Websites

Websites

By William Lulow

I wrote an article a few weeks ago about the business of photography and about attracting clients or getting prospective clients to book sessions. One of the most important things that photographers need today is a great website. These days, it functions a bit like a printed portfolio did in the days before the internet. Back in those days of ancient history, your portfolio or “book” had to tell prospective clients who you were as a photographer, what kinds of subjects you really loved to photograph and what types of images you came up with on a regular basis. It had to make almost an indelible point on those who viewed it. A few really memorable images often did the trick.

It is very much the same thing with websites these days, which are really “online” portfolios. The images you choose to put up on your site should be the kinds of images you enjoy shooting most. They should be the images you would like people to think of to remember you. Because most people will only give your site a glimpse while they are doing something else. It’s called a “nano-search” because people do it very quickly. However, as with portfolios, many websites try to be all things to all people, which may be detrimental to leaving viewers with a distinct impression. But if you are genuinely in love with the photographic process, I don’t think it should make a big difference. Many advertising and commercial photographers can photograph different subjects well. One of the marks of really good photographers is that they know their lighting. They know how to light many different subjects effectively and because of their knowledge, they can bring a fresh approach to whatever they choose to shoot. Also, there used to be photographers who shot only jewelry, or only headshots, or only aerials. They could specialize in a very small range of subjects. Many of their images usually fit into a “cookie cutter” mode because they photographed them so many times. These days, if you want to keep your studio doors open in any but the largest markets, you need to be able to photograph different kinds of subjects. Today, there are many companies who have taken their photography jobs “in-house.” They hire staff photographers who don’t need to make as much money as a private studio owner, and give them the task of photographing the company’s products for their websites. Sometimes this works out well for them because it can save money. But other times they sacrifice true creativity. More often than not, however, they don’t really need that creativity. What they need is competent imagery that shows their products so that prospective clients can click, enlarge and order, all on line. Staff photographers, because they don’t have to worry about being “creative”, often have a “get-the-job-done” mentality which doesn’t always produce really high quality images.

I have also noticed that, as in most things in today’s world of “instant everything,” people don’t always take the time to look at everything on a website. They often don’t have the time. So, I put the images I do most on my home page. These are the pictures I wish to be known for making. I learned at a seminar conducted by Google about the nano-searches mentioned above and that these are often conducted while folks are waiting in line for something, or while they are doing something else. I have personal knowledge of this because I often watch my daughter feed her kids while holding her phone in one hand! So, creating a website that will communicate the intended information quickly is a must. It also must display on every kind of device, desktops, tablets and phones.

In addition, I have recently found that people have contacted me from Google searches, without ever having looked at my site. So, it seems that some folks, when they are looking for services, often call the first name that comes up. Phone numbers are published in the opening box that comes up on any Google search:

                                                                                   William Lulow Photography

                                                                                   5.0 (9) · Photographer

                                                                                  10 Valley View Rd · (914) 263-6213

                                                                                  Open ⋅ Closes 8PM

Even in spite of a great website and a good SEO ranking it still may not be enough to get calls for work. Someone has to be actively looking for just the kind of images you provide in order to call you.

I have also found that having a great website isn’t enough to elicit calls by itself. I have received many calls from prospective clients who were just looking around at photographers. They didn’t really have a job to shoot, or if they did, it wasn’t at the “hire a photographer” stage. Many of these calls are just researching fees or want to talk to you about their ideas and see what you say about them. There are other calls when people seriously have a job to shoot and if you are in their price range for what they think the job is worth, they will hire you on the spot. In addition to having a great website, you still need to send emails, direct mail and network with friends and acquaintances.

Websites are invaluable tools. But word of mouth advertising has always been the best at landing decent jobs for photographers. In my case, my website is also somewhat of a repository of some images I just love. So, they’re up there for my benefit mostly, because I love to look at them. Maybe a bit self-serving, but it follows the rule about shooting what you love.

As a postscript, one of my clients Media For Professionals has advised me to change my website’s banner to reflect more of my work by actually showing me at work! As you can tell, not only to I love to photograph people, I also love to teach others how to do it. I have since made these changes. Since I hadn’t updated my site’s basic look (except for adding new work), I thought it should be done. So, help from professionals is always welcome. What do you think?