Your website is your single most important online asset for marketing your photography business. A poorly functioning website can negate all of your other online marketing efforts, driving away potential clients and leaving existing clients wondering whether or not they should hire you again. The following website problems are common but easy to fix. Making a few simple changes will drive more visitors and ultimately, drive more bookings for your photography business.
Showcasing work that isn’t your best
Many photographers are so eager to get their websites up and running that they prioritize quantity over quality, sharing as many images as possible. It’s always better to share a small selection of stellar images than a wide selection of decent images. Start with the best images possible, and add to your portfolio as you’re able to do so.
Confusing or cluttered navigation
83% of website visitors leave without accomplishing their desired task because they have to click too many times to get to the content they need. Keep your navigation simple and straightforward with the menu in a consistent location throughout the site. Include a homepage link or logo on every page. Get rid of any unnecessary buttons, forms, and tools to increase conversion rate.
Slow load times
Ideally, your website should load in two seconds or less. The maximum acceptable load time is five seconds. Every page should load quickly and without errors, such as broken images or links. A link that doesn’t work may not seem like a big deal. However, making frequent errors results in clients losing patience and trust in your business. Show your clients you care by keeping your website running smoothly and quickly.
A website that clearly hasn’t been updated in months, or even years, makes clients wonder whether or not you’re still in business. Make it a priority to upload photos from new client sessions at least once or twice a month. If you have a blog, establish a publishing schedule and stick to it. Review the entire website periodically and make other updates as needed, such as revising your “about” page or designing new social media buttons.
No “about” page
Modern photography clients seek out photography businesses infused with personality. Using natural language and revealing peeks into your own life lets clients know who you are and what they can expect when they work with you. Strike a balance between listing your skills and accomplishments as a photographer and giving a little personal background. Don’t forget to mention your location as well.
No clear “contact us” form
Simply listing your email address on your photography website ensures you’ll get a slew of spam. Include your address, phone number, and social media links in the header or footer of every page. Then create a simple contact form for clients to reach out to you directly. Major website builders, such as WordPress, offer free contact form plugins.
A blog is a simple, effective way to offer regular updates for your site while sharing behind the scenes glimpses of your business as well as recent client sessions. Consider creating posts of your shoots that tell the stories of your clients, with their permission of course. Blogging is also a great way to demonstrate your industry expertise and knowledge, offering insight that is relevant to your clients. For example, if you’re a family portrait photographer, share tips for taking great back to school photos at home.
Not using analytics
Analytics isn’t just about traffic stats but instead about interpreting the stats and learning how to use them to improve your website and drive more traffic. For example, if you have a traffic spike every Monday, determine the source of the traffic and then try to replicate your success to increase traffic on other days of the week.
Above all else, your images matter most. Maintaining a constant focus on producing high-quality images and then sharing those images on your website will continue to wow both potential and existing clients, ensuring your schedule stays full.