7 Ways To Turn Your Photographer Bio Or About Page Into A Client Attraction Magnet

2013-03-photographer-bio

Your photographer bio can be used to create a great "about" page to attract more photography clients by using these 7 tips on how to create an about page that actually works...

Your “photographer bio”, or “about page”, is an important but often misunderstood or overlooked part of your photography website. The best about us pages are very effective at converting anonymous prospects into potential leads, yet too many professional photographers are leaving too much to chance because they make false assumptions regarding how the photographer about me page should be crafted.

The humble “about page” might seem like a simple creature, and it often gets overlooked as a major lead-generation page on most websites, which is a shame, since it has a great deal of potential to make more money for your business.

To help give your photography about page the attention it deserves, I’ve got 7 very simple things you can do today on how to write an about me page that will work a lot harder for you.

By the way, as you work through the content here, you might encounter mentions of the “Prime Focus” mentoring program. If you’ve not come across that in the past, “Prime Focus” is my membership-based coaching program where I personally help photographers implement online marketing strategies for their business through regular mastermind coaching calls.

Make yourself comfortable, eliminate as many distractions as possible, and get ready to turn your about page into a client attraction magnet…

No “Easy” Button

On the face of it, the idea of writing a photographer bio page seems pretty simple – after all, how complicated does an “about page” have to be, really? Even so, it’s amazing how many photographers mess this up – losing a great chance to connect with their ideal clients in the process.

As simple as an “about me page” sounds when you first think about it, there’s no easy button, and we still have to put some thought into how to write an about page that works.

So here’s what I’ll be covering in today’s post:

  • To get started, we’ll take a look at the big picture. Where does the “about page” fit into the grand scheme of your overall marketing plan? You might be surprised at just how big that picture is, and how important that photographer bio page is for generating good leads for your photography business.
  • Then we’ll look at the reasons why “about pages” are important. Why do we need them and what are they actually for? The answers to these questions aren’t the most obvious ones you might think of at first glance.
  • I don’t really like the terms “wrong” and “right” when it comes to marketing, since we’re dealing with people, and everyone is so different. Instead, we’ll look at the “old” ways of doing things and then at some of the “new” ways that we can put together a photographer bio page that may be more effective.
  • Then we’ll move into our 7 ways photographers can write the best about us pages.

Where Does The Photographer Bio Fit Into The Grand Scheme?

So, here’s the big picture that I mentioned earlier on:

Photography online marketing - the big picture... the photographer bio and about page are just one small part of the larger puzzle...

Photography online marketing – the big picture… the photographer bio and about page are just one small part of the larger puzzle…

Online marketing for the professional photographer, as you can see, is made up of a lot of pieces, rather like a jigsaw puzzle, and I know you sometimes feel as though you’re trying to assemble a puzzle without knowing how all the pieces really fit together.

This diagram, of course, is highly simplified. Not only are all the pieces connected to each other in the real world in weird and interesting ways, but this in itself is not the whole picture. Online marketing is just a smaller piece of the much bigger picture that describes your entire business.

It’s really no wonder so many photographers have such a hard time trying to keep everything straight and in good working order while trying not to get overwhelmed by it all!

But where does the photographer bio page fit into all this?

The Big Picture

Obviously, that would be in the website section and, even then, “about pages” are just a small part of the website section of the overall puzzle, which in turn has its own set of complex pieces to manage.

The website section of the online marketing puzzle means knowing how to write an about me page, and a whole lot of other things too!

The website section of the online marketing puzzle means knowing how to write an about me page, and a whole lot of other things too!

The big picture therefore includes a large number of interconnected elements, working together to support and amplify each other, to help you attract more of your ideal clients, and make more sales, but I know that this can sometimes feel a little daunting and present a significant challenge for some people.

This is where a coaching program like “Prime Focus” is highly valuable, because it helps to keep the bigger picture in perspective at the same time as we’re working on the individual pieces, and it stops us from feeling as if we’re stuck or working on it alone.

Is Your Photographer Bio Sending People Away?

The best about us pages are designed NOT to send your prospects away!

The best about us pages are designed NOT to send your prospects away!

So why focus on the humble photographer bio page? What’s really so important about it?

Well, even though this is just a small part of the overall online marketing machine, if we remove it or cripple it in some way then the machine itself either stops working or becomes much less efficient at doing its job, which as we know is to attract your ideal clients and make more money for your business.

Since the photographer about page is (or should be) one of the most visited pages on your website, a page that isn’t doing its job efficiently is a bit like having your salespeople asleep at their desks – prospects might come to the website, but then leave just as quickly without taking any action, which means all the effort that went into attracting those visitors through social media marketing or search engine optimization is wasted.

And, if your website doesn’t see that many daily visitors to begin with, every person who leaves without contacting you is another potential client walking out the door.

Of all the pages you have on your website, this is the biggest chance you have of making a really meaningful connection with the right people, so it’s got to be worth some time and effort to optimize its performance.

For example, here we see a typical prospect looking for a photographer, scanning the about pages on all the websites she finds, but ends up feeling confused or unmotivated to take action, so she heads back to Google to find alternatives…

So let’s take a look at where the problems might be…

The Photographer About Page: The “Old” Way

Here we have the typical “photographer about me page“, the kind of thing many photographers imagine what an “about page” should look like:

Most photographers are unaware of how to write an about me page that will effectively communicate with their prospects...

Most photographers are unaware of how to write an about me page that will effectively communicate with their prospects…

Usually, there’s a photo of the photographer on one side or the other with a generic “About Us” heading, followed by some kind of photographer bio. In the worst of cases, this might be a very lengthy and detailed life story, most of which isn’t all that relevant for the average prospect.

It’s also not uncommon to find very generic and meaningless statements such as “I love photography“, “I have a passion for photography“, or “I have a great eye“.

Such statements might seem like the sort of thing we should say but, as we’ll see, they’re actually not as effective as we might imagine.

However, the one important word that’s often missing from a good about page is the word “you“, and we’ll get to the importance of that in just a little while.

More often than not, there’s also no objective for the page other than to tell the reader how much the photographer loves creating photographs. When you stop to think about it, isn’t that something every photographer should say? For example, it would be hard to imagine someone hiring a photographer who didn’t love what they did, or wasn’t passionate about their art.

After reading this type of generic “about us” page, what do you think the prospect is going to do?

What is the photographer really expecting to happen at this point?

The hope, maybe, is that the person will pick up the phone and call the studio, or maybe send in an email request for more information, but that doesn’t happen very often relative to the number of times the page is viewed, for reasons that we’ll get to shortly.

Most of the time, it’s as if the prospect has reached a dead zone in the photographer’s website – a point at which there’s no clear path forward, so they’re very likely to leave without doing anything.

Fortunately, there’s a way to help stop that from happening.

The Photographer About Page: A New Way Of Thinking

Writing an about page used to be just

Writing an about page used to be just “about me” – that no longer works and we need to change our thinking…

When we stop to think about what we’re actually doing, and the goals we’re trying to achieve, especially if we look at it like we see it here in this graphic, it’s suddenly quite clear what the problem is with our approach.

Nobody likes that person at the party who talks about themselves incessantly, so why would it be any different on our photographer bio page?

If all we ever talk about is ourselves, and how amazing we think we are, the reader is going to be left scratching their head and feeling kind of confused about how we can better serve them.

The one big secret in turning this around is to first turn around the way we think…

“Instead of an ‘about us’ page, we should really create an ‘about them’ page, and it’s quite amazing how quickly our perspective changes when we start thinking like that instead of the way we assume we should because that’s the one that seems most obvious…”

A good about page is one that talks about them, and not about you...

A good about page is one that talks about them, and not about you…

Remember, earlier I mentioned that the word “you” is missing from most photographer bio pages? Well this is why it’s so important in making a great connection with the reader.

The Best About Pages Answer 5 Critical Questions

As for the purpose of your “about page“, it should aim to answer at least these 5 basic questions in the mind of the prospect:

The best about pages aim to answer at least these five basic questions for the prospect...

The best about pages aim to answer at least these five basic questions for the prospect…

For example:

  • Why should they pay any attention? Have you established your credibility? If not, there’s a great way to do that, which I’ll get to soon.
  • Who is it by? You’d be amazed how many websites I visit where it’s not actually clear who the photographer is or even where they’re located…
  • What’s in it for them? How will the prospect really benefit from working with you as opposed to your local competition?
  • What’s the site about? Now this is not 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 that 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 evoke emotions, then you’re well on the way to creating a great photographer bio page that can make a meaningful connection with your prospects.

At this point we should be about ready to dive into our 7 ways to turn your photographer bio and about page into a client attraction magnet…

Tip #1: Relate To Your Client

Tip #2: Talk Less About Yourself

Tip #3: What Can They Expect From You?

Tip #4: Eliminate Unnecessary Distractions

Tip #5: State Your “Why”

Tip #6: Use The Power Of Testimonials

Tip #7: Use A Strong Call To Action

Photographer Bio And About Page Tips: Recap

So, to recap what we’ve covered today:

  • First, relate to your client and make her feel that she can get to know, like, and trust you. This is very important indeed, and you might already have heard of the “know, like and trust” factor as an essential step on the path to getting prospect to hire you.
  • Second, keep the talk about yourself to the absolute minimum. Don’t be that annoying guy at the party that we talked about earlier on.
  • Third, let her know what she can expect from you, avoiding possible disappointment further down the road if her expectations don’t match up with what you deliver.
  • Four, get rid of all the distractions from the page that are not directly connected to the action you want the prospect to take.
  • Number five, know and state why you do what you do – this is perhaps the most important one of all, and it can help to work with a coach to figure this part out in enough depth to be effective.
  • Six, collect testimonials from every client you work with, and don’t forget you can write your own testimonials as long as the client approves its use.
  • Finally, make sure that you have a very clear and obvious call to action to get the prospect to do what you want them to do.

What Should You Do Next?

So that brings us to the end of this journey into how to write an about me page for your photography website. I’ve had a great time presenting this information for you, and I hope you got a lot out of it.

The things we talked about here are just a very small piece of what I teach in the “Prime Focus” marketing consulting program, so now is the time to sign up and become part of our great community of photographers and take back control of your online marketing.

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