Who knows you like nobody else does? Who plays a discreet, yet decisive role in your photography career? No, we’re not talking about your beloved mum. But rather, your “About Me” page, a widespread but often neglected part of a photography website, or any website for that matter. With the frenzy of selfies on Instagram, any attempt to talk about yourself has become somehow suspicious. It shouldn’t. Actually, when you’re running a business, it’s considered a good practice to show your clients who you are, how you work and what your values are. This is especially true when you’re offering a service, and don’t necessarily have something tangible, like a product, to show in order to convince potential customers.
When it’s well-conceived and well-written, an “About” page (or section) expresses your personality in such a way that a potential customer will want to choose you – you, and not the next result on Google. Sometimes it’s hard to find the right words when you actually need to say something smart and inspiring about yourself. And if you do, you don’t always know how to shape it in a professional way that will get your potential clients excited. This is why we collected the most important tips to optimize your “About Me” page, content- and design-wise. Let’s get started:
As it is one of the most important parts of your website, it is imperative to have a link to your “About” section in your top menu, where it is more visible. Most of the time, this part shows up as a separate page, but it’s totally fine if it’s a strip on a one-page, long scrolling website. In any case, your visitors shouldn’t have to click more than once before finding your bio. Simplicity being the keyword here, also when it comes to naming your page. The best practice is to go for “About” or “Bio”, which are the most widespread, and thus the most identifiable. On the contrary, tags like “Skills” or “Info” could be confused with your “Services” page or your ”Contact” form, so it’s best to discard those.
When arriving on your page, visitors should face a clear and informative headline. A phrase like “Meet Henri Quart-Tiers” is perfect to tell your visitors, in a line, what they should expect to find on the page. You can also go for “Zoom in on Henri Quart-Tiers”, if you want to carry the photo metaphor to the next level. In any case, make sure that the tone of this headline and of the first sentences is welcoming and conversational, since you want to intrigue your readers and make them want to get to know you better.
She nailed it: “My goal is to make every client feel celebrated”: with this warm, caring and promising statement, wrapped in a cute font, Wix photographer Classic Pictures makes for the greatest of openings.
The fact that an “About Me” page is mostly made of text doesn’t mean that you should neglect its design. Just like any other part of your photography website, this one needs to look impeccable and professional. First, make sure all the visual elements are aligned with the atmosphere of the rest of your site, from the header to the footer, from the colors to the fonts. Talking about fonts, it’s highly recommended to opt for a basic one. We say this from experience: the temptation will be great to go with that unique typography that you’ve just downloaded. For Steve Jobs’ sake: resist! The most exotic fonts are often the hardest to read, for your viewers and their browsers alike. For the same reason, avoid exclamation marks and all-caps writing, because it’s a BIT IRRITATING, isn’t it?!?!?!
Finally, when the design and text are ready, make sure to review the final result on several devices before publishing. Notably, you’ll want your ‘About’ page to be like the rest of your site: fully mobile-friendly. We can’t stress this point enough, since today more than 50% of Internet traffic comes from smartphones and tablets. These users may have small screens, but they have big expectations – that you need to meet.
You know what they say: the cobbler’s children always go barefoot. While you can capture a silhouette in the street, or take a glorifying portrait of any client, you have a really hard time taking pictures of yourself. Sound familiar? Turning your lens “against” you sounds a bit threatening, doesn’t it? Like it or not, you’ll have to conquer your shyness. It’s a fact: people find it easier to trust a service provider once they see their face. This is especially true when that person (in this case: you) is about to enter their intimate life event like their wedding, the birth of their child or a birthday. So make sure you put an engaging and joyful picture of yourself on the “About Me” page of your photography website. B&W or color, in a studio or in front of a landscape… All variations are equally good, as long as the picture tells your art and clearly shows your face – and no, a snap of you hiding behind a camera is not an option!
Why not take the previous tips up a notch? More and more photographers have decided to make use of video in their ‘About’ page. And we happen to think that’s brilliant, since video marketing has been a super growing trend over the last three years, for all kinds of business. Because it’s animated, a video is naturally more engaging than any other kind of other content. Secondly, if you’re not a natural born writer, telling your story in front of a camera might flow more naturally than typing on a keyboard. The same goes for your visitors: who may prefer watching a video, rather than reading a chunk of text. Finally, as a professional photographer who handles a camera 10 hours per day, you already know everything about the right angle to compliment any subject.
Content-wise, you have much more things to say in a video than you can imagine. One option is to tell your story in an interview format. You can also insert samples of your most beautiful photos to get your viewers excited. More interesting than that? Show images of you at work, shooting the bride (wedding photographer), climbing a cliff (travel photographer), or setting up the lights in your studio (portrait photographer). The more you show how you actually operate, the easier it will be for potential customers to imagine themselves working with you. Once you have your script ready, simply switch your camera from the “Photo” to the “Record” mode, and add the free Wix Video App, the all-in-one solution to display your videos in the best way possible on your website.
He nailed it: Have a look at the beautiful video by Wix photographer Tony Salvagio. An inspiring story, stunning images and shots of the photographers in his working environment (the streets from around the world!): all in just 2 minutes and 30 seconds!
You have many format options to write your bio. However, the most recommended, based on today’s Internet standards, is the story told in the “I” form. You’ve probably heard about the marketing trend of storytelling, which consists for brands switching from the traditional advertising pattern (“Buy our drinks because they taste better!”) to a more elaborate narrative (“Our unique drinks were created in 1886, in the charming city of Atlanta…”). Why? Because it will inevitably echo those warm memories of when, as a kid, your parents used to tell you stories in bed, just before falling in the arms of slumber.
Exactly which story should you tell, precisely? To set your foot on the right path, make sure your text answers all the following questions: who you are (name, family situation, hobbies, etc.), where you come from (both professionally and geographically), what you’ve achieved (prizes, clients, etc.), why you enjoy what you do, and how you can help. An important tip for this last part: make sure you don’t repeat the same offers as your “Services” page, but rather explain what makes you truly unique within a huge market of photographers.
As for the tone you should adopt, try not to sound too professional. It doesn’t mean that you should write like a teenager on Snapchat, but your readers want to get a sense of your personality. Secondly, don’t brag. Even if you’re a super sought-after photographer, visitors want to read about your current challenges, because they’d like to know that you’re the kind of person who’s always eager to excel in order to satisfy their needs. Finally, don’t be too long. A good “About Me” text should be 150 to 200 words long, broken into a few paragraphs to lighten up the page.
She nailed it: If you don’t feel comfortable telling a structured narrative, here are two great alternatives: (1) the “Chinese Portrait” format, where you present yourself with short answers to selected questions, like Wix photographer Julie Rosset who unveils (in French) “10 things to know about her” ; (2) A simple list of adjectives that cleverly define who you are, like Wix photographer, Halted Traveler cleverly achieved.
There’s no need to sound like a presidential candidate, but presenting your work ethics in the “About Me” page is always a bonus. Why? Because it shows that you’re not a “mercenary” photographer, executing dirty works for pieces of green paper, but a committed and passionate professional. You’re good at what you do because you love it. And if you love it, it’s because you believe in it. Don’t resort to super fancy words or jargon that no one will understand. You can simply put your own personal motto, a quote that drives your inspiration, a short paragraph about your life philosophy or a list of your favorite books/countries/dishes. In other words: show more of the brilliant and creative woman/man behind the stunning photos on your site.
“We are what we repeatedly do”. If Aristotle said so, then it must be true. Your achievements should occupy a major part of your “About Me” page. In which prestigious magazines has your work been featured? Which photography contests have you won? Have you worked for well-known companies? If yes, don’t forget to mention it. You can also put a badge of the recognized professional associations that you belong to. For the same reason, insert a few quotes from satisfied clients. It’s a great SEO boost and it tells a lot about your credibility. We know you’re not the type to boast, but you do want to reassure potential clients by showing them that if people trusted you in the past, they can too.
He nailed it: On top of presenting two super inspiring videos, Wix photographer Nikk La put in a (big and impressive) list of firms he’s worked with. When you have names like Leica, Apple or Wix on your photography curriculum, it would be a sin not to use them.
Naturally, spelling or grammar mistakes are an absolute no-no. People are very good at noticing typos – as long as they are not their own. Once they spot one, they quickly lose all trust in the professional. This is why it is so crucial to double, and triple-check every single sentence. To be on the safe side, ask a few friends to go over your copy before hitting the “Publish” button of your favorite website builder.
By the way, you might be operating in Calcutta, Carpentras or Canberra, but thanks to the power of Google’s algorithm, your website can be found by anyone, from anywhere. Most of the time, you’ll get clients from your local area. Saying that, it’s always recommended to have a translation in English of your ‘About’ page, especially when you have a language spoken by very few people, or if you operate in a location that attracts a lot of tourists. Google Translate is great, but not sufficient enough: always have this copy reviewed by an English native speaker.
He nailed it: See how Wix photographer Ido Biran switches from Hebrew to English to make sure every visitor understands his bio.
We’ll never stop repeating this: the more (relevant) textual content you put on your photography website, the higher your website will rank in search engines’ results. The ‘About’ page is no exception. It rarely appears in search results, unless it’s voluntarily searched for. Yet, it will still serve your website’s overall SEO. So remember to add your most notable keyword at least once or twice in your copy, and don’t forget to fill the title and description of the page:
About [Your Name] | Location (optional) | Website or business name
[Your Name] Bio | Location (optional) | Website or business name.
Need more guidelines? Check our complete SEO guide for photographers now.
Thanks to these tips, visitors should be just as excited as a crowd of 15 year old Beliebers after reading the “About Me” page of your website. The next thing they’ll want: to engage with you further. So don’t forget to add an explicit call to action at the end of your section, with a link to the most relevant page depending on your target audience. If you’re mostly working for companies or creative agencies, add a link to your contact form to start talking business. If you’re an event or a wedding photographer, a link to your Booking page is an absolute must. And if you’re simply aiming for curious people, your social networks should be calling out for a “like” or a “follow”.
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