How to Write a Photographer “About” Page That Actually Connects

I know I wrote about this topic a while back, but after reviewing dozens of photographer websites recently, I was shocked at how many artists are missing the mark!

Your About page—your online bio—is one of the most important parts of your website. It’s not just filler text; it’s your opportunity to build trust and connect emotionally with your target audience. Yet so many photographers either skip it, rush it, or write it for the wrong audience entirely. It’s time to fix that.

See the World Through Your Client’s Eyes

Years ago, motivational speaker Ed Foreman shared a bit of wisdom that has stuck with me ever since (with my own twist on it):

1. “If I can see the world through my client’s eyes, then I can sell my client what my client buys.”
2. It’s simple, powerful, and far more effective than the old “put yourself in their shoes.”

To write an About page that works, you need to understand what matters to your audience—their worries, needs, and dreams. What are they looking for when they hire a photographer? What makes them feel comfortable, excited, or reassured?

That perspective should guide everything you write.

What to Leave Out (and Why). Let’s get this out of the way—most About pages fail because they focus on the wrong things.

1. Skip the tech talk. Your clients don’t care about your gear. They care about how you’ll make them look and feel in front of your camera.
2. Skip the award lists. Unless you’ve won a Pulitzer, most consumers don’t know or care what “PPA,” “WPPI,” or “Gold Level Print Competition” means. Save that for your peers, not your prospects.
3. Skip your origin story. How you got your first camera might inspire other photographers, but it won’t move a bride or a mom choosing between three local photographers.

What Your Clients Actually Want to Read. Here’s what your About page should say—because this is what your ideal clients want to hear:

1. Why you love being a photographer. Let your passion come through.
2. Your love for people and storytelling. Clients want to feel that connection.
3. A bit of heart. Don’t be afraid to get emotional—this is your chance to be real.
4. Your promise. Share your dedication to creating an experience they’ll love and images they’ll treasure.

Remember, women make 98% of photography-related purchase decisions—that means moms and brides are your primary audience. Write for them.

Write in the First Person. This one’s huge: write your About section in the first person. It feels more conversational and personal, like you’re speaking directly to the reader.

And yes, sign it! You don’t need your actual handwritten signature—just include your name, maybe even a small facsimile-style graphic. It humanizes your brand and reinforces authenticity.

Your About Page Is a Trust Builder. Every visitor to your website represents a potential client—or at the very least, someone who might refer one.

Start strong with great images in your galleries, then follow through with an About page that tells them who you are, why you care, and what they can expect from you.

When written well, your About page becomes more than a bio—it’s an invitation.
An opportunity to build trust before you ever pick up your camera.