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

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Article Summary

2013-03-photographer-bio

If you feel like your website visitors aren't engaged with who you are and why you do what you do, then it's time to look at your "about me" page and photographer bio. A great "about" page engages more photography clients, and these 7 tips on how to create an about page that works will help you make better connections with more of the people you want to work with...

7 ways to turn your photographer bio or about page into a client attraction magnet

Your “photographer bio”, or “about page”, is an important but often misunderstood and overlooked part of your photography website.

The best about us pages are effective at converting anonymous prospects into potential leads, but too many professional photographers leave too much to chance by making false assumptions regarding how the photographer about me page should be written.

The humble “about page” might seem simple on the surface, but it’s often overlooked as a major lead-generation page.

A shame, since it has a great deal of potential to make more money for your photography business!

To help you give your photography about page the attention it deserves, I’ve got 7 very simple things you can do today to write an “about me” page that works a LOT harder for you.

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?

Even so, it’s amazing how many photographers mess this up and, in the process, lose a great chance to connect with their ideal clients.

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

Here’s what I’ll be covering in today’s post:

  • To start, we’ll look at the big picture. Where does the “about page” fit into the grand scheme of your 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 see why “about pages” are so important and why we need them.
  • We’ll talk about the “old” ways of doing this, followed by the “new” ways we can put together a more effective photographer bio page.
  • Then we’ll look in detail at 7 ways photographers can write the best about us pages.

How Does The Photographer Bio Fit Into The Big Picture?

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 is made up of a lot of pieces, like a jigsaw puzzle, and I’m sure you sometimes feel like you’re trying to assemble a puzzle without knowing how all the pieces really fit together.

Of course, this diagram is highly simplified.

Not only are 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 only a smaller piece of the much bigger picture that describes your entire business.

It’s no wonder so many photographers have such a hard time keeping everything straight while trying not to get overwhelmed!

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

Obviously, that would be in the website section.

The Big Picture

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!

As you can see from the diagram above, “about pages” are only a small part of the website section of the overall photography marketing puzzle.

There’s a lot to manage, but if you get this part right it will help make it so much easier to win new clients.

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!

Why focus on the humble photographer bio page?

What’s really so important about it?

Even though this is just a small part of your overall online marketing machine, if you cripple it in some way the machine either stops working or becomes much less efficient at its job, which is to attract your ideal clients and to make more money for your photography business.

Your photographer about page is (or should be) one of the most visited pages on your website, so a page that isn’t doing its job efficiently is a like having your salespeople fall asleep at their desks.

Prospects might visit the website, but then leave just as quickly without taking any action, which means all the effort you invested into attracting those visitors through your marketing is wasted.

And, if you don’t see many daily visitors to begin with, every person who leaves without contacting you is another potential client walking out the door – taking their money with them!

Of all the pages on your website, this is your biggest chance to make a meaningful connection with the right people, so it’s 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 of the websites she finds.

But, without any deep sense of personal connection, or a compelling reason to do anything, she ends up feeling confused or unmotivated to take action and goes back to Google to find alternatives.

Let’s take a look at the major problems causing this unwanted behavior.

The Photographer About Page: The “Old” Way

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…

Here we have the typical “photographer about me page“, the kind many photographers imagine an “about page” to look like.

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 cases, this might be a very lengthy and detailed life story, most of which isn’t relevant to the average prospect.

It’s also common to find generic and meaningless statements such as, “I love photography“, “I have a passion for photography“, or “I have a great eye“.

It’s easy to think such statements are the sort of thing you should say but, as you’ll see, they’re not as effective as you might imagine.

For example, when you stop to think about it, aren’t those things something every photographer should be able to say?

Don’t you think it would be hard to imagine someone hiring a photographer who didn’t love what they did, or wasn’t passionate about their art?

The one important word often missing from an about page is the word “YOU“, and we’ll get to the importance of that in just a little while.

Another problem with the old way is, more often than not, there’s no goal or objective for the page.

In other words, what do you want them to do once they’ve finished reading?

After reading your “about us” page, what do you think the prospect is going to do?

What are you really expecting to happen at this point?

The hope, maybe, is that the person will pick up the phone and call your 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 wandered into a dead zone on your website.

There’s no clear path forward, so they’re very likely to teleport off the site, and leave without doing anything.

Fortunately, there are ways to stop that from happening.

And I’ve got 7 of them here for you.

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FREE: The Photographer's Lead-Generation Action Plan

Easily Improve Your Marketing To Get More Of The RIGHT Clients

Build a solid lead-generation system to find more of the right photography clients
  • A simple & effective model for more qualified photography leads...
  • A complete 9-step action plan you can start using TODAY...
  • FREE registration...

 

GET THE ACTION PLAN