Within a few seconds, anyone landing on your site will know whether they want to stick around. Within a few seconds of that realization, they’ll know if they want to spend their money on your products or services. When diving into the website content piece with my clients, I’ve found myself getting more and more picky about the work they are showing.
Open your website/blog right now. What does the first image say to a potential client?
I want to use one of my recent clients as an example. Ryan and Jill of With Love & Embers specialize in photographs that are overwhelmingly emotional (in the best way possible), while giving each photo a true sense of place. It’s like you can just feel everything about that moment. When choosing photos to showcase on their site, they completely nailed it. Every ounce of every photograph is speaking to their client experience.
I’ve had clients who describe their work as moody, emotional, and personal … But, when clicking on their site, the first image is of a colorful wedding bouquet, a bright photo with laughter, or a flower girl dancing during a reception. While those photographs might be beautiful, they don’t speak to their brand keywords, at all. And, when your goal is (or should be) to attract your ideal clients, how can you expect to do so when you’re showing work that doesn’t speak to your brand experience?
For me, I had to totally change the way I was presenting my projects. I used to break down each project into posts for the design board, the logos, the stationery, the website, etc. But, I realized I was getting tons of inquiries for individual pieces. Why weren’t people wanting to book me for a complete brand identity project? It’s because I wasn’t showing them complete projects. Now days, I show final suites, and present the visual pieces of their complete client experience. I tell you this to show you that I recognized this with my own business, and it goes beyond photographers. We all have to curate our sites to maximize effectiveness.
Want to be sure your images are capturing your perfect client?
- Revise your galleries & photos — If it’s been more than 6 months since you’ve updated the galleries on your site, it’s been too long.
- When revising, start with a list of descriptors. — Be picky! Pick 5 words that describe your brand experience or your work. If a photo doesn’t match, don’t show it.
- If you don’t want to do it, don’t show it! — If you’re a “wedding photographer that occasionally photographs families, but really only wants to photograph weddings”, take the family gallery off of your site!
- Use social media to microblog — Facebook and Instagram are perfect places to highlight your favorite 1 or 2 photos from a session. The description is a place to tell your audience why that photo fits with your brand. I love how Rosey Red Photography does this.
- Pare it down — Yeah, less is more. 10 amazing images that subscribe to your brand’s message are stronger than 50 mediocre images.
Just starting with these simple steps can help you get closer to always booking/selling to your ideal market. Have you done this? Tell me how your business benefited in the comment section below. And, if you’re like me, and have a hard time narrowing down your favorite work, tell me what the hardest part is for you.