I've written a lot about this over the last two years, but there are a whole bunch of you who still don't get it. It's March 23 and in theory anyway, you've still got a few weeks before professional photography is officially out of the slow season. It's only one small component of your website, but it's so important to do it right!
- Remember your target audience is almost exclusively female. Women make 98% of the purchase decisions to hire a professional photographer in the portrait/social specialties.
- Nobody cares how you got started, what awards you've won at PPA or WPPI, what gear you use or how long you've studied to be a photographer.
- Clients what to know why you love being a photographer. They want to know if they can trust you to capture the images they want most. They want to know if you're a good storyteller. They want to hear how much you love capturing memories, emotions and moments they might miss.
- Your Bio/About section is a chance for you to show your heart. It's a time to be romantic, sappy and share your passion.
- Sign your About page with your signature or a facsimile. Make it personal and more like an artist's statement.
- Let's get rid of cheesy head shots that have nothing to do with who your are. Get a decent environmental portrait of you with a camera in your hands or actually photographing a client.
- Stay away from tons of personal stuff that's not relevant. I've seen About pages with whole paragraphs about the artist's hobbies, their pets, families and even their favorite foods. You don't need to be entertaining, but you do need to be sincere.
- Keep the section relatively short - three to four paragraphs.
Your About page is one of the two most valuable pieces of real estate on your website, the other being your galleries. Stop wasting the space with information that could put a rock to sleep! Share your heart, your passion and show your potential clients why you're their best choice to capture and protect those memory-making moments.
Illustration Credit: © bahrialtay - Fotolia