My Strategy Secret for Photography Websites

I see this issue all the time with photography sites — a portfolio page, a session information page, a testimonial page, a pricing page….

What’s wrong with all of these things?

They shouldn’t be separate. 

I always recommend combining these things (and then some!) to create what I call an ‘experience’ page on your photography site. Here’s why:

The main goal of your website is to communicate the value of your service in a way that makes potential clients want to reach out. A strategic website should take those potential clients on an intentional journey that leads them through little breadcrumbs that help build up that value. You want them to feel like they know, like, and trust you by the time they see the prices of your service. That way, they don’t second guess your pricing, and at this point, they have everything they need to make them feel confident in inquiring.

Your experience page can be customized to what feels right for you, but here’s what I typically recommend including:

• Introduction: put yourself in your client’s shoes. Speak to their pain points and tug at their heart strings. Then talk a bit about your approach and philosophy in a way that supports those statements. (Address the pain points, but then share how you’re going to help alleviate them)

• Portfolio: your work should be spread throughout this page (and your entire website!) but here’s an opportunity to showcase a gallery of your favorite images—-don’t make this overwhelming or never-ending, just show off the best of the best. 

• Testimonials: this is another thing that should be sprinkled throughout your website, but certainly make sure some are showcased on this page. This helps build up your credibility—there’s the ‘trust’ factor I talked about! Speaking of credibility, if you have any publication features or badges you’d like to showcase, that can go on this page as well. Just make sure it’s displayed in a way that looks cohesive and doesn’t distract from your work.

• Process: You don’t need to go into the nitty gritty here. Just share an overview of what your process looks like so they know what to expect. This is where you can showcase highlights of your client experience too! (Examples: a complimentary engagement session, a style guide, a timeline planning meeting, gallery reveal, etc.)

• Deliverables/Pricing: It’s totally up to you if you want to include pricing on your site, but I typically recommend to at least share “starting at” price, so prospective clients have a ballpark figure of what to expect. This helps weed out the price shoppers that don’t really care about the value of your work. If you go this route, display your starting price with everything that typically includes (what do they get when they book the lowest package?) Think further than just the images you deliver—include things like planning sessions, style guides, access to client closet, gallery reveal, printing rights—all of that extra stuff is important here! Some photographers choose to share all of the package options here on the page instead of just starting price, and that’s okay too! Just make sure that it’s not too overwhelming. If you have too many options, it might be best to save all those details for post-inquiry. (You can always have a hidden pricing page that goes into more detail!) 

• FAQs: After they’ve seen your prices and everything you have to offer, there may still be some remaining questions. You know, those questions that clients ALWAYS ask you when they inquire? Try to get ahead of those here by including FAQs on your experience page! THEN, lead them to a contact form or a CTA that links to your contact page. 

Note: if you have different specialties and the details for each are significantly different, you can have a separate experience page for each specialty! 

I’ve designed TONS of experience pages over the years, but I’m sharing a couple of my favorite below. Notice how they include all of the pieces I mentioned, but they’re all displayed a little differently depending on each photographer’s preference and overall goals. 

• Isa Wines: Weddings Experience Page (Isa used the ‘Brooklyn’ template by With Grace & Gold!)
• Cody Farrall: Families Experience Page (Cody used the ‘Bailey’ template by The Buffalo Collective!)
• Maya Lovro: Weddings Experience Page (Maya used the ‘Memoir’ template by Northfolk Co!)
• Sarah Jane: Senior Experience Page (Sarah used the ‘Paper Plane’ template by Tonic Site Shop!)

Feeling inspired but need some help putting together your own Experience page?! I’ve compiled the strategy I use with my 1:1 clients and made it simple for you to DIY an Experience page that communicates the value of your unique service and resonates with your dream clients!

Oh, and it’s FREE. 🤯 Click here to learn more!

You got this,

Kelsey