I’ve been looking at a lot of photographers’ websites recently and most photographers’ websites tend to follow the same theme. They tend to take-on a portfolio-based website which basically means they are full of lots of pretty pictures, but they don’t have much text. The reason they don’t have any text is that they are more like an online gallery and they don’t offer a clear message or a solution to their visitors.
Most photographers don’t like the idea of marketing it’s not something that appeals to us, but you must understand that even though your images look nice its emotionally driven words that will really sell your photography.
When using words that are going to sell your services you have got to offer a solution to a problem or build an emotional connection with the people you are looking at as potential clients.
So that said at the very top of your website you MUST have a headline when you open up your homepage. Your headline has to say what it is you do, whether you’re a wedding photographer, portrait photographer or a restaurant photographer your message needs to be clear. More importantly your message needs to say what you can do for the client, how you can make their lives better and be the solution to their needs.
So for example, if you are a food photographer you don’t just take photographs - you take attention grabbing images that creates stunning interaction on social media and brings more bookings to your clients door. If you are a wedding photographer you don’t just take photographs - you take beautiful timeless images in a hassle-free way, fun, natural and relaxed, so the bride, her friends and family can enjoy her special day without interruption.
You have-to look at what the core reason is potential clients are seeking out a photographer in the first place. How can you make their lives better, it’s not just taking pictures it’s the solution to their needs that is the real benefit for them.
Think about it, any wedding photographer can photograph a bride and produce good images, but what the bride really wants is to feel relaxed, at ease and enjoy her big day, knowing the photographs will be taken without interruption.
Every other photographer will be selling their images online just as pretty pictures. However potential clients can’t judge one photographer’s work any differently than they can judge another photographer’s work. They don’t look at photographs the same way as we do.
What you have to do is be different from everybody else and tell clients exactly what you can do for them. Don’t just display a set of pretty pictures and leave it to them to make up their mind who they are going to choose. You have to take action on your website and get your message across, tell them why they MUST book you.
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