If you asked ten of your friends what the most important page on your website is, chances are you’d get a bunch of different answers.
Some would say it’s your Portfolio. You’re a photographer after all! What good is your website if it doesn’t show off your work?
Others would insist it’s your Contact page. You can’t book any work if they can’t contact you.
Still others would believe it’s your Pricing page. A person who can’t afford you is a useless lead, right?
They’re all wrong.
The most important page on your photography website is your About page.
It’s also often the most neglected page, the page you’ll find a “Coming soon” message on for months, or even years, or the page that includes a super artsy (and barely understandable) description of you, your feelings and how your art can be found in the meaning of the Earth, nothing that a potential client really cares about.
The truth is, people want to know who you are, what you look like, and whether they like you. Can they trust you? Are you someone they feel comfortable enough to navigate them through what is quite possibly one of the most vulnerable times in their life? (Being in front of the camera.)
As photographers, we should anticipate seeing people in their most open and insecure state. Your About page is the best way you can show them that they’re going to feel comfortable, and not judged. Your About page will be your invitation to like-minded clients, but only if it’s authentically telling them about who you truly are.
For example, let’s pretend you have tons of tattoos and piercings. They’re really important to you, and you won’t be hiding them on your wedding day. You’re trying to find a wedding photographer, and you’re on the About page of a photographer who is super preppy, clean cut, and has a background in business banking. You probably don’t want to work with them. You won’t feel comfortable. You’re going to try to find a photographer who has tattoos and nose rings, too, who believes that every bride and groom should show off their ink.
The main message of your About page is “This is who I am. This is my brand. This is why you should hire me.” Most people want those questions answered first. For many, it will be more important to them that YOU fit who they are, and who they want to work with, than it will be that they love your photos.
Make your About page inviting, personable, and pack it with great info about who you really are. Keep it up to date, and remember to include a photo of you!
Here's the first part of my about page. I'm not saying I have the perfect about page, but you get a good sense of who I am and if you'd want to hire me for a shoot. You're not left wondering who the heck is this guy. Hopefully, you feel like you get to know me a little bit.