How to Write a Great Bio for Your Photo or Video Website

Photographers and videographers amaze me. Good ones can turn any boring old scene into a compelling visual storyline. They also amaze me with how terrible they usually are at copywriting. The most common questions I get from visual artists are about copywriting. How do I write a good bio? How do I pitch my services? How do I describe what I do? I get it. Copywriting can be tough. But with a little thinking and a little guidance, you’ll be writing a killer bio in no time. 

A quick side note: if you’re a photographer or videographer, check out my Photo + Video Pitch Deck Template. It’s free and it works–with clean design and copywriting prompts that win pitches. 

What Makes a Good Bio? 

Before we begin, let’s discuss what makes a good bio. Writing can be judged by two metrics: first, does it achieve the goal; and second, is it interesting? If a piece of writing achieves its goal and is interesting, then we can call it good. But what is the goal of a bio? I’m glad you asked. A good bio on a photo or video website should increase the artist’s credibility among their desired client base. 

When you write your bio, you need to keep your clients in mind. It can be tempting to model your bio after someone like Jimmy Chin, but Jimmy Chin has a completely different client base than you (I assume). His bio is long, and exists mainly to get book deals and fancy interviews. Your bio should help you get more clients and grow your business, because Jimmy Chin’s did for a long time before he became Jimmy Chin. 

The great Winston Churchill once said, “A good speech should be like a woman's skirt; long enough to cover the subject and short enough to create interest.” This is exactly what you need to do with your bio. Mention what you need to, add a little flair, and then get out of there. Clients are only interested in information that is useful to them, so mention your best work, but scrap the story of your junior high art teacher. 

Pathos, Ethos, & Logos

An old friend of mine, Aristotle, coined some pretty helpful terms way back in the day that he called pathos, ethos, and logos. Logos means a logical appeal, pathos means an emotional appeal, and ethos means an appeal to credibility and character. While great websites must certainly appeal to all three throughout, a bio should mainly focus on ethos, the credibility appeal. I would avoid trying to smash all three of Aristotle’s appeals in a single bio, but if you want to sprinkle a little bit of pathos or logos in there, you can. 

First-Person vs Third-Person Voice 

You can choose to write your bio in either the third-person voice, or the first-person voice. The first-person voice uses I and me, while the third-person voice uses she, he, or they. This can be a tricky decision for people, but it doesn’t have to be. Simply take a look at the overall tone of your website and brand. If you have a personal, friendly tone, then use the first-person voice. It’ll come off more authentic, and people will get to know you a bit more. If you have a more premium, exclusive tone to your brand, then consider writing your bio in the third person. You can also ask someone else to write it for you, or hire a copywriter to do it (like me!)

Template

You really thought I was going to hang you out to dry here, didn’t you? Please. Here’s a template you can use for your own bio. 

[Name] is a [creative descriptor] [industry descriptor] who loves working with [ideal client descriptor]. [S/he/they] has worked with clients like [top 2-3 clients], and has been recognized with [list of 2-3 awards]. With over [number of years experience], [name] is excited to help you [achieve perceived client goal]. 

And here’s an example of that template filled out. 

Jamie is an adventurous wedding elopement photographer who loves working with couples who enjoy the outdoors. She has photographed the families of two different Albuquerque mayors, and over 200 other families in the greater area. Jamie has been recognized as a local favorite wedding photographer by ‘Querque! Magazine three years in a row. With over ten years of experience, Jamie is excited to give you the photos you’ve always dreamed of. 

P.S. If you’re a photographer or videographer, you really need to check out my Photo + Video Pitch Deck Template. It’s free and it works–with clean design and copywriting prompts that win pitches.