Business Breakthroughs for Photographers: Part VII

Old enough to remember the old ban deodorant commercial? The tagline was, "You never get a second chance to make a first expression. Never let them see you sweat!"

Throughout the year I do a lot of website reviews, and so many of you are missing an opportunity to make a solid first expression. A visit to your website needs to be a great experience. Just like shopping at Macy's vs. Nordstroms - you've got a choice to make in the experience you give visitors to your website!

Is Your Website Exciting or Would it Put a Rock to Sleep!

Here are some ideas: easy fixes and things you can do NOW before business hits Spring seasonality.

• Load Times: Don't just assume your website is loading the way you intend it. Check it on different browsers. It's estimated that 85% of the consumer market is on Chrome or Safari, followed by Edge and Firefox.
• Navigation: Is your site easy to scroll through, or do you need a team of miners to find the most important components and information? Don't make visitors mine for the information you want them to see the most.
• Mobile Compatible: Your website has to be accessible and easy to view on a phone as well as a computer. Google estimates that 60% of Internet traffic is accessed via mobile devices. 
• Great Images: It's all about quality, not quantity! Stop showing images that anybody's Uncle Harry could capture. Every image you share, including your own headshot, should scream "PROFESSIONAL!" Stop filling up your galleries with average photos.
• Policies Don't Belong on Your Website: Too many of you have policies that would scare an IRS auditor. Save the policies on cancellations, refunds, etc., for the contract discussion, and stop scaring people away before they fall in love with your work.
• Contact Pages: Give people a way to contact you directly. There's no excuse for not listing your phone number! Make your phone a dedicated line for your business.
• Respond Quickly: There's no such thing as responding to any contact too quickly. Consumers have so many choices. Great customer service starts with your first response to being contacted.  
• Continuity: Now and then, I review a website that looks like it was built by different contractors on a house. The home page has a distinct look, but the following pages don't seem to fit in. There's no excuse today for a website that's anything but upbeat and great-looking! DIY has its limits, and while some of you have the skillset, too many of you have been building things as you go along and need help.

While somebody will challenge me on this, you can't be in business today without a website. I also still feel a blog is important. Why? Your site is about what you sell, and your blog is about what's in your heart. Both work together, much like advertising and publicity. Together, a great website and blog can open doors, build trust, and help establish your reputation as a professional photographer.

But just like discussions on Facebook forums now and then about what photographers wear when shooting a wedding, you've got to dress the part. You've got to dress for success! ​ These days, your website is the equivalent of a brick-and-mortar store - make a visit, starting with your audience walking through the front door, that's memorable and a fun place to "shop."