business mentors for small businesses who sell online

The #1 Thing You Need to Know Before Creating Your About Page

how to price wedding photography and create an About Page

The second most important page on your website:

When was the last time you looked at your website from your customer’s eyes? Do you know how to price your wedding photography and what goes into creating an About Page that converts?

Learning how to talk about your pricing is a struggle that all small businesses, freelancers, artists and solopreneurs go through. We all get terrified when potential leads fill out our contact form with just the dreaded “what are your prices”?

Or how about when potential clients say that you are {GASP} “too expensive”‘???

I’ve said it before, and I’ll say it again….

–>>  It’s almost never actually about your price.

Most of the time, it is simply that you haven’t shown them what you can do for them, the value you bring, and how you will confidently solve their problems. The client is on a journey and you are there to help them at a very specific point. Creating your About Page with this in mind is a vital first step to removing pricing from the equation. 

It comes down to three Cs:

  • Calculator
  • Confidence
  • Copywriting
how to write an about page and talk about pricing on website

Just yesterday, I was chatting with a new photographer and challenging her on her offensively LOW session fee of $75 for a family portrait.

She said to me, “My biggest block is that there is a photographer in my community that I have always used for my family shoots. She has been in business for about 7 years and is very talented. I feel like I am being compared to her and she does not charge anywhere near what she should.

So I don’t feel like I can charge more because then people will just go to her. I don’t want to be in competition with her, hurt her or be compared to her. I think all of this is making me not feel like I can charge more.”

The reason we struggle with insecurity is because we compare our behind-the-scenes with everyone else’s highlight reel.

A huge problem with her mindset is that now other people have to try to compete with HER low price.  Which I can tell you, is not sustainable on any planet.

–>> It is a race to the bottom and has been for years.

Comparing your pricing to someone else’s is madness. Not only are you unqualified to decide how good your work or their work actually is, everyone has completely different needs from their business.

Some people just use it as a side hustle or creative outlet. Other people want to not only support their family, but to earn a great living doing it.

How to price photography and create an About Page that converts

The hard thing about looking to others for your pricing and your worth as an artist is that you only see the surface. You only see what they want their customers to see.

  • You don’t see their mistakes.
  • You don’t see their bank account.
  • You might think they are popular and busy and yet they might be struggling to pay the mortgage.
  • You don’t know if they came into a ton of money, or if their spouse pays all the bills.
  • You don’t know if they have a high average sale.

You Need To Take Care of You!

The more you set yourself apart from the pack, the more your pricing becomes irrelevant. The more you solve problems for your clients and TALK about solving their frustrations, the more they will want you. Creating your About Page and writing to them, about them is the key.

You get them. You know what they need. You know what they want. You have their back. You aren’t selling, you are helping.

Learning how to talk about your work and their needs is an art. It’s an art called copywriting!

Recently, I sat down with Kim Evans, a brand story copywriter to talk about pricing and creating the perfect About Page.

Not only do I go deep into how you can figure out what you should charge, Kim gives you the tools you need to take your website to the next level so you can convert more leads into sales.

It is a power packed 50 minutes of pure gold.

HOT TIP: She even reveals a super cool cheater way to get your client’s wording for your website…. but you have to watch to the end for that tip!

So sit back, grab a glass of wine and take some time for you, your business and your customers. I promise that this will be 50 minutes well spent!

Leave a comment and then share this post with a friend who is reworking their website!


Create an About Page that converts.

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