What to Put on a Rehab Center About Page: Building Connection and Credibility

In addiction treatment, people don’t just choose a program—they choose people. When prospective patients or families visit your website, they’re not just looking for facts. They want to know who you are, why you do this work, and whether they can trust you.

That’s why your About page is one of the most important—and often overlooked—parts of your website. It’s where connection begins.

Knowing what to put on a rehab center About page can transform a passive website visitor into someone who feels seen, understood, and ready to take the next step. In this article, we’ll break down what makes a strong About page and how to create one that aligns with your mission and builds lasting trust.

Why the About Page Matters in Behavioral Health

Your About page isn’t just a company history—it’s a credibility builder. For families navigating addiction or mental health crises, the About page offers a glimpse behind the curtain. It answers key emotional questions:

• Who are the people behind this treatment center?

• What values guide their work?

• Do they understand what I’m going through?

• Can I trust them with my recovery or my loved one’s?

This is where authenticity, transparency, and professionalism matter most. A generic, impersonal About page creates distance. A thoughtful one creates trust.

Share Your Mission and Why You Exist

Start by clearly stating your mission—the “why” behind your organization. This helps visitors understand that your work is grounded in purpose, not profit.

Consider including:

• A concise mission statement

• A short narrative about how your center was founded

• What drives your team to serve this population

• The outcomes or changes you hope to make in people’s lives

This section should be compassionate, clear, and free of industry jargon. Speak from the heart, but maintain professionalism.

Highlight Your Leadership and Clinical Team

People want to know who they’ll be working with. Showcasing your team is one of the most effective ways to establish both credibility and emotional connection.

Key elements to include:

• Team photos (real, high-quality images—not stock)

• Full names, titles, and credentials (e.g., LCSW, MD, CADC)

• Short bios that reflect both professional background and personal passion

• Leadership or founding team’s story, if relevant

Including your team is not just a design decision—it’s a trust signal that shows you stand behind your care and the people who provide it.

Include Your Accreditations and Affiliations

Accreditations signal professionalism and accountability. They assure potential clients and referral partners that your facility operates at or above industry standards.

Make sure your About page includes:

• Accreditation badges (e.g., CARF, The Joint Commission)

• Memberships in relevant organizations (NAATP, SAMHSA directories)

• LegitScript certification if applicable

• Links to verification sources when possible

These credentials are essential trust signals and should be visible without overpowering your narrative.

Share Your Treatment Philosophy and Approach

Your approach to care is a key differentiator. While details about programs typically live on their own pages, your About page is a great place to summarize your philosophy of treatment.

Be sure to explain:

• What modalities you use (e.g., evidence-based, holistic, trauma-informed)

• Your beliefs about recovery and healing

• How your care is individualized or community-centered

• What makes your environment unique (e.g., staff-to-client ratio, setting)

Avoid generic or overly technical descriptions. Keep it human, honest, and focused on your values.

💡 Tip for Rehab Owners: About pages with real photos and a clear mission statement can increase visitor engagement by up to 30%, according to usability research.

Offer a Personal Note or Letter from the Founder

One powerful way to deepen trust is to include a short letter from the founder or director. This message can speak directly to families, share the heart behind the center, and affirm your team’s commitment to care.

A founder’s note works best when it is:

• Personal but professional

• Empathetic to the reader’s pain or uncertainty

• Grounded in experience, hope, and purpose

This simple addition can make your About page more memorable and meaningful.

Your About Page Is Where Trust Begins

Your About page isn’t just a formality—it’s one of your most valuable trust-building tools. By clearly communicating what to put on a rehab center About page, you invite prospective clients and families to feel seen, safe, and supported.

A strong About page combines clarity, compassion, and credibility. It reflects who you are, how you help, and why you do what you do. And in behavioral healthcare, that kind of transparency can be the difference between hesitation and hope.