7 Ways To Turn Your Photographer Bio Or About Page Into A Client Attraction Magnet
Why are your potential clients or customers interested in your “about” page or your photographer bio?
Does it actually matter if you’ve been a professional photographer for the last 20 years, or if you took your first selfie in the delivery room with the camera you were born with?
Your passion for photography, your enthusiasm and love for your clients, and the gear in your camera bag, are all great things to tell potential clients about, but do they make a real difference when it comes to making the right connection and getting people to hire you?
The answer, surprising to many photographers, is “no”, and most “about” pages could actually be working harder to send people away than keep them close!
So, if not those things, what are your potential clients actually looking for on your photographer bio or “about” page?
The Best “About” Pages Answer 5 Critical Questions
Your “about page” should aim to answer 5 basic questions in the mind of the prospect.
- Why should they pay any attention? Have you established your credibility? If not, there’s a great way to do so.
- Who is it by? You’d be amazed how many websites I see where it’s not clear who the photographer is or where they’re located.
- What’s in it for them? How will the prospect benefit from working with you as opposed to your local competition?
- What’s the site about? This isn’t such a great problem with photography websites, but it is worth restating the types of photography you offer, your services and products.
- Why should they care? This is all about making a personal and emotional connection with the prospect, and showing them how much you care about their needs and desires.
If you can answer these important five questions, especially in ways that produce emotions, then you’re well on the way to creating a great photographer bio page that can make a meaningful connection with your prospects. Also, check out how to write a photographer bio for a case-study on exactly how to improve your about page.
To help you, I’ve got 7 ways you can turn your photographer bio and about page into a client attraction magnet.
Great – let’s dive in!
#1: Relate To Your Client
Your about page or photographer bio is your chance to talk to your new prospects in ways designed to make a deep emotional connection.
This helps them realize you’re their best choice of photographer (assuming you both share the same values and beliefs about photography and the value it creates).
It’s also a chance for you to show them how the experience you provide is different to anything else they can expect to get from the other photographers in the area.
By focusing on the subjective elements of what you offer, rather than on numbers of photographs or the duration of a session, you create a scenario where the price of your photography becomes less of a deciding factor. So, if you place a high value on the benefits offered by your photography, your prospects will naturally value your work much higher than they might otherwise.
In this sense, your about page can act as a prospect filter, connecting with the people you want to serve, and sending away those who might not be a good fit for you because they’re focused almost exclusively on price.
This helps eliminate any wasted time you might have spent talking to them on the phone only to learn they’re not your client.
#2: Talk Less About Yourself
Have you ever been to a party or networking event and met that one annoying person everyone wants to escape from because they can’t stop talking about themselves?
No doubt you’ll agree those kinds of people rarely make a positive lasting impression on those they come into contact with.
Your photographer bio and about page is like that networking event, and the best about us pages are the ones that talk less about yourself.
This doesn’t mean you can’t communicate what it is that you do, or the benefits you have to offer. It’s just that there are better ways to do it, one of which I’ll explain when we get to tip #6.
For now, it’s best to focus on the most important person of all first—your reader—and yourself a distant second.
I know it might seem counterintuitive to learn that your about page is more about your clients than about you, but it’s been shown time and time again to be the most effective way to connect with the right people.
#3: What Can They Expect From You?
One of the biggest reasons why people become dissatisfied with a product or service is when their expectations are not met, or somehow shattered.
It doesn’t matter if you fail to provide concrete expectations, because the prospect will form their own expectations of you and your photography based on whatever information they can find about you, and what they see other photographers doing in the industry.
At least make sure you give a clear idea of what they can expect from you, not necessarily in terms of products, prices, or other material ways, but more to do with the overall experience, the quality of your photography, and level of service that you provide.
Your photographer bio page is a chance to do this effectively and use it to show how you’re different to the other photographers in the community at the same time, thereby communicating even more value.
#4: Eliminate Distractions
The best about us pages have more in common with sales pages than your regular content pages, or blog posts.
Remember, you’re aiming to sell yourself to your ideal clients, so you don’t want the page to get bogged down with the same distractions we might see on other areas of the website.
For example, keep the number of links on the page to a bare minimum. By links, I’m talking about everything from menu navigation links, social media links, and links to other websites.
Any external links you do have on this page should open in a new browser tab by using the “target=’_blank’” attribute. That will leave your about page still open in its own browser window, which the user can return to later.
The goal of your about page is usually to encourage prospects to join your email list, call you on the phone, or at least contact you by email to ask for more information. Most other actions should be considered secondary.
#5: State Your “Why”
It’s important to let your reader know WHY you do what you do.
This isn’t as easy as it sounds, and is something I frequently work on in-depth with my Prime Focus Lab Marketing Success Group members during our coaching calls.
It’s not enough to make generic statements such as “I’m passionate about photography”. That’s something every photographer should be able to say, and clients have a right to expect nothing less than 100% commitment in the first place from their chosen photographer.
Instead, it’s important to think hard about what drives you to get up in a morning, day after day, to be a photographer no matter the circumstances.
For example, you may have another job working for other people, one you might not enjoy as much as being a photographer.
I know I used to, and I know the awful feeling you get when you wake up on a Monday morning and you think to yourself, “oh gosh, I really don’t want to go to work today – you know, I just don’t feel like it, there’s too much hassle or stress, and I’m just not looking forward to it one bit…”
Even when we’re in a profession we love, like photography, there will be days when you feel a bit less than on top of your game, or you feel a tired or stressed, but you still have to get up, put a smile on your face, and hit the floor running with the same passion and enthusiasm you did when you first started out.
Recommended reading: Start With Why by Simon Sinek
#6: The Power Of Testimonials
Testimonials allow you to get your message across more effectively than you could by using your own voice.
Earlier, I mentioned that need to keep the talk about yourself to a minimum, but that still leaves the question of how to convey key pieces of information to your prospects, especially the things that relate to your unique factors.
The answer is to use testimonials.
The power of testimonials is simply that your clients can say all the things you wish you could say about yourself, but they can say it with a lot more credibility.
Also, not many photographers realize that we have a lot more control than we think over what goes into the testimonials.
For example, it’s quite okay to write testimonials for your clients as long as you get them to approve the testimonials before you use them.
Every time I’ve written testimonials for my clients, I’ve had no problem getting their permission after explaining that I would love to use the photos from their session or wedding, for example, on the website, together with a few remarks from them.
I always explain that, since I know they’re very busy, I took the liberty of putting something together for them that I thought was appropriate. Then I ask if they would be okay giving me permission to use it. No one has ever said no and, in fact, they’ve often come back with another testimonial even better than what I wrote for them because it’s in their own words and sounds even more authentic.
#7: Call To Action
Most photographer websites I look at seem to be missing a clear and obvious call to action on their about me page.
Without a call to action, or anything concrete for the visitor to take action on, then everything so far has been wasted.
Therefore, remember to include the next step you want the user to take on the road towards becoming a client with you, and make it as obvious as you can!
In fact, if you think it looks a little too obvious, it’s probably about right! Once you start to feel a little uncomfortable with your marketing copy, that’s often a sign you’re on the right lines.
This is no time to get skittish or too conservative about the vocabulary you use on the page!
For example, I see a lot of what I call “prospect killer” phrases, or very weak calls to action.
In fact, I see them in all kinds of places, such as on Facebook or other parts of the website, not just on about us pages.
This includes such phrases as:
- “if you’re interested…”
- “don’t forget to…”
- “feel free to contact the studio…”
These are simply not assertive enough to generate definite action in most cases, and we need to get a little more aggressive here. Perhaps “aggressive” isn’t quite the right word; maybe more specific and forthright would be more accurate.
Remember, your prospect may still be on the fence at this point, and it’s your job to persuade them to take the appropriate steps to get in touch with you, assuming of course that they are your ideal client to begin with.