Website Copywriting For Photographers: 2025 Essential Update
Guest post by Zoe Barnett of Zo Connected
Ah, that New Year vibe! It’s time to dive back into your business after a well-earned rest. And yes, maybe one too many mince pies!
Motivation is hiiiiigh! Your website is firmly on the agenda for 2025, ready for a fresh approach and some serious updates. It needs an overhaul. A rethink. And you’re ready to finally tackle it.
2025 is the year your website will work harder for you and your photography business, and you’re prepared to do the groundwork.
If you’re nodding your head right now, keep reading. Zoe Barnett here, a website copywriter + SEO strategist for creative entrepreneurs.
In this blog post, I’m spilling the tea on exactly what photographers should focus on when it comes to overhauling, improving, and writing their website copy in 2025.
**Because, spoiler alert: while the visual design element is super important, it doesn’t work alone. Your copy is integral to getting those warm leads (hello, lovely enquiries in your inbox from ideal clients, ready to buy). **
So you’re a photographer updating your web copy in 2025? Here’s what you need to know…
Web copywriting tip #1: To stand out, you need to rip up that rule book (that ChatGPT has learned)
Let’s talk about AI. Hello, elephant in the room!
In 2024, you may have jumped on the AI bandwagon and realised how fantastic it can be for supporting your business. No arguments here, even from a copywriter!
But I’m guessing you’ve also discovered its limitations. Overused words. Generic paraphrasing. A templated approach that leans on “best practices.” rather than what is necessarily best for your photography business.
The result? Website copy that blends in more than it stands out. And while your ideal client probably doesn’t give a monkey’s if you use AI, they do care about the experience your website delivers — especially if you’re targeting elevated, higher-investment clients.
In 2025, the “best practices” of website copywriting for photographers will be turned on their heads. Sure, tried-and-tested strategies still matter, but doing things by the book, always? Of course, it may work to a certain extent – but the real creativity will lie in copy that dares to be different. Simply, that’s the kind of wording that will stand out from the cookie-cutter best-practice vibes AI will give you.
Practical tip: Be brave. If you’re hiring a website copywriter, make sure they’re not afraid to rip up the rulebook and create something that feels uniquely you. While they were part of inventing and working into the rulebook, they’ll also create their own set of rules (strategy) for your website – and each web page – based on your ideal client, and your specific website goals.
Web copywriting tip #2: Your brand voice should be even stronger (after an AI drain)
In 2025, it’s time to reclaim your voice. Let’s face it: AI has drained the life out of a lot of brand voices over the past year. We’ve all seen it — those same overused words like “elevate” and “unleash” cropping up everywhere. Sure, they sound polished, but are they memorable? No.
Your brand voice isn’t just a list of nice-sounding adjectives or recycled industry clichés like “capturing the magic” or “telling your unique story.” It’s the way you connect with clients in a way no one else can — think of the things you say that have actually resonated with your ideal client in the past. When AI over-refines your copy, it takes away that human element – frankly, why a client would connect with you and choose you.
2025 is the year to take it back. To sound more like yourself, with your quirks and flair fully intact. Photographers, stop worrying about sounding “correct” and focus on sounding real. ChatGPT does not always know better than you.
Practical tip: Revisit your website copy and look for phrases that feel a bit too polished or generic. Could you say it differently? Could you say it better? Can you inject a conversational element that feels like a real chat with your ideal client?
Web copywriting tip #1:Your messaging should flow across your whole website, not just the hero section!
Now, don’t get me wrong: I’m all for agonising over your hero section (your homepage top section – the first thing you see). It’s prime real estate, after all. But in 2025, strong messaging goes far beyond those opening lines.
Let’s talk about microcopy first – the tiny but mighty bits of text that guide, reassure, and connect with your ideal client in the micro-moments. Think buttons, captions, and those little asides that make someone feel seen. Even your footer copy, cookie bar and message after someone submits a form are vital.
Practical tip: Clarify your messaging first and build your homepage around this, then map out at least three key touchpoints for your message on each and every other page. These should remind your ideal client why you’re the right fit for them at every stage of their journey through your site.
Web copywriting tip #4: Ditching the pressure to be “truly authentic” is a 2025 vibe
“Authenticity is key to being a relatable brand.”, they say. And while I agree, I think 2025 will bring a bit of a rebellion. Here’s the thing: you don’t have to bare your soul to create a great about page. Your personal life is your own, and overthinking your brand personality can sometimes lead to a muddled message, and stuff that your ideal client doesn’t really need (or want) to hear.
This year, “authenticity” will be less about baring all and more about baring what actually supports your ideal client. It’s a shift back from focusing on you to focusing on what you bring to them. And trust me, you can bring so much personality to the plate without some ambitious founder story.
Practical tip: Cut the fluff. Your about page should feel like a balance between showcasing your personality and speaking directly to your client’s needs. Keep it “about them” while sprinkling in just enough of your story to build trust.
No need to hark back to some deeply personal moment. After all, you don’t actually live a similar life to your client to be a fantastic photographer. How many wedding photographers are actually married, and even so – did they have a wedding like their ideal clients? Maybe. But also, maybe not. And that is okay!
What matters is that your personality and values align – and on-brand copy will ensure that.
Web copywriting tip #5: There’s no perfect word count, ever.
Long sales pages have had their moment… and their backlash. I’ve heard a lot of grumbles about scrolling endlessly to find the price and offering, and honestly, I get it. But going short for the sake of minimalism? That’s not always the answer either.
In 2025, it’s all about finding the sweet spot: sales pages tailored to what your client actually needs to feel confident in hitting that “Book Now” button. Minimalism works when the details aren’t needed, but remember — sales copy is there to overcome objections, build trust, and guide someone to take action.
Practical tip: Evaluate what’s necessary for your specific offering. For example, if you’re a photographer doing mini-sessions, keep it brief and straightforward. The investment is lower and ideal clients for this are looking to get something booked – pronto. For higher-ticket services, provide enough information to address potential hesitations without overwhelming your prospect.
Web copywriting tip #6: SEO still matters in your web copy.
Yes, even with Google’s Gemini – the AI-generated answer at the top of most Google searches now.
Let’s face it: the SEO landscape will always be evolving. With AI tools like Google’s Gemini on the rise, your approach needs to adapt. But here’s the good news: the fundamentals of great SEO copywriting haven’t changed much.
When it comes to your core pages — home, about, services — you want to rank for searches with buying intent. Your clients aren’t just casually browsing; they’re actively looking for someone like you. That’s where keyword research, strategic placement (hello, eyebrow copy!), and a human-first approach come in.
Practical tip: Start tracking your SEO performance if you’re not already. When I started monitoring the before-and-after results for my clients’ websites, I was hooked. Seeing those Google search rankings climb? It’s the kind of dopamine hit that keeps you going.
And the best bit? SEO is more evergreen, working harder for you long after that Instagram reel has faded from the feed. So, if you’re not tracking yet, get on it. The long-term rewards are worth every effort.
2025: Mediocre Chat GPT is not a vibe. But being human, real + brave in your website copy so is.
I’m actually pretty excited about 2025 and website copywriting for photographers! You guys value art, creativity, and the human touch – I know that.
2025 is shaping up to be the year we embrace the support of AI as the great tool it is, while doubling down on the human-crafted elements that truly set your photography business apart. This is your chance to step away from generic templated best-practice AI and embrace website copy that sets you apart – because it’s you. Not anyone else.
AUTHOR BIO: Zoe Barnett is an SEO strategist + website copywriter for photographers, coaches, creatives + service-based businesses. Zoe is a Manchester-based copywriter (UK), providing web copywriting services for clients worldwide, including the US.
Huge thanks to Zoe Barnett for this guest post!

Free copywriting training for photographers
If what Zoe shared here was of interest, join us both at our upcoming virtual event, exclusively for photographers on Wednesday, 12th March 2025!
We’ll explore how you can create compelling copy for your photography website that captivates potential clients as well as catches the attention of journalists and media outlets.
You’ll discover actionable strategies and pick up expert tips on how to attract your ideal clients through your words, and how to make your website a powerful tool for securing PR placements and growing your photography business.
Sign up here to secure your free place. We look forward to seeing you there!