Six Reasons Why Your Photogrpahy Website Isn’t Converting Customers
Building a website that helps potential customers choose you over others isn’t always an intuitive process. Here are six ways to update your website.
There are different categories of online presence, and each serves its own purpose. If you have a large following on social media, even if you book clients through social media, it is still important to have a paid website with a custom domain. Social networks are full of many amateurs. Having a website sets you apart from amateurs and lets potential customers know you’re a professional. The public expects businesses to have a website, so if you don’t, you’re giving the wrong impression and losing potential customers who think you’re not serious.
A website is also important because it allows you to organize the flow of information you want to present to a potential customer better than on social media. Having a nice gallery on Instagram is important, but it doesn’t answer any questions about your booking process or who you are. Similarly, on Instagram, for example, you cannot organize your photos into galleries. Potential clients would have to unnecessarily scroll down to see all of your work.
Important changes to help you convert potential customers
It is not enough to have the information on your site. You must have it organized and digestible for quick consumption. Don’t assume that just because you have the information somewhere on your site that someone is going to read your entire site. You need to give them a reason to stay on your site by making it grab their attention and letting them know how you can help them, or you risk losing them. If your website only has a gallery and a contact page, here are some things you can do to make your webpage serve your customers better.
Who are you? Where are you?
One of the simplest and most overlooked things to do is to include a biography about who you are and the areas you serve. If your website is called something ambiguous like Digital Dynamic Aperture and you don’t mention your name anywhere on your site, it’s going to look suspicious. Unless you’re Banksy, you should let people know your real name. If a potential client wants to work with you, they can skip to the next site if they have to spend too much time on your website trying to figure out where you are.
What makes you different?
Would you like to hire yourself at your prices? Why? Do you communicate this effectively and concisely with words or pictures? Suppose there are 1,000 people in your area offering similar services and most of them will be at free or unsustainable prices. Why would a potential customer choose you over others? Is this your lighting style? Is it something technical? Are your happy customers leaving reviews? You need to be able to communicate with your customers within the first 30 seconds of visiting your website; if not, they will go to the next person on the list to see if they can get their questions answered there.
Do it for mobile
At least 60% of your traffic will come from mobile devices, but we design most of our websites on computer screens and are often unaware of how they look on a phone. I use Wix, and if I change the display settings for a gallery, it doesn’t change anything on the mobile version. You also need to pay attention to how the different elements of your page are rearranged when moved to a narrow column format for phone screens.
Here is a screenshot of my mobile stats. 83.3% of my clicks are on phones.
Create galleries for fast loading
One of the important things search engines are looking for is how fast your page loads. If you have a slow loading page, you will be penalized in search rankings. You can audit the speed of your site here and get a breakdown of what you need to fix on your site.
Including autoplaying image or video galleries can have a significant effect on your site speed. I try to keep the file size of my images to around 800kb outside 1.2mb. Remember to change the filenames to search engine friendly names. If your file is called “0001.jpg”, rename it to something like “[Your City]PortraitPhotographer.001.jpg.” I converted the galleries on my homepage to gallery screenshots to reduce loading time. Clicking on a gallery screenshot on my homepage takes you to that actual gallery.Similarly, having unnecessary features on your page, like transitions or fancy menus, can bog down your site.
Anticipate questions from your potential customer
Put yourself in the shoes of your potential client who is looking to book someone like you. What questions do they have? What services are they looking for? Have you done projects similar to what they need? Once you understand what a client needs to know before deciding which photographer to hire, give them that information so they can see it within the first 15-30 seconds or you risk losing them.
Make it easy for them to book
Put a call to action or contact form at the bottom of every page to make it easy for your potential customers to contact you. A call to action can be a link to your booking or contact page. Having a call to action will greatly increase the chances that your potential customers will continue to take the next step to contact you or find out more or view your gallery or wherever you direct them.