First things first: you HAVE to have an About page.

Even if it’s not your favorite page to write. (Trust me, everyone has a hard time writing about themselves.)

If you came to me and told me you could only manage 3 pages on your website, the About page would be one of them.

It’s that important.

Because after figuring out they like your work, your ideal client—whether that’s a couple or another wedding creative—is going to pop over to your About page to figure out if they’ll like working with you.

This is your chance to sell them on your whole ~vibe~ while addressing some of their objections. (Objections = things that might hold them back from booking you.)

The easiest way to do this? Know what questions are running through their mind, and answer them before they have a chance to ask.

But First: Is Your About Page About You or About Them? Yes.

If you spend enough time reading about copywriting and websites, sooner or later you’re bound to see someone trot out the old maxim: 

Your About page isn’t about you, it’s about them.

But is that really true?

I don’t actually think so. When I click that About page link in buyer mode, I actually want to know about the person behind the business (or at least the story of the business itself).

When the About page is just about me and my needs and wants, it feels like something’s missing. Maybe even like they’re hiding something.

Long story short:

Too much about them and they wonder who you are, and why you won’t tell them.

Too much about you without tying it back into them, and it feels like a CV.

But what’s actually going through your ideal client’s mind when they’re scrolling your About page on the sofa with a chilled glass of Riesling in hand? Let’s talk about it.

4 Questions Your About Page Has to Answer

What are your qualifications?

The thing your potential clients are afraid of? Spending four or five figures on your service—and then not getting what they signed up for.

And given how many people have entered in the industry, and how many horror stories they’re reading on Reddit and Facebook, you kind of can’t blame them.

So your About page needs to show them that you’re actually qualified to do what they’re paying you for.

There’s more than one way to show that (we’ll get into social proof in a minute) but if you have formal education, training, or on-the-job experience, you need to cite it on your About page.

Tell them that you went to school for photography, or that you worked under a luxury wedding planner for 5 years, or that you started your career in the events department of a five-star hotel.

You say you’re great, but how can we trust you?

So you’ve written about your training, your experience, and your overall bonafides.

But just telling them that you’re capable isn’t enough. They want to hear from other people, too.

This is the moment when you hit them with some social proof—a stamp of approval from someone else.

When I’m writing an About page for one of my clients, I find that it’s a good place to list any awards, memberships, or badges they’ve received.

Membership in an organization like WIPA or Emerge Event Collective shows that you’re not averse to investing in your professional development—and that you’re willing to comply with the basic standards they set.

If you choose to show a testimonial on your About page, it should be more about you and less about your product or service. In other words, pull a quote that talks about the client experience you create, or how well you can make someone’s vision come to life, or how reassuring you were. 

(My personal take on testimonials and About pages? They’re more important on every other page of your website. This one’s about you, so you can get away without one. But if you’ve got plenty of good ones, why not?)

Are we going to get along?

This is what I call a vibe check, and it’s so important for wedding vendors.

The more time you’re likely to spend with a client on their wedding day, the more they want a sense of your personality even before they inquire.

Linen rentals? Okay, the vibes aren’t as important. 

Elopement photographer who’s hiking with just them for 10 straight hours? Super important.

In general, if couples are faced with two vendors whose approach, pricing, and work are similar, they’re going to base their decision on the vibes.

So what does this mean for your About page?

You want it to reflect how you’re going to show up on a consultation call, at a venue walkthrough, and on the wedding day.

Write the way you talk. If you swear up a storm in person, don’t hide it. (For one thing, if you swear a lot, do you really want the clients who hate it?)

If you’re always talking about surfing, or Gilmore Girls, or your outdoor pizza oven, give people a glimpse of that.

For example, on my client Corey Lynn Tucker’s About page, we talked about how she’s always been a “horse girl,” then tied it into how she wants clients to feel on their elopement day.

Copy about horseback riding on an elopement photographer's About page

While we were at it, we also dropped a few instant identifiers in her About page headline:

Screenshot of the hero on an elopement photographer's About page

If any of these above describe you, or people you get along well with, you’re going to scroll eagerly through the rest of her page.

Do you share our values?

In Zola’s 2024 First Look Report, 21% of couples reported that they’re “choosing vendors and businesses who support our values.”

Elsewhere, as many as 62% of customers have said that a brand’s values heavily influence their buying decisions.

What do they mean by values? In the same Zola survey, couples were asked “how are you making your wedding feel more personal to who you are?” 

Their answers give a ton of insight into what some of their values might be:

  • Making sure their weddings were an inclusive space
  • Sustainably sourcing elements of their wedding look
  • Hosting a dry (alcohol-free) wedding
  • Not including religious elements

When you think about what to put on your About page, it can help to think of values as a Venn diagram: where do your values overlap with those of your ideal client?

Depending on what your values are and how strongly you and your ideal clients hold them, you can weave them in to the rest of your About page copy, or you can make a direct values statement. 

For Jessamine, a florist based in New Jersey, we did both.

Toward the bottom of their About page, there’s a section that emphasizes their most important values, so that clients can easily see whether they’re aligned.

A values statement on a wedding florist's About page

On the other hand, we wanted to touch on sustainability without making it a core value. So scattered through the rest of the About page, you’ll find subtle mentions of thrifting, vintage tableware, and seasonality.

A screenshot of a wedding florist's About page

P.S. Everyone loves a peek behind the curtain.

You don’t need me to tell you that BTS videos are popping off on Instagram and TikTok because people love to see the person behind the brand. (And honestly, it’s nothing new—back in the early 00s, we flipped through US Weekly to read “Stars—They’re Just Like Us!” and catch a glimpse of Kirsten Dunst at an ATM, or whatever.)

Your About page is your chance to show them what you’re really like, both on- and off-duty. Take it!


Want someone else’s eyes on your About page?

That’s a (small) part of what I provide in my website copy audits. Everything I do within the audit is designed to enhance user experience, zhuzh up your copy, and get more inquiries in your inbox. Sound appealing? Get yourself booked.

Elopement photographer,
Between the Pine

"I felt really taken care of..."

MOLLIE ADAMS

“I was absolutely blown away with your talent for truly making me feel like my best friend wrote this. I felt really taken care of. Once I got the copy, I started crying because it was just so spot on. It was such a relief. I couldn’t have asked for a better experience.”

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