Marketing is a loaded word for many photographers. There are always so many questions surrounding it like “how do I market my photography business,” “where do I market my photography business,” and the list goes on. While there are so many great ways to market a photography business, at the center of it all is your website.
Your website is one of your most powerful marketing tools as a photographer. It’s where you should funnel all of your leads. A great website will help you establish and maintain credibility as a talented photographer. It will also help you attract the types of clients you want to work with… and most importantly: convert them to bookings. Your website is one of your most powerful sales tools and it works for you 24/7.
Unless it’s not.
Do you have a sneaky suspicion your website isn’t serving you as well as it should be? Worried that your website isn’t stacking up against your competition or helping you stand out in a saturated market? It might be time for a website overhaul.
Here are 4 tell-tale signs that your website isn’t working for you and might need a website overhaul:
1. Your website isn’t converting.
If you aren’t getting as many inquiries as you think you should be, there could be two things going on.
Number 1: Your website isn’t getting enough traffic, meaning you aren’t ranking on google for the things your clients are searching for, or Number 2: Potential clients are landing on your website but they are not taking action to contact you about booking.
Either of these scenarios can feel defeating and make you feel lost on what to do next. Depending on the extent of the misalignment and how long you have felt like your website wasn’t performing, you might need just a few simple tweaks or possibly a total revamp of your site.
2. Your website isn’t ranking high enough on Google.
If you do a quick search for a few key search terms that pertain to your business, is your business showing up in the search? For instance, if you search for your city plus (+) photography genre, where does your website show up? Are you on page one? Or further down, like 2, 3, or 4? Yikes.
When it comes to combatting what feels like an invisible giant (aka the ever-changing algorithms) it can feel hopeless. However, it just might mean it’s time for you to invest some time and effort into your website. Optimizing your website to be found on search engines is not something that just happens. This is an intentional step you need to take to get your website ranked.
3. You are not getting requests for the type of work you want.
Your website is one of your most powerful sales tools. It resides at the foundation of your marketing so it needs to be set up to attract and convert the types of clients you want to serve. If you find that you are getting multiple requests for types of work that you don’t do, this means there is a messaging problem with your website. Your website is attracting the wrong types of clients.
This could mean that it’s optimized to rank for the wrong types of keywords or your messaging is unclear. A website revamp including some branding strategy work to get clear on your ideal client is usually the best way to overcome this.
4. Your website is not serving your existing clients.
Your website is a wonderful and versatile tool to not only help you grow your business by attracting new clients but also serving your existing clients. You should be driving traffic to your website at every chance possible.
Make sure you are building resources into our website through blogging to leverage this platform to serve your existing clients. Think about writing blog posts that will help our clients prepare for a great session with you. This could be answering common questions your clients have or sharing key information you want our clients to know.
Need a website overhaul?
So how did your website stack up when you asked those questions? If it fell short, that’s OKAY! We’re all learning together. However, your website should be serving YOU and your business. If it’s not, you might want to invest some time into adjusting your design, re-writing your messaging, and optimizing it to show up in search results.
Make sure you are using only your best images that depict our ideal client. Make sure your copy and words that you use are speaking directly to the clients you want to book more of. There are many layers that go into building a strong website that converts.
Looking for some quick tips to help you clean up your website? Check out ’10 Photography Website Tweaks for Big Results’ free download.
Interested in a more comprehensive website overhaul? Check out the Website Design for Photographers course. Design your dream photography website to attract and book more clients through a step-by-step framework to build your own website like a pro.
10 Website Tweaks for Big Results
Transform your photography website into your most powerful sales tool, attract dream clients, and book more clients today.
Check out some additional resources below about building a powerful website for your business!