Professional photographers are aware that if they are going to
be in business, they are going to need a website. This is
particularly true for photographers who focus on wedding
photography and portraiture - potential clients want to see what
you can do before they give you a call. Even if they do happen
to call before viewing your work, they may ask for the address
of your website. If you don't have one, rightfully or
unrightfully, you may be considered an amateur - and perception
is just as valid as reality.
Many companies, like Yahoo! and GoDaddy.com and many others will
provide software for you to create your own pages if your sign
up for their hosting services. Some photographers may find it
easier to let a professional web designer put their site
together for them. Or better yet, learn the basics of web design
and create your own. That way you get to add samples or monthly
specials whenever you want. Either way, there are five key
elements that every site should have. Most web designers focus
only on the design element of web creation and fail to see the
sales power and marketing muscle that can be yours when used
effectively. Here are five key ideas:
1- You must establish credibility - freely present your
credentials and a nice portfolio. Avoid unprofessional graphics
at all costs, misspellings, and grammatical errors. The most
important message you can telegraph to your prospect is your
work. In it holds your biggest benefit that you bring to your
prospect. They must be able to see your best work, and as many
samples as possible.
2- User-friendliness - make it easy for your site visitors to
navigate - they shouldn't have to go backward to go forward. Or
wait for slow loading flash files or work their way through
cluttered layouts. And, please avoid the number one mistake that
90% of the photographers do over and over. What is it? Black
background with light or white text. I know, I know, you want to
look cccooooolll and artsy. But the fact is, and many studies
have proven this to be true, that black text on white is the
most easily read. Think about it. We read newspapers, magazines,
books etc etc etc....alll black text with white backgrounds. Why
do you want to go against the current? Ego. That's why. Don't
let your ego steer you. Let common sense be your guide.
3- Include a Frequently Asked Questions (FAQ) section. You'll
be the one to write and answer the questions, anticipating your
customer's needs for information. This is your chance to add
facts that don't fit neatly onto your other pages. Of course you
can include portrait planning tips, location ideas that work
best for specific portrait ideas or at certain areas in your
area. Include as much information as you can possibly come up
with to pre-emptivelly answer the questions your prospect has in
their heads. This is a great opportunity to help your prospect
in a consultive way. You will be perceived as professional and
someone whom they will want to do business with.
4- Promote your site. By this I mean managing traffic that
arrives to your site through search engines and other online
methods or any traffic that is generated by other media sources
outside of the web, such as your local newspaper, yellow pages,
business cards etc. You can easily and readily find out how many
searches are done using specific search terms to do with your
city or town. Have your site optimized so it ranks high enough
in the search engines and you will get pre-qualified and
targeted leads visiting your site. You can also buy qualified
leads from google.com or overture.com. Your websites' job is to
effectively sell these leads into clients. Overture and sites
such as wordtracker .com have programs you can use to help you
research search terms.
5- Sell. That's right, sell. Too many portrait studio owners are
afraid of selling. They seem to think it is nasty and negative
thing. Fact is selling is simply offering a fair and mutually
beneficial service. The more you tell you better you sell. You
mustn't be afraid to extol the virtues of your service by making
offers, pointing out the benefits and backing up those benefits
with the features. The truth is people are afraid of salespeople
who don't reveal enough information. That's why your website is
the perfect opportunity to sell, and have the site do a lot of
the selling for you by using an informative and consultive
approach.
A website should be a reflection of what your business is. You
can't add anything to your web site message that conflicts with
the reality that already exists. If you offer great service and
products and have a great reputation within your community, your
website will be an extension of that message.
A website will not magically create anything for you. You must
have something to offer. This is your message. It is what makes
you and your business different from all others. Your website is
merely a delivery method of your message. An extension of you
and our studio.
If you have an innovative approach to your packaging and
products, that is a part of your message and it will and should
be used as part of your sales message. If you have a dirty,
cluttered place and your website suggests otherwise, what kind
of message will you give to clients when they do show up at your
place of business after they've checked out your website?
Take a good look at what exactly your business message is. What
is your typical client like? How do they usually buy from you?
These are basic, yet essential questions that will reveal more
information for you to use in your marketing arsenal.
Remember that your website is an ad, and advertising is selling.
Selling is serving. And serving is informing. With that golden
rule as a guide you can never create ads or offers that
otherwise would hold anything other than the customers needs as
top priority. And you will profit by building a trusting and
repeat client base.
About the author:
Robert Provencher has been a professional portrait and wedding
photographer for over 25 years. Robert has authored several
manuals on digital photography and photogaphy marketing.
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