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156. Build a Photography Website That Speaks to Your Dream Clients
Your website is more than just an online presence—it’s the bridge between you and your dream clients. It’s not enough for it to simply look good; it needs to resonate with your ideal audience and inspire them to take action. Here’s how to make it happen.
Know Your Ideal Clients
Before you even start building your website, get crystal clear on who you’re trying to attract. Trying to appeal to everyone dilutes your message. Define your dream clients and tailor your website to them—use language, visuals, and design elements that speak directly to their preferences and values.
Put Your Clients Front and Center
Your website isn’t just about showcasing your work—it’s about solving your clients’ needs. Shift the focus from yourself to them. Show them why you’re the perfect fit for their vision, and demonstrate that you understand their needs and dreams.
Guide Visitors with Clear Calls to Action
Each page should gently guide visitors toward a next step—whether it’s booking a session, filling out a contact form, or exploring your portfolio. Make sure your calls to action are clear, visible, and straightforward.
Keep It Simple
Overloading your navigation with too many options can overwhelm potential clients. Stick to a clean menu with five or six clear items, like “Portfolio,” “About,” “Contact,” or “Book Now.” Simplicity ensures visitors can easily find what they’re looking for.
Showcase Only Your Best Work
Your portfolio is your chance to shine, so be intentional about what you display. Choose only your strongest images—the ones that reflect the type of work you want to attract. A smaller, curated selection is far more impactful than overwhelming visitors with every photo you’ve ever taken.
Build Trust with Social Proof
Testimonials, client reviews, and features in publications can make all the difference. Adding this social proof to your site shows potential clients that others have loved working with you, building credibility and trust.
Design with Professionalism
A polished, cohesive design sends a strong message about your professionalism. Avoid chaotic layouts, mismatched fonts, or inconsistent colors that can distract visitors. Your design should align with the high-quality service you provide.
Optimize for Mobile
With more than half of website visits coming from mobile devices, your site must look and work great on phones and tablets. Compress images for faster load times and ensure your layout adapts smoothly to smaller screens.
Keep Improving
Even the best websites can get better. Regularly ask for feedback from friends, clients, or professionals to spot areas for improvement. A fresh perspective can reveal ways to make your site even more effective.
Ready to Level Up?
Your website is a cornerstone of your photography business, helping you connect with the clients you most want to work with. If creating the perfect website feels overwhelming, consider hiring a professional designer. A great website isn’t just an expense—it’s an investment that pays off by attracting the right clients and building your brand.
Stay tuned for more tips on avoiding common website mistakes and taking your online presence to the next level!
Want more?
Ingvild Kolnes is the host of the Sustainable Photography Podcast, an educator for photographers, and is ready to help you with your photography business.
hi, I’m ingvild
This podcast is all about education and inspiration for photographers. A sustainable business is profitable and lasting. Instead of short-term wins you want to make sure you’re doing things that matter. Both to yourself, and to create the business you want. The goal of this podcast is that it will help you build and structure your business around your life, instead of the other way around.
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