I have a thing for about pages. This is the bio section of your website where it’s your job to connect with your potential client and give them some idea of what it would be like to work with you. Every now and then I come across an about page that I just have to rave about. Today I want to highlight Steve Zugelter and Studio Z Films.
This about page is simply a work of art in both its execution and simplicity. Let’s break it down.
- Professional photo. I can’t tell you how many about pages I’ve seen that look like they were taken with a point and shoot while on a gig. Blech! This is your brand! The first thing a potential client will see is that photo of you (or whatever photo you have up there). Many of you reading this are either professional photographers yourself, or work with professional photographers. In any case, there’s no excuse for you not to have a professional looking photo of yourself (or your team) on your about page.
- Establishes Credibility. The first paragraph takes up about 1/3 of the bio and in the second sentence he establishes his credibility as a filmmaker: he wrote and directed commercials. That’s all he needs to say. He doesn’t talk about his Steadicam flyer, his 1D Mark IV or his Zacuto Scorpion or anything like that. In one sentence we know he knows his stuff. (And luckily his work clearly backs it up.)
- Connects with his audience. The rest of the bio, 2/3 of the piece, is about how much he loves his wife and kids. Why is that important? Because he’s selling to brides. Any bride will connect instantly with a man who praises his wife and adores his children. Add to that the GQ photo and he’s more than half-way there to selling his studio.
- Ends with a hook. Lastly, I love the hook at the end. After sharing his background and admiration for his family he writes, “That’s my story. What’s yours?” Obviously there’s a double meaning. First, inviting people to contact Studio Z and share their story; but it’s also a subliminal hint for Studio Z to film their wedding story. (I don’t know for sure if that is what they were thinking when they wrote it, but it’s a great touch).
I have invited Steve and his wife Reagan to do a guest blog post about their business. Stay tuned. You won’t want to miss it.
What is your about page like?