. 
 

1. Once you're logged in to Jane Websites, navigate to your About page and click the Add Block button on the left hand side of the page.
2. Select a Text Media Block .
3. Click the Pencil iconto start writing content.
4. Write two to three sentences describing your clinic's approach to care. Focus on what patients can expect from working with your team. This means focussing on not only what you do, but how you do it. 
   For example: “We believe in collaborative, evidence-based care that puts you at the centre of every decision.”
5. Frame this content around patient benefit and keep your content warm, clear, and specific to your clinic's values.
6. Click the Update Block Element to save your progress.

How to Add Individual Practitioner Bios

Individual practitioner bios are important content on your About page. Each bio should give patients enough information to feel confident choosing that practitioner.
 

1. Navigate to your About page and click the Add Block button on the left hand side of the page.
2. If your clinic has fewer than 3-4 practitioners, use a Jane Staff Block or Text Media Block. If your clinic offers more than 3-4 practitioners, use a User Block which will link to each individual practitioner's page, where more context can be added. 
3. Click the Pencil iconto start writing content.
4. For each practitioner, add their full name and credentials as a heading, a professional photo, their areas of specialization, their registration or license details, their approach to patient care, and any languages they speak. If you're using the Jane Staff Block, make sure the bios on Jane include the information listed above.
5. Keep each bio focused, with three to five sentences is being enough. Patients are scanning this content, not reading in depth. Do not copy and paste the same bio structure across multiple practitioners. Each bio should feel individual and specific to that person.
6. Click the Update Block Element to save your progress.

How to Add Credentials and Training Information

A dedicated credentials section reinforces the expertise of your team and gives Google additional trust signals about your clinic.
 

1. Navigate to your About page and click the Add Block button on the left hand side of the page.
2. Select a Text Media Block.
3. Click the Pencil iconto start writing content.
4. List the professional associations, certifications, and continuing education relevant to your team's practice. Include any clinic-level accreditations or affiliations that add credibility.
5. Link to relevant professional associations in the text where possible, for example, the College of Massage Therapists or the Canadian Psychological Association.
6. Click the Update Block Element to save your progress.

How to Highlight Multilingual Services

If your team speaks multiple languages, giving this offering its own dedicated block on your About page helps it stand out. This can differentiate your clinic more than years of experience alone. Even if languages are already mentioned in individual bios, a standalone block makes this information immediately visible to patients who need it.
 

1. Navigate to your About page and click the Add Block button on the left hand side of the page.
2. Select a Text Media Block.
3. Click the Pencil iconto start writing content.
4. Add a clear, dedicated section listing the languages your team speaks. 
   For example: "Our team offers services in English, French, and Spanish."
5. If only certain practitioners offer services in a specific language, note this clearly so patients know who to book with.
6. Make sure this information is also included in your meta description so it is visible directly in search results before a patient clicks through. To update your Meta description, take a look at our guide here. 
7. Click the Update Block Element to save your progress.

How to Highlight Accessible Care Options

If your clinic offers sliding scale fees, supervised practicum students, or other accessible care options, giving this information its own dedicated block helps patients who need affordable care find it quickly. In addition, in each practitioner's bio, signal clearly whether that individual offers accessible pricing, unless all practitioners at your clinic do, in which case a single general statement is enough.
 

1. Navigate to your About page and click the Add Block button on the left hand side of the page.
2. If all practitioners offer accessible care options, select a Text Media Block. If only certain practitioners offer accessible care options, update their individual bios on the Jane App side of things by following this guide here. Within each relevant practitioner's bio, note whether that practitioner offers accessible pricing. 
   For example: "Sarah offers sliding scale fees for patients who need them."
3. Click the Pencil iconto start writing content if using the Text Media Block.
4. Add a clear, dedicated section outlining the accessible care options your clinic offers. This includes sliding scale fees, reduced rates with practicum students, or direct billing options.
5. Frame this as a value proposition rather than a disclaimer. Patients who need accessible care are actively looking for it and this will make it easy for them to see that you offer it.
6. Make sure this information is also included in your meta description so it is visible directly in search results before a patient clicks through. To update your Meta description, take a look at our guide here. 
7. Click the Update Block Element to save your progress.

How to Add Links Back to Services and Booking

Your About page should always give patients a clear next step once they have read about your team. The bottom of your About page already includes a text media block with a booking link by default, this step is about making sure that block links to your services page as well.
 

1. Navigate to your About page and click the Pencil icon on the bottom section block.
2. Scroll to the Button Section and confirm that links to your booking page and your Service page.
3. Use descriptive button titles, for example: "Learn more about our EMDR Therapy Services" or “Book your first appointment today.”
4. Click the Update Block Element to save your progress.

You're all set! Your About page now has all the content it needs to build patient trust and rank for team-related searches. Whether a patient is looking for a specific practitioner or just getting a sense of your clinic, they will land on a page that gives them every reason to book.