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Branding

Guide

Write your brand story (About page)

An About page people actually read, the second most-visited page on your site.

8 min read·6 steps
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  1. Start with the problem, not the founder

    First sentence: name the pain your customer feels. 'Booking a wedding photographer usually feels like gambling, nobody shows you real prices or the actual person who'll be at your wedding.' NOT 'Founded in 2024, we are…'.

  2. Introduce yourself as a person, in one line

    'I'm Sarah, a wedding photographer based in Austin, and I've shot 200+ weddings across Texas.' One line, first name, what you do, one credibility fact. Not a résumé.

  3. Explain why you started (the origin)

    One short paragraph. What did you experience that made you start this? What was broken? Real specificity beats grand mission statements. 'At my sister's wedding, the photographer was rude and delivered blurry photos two months late. I knew I could do better.'

  4. State who you help, specifically

    'I work with couples getting married in Austin and the Hill Country, mostly with 40–120 guests, who care more about the emotion of the day than perfectly-posed portraits.' Name the customer clearly. It's OK to exclude, clarity attracts.

  5. Show your face

    Add one photo of yourself. Not a corporate headshot, a real photo of you working, or a natural portrait. People buy from people. Faceless brands feel like scams for local businesses.

  6. Add 2–3 credibility markers

    Awards, press mentions, notable clients, number of customers served, or years of experience. One line each. Skip anything that would sound like humblebragging over dinner, leave that out.

That’s the whole thing.

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