Do you often reevaluate parts of your business to ensure you have a clear and recognizable brand message? With your unique brand message, you share with ideal clients who you are and why they need to book you for their special day. If you have unclear messaging or mistakes in your brand, you risk the possibility of pushing clients who are perfect for you away from learning more about you.
Because branding is such an important topic for you to be aware of, we’re created a branding mistakes series. In our first post, we discussed how to quickly identify and fix an identity crisis on your website and other social platforms. Today, we’re going to focus on your “About Me” page and how to properly share your brand on it. Continue on to learn how to identify the mistake, forgetting to brand yourself, and how to fix it in your business.
View Your “About Page”
You may be thinking, “I already have my client images on my site that share my brand. Why do I need to add personal photos and information?” The answer is: when a potential client first looks for a photographer, chances are they view your website first (and look for your “About Page”). As they view your page, they immediately get an impression of who you are and whether you would be a perfect fit for them.
View your “About Page” as if you were an ideal client visiting for the first time. What on the page makes you stand out? Do the images properly reflect you and your business? Are you featuring branded text to help your clients get to know you? Did you include any fun facts about yourself, details about your family, or information about your photography partner(s)?
If you don’t have photos of yourself and (at least) a short bio, you risk clients leaving your site to find another photographer they can better relate to. Keep in mind that this is an experience they want to remember for the rest of their lives, so loving their photographer is a huge part of this.
Include Your Style
To eliminate the branding mistake, and to help clients put a face to your brand, develop an informative and enticing “About Page” on your website. Your unique brand is based on your style as a photographer. After your images are color corrected by a wedding photo editing company, share them on your website. If you are a luxury brand photographer, the images you feature should be of you dressed professionally with accessories and details clients in your market would also wear or admire in a photographer. Your style says a lot about you, and presenting photos on your site of this style shows them the attention to detail you will have when taking their photos on the wedding day.
Add Your Personality
Photos of your professional style is great to help match your overall brand. Other images you can include on your “About Page” are fun and exciting images that show off your unique personality. Your clients want beautiful photos after the wedding day, but also desire to feel comfortable and build a relationship with you. Include photos of you doing things you love, spending time with family – anything that helps them see who you are outside of being a photographer. This is a great way for people to get to know you and decide if you will be compatible personalities to work together.
“Your ‘About Page’ is the most visited page on your website and also has the longest read time. As long as your page provides value and allows people to know about who you are and what you care about, you will find success.” – Ben Hartley
Feature Compelling Text
The images you include on your page help your clients put a face to your name and brand. In addition to the photos, add compelling text to continue to highlight who you are as a person and photographer, and share photos that showcase what you are writing about. Think about it as if you were creating a blog post from a past wedding. With the images, how do you tell a story with your words? This is a similar approach to take with your “About Page” so you can have consistent writing throughout all of your platforms.
For your professional photos, add details about your style choices and why you chose that for your brand. When you feature personal photos, include text to describe what is happening in the photo. Talk about how much you love your family, playing golf, or spending the day at the beach. The words you write influence the way people perceive you and can tell a story your images may not.
Branding mistakes can be difficult to immediately identify in your business, but can also be simple to fix when you take the time to work on one thing at a time. What else can you do to make sure you have a clear and unique brand message? Download our Guide, 7 Branding Mistakes Wedding Photographers Make (and How to Fix Them)!