Your photography website is often the last thing potential clients see before they book you, or don’t. You’ve likely spent hours designing the site, curating the photos and ensuring that your best work is being shared on your website. You’re confident that the images on your photography website will convince potential clients to book you.
But, there are a few more things you need to do to make your website as effective as possible.
This is crucial to improving your search engine rankings, but it also impacts your conversion rate as well. Your photos are beautiful, but most of your clients want to find out more information before they contact you directly. They want to know what it’s like to be photographed by you, how quick your turn-around time is, what other clients say, etc. Make it a goal to have about 300 words on each page, if not more. Use a variety of headlines, paragraph text and bullet points to split it up.
This sounds difficult at first — you might be asking, “How can I make the text about the client if the website is about my services?” Well, my friend, all you have to do is write about your services with an overarching view of how it can help your clients. Here are some examples that can be used as you describe your services:
“Your wedding day should…”
“Our wedding photography revolves around your love story.”
Identify what your clients want, how your photography will impact them and explain the unique aspects you offer with your photography packages.
As you write, picture one person — your dream client — and write the copy to them as if you were sitting across from them drinking coffee, discussing their upcoming wedding day. They’re in a hurry, so you need to be personable, succinct and clear. Just as you won’t make any friends talking about yourself all the time, you won’t get any clients either.
Please, do not write a bio that could have been written by a stranger. If the first line of your bio starts with, “My first camera was…,” you need to start over.
Answer questions like:
Use a mix of photos and words to introduce yourself to potential clients. The purpose of your bio is to:
Whether you’re a corporate photographer or a wedding photographer, you are the very person that will be showing up at their event. They want to know what you’re like — are you strictly business or quirky — are you upbeat and enthusiastic or surprisingly calm under pressure? Intertwining these details through your website copy will allow potential clients to determine ahead of time if you’ll be a good fit. You want to attract those that will love you and repel those that won’t.
Don’t try to be something you’re not!
Failing to describe the experience means that potential clients don’t know what makes you a better photographer than the other one whose photos they were also drawn to. Use writing to describe what it’s like to work with you. Do you lead them into natural poses or capture journalistic-style candid photos? Do you have a philosophy on photography? What’s a typical photoshoot with you like? Are you laughing, creating moments, or directing and posing?
You may be tempted to require an email address before you share package details. However, you’ll be turning away those who are a little more wary of submitting their email to receive information. Use a summary of your photography packages to lure potential clients in. Then you can use a pricing guide or intro call to share more precise details.
As for pricing, I recommend including a “Starting at…” price point. This gives potential clients the heads up and prevents them from assuming that you’ll be more expensive than you actually are.
If you’re cheesy and romantic as heck, go ahead and write your copy that way too. However, if you’re not a cheeseball and have a completely different brand, be sure that your copy matches it. Don’t overthink it. Just write.
You’ve addressed your client directly, described the experience and laid out the package details. The last thing you need to do is include some testimonials — let them do the bragging for you. It’s best to have at least three testimonials.