Most photographer web sites have some type of an About Us page where the photographer writes something about their background. Often, this is 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 the client. It’s about what the photographer can do for the client. It’s about reinforcing the marketing message contained in the other pages of the photographer’s site.
Rather than an About Us page that’s nothing but: I did this, I did that, I went here, I like this, and so on, the photographer would be much better served if they phrased their information so as to put themselves as the solution to the client’s problems or as the “hero” in the story.
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 love to shoot sports, portraits and other subjects. 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 assignmnets 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 am accepting select assignments anywhere in the world.
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 capture the world around us.
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. Sports and portraits are the most in-demand types of photography services that my business provides.
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 importance of having 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 well a dependable, experienced photographer can help them.
When you need great photography, send an e-mail to:
its-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. A potential customer goes to the About Us page to get reassurance that the photographer is the right one for them.
