Creating a Stronger Message for Your "About" Page

by Skip Cohen
 
I've written so many posts lately that start out the same - the pandemic has changed so much in our lives...​

Here's something the pandemic has changed for the better - it's given you time, the one element in your life you've NEVER had enough of. And if you're not taking full advantage of the time to clean up some essential elements of your business, then it's a you-snooze-you-lose scenario.

​Almost three years ago, I started the Fast Food Friday series: Ideas to help you build a better business and all served each week at the SCU Diner. Well, It's time to bring a few of them back and tie them to the importance of reaching an even bigger target audience today!
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I'm convinced photographic gifts will top the list of great ideas this holiday season, which means more potential traffic to your website. Your galleries should be your first tab, but once you've hooked a visitor on the quality of your work, then comes the second tab, your "About" page.

Yesterday I shared a post about the importance of a better headshot with your "About" page.  While a handful of photographers missed my point, nothing beats an environmental portrait of you as an artist to help reinforce your brand. But your headshot is only one of the key ingredients - the other part is what you write about yourself. 
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Today your Internet presence is the equivalent of a bricks and mortar business just a few years ago. And because of the pandemic, it's even stronger than a physical location! Your website is your storefront and it's essential to make each visit a memorable experience.  ​

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Creating a Better About Page on Your Website

• Write your bio in the first person rather than the third person. This is your chance to write from your heart and share with people why you're their best choice. 
• Unless it's a Pulitzer Prize, nobody cares what awards you've won. For most of you, "Mom" is your target audience; she doesn't know what WPPI and PPA even are. And she cares even less about what gear you use or how you got started. 
• Your potential clients want to know if they can trust you to see the world the way they do. People don't care about what you do or how you do it - they want to know why you do it. This is also the perfect time to show your romantic side.
• Don't be afraid to open up and share why you love being a photographer. For those of you targeting commercial clients, the trust issue is still the same, but you'll word things a differently.
• Say what you need in just 3-4 paragraphs and keep it all above the fold. 
• A photograph or two of you is great, but even better is a shot of you working with a client with a camera in your hands. Stay away from boring headshots and bad selfies. And for those of you who want to argue about a camera in the image - a portrait of you and your family is fine - just remember, whatever you show needs to show quality and be relevant to your audience.
• Make your bio/about section sound like an artist's statement. This is your commitment to future clients.
• Sign your about section with a facsimile of your signature. It will make it more personal.  

When I shared this idea a few years back, a photographer argued with me because he and his wife had put together a humorous bio that clearly showed their personalities, and how much fun they'd be to work with. It was outstanding, and I was wrong. But being funny is an art form. If you've got the writing skill to be creative, funny and still make your point about your love for the craft, then create that kind of bio. However, if you're concerned about your message, then go with the basics above.

One more idea for you to think about, and you've got the time: Thanks to technology, ALL of you have the ability to create a high impact marketing video combining still images, video, and great music for your about page. Nobody can tell your story as well as you, and it's another way to get the message to "Mom."

This year will go down in history as the most difficult for any small-business owner, especially photographers.  But I'm hearing stories from artists all over the country of business picking up a little, new ideas for services and products and even an increase in small events.

Hunkering down is about your health, NOT your business!