Photography Website Checklist: 10 Things Every Photographer Needs to Book More Clients

Photography Business

How to attract more clients to your website

If you’re a commercial photographer struggling to get consistent leads dropping into your inbox, your website could be the missing link. As a seasoned photographer with over two decades of experience, I know that in a saturated market, you need a digital presence that doesn’t just look pretty it needs to work for you. It’s not enough to simply have a great portfolio gallery on every page. Your website needs to be your brand ambassador. It needs to communicate why people should spend money with you over another photographer whose portfolio may look just as good.

I see a lot of photographers DIY their websites and, honestly, not put enough effort into the copy. The words on your website, just as much as your portfolio, help people feel safe spending their money with you. They help potential clients see that you’re the person who can provide the transformation and solution they’re looking for. In my own commercial photography business, 60% of my clients come from Google leads through my website contact form. Here’s my simple guide on how to let your website do the heavy lifting so you can stop waiting around for your next referral.

1. Build a Portfolio That Sells

Don’t overwhelm your visitors with hundreds of images. Instead, curate your selection with a focus on quality over quantity.

Select your strongest work: Choose photos that reflect your current style and the specific work you want to attract. Per gallery or gallery segment, I recommend no more than 15 images as a good amount to showcase enough variety on a single shoot.
Organize by industry: Group works into categories like branding, headshots, or product photography so clients can easily find what is relevant to them.
Use Hero Images: Large, full-width images create visual breathing space and guide the viewer’s eye toward your most powerful work.

2. Master the Art of SEO

Getting found online requires more than just great visuals; it requires strategic Search Engine Optimization (SEO) and working to favour Generative Engine Optimization, which is now more than ever focused on solutions to people’s questions they are searching for.

Keywords are King: Use keyword-rich page titles (e.g., “Sydney Architecture Photographer”) and ensure your location is mentioned “above the fold” on your homepage. So many photographers don’t do this, and it’s hurting their brand. If someone can’t determine if you’re a photographer in the same city as them in as little as 2 seconds, they will go to the next photographer’s website. Put your location front and centre.

Optimize Your Images: Resize large files for fast loading and always add Alt Text. Describing your images with keywords helps Google index them and improves accessibility.

Write Helpful Blogs: Write Helpful Blogs: Create content based on the real questions your ideal clients are searching for. This builds trust and positions you as an expert. Take time to go through your client emails and collect the common questions people keep asking. Then write a blog post answering that question. Flesh it out with photo examples that demonstrate you have the solution people are searching for online.

3. Create a Relatable “About” Page

People want to know who they are hiring, but your About section should actually focus on the client first.

Show your face: Include a professional yet relatable photo of yourself. This should not be the only photo of you on your website. As you can see on my website, there are multiple photos of me throughout the site.

Explain the transformation: Clearly state who you help and the value your service provides before diving into your personal background.

Leverage Social Proof: Include 5–10 short testimonials to reassure potential clients that you are the right choice. See an example here where you can use a testimonial carousel feature.

4. Direct the Traffic with Strong CTAs

A website without a clear Call to Action (CTA) is a missed opportunity.

Strategic Placement: Have a clear CTA on every page above the fold, at the end of portfolios, and even inside blog posts.

Be Clear, Not Clever: Use contrasting colors and bold text for buttons like “Book a Consultation” or “Get a Quote”.

Simplify Your Contact Form: Keep your enquiry forms to 5–7 questions so they take less than 40 seconds to complete. People are short on time, and they don’t want to complete an essay just to find out if you’re available for a shoot date. Make sure on your contact form you ask where they heard about you. This is an important piece of data to monitor where your leads are coming from so you can double down on what’s working.

Let’s make your website your best calling card

In a website review, I’ll carefully assess your site to ensure the key elements are working to benefit your clients and inspire them to take the next step toward working with you. You’ll receive tailored advice on strategic improvements, along with clear recommendations on image placement, layout, copy, and other ways to elevate your site’s impact.

This review is a video recorded and sent to you within a week of booking your slot.

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