As a wedding photographer, your website is often the first place that couples go to review your imagery and learn what it’s like to work with you, and when you’re serving high-end wedding clients, that first impression really counts!
While many couples who are planning luxury weddings hire coordinators or planners to help them execute their dream wedding, one thing remains true: high-end wedding vendors (like you!) need to provide a seamless, polished client experience from start to finish—and that starts the moment the couple or the planner first lands on your website.
As a website copywriter and content writer for photographers, I’ve crafted dozens of websites for photographers in a variety of niches, and in today’s post, I’m sharing five website copywriting tips that photographers need to know to attract and book high-end clientele.
Ready to make sure your website is as stunning as the weddings you capture? Let’s get started!
How to Speak to High-End Clients on Your Website
Couples who are planning higher-end weddings often prefer to work with vendors who curate a polished and effortless website experience. What that means for you as a wedding photographer is that your website needs to flow with intention from one section and one page to the next. While your website design can definitely impact the way a potential client navigates your website, the copy that you write is a more powerful indicator of the way your clients will feel as a result of working with you.
1) The “Home” Page: An Important First Impression
Overall, it’s important for your photography website “Home” page to be visually stunning, yet refined. Again, part of this definitely relies on your branding and overall website design, but when it comes to your messaging, it’s important that your copy is concise and clear, yet evokes an emotional response.
For example, here’s an excerpt from a wedding photography website “Home” page that I crafted for John Bognot Photography, a luxury wedding and elopement photographer who’s based in Las Vegas but travels worldwide:
From the lively heart of Las Vegas to the tranquil beauty of the oceans, the majestic allure of the mountains, and the captivating views of worldwide elopement destinations, adventure-seeking couples like you trust me to capture every moment, wherever you want to say “I do.”
Website copy like this helps engaged couples imagine their wedding taking place in a variety of settings, from waterfront weddings to mountain-top elopements and beyond. In addition, the term “adventure-seeking couples” characterizes the type of clientele that John specializes in serving as a wedding photographer.
2) The “About” Page: Build Trust in Your Photography Vision
When writing your “About” page as a luxury wedding photographer, it’s important that the stories you share go beyond your experience or your credentials. Instead, it’s important to demonstrate that you have a creative vision, a unique approach, a set of values that resonate with a high-end clientele, and a dedication to ensuring a stellar client experience.
I’ve shared before that an “About” page is not necessarily about you as a service provider (click here to refresh your memory!), but when you’re serving clients at a higher investment level, it’s even more crucial to share directly what it looks and feels like to work with you and what clients can expect when their wedding day has come and gone.
As the owner and photographer behind Five Fourteen Photography, Jess Lowell’s website copy shares her joyful heart and her commitment to serving her couples beyond documenting their day.
My goal is to make your big day even more joyful, simply by serving you well throughout the entire process. Your love story deserves the luxury of a full-service wedding photography experience!
If you’re looking for someone who feels genuinely excited to be a part of your wedding, who will bring you a glass of water (or champagne) when you’re thirsty, who will bustle your dress for you, who will fix your make-up after you’ve cried, who will serve you beyond your wildest dreams, and who will pray with you when you’re nervous…then we should chat!
In addition to sharing your personality and your dedication to your work, it’s also helpful to share client testimonials on your “About” page to help share the impact of your service and your client experience.
3) The “Services” Page: Clearly Communicate Value
Whether you opt for a general “Services” page that lists all of your wedding-related offers, from engagement sessions and elopements to luxury large weddings, or you choose to create service-specific sales pages for each of your wedding services, your website copy needs to clearly articulate the details of the services you offer.
What often works well for wedding photographers who serve a higher-end clientele is to share enough detail on the “Services” page, such as starting or average investment information, what each print and product collection includes, and a menu of optional add-on services, like videography, to encourage the planner or the couple to inquire.
From there, many wedding photographers I’ve written for reserve the option to create custom packages for their couples in order to build the wedding photography package that best fits each client’s unique needs.
Regardless of whether or not you offer custom wedding packages, however, it’s crucial to focus on the full-service nature of your wedding photography services. Consider including bullet-point lists that share what you provide to clients throughout their wedding experience, from personalized pre-wedding consultations to extensive wedding day coverage and premium deliverables, like bespoke albums and curated high-end product offerings.
For his premium wedding photography service, John Bognot shares the following details:
Your investment starts at $5500 for 8 hours of wedding photography. This package includes:
- A personalized wedding photography consultation to understand your vision and plan your perfect day.
- My expertise as the lead photographer, capturing every significant moment with artistic finesse.
- Professionally edited high-resolution images, ensuring your memories are captured in the best possible quality.
John’s website copy emphasizes the full-service nature of his wedding photography experience and helps couples planning a luxury affair appreciate his extensive time commitment on a wedding day and his dedication to executing the client’s vision.
4) The “Portfolio” or “Gallery” Page: Showcase Your Best Work
For wedding photographers who serve luxury clientele, it’s crucial to display only your best work and to curate your galleries based on the style of weddings that will resonate with a high-end client.
It’s no secret in the photography world that you attract or book what you showcase or share on your website or on social media, so consider dedicating your finite website space to weddings set in luxurious or stunning locations, like destination weddings. In addition, consider showcasing weddings that demonstrate great attention to detail by sharing photographs of wedding reception decor, such as floral installations or lighting features, particularly those where a planner or coordinator is involved.
Beyond that, consider the user experience and organization of your portfolio or galleries. Ensure that each gallery can be easily navigated, and use larger image sizes (don’t forget to compress your files, though!) to create a more immersive visual experience.
5) The “Contact” Page: Make It Easy to Inquire
Because the “Contact” page of your website is the final place that a potential client visits before submitting their inquiry, it’s important that this page reflects your professionalism and offers a streamlined and effortless user experience.
Your inquiry and booking process should be carefully detailed and share what your clients can expect from you moving forward. For instance, your “Contact” page should share what happens after a client inquires. For instance, do you send along an invitation to couples to schedule a personalized consultation on your calendar? Do you send potential clients a wedding photography guide via email or mail? After they sign a contract and secure their date, what happens next?
In addition to including a straightforward and easy-to-navigate contact form for your couples to complete, consider offering alternative contact methods, such as phone and email, to meet the needs of whoever is inquiring, be it a wedding planner or a couple.
Finally, be sure to ask the questions you need in order to assess whether or not the client is an ideal fit for your services. Including questions such as the couple’s wedding date, whether or not they’re working with a planner or coordinator, venue information, and their photography budget can help you qualify your inquiries and ensure that you’re prepared for a pre-booking consultation.
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As a high-end wedding photographer, your website should feel cohesive, luxurious, and totally you. When it does, it’s so much easier to connect with couples who are looking for that next-level experience! Take some time to review your current website, and see where you can add a touch more refinement, detail, or clarity, as making little tweaks to your messaging can make a big difference in attracting a higher-end clientele.
Let’s Work Together on Your Wedding Photography Website Copy!
Need support as you elevate your wedding photography website? I’d love to help!
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. ✨
Photo by Alvin Mahmudov on Unsplash
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