The #1 Thing On Your About Us Page That Prevents Your Photography Clients From Booking You

Yawn.

It’s another website that looks just like everyone else’s.

A few images on the home page.

A gallery of “best of” to show off the three fields of photography.

Music playing in the background.

And an About Us page that says absolutely nothing.

Do the above descriptions sound vaguely familiar?

Does your About Us page sound something like this?

Hi I’m John Doe with John Doe Photography, and I’ve been a photographer since 2001. Photography is my passion. After leaving a career in teaching, I turned to my one love, photography, and have never looked back. I specialize in weddings, babies, families, seniors, special events, and modeling portfolios. Please visit me at my studio or contact me at 555-1212.

If so, you have a problem. You have what I call the “About Us Curse”. And it’s the one thing that’s holding you back from connecting with your prospects on an entirely different level.

Want to know what the “About Us Curse” is? Let me tell you a story first.

There once was a bride who wanted something different for her wedding. She was a born party planner. At 16, she started working for a local event company to put her party planning skills to use. She worked as a party planner throughout college. Martha Stewart was her hero – she poured over every copy of Martha Stewart Weddings she could get her hands on.

Her wedding was at one of the most exclusive country clubs in town. She planned everything – custom invitations, a rehearsal dinner that put some weddings to shame, flowers everywhere, and details to make every guest feel like they were the most important guest in attendance.

With that much thought put into her planning, she didn’t want “snapshots” or a photographer that would provide her with a “best of” series. She wanted a photographer that “got” who she was and what she was doing.

So she poured over the Internet trying to find that photographer.

First photographer:

Hi I’m John Doe with John Doe Photography, and I’ve been a photographer since 2001. Photography is my passion. After leaving a career in teaching, I turned to my one love, photography, and have never looked back. I specialize in weddings, babies, families, seniors, special events, and modeling portfolios. Please visit me at my studio or contact me at 555-1212.

Next:

Hi I’m Sally Smith with Sally Smith Photography, and I’ve been a photographer since 2005. Photography is my passion. After leaving a career in teaching, I turned to my one love, photography, and have never looked back. I specialize in weddings, babies, families, seniors, special events, and modeling portfolios. Please visit me at my studio or contact me at 555-1313.

Next:

Then she found something different.

She found a photographer that told a different story.The #1 Thing On Your About Us Page That Prevents Your Photography Clients From Booking You

She learned the photographer specialized in wedding photography. She learned they approached wedding photography differently – no packages with 250 images here. Instead, this husband and wife team took as many photographs as needed to tell the story. Most weddings had anywhere from 1500 to 2000 images, and were designed into a multi-volume set to tell the story of the day as it unfolded from an artistic viewpoint.

She learned how the husband and wife team found their way to a photography business. She learned why they were passionate about photography. She learned about their goals, dreams and future plans.

She read on and on, and soon thought of these photographers as friends. They were her photographers. And she hadn’t even contacted them yet.

Think that’s “just a story”? Think that can’t happen? Think again. That’s exactly how we found one of our biggest clients ever.

How did we do it?

By stretching waaayyyyyy beyond what most people put on their websites.

The #1 reason people fail with their websites is they think like everyone else.

They throw their “best of” images online, add a little bit of content, and leave it their for months or even years at a time with no thought to how its working.

Instead, the one thing that could change everything around is one simple task …

Adding content.

Yes, your About Us page shouldn’t be two or three paragraphs. It should be two or three PAGES of content. It should have image of you, video of you, slideshows of you, story after story about who you are and why you are doing what you are doing.

Yet if you’re like many people I speak with every week, you’re cringing right about now.

“I don’t have anything to say.”

“My story isn’t important.”

“I don’t want to bore them to death.”

Trust me, you won’t.

People want to know who they are doing business with. They want to know you are a person. They want to know your story. And the only way they can do that is if you tell them.

Still thinking “I can’t do that”? Maybe its time for a little help.

I’ve just released my About Us Action Guide. It’s an easy step by step program that walks you through your About Us creation process. No thinking about “what should I include?” or “I don’t know what to say”. I help you find the stories that are perfect to include in your About Us Page, help you put it all together, and finalize it to include on your website.

If you’ve ever thought “nobody reads my About Us page anyway”, think again. About Us Pages are the second most read page on your site. Why?  Because your prospects want to get to know you before they do business with you.

Content matters. What you say impacts how you connect with your future clients. If you haven’t changed your site in a while, or thought about exactly what you have to say, maybe now is the time.

It really can bring you in the best client of your life.

Check out my About Us Action Guide

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About Virtual Photography

We're the co-founders of VirtualPhotographyStudio.com and have been writing on this blog since 2004. We started Virtual as a way to help photographers stretch beyond a part time income, and develop strategies to become a Five Figure Photographer or a Six Figure Photographer. Ultimately its all about lifestyle, and if your goal is to live as a photographer 24/7, we think you should have the knowledge and the tools to do so. Welcome!

Comments

  1. Absolutely, positively 100% correct. I have a background in marketing and even among marketing professionals there’s a misguided myth that less is more. You have to write with charm, personality and emotion. Weave into the copy how the client will benefit from your service too. This can be subtle at times and crystal clear at other times. Readers want to feel you care and that you understand them. Great article on a great point.

  2. I followed your advice on Wednesday, and I also changed the theme of my website. I had two requests for prices yesterday. Coincidence? I don’t know, but what I had before sure wasn’t working. I’ll just have to see if the increased requests continue.

  3. Nancy – Congrats, glad its working for you. Hopefully it continues.
    Lori

  4. Thank you for your advice. I change my bio and I feel great. No phone calls yet for booking an event but I got feedback about my web. Photography is a hobby.
    I do have a busy stressful job. One day photography will be the only full time job….For now I am happy to dedicate hours of volunteer to people in needs. What matter to me is to be useful, productive, to have it make some difference that I have lived at all.
    Regards, Lily