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Making It Know
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START MARKETING YOUR PHOTOGRAPHY BUSINESS

By Sarah Mulhern



You’ve honed your eye, built your portfolio, launched your own photography
website, and started booking clients. You’re ready to take the next step in
growing your business and building your brand by ensuring people can find and
engage with your business online.

Use these tips to help more prospective clients to discover your photography
business, get more bookings on your calendar, and get paid for more photoshoots.
It all begins with increasing the visibility of your business and making it
simpler to schedule with you. 


EMBED YOUR SCHEDULER WHEREVER YOU HAVE AN ONLINE PRESENCE

The easier it is for prospective clients to book their initial photography
consultation or photoshoot with you, the more likely they are to do it. By using
online scheduling, which allows clients to self-schedule in only a few clicks
based on your real-time availability, you’re unblocking one big hurdle for your
clients. 

Your website is the first place you want to make sure you’ve shared your online
scheduler. With Squarespace Scheduling you can embed an Appointment Block into
your website template. Your website is just one place where your audience is
exploring your work — particularly for a visual medium like photography,
potential clients and fans are likely to find and engage with your work on
social media. Integrate your scheduler into your Facebook or Instagram accounts,
so clients can book as part of their scrolling experience. 

When you feature your scheduler on your website and social media, you’re
simultaneously creating an opportunity to showcase your latest work and an easy
way for clients to book with you. 


MAKE YOUR BUSINESS MORE DISCOVERABLE ON SEARCH ENGINES

Next to social media and word of mouth, search engines tend to be one of the
first places where people go to find the services they need. It’s crucial that
your business and website show up in major search engines. 

Here are the first few steps you should take in order to optimize your
photography website for organic search:

 * Add a site title. If you're using a logo that displays your business name,
   you should still add a site title, as the text may be indexed by search
   engines. Include one or more keywords relevant to your business, and it is
   recommended to keep the title under 60 characters.

 * Add SEO descriptions. Each page on your site should have a unique SEO
   description. The text should be short (we suggest 50-300 characters) and
   clearly describe the content of the page. This is another opportunity to use
   keywords, but your SEO description should still be a sentence that a human
   can understand. Pasting a block of keywords into your SEO description or
   using one keyword repetitively is known as “keyword stuffing” and it can
   negatively impact your ranking in search results. You can also add SEO
   descriptions to individual blog posts, gallery pages, or products.

 * Ensure SSL is enabled. Confirm your SSL panel is set to the “Secure” setting.
   Sites without SSL may be penalized.

 * Verify your website and client scheduling page on Google Search Console.

 * If you have a studio or physical space, claim your Google My Business listing
   and ensure it’s up to date.

 * Start a blog on your website. Cover topics relevant to your business and use
   terms that your potential customers are likely to use in their search for the
   perfect photographer. That will help your website rank in search results for
   those terms. Another approach might be to add copy to your portfolio pages
   describing each project. Consistently publishing new content or updating
   existing content can help improve and maintain your ranking on search engine
   results pages (SERPs). 

Squarespace templates come with built-in elements that will benefit your
website’s overall SEO, but the higher up your photography business appears in
SERPs, the better. That’s why learning how to use SEO on your Squarespace
website and beyond will benefit your business’s visibility.


MANAGE LOCATION INFORMATION ONLINE

If you have a studio or other physical space for your business, make sure that
your contact details are up to date across business listings, maps, and
navigation apps. Those details can improve both discoverability (for clients in
your area searching for “professional photographers near me”) and credibility
for clients who may be doing a lot of research or due diligence before choosing
a photographer. 

Learn how you can manage your location listings directly in your Squarespace
account dashboard (for Commerce and Business plans only).


CLAIM YOUR BUSINESS LISTING IN ONLINE DIRECTORIES AND REVIEW HUBS

Managing location information is one step, but some directories — especially
review websites — require you to “claim” and manage your listing. These listings
offer another way to get discovered, as well as valuable backlinks to your
website, which can contribute to your SEO. They also often emphasize customer
reviews and ratings, which help build trust with prospective clients. That also
showcases how you interact with your customers, since many sites offer you the
opportunity to respond to customers who share dissatisfaction in reviews and
thank your enthusiastic customers. 


ASK CURRENT CLIENTS FOR REVIEWS

Increase the number of reviews on those directories or hubs by linking current
clients to your business listing. It’s easy to incorporate that question into
your follow-up email after customers’ photoshoots. For more engaged or recurring
clients, you can also create a questionnaire to ask your clients for
testimonials, which are useful to share on your website, social channels, and
other marketing materials. 

Cultivating your relationship with current clients through a mailing list,
social media, or asking for those testimonials can also lead to more brand
awareness. Those relationships with your clients keep you on their radar and can
lead to more word of mouth marketing. If your photography business stays top of
mind, clients will be more likely to become returning customers and recommend
you to friends who are looking for a photographer. 

Before you promote your photography business far and wide, set yourself up for
success with the best online scheduling software.

Try Squarespace Scheduling for free today

Posted on 06 Aug 2021

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