Search Engine Optimisation (SEO) is crucial for getting your photography website found online. Yet, it is just one piece of the overall puzzle when it comes to developing a compelling and effective site for your photography business.

Google, and other search engines, consider a whole host of factors when determining which websites to rank highly in search-engine restults pages.

So, even if your website is well-optimised from an SEO perspective, it is not going to convert well for you if it lacking in other areas that search engines consider important. For example, if it looks out of date, is full of broken links, is difficult to navigate, and has poor-quality copy and uninspiring images.

I believe that when building a photography website, and maintaining it over time, you should make SEO a key focus of your marketing activites. But, it’s also important to consider factors beyond basic photography website SEO.

Photography website creation: Key considerations

In this blog, I will highlight some of the fundamentals of photography website creation, photography website design and pointers regaarding how to create the best possible user experience (UX).

These are all things that you need to consider, and keep top of mind, to ensure that your photography website is as effective a marketing tool for you as possible.

Remember, the goal is to ensure your photography website not only attracts visitors but also converts them into clients. Website traffic is important, but if you fail to convert visitors once they arrive on your site then your photography website SEO efforts could go to waste!

Photography websites: Best practice

1. Compelling, professional quality imagery

As a professional photographer, your images are your greatest asset. You probably don’t need me to remind you that you shoud only display images from your portfolio that truly WOW! High-quality images can captivate visitors and make a lasting impression.

The images on your website should, of course, be your own. They should also be indicative of the style and quality that new clients can expect to receive if they choose to hire you today. Be sure to regularly update your photography website portfolio.

Consider showcasing a variety of your photography to highlight your versatility as a photographer too. Avoid overcrowding your gallery though; instead, curate it carefully to show only the best examples of your work.

2. Appearance

An attractive, modern-looking website is crucial. The design, and look and feel, of your site should reflect the professionalism and creativity of your brand. Your website should do the best possible job of communicating your brand visually.

First impressions count, and an outdated or poorly designed website can turn potential clients away. So, ensure your website’s colour scheme, fonts, and overall photography website design are consistent with your brand, and with your online presence on other platforms. It should give visitors a positive impression about you and your capabilities as a professional photographer.

While many photographers use templates to build a photography website, if you’re not confident in doing this yourself, or if you doubt your website design skills are up to the job, consider hiring a professional web designer. A well-designed site helps to build trust and credibility so this is an investment I am sure you will not regret.

3. Functionality

Your photography website should work seamlessly and be easy for users to navigate.

  • A cluttered or confusing layout can frustrate visitors and drive them away, so make sure your photography website navigation menu is clear and logical

  • Check (and double-check!) that all links are working properly

  • Use descriptive labels for your menu items so visitors know exactly what to expect when they click on them

  • Regularly test your site’s functionality on different devices and browsers to ensure a smooth user experience.

4. Mobile-friendly and secure

With the majority of users accessing websites on mobile devices, it’s essential that your photography website is mobile-friendly. A responsive design ensures that your website looks great and functions well on all screen sizes.

Additionally, a secure site (https://) is important for protecting your visitors’ information and building trust. An SSL certificate not only secures data but also boosts your SEO ranking.

5. Error-free

Nothing undermines your credibility faster than broken links, missing content, or pages that fail to load.

Regularly audit your photography website to identify and fix any errors. Tools like Google Search Console can help you spot and resolve issues quickly. I also use Ubersuggest to identify any SEO and other errors such as broken links.

An error-free site ensures a smooth and professional experience for your visitors, increasing the likelihood that they’ll stay longer and explore more. No-one likes a site that’s glitchy or problematic to use or navigate.

I recommend that you make a note in your diary to check for, and fix, any errors regularly. Perhaps you could do this as part of a monthly marketing review, if not more often.

6. Engaging website copy

The written text on your site (headlines, sections, paragraphs, and body copy) should convey your point of difference and inform visitors about you and your services in a compelling way.

Engaging copy can captivate your audience and encourage them to stay longer. Share your story, your passion for photography, your photography niche, and what makes you unique. Use testimonials and case studies to build credibility and trust.

7. Action-focused

Every page of your website should have a clear and compelling call-to-action (CTA).

Whether it’s encouraging visitors to click through to another page, subscribe to your email newsletter, contact you, complete an enquiry form, or connect with you on social media, CTAs are essential for guiding visitors towards taking the next step. Use action-oriented language and make your CTAs stand out visually.

From good to great: Key website considerations for photographers

Before focusing all your efforts into better optimising your website pages and blog posts for SEO, do consider the above points. Check that you have done the best possible job with your website, and if need be, make some tweaks!

Your website will never be ‘done,’ but small tweaks needn’t take too much time (and you can always outsource design adjustments and error fixes if you aren’t tech-savvy).

Remember the importance of making a great first impression. When a prospect lands on your website for the first time, if you have considered the above and done your best to create a photography website that not only looks great but works well too, then chances are that they will have a positive experience.

If they enjoy their time spent on your werbsite, they will leave it with a good feeling about your photography business. Before they go, they may even decide to subscribe to your email marketing, contact you, or connect on another platform, which is what you want so that you can get one step closer to potenitally nurturing them into a customer.

Related reading: 5 ways to get more backlinks for SEO and boost your photography website

Photography website best practice

While I talk here on my marketing photography blog more about SEO from a content optimisation perpective than I do about website design, it would be remiss of me not to highlight the importance of a holistic approach when it comes to digital marketing.

By ensuring that your website is visually appealing, functional, and user-friendly, you lay the groundwork for effective photography website SEO. This will help you attract more visitors, keep them engaged, and make it more likely that you convert them into loyal clients.

Related reading: How to revamp your SEO strategy: Insights for photographers amid Google’s algorithm changes

Need help with photography website optimisation?

If you’d love to get my help, and learn more about SEO, check out my signature group programme, The Photographer’s Visibility Blueprint.

Do also subscribe to my Content Connection emails to receive PR, content and SEO tips to your inbox.

Subscribe for free PR and marketing resources