Think about the last time you Googled a new restaurant to try…

During your Google search, you likely stumbled upon the restaurant’s website, and as someone that’s never been to this restaurant before, you naturally have questions.

What type of food do you serve?

What are your hours?

What’s the parking situation?

Do I need to make a reservation?

Where exactly are you located?

As a customer with these questions, it can be frustrating if you can’t find the answers easily. In fact, it could potentially turn you away from going to the restaurant at all. 

Instead, you might opt for a different new restaurant down the street, solely because their website answered all these questions for you. 

Well friend, the same scenario can be true for YOU as a service provider. 

When people are booking a service, such as photography, they typically have a list of questions in their head, and the BEST service providers anticipate these questions and answer them without the client ever having to actually ask. 

As someone that works with photographers and female creatives on the regular to create personality-packed website copy (AKA “word-magic”), I have a front row seat to a lot of website mistakes, which is why in this blog post, I want to break down a few of the most common ones that I see so that you can avoid them.

If you’re a photographer and you want the chance to increase your bookings through your website, keep reading to see if your website is answering 4 main questions that most potential customers are wondering.

4 Key Questions Your Photography Website Copy Should Answer

1) Where are you located? 📍

Would you believe me if I told you that LOCATION is something I see photographers skipping the most?! It’s true!

I think the reason this happens is because when you’re in your own world as a service provider, it’s easy to forget that not everyone knows what you know.

If you’re a photographer that serves clients in northern California, for example, it’s easy to forget that not everyone who stumbles upon your website will also be from northern California.

This is why answering the question, “where are you located?” is SO important!

In website copy, I call this the Positioning Statement because it literally communicates your position in the market.

Beyond listing your primary location, it’s also important to note if you willingly travel to surrounding areas, and if so, make sure that is clearly identified as well.

Without doing this, you’re taking the chance on someone skipping over you because they think you don’t serve their location, when in reality, you could be a perfect fit. 

Not only does this help potential customers know the area that you serve, but it can also boost your local SEO by ensuring that you populate in relevant Google search results for your area specifically. 

2) What type of photography do you specialize in? 📸

In addition to your location, the same idea applies when it comes to your niche, because let’s be real: there are LOTS of photographers out there, but that doesn’t mean that all photographers are created equal. 

Some photographers are highly skilled in weddings, engagements, and proposals. 

Others absolutely kill it at brand photography. 

And then some are your go-to’s for family and newborns. 

The point is that it can be clear that you do photography, but what TYPE of photography do you specialize in?!

Your website should clearly answer that question so that anyone browsing your website automatically knows if you can serve them.

For example, a new mom looking for someone to snap newborn photos of her precious baby wants to find the photographer in her area that is skilled in that, not the one that is top-rated for engagements and weddings. And if she can’t clearly identify who you serve, she probably won’t hire you.

You can help that new mom and LOTS of other potential clients avoid confusion by being CLEAR about who you specifically serve and where you serve them. 

3) How much does a session cost? 💸

As a website copywriter for creatives, the pricing question probably bugs me the most…

To display my prices or to not?

This is a question that comes up a LOT, and before I share my take on this, let me just say that I really do understand why you might think it’s a good idea not to share your prices.

I hear often from service providers who believe that if they leave the pricing off their website, it will encourage potential clients to reach out, thus giving them the opportunity to have a conversation and build understanding surrounding the value of their service beforehand.

But what you may not realize is that leaving the pricing off of your website could actually be the very thing that turns someone away. 

Here’s the thing: we ALL have budgets for everything we do in life. And that’s especially true for the investments that we make. 

It’s normal for someone to want to know what you charge before they inquire, because who wants to get their hopes up about something and then be let down? No one!

It would almost be like if you’re online shopping, and you find a beautiful new pair of shoes that you just *have* to have, but not knowing the price until you add them to your cart… just to find out that they’re $500 and wayyyyy out of your budget. 

Not fun, right? 👎🏼

My take: be transparent with your potential customers from the start, and trust that displaying your pricing in some capacity IS the right move!

✨ PRO COPY TIP: A lot of people will advise you to simply put a starting price, but here’s how I suggest you take it up a notch: instead of just saying, “Starting at $3,000,” you can say, “This package starts at $3,000 and this includes XYZ.”

The magic is in the “XYZ,” and YOU get to let your full-service client experience (and your intuitive way of anticipating their questions!) shine through your words.

Another way to put this? “The average client investment range is $XXX-$YYYY.”

4) How can I book? 🤝

This one might sound obvious, but trust me when I say that I see SO many photographers who skip (or forget to include) calls-to-action that lead directly to booking. 

Depending on your specific process, you may require that potential clients have a discovery call before booking a service, or you ask that they complete an inquiry form prior to locking in their service. 

That’s totally fine, but the point is that you have some sort of direct call-to-action that clearly starts the booking process for a potential customer.

Because again, without the ease of being able to do this, you run the risk of someone turning away solely because your process isn’t clear. 

Let’s go back to the restaurant example to really put this into perspective…

If you were on a restaurant’s website, and it stated that reservations were required, but it wasn’t clear HOW to make a reservation, you’d feel pretty frustrated, right?

That’s how people visiting your website might feel if they want to work with you, but can’t clearly figure out how. Make it easy for them!

And if you’re looking for ways to level up your contact page, refer here! It’s one of the most overlooked website pages that I see, and there are a few things you can do to make sure it’s optimized for maximum success. 

Ways We Can Work Together

Overall, I fully believe that making some simple changes like this to your website to ensure that you’re answering these four questions can really help your business stand out among the rest in your industry and impact how you gain clients in a huge way!

If you’re looking for more support for leveling up your website copy as a whole, there’s a few ways we can work together to start marketing your magic. ✨

• Storysale – a three-month group coaching program for photographers and creatives to market their magic ✨

In Storysale, you’ll receive:

✔️ Three months of weekly, 60-minute group coaching calls with me and guest experts

✔️ Weekly 1:1 Voxer access to ask any questions you have about marketing your services, creating offers that your clients will love, brand messaging, and more

✔️ 1:1 Intensives – every month of our program, students will schedule 1:1 intensives with me to put your website copy, SEO page titles and meta descriptions, and email copy to work for YOUR business and your ideal client

• Copywriter on Call – for the photographer who wants custom website copy…fast!

What You Get:

✔️ 1:1 kickoff call, where we talk strategy and define your project to-do list

✔️ Up to 6 pages of done-for-you website copywriting, with two speedy rounds of revisions to ensure we get it right

✔️ Custom website copy, delivered in Google Docs or implemented on your website

After our strategy session wraps up, I ride off into the proverbial sunset (or, as copywriters often do, into my Airpods-muffled world) to do what I do best: write. ✍🏼

During this time, you get to hang out in your zone of genius or serve your people. In other words, you do you, friend. I’ve got this!

At the end of your project, I’ll send over all of your deliverables or place your copy on your website, and thank you kindly for trusting me with your brand and your business!

Click here to connect, and let’s work together to create your very own word magic in your business. ✨