Websites: Who Views Them?

Websites: Who Views Them? 

by William Lulow

Earlier this month I wrote about how photographers’ websites are viewed by both art directors and the general public. Everyone looks at websites differently, but most give them a quick glance, probably searching for images that interest them. Rarely do they peruse the site past page one. And recently, I have had a couple of clients who have not even looked at my website once! They need photographs made quickly by someone who was close to where they lived. The did a Google search and found the closest photographer who was open that day. Both clients said they never even looked at the website. 

This usually happens when someone is in need of something fast and they will take the first responder who “seems” professional enough to get the job done. They are most likely thinking that if someone takes the time to have his/her website be the first listing on Google, they must know what they are doing. So, lately I have been confronted with how important the website actually is. There’s no question that you need a listing and it also needs to appear on the first page of a search or even the first listing on the first page. And, you can only accomplish this with a website that has many “key words” that are mostly focused on what your location is. That might get you on page one of listings in your area. It’s the listing that will get you the job first. 

If they are looking to acquaint themselves with the site’s owner, that may prompt them to view other pages to investigate more deeply. If they don’t see anything that interests them on page one, the chances of them looking further are slim. So, it’s common sense to put the kind of work you are seeking as a photographer on page one. I get inquiries about all sorts of jobs even though my first page is all portraits. I learned long ago, in the world of advertising, art directors get to know photographers for the kinds of images they make most. Then, when they need something like that, it might prompt them to call. IF they have saved your information. I am based in the New York City metro area but am no longer in Manhattan. However, I work in the city often as well as the surrounding suburbs and occasionally further away like in Philadelphia, Stamford, Connecticut and in Westchester County (where my most recent studio was located six years ago. I am now based in Livingston, NJ.) 

The clients who have called me recently without ever looking at my work needed some pictures done quickly, with a minimum of time spent at it. They called my studio because my listing came up first on their Google search and I was in their neighborhood. They probably figured they could get what they wanted because I was first on their “list” and I was nearby. They didn’t even have to see samples of my work!

When you think about it, most private individuals in need of a portrait or headshot for any reason, probably DO NOT need to see samples. If you needed a plumber for example, you make a decision based on word-of-mouth, or a friend’s recommendation. How can you even see samples of his/her work? They probably don’t even go to the trouble of making images of their work, often because you can’t see it anyway. Same with an electrician or a general contractor. Builders might be a bit different because what they do can be readily documented in pictures. So, how necessary are samples when it comes right down to it? 

I have mentioned before that with advertising agency art directors, creative department heads of corporations and corporate business officers it might be different. These folks probably need to see samples in order to decide to hire you. 

As a professional image-maker however, and since I am always making pictures, they are of major importance to me. So how do I translate that emotion onto a web page? The best way I have found is actually to show the images and talk about them. I do that because I also teach photography to anyone interested in learning about it. I have been doing so for decades now. The point is, it’s way more important to me than to anyone else, which is why I often make images just for myself. They are very well constructed photographs in a classical style, of people and places I visit out in the world. They are made of many different subjects with almost an infinite number of lightings and compositions. I do this because of my life-long love of photography. That’s it! 

But, for the last 40-plus years, I have made a living making pictures. As I got older, my assignments have not been as numerous as they once were, but my personal work has increased. I love documenting rich colors and compositions of the places I visit. Here’s a recent example from Rhode Island:

Throughout my career I have photographed product and fashion catalogs, fashion postcards, book jackets (both author’s bio pictures as well as objects) and, of course portraits for musicians and album covers and headshots for authors, actors and other performers. I know the ins and outs of photographing most anything successfully. But the subjects I love to photograph most are people. These are some of them:

So, I have put what I consider to be some of really good portraits and headshots on page one of my website. As I mentioned, photographers usually become known for a particular genre and style, and it’s probably best to showcase that rather than showing too many different ones.

One of the things I have always loved about photography is the kinds and variety of projects that are “out there” and the number of ways various subjects can be successfully photographed. 

So, to reiterate, not many websites seem to be viewed in depth. People just don’t always have the time to investigate all the pages of a website, nor every image placed there by the photographer. I have taken to publishing only images that I really love and that meet my standards of excellence. I do it more for myself than anyone else. My strategy here is that if I publish images I truly love, people will see them. Again, people rarely have the time to look at a website completely. They need to get an impression of what the photographer does in the first few seconds of viewing. They have to be able to see what they want immediately. 

I have received many jobs, mostly from the appeal of my site. And, it’s really the only effective advertising I do these days. 

There is a reason for that, though. Mainly, it’s because at this stage of my career, I just want to do assignments that I want and that are offered by clients I like and respect. Another thing I have been doing quite a bit, even when I had a big studio in Manhattan, is teaching. I have had over 40 or so students since I moved my studio to New Jersey and I still enjoy teaching people of all types how to use their digital cameras, how to use artificial light to make great images and about the history of the medium as well. So I want that to show on my website, which I think I have done. 

It’s now up to people who want to get to know me and my services to dig a little deeper for more information. My basic message is that I love making images and my love of photography has been the driving force for me for the better part of my life. And, I love the challenge of shooting new subjects be they people, things or places.