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A powerful mindset shift that turns clicks into bookings
Guest Post by strategic copywriter & customer delight strategist Nadine Nethery
As a photographer, most clients will track you down via your website. Either their friends sent them your way, or Google kindly pushed them in your direction. And a wow-factor first impression is key in landing those dream clients who are ready to invest in your creative camera skills.
As a strategic copywriter for savvy business owners who’s supported countless photographers with the words to shine, I can hands down say that your about page is one of the most critical sections of your website.
Yes, your photography matters. A lot. But your about page is where potential clients connect with you, your style, and your approach to capturing their precious moments on a deeper, more personal level.
A strategic about page builds trust, creates a personal connection, and converts browsers into keen buyers ready to book you RIGHT NOW.
This blog post is designed to guide you through the process of writing an engaging and strategic about page that makes your dream clients fall in love with everything you stand for and sends everyone else to the ‘competition’.
Why is your about me page so important?
Your about page is where potential clients get a sense of the person behind your photos.
What’s your take on photography?
How are you going to approach their session?
Why are you the PERFECT photographer for them?
Your about page is much more than a CV-style collection of accolades and credentials.
It’s a strategic destination on your photography website that should:
- Build trust
- Explain your unique photography style
- Create a personal connection
- Help browsers identify with your brand values
And it should convert those who align with your brand values into keen buyers who want to work with you no matter what.
What are some common challenges when writing your about page?
Writing your about page can feel daunting, challenging or sheer awkward.
You likely got into business to work your magic behind the camera, not toot your own horn, right?
So why is writing your about page so damn hard?
It can feel like self-promotion
Because talking about their achievements and skills doesn’t come natural to most photographers.
You simply don’t know where to start
Should you start with your qualifications or get straight into your journey into photography?
It’s hard to find the perfect blend of concise & engaging
When does it become too detailed, and how do you know when you’ve left out key connection-boosting components?
It feels impossible to sound different from all the other photographers
Because you fall into photography jargon and the emotive language that goes with it as soon as you start typing.
The solution: Focus on connection rather than self-promotion
Writing a connection-boosting, sales-driving about page comes down to one important shift:
Start from a place of connection and service rather than self-promotion.
Consider your about page as the destination on your photography website that answers the questions:
How is my client going to benefit from working with me (over my competitors)?
How is my approach going to support my clients in a totally unique way?
The goal of your about page is to make potential clients feel seen, understood, and excited about the sheer prospect of working with you.
When mapping out your about me page, keep these handy pointers in mind:
Your clients’ needs over your qualifications & sales goals
Consider what your dream client wants as a result of working with you beyond the photos they walk away with. What concerns do they have? What type of experience are they after? Answer these questions and your dream clients will feel confident that you’re the perfect fit.
Share your WHY
It’s as much about the person behind the lens as it is about your photography skills. Share your journey to find connection points, explore what inspired you to start your photography business and explain why you love what you do.
Outline your point of difference
What sets you apart from all the other photographers? This can be the way you approach your shoots, your photography style or even the way you manage your client relationships. Differentiating yourself from everyone else makes you an irresistible proposition for your dream clients (those who crave what you have to offer).
Be authentically YOU
As a photographer, you often work closely with your clients. So it’s only natural for potential clients to be intrigued about the person behind the lens. As tempting as it can be to hide behind the brand, you want to share snippets about you outside of your business. What lights you up? Where do you love to hang out in your spare time? These connection points can be exactly what people need to hear to give you a thumbs up.
Use your clients’ words
Tapping into statements and expressions the clients you love to works with most use to describe your zone of genius will see you land clients perfectly aligned with your way of working and the emotions you want to evoke. Take a closer look at testimonials and reviews past clients have provided, and try to pick up themes so you can repurpose them in the words on your about page.
The verdict?
Your about page can make or break your photography business.
And as tempting as it can be to put writing your about page into the ‘too hard’ basket, the perfect blend of connection-boosting words, high-end web design and a reader-friendly layout will make all the difference to your bottom line.
Crafting an about page that tells your story and scores you an instant thumbs up from your dream clients starts with you.
Don’t be afraid to let your personality shine through, and always write with your clients in mind.
You have a unique zone of genius that your dream clients can’t wait to have on their next shoot, so share it authentically and proudly.
What if you knew how to write & structure your strategic about page today?
Join About Page Blitz, the FREE 4-day challenge that dives deeeep into practical tips, strategies & REAL about page brilliance and blunders so you walk away more confident & ready to take action.
About Nadine Nethery
Nadine is the Founder of CAN DO! Content, and an audience-driven copywriter & customer delight strategist for savvy online business owners who want to intentionally attract, retain and wow their dream customers.
Her signature LEAN copy method turns every brand touchpoint into genuine connections that drive sales, celebrate loyalty and create loyal brand advocates who happily do the word-spreading for you.
Over the past 7+ years, Nadine has given hundreds of industry-disrupting online business owners the words to shine and the strategies to build a sustainable audience-centred business.
7/16/24
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