Most photographer web sites have an About Us page where the photographer writes something about their background. But this is often a waste of a web page.
First, potential clients don’t care about a photographer’s hobbies, where they went to school or what their dog’s name is. All of this is irrelevant to a customer who’s really looking for some indication that the photographer might be the answer to their photo needs.
Second, by talking only about themselves, the photographer leaves one person out of the conversation: the client.
Third, it’s just bad marketing. Every page on a photographer’s site should have some marketing value.
An About Us page is not really meant to be about the photographer and what they’ve been doing since high school. This page is about reassuring the client. It’s about reinforcing the marketing message contained in the other pages of the photographer’s site.
A photographer would be better served if they phrased their About Us information so as to put themselves as the solution to the client’s problems.
It’s About Them
For example, instead of:
I am an award-winning photographer located in Toronto. I graduated from Fancy Pants College with a degree in Pretty Picture-Making. I believe in documenting life and capturing the moment.
I was a staff photographer at the Toronto Daily News for eight years. I’m now a freelance photographer and I have completed assignments for Big National Daily News, Expensive Magazine, and Foreign News Daily. I have done corporate and commercial photography for Acme Widget-Makers, Clever Computers, and SuperFast Greasy Foods.
I am married and have 2 children and 14 cats.
I can be reached at: me-me-me@it’s-all-about-me.com
Maybe try something like:
After earning a Pretty Picture-Making degree from Fancy Pants College, the Toronto Daily News hired me to cover news, sports and entertainment. For eight years, the Daily News relied on my photo coverage to inform its readers.
Publications such as Big National Daily News, Expensive Magazine and Foreign News Daily depend on my photography experience for their assignments in the Toronto area. They know I don’t miss deadlines.
Companies such as Acme Widget-Makers, Clever Computers and SuperFast Greasy Foods always call for my photography when they need great pictures for their public relations and marketing. These companies know the value of my high quality photography for their press releases and web sites.
For the past three years, the Cat Charity Foundation has trusted me to produce wonderfully creative photography for their annual Kute Kitty Kat Kalendar. This is an important fundraiser and the Foundation understands how a dependable, experienced photographer can help them.
When you need great photography, send an e-mail to:
its-really-about-the-customer@what-can-I-do-for-you.com
There’s nothing wrong with putting some personal biographical information in your About Us page. But remember that it’s always about the customer. It’s always about what you can do for them. Tell potential customers that you’re the right photographer for them.
