If you’re a photographer running a local business, your website should be doing more than just looking pretty. It should be your hardest-working “employee”. It should bring in inquiries, showcase your work, and make it clear what you offer and where you’re located.

Let’s use a local photographer as an example. She has a physical studio, offers on-location sessions, and is known for family photography, headshots, and branding photography. She’s also preparing to launch branding packages that include more than photography (colors, fonts, and complete brand design). Most of her marketing comes from networking, referrals, and Instagram, but she’s ready to expand her reach and attract clients through her website.

Here’s exactly what she needs to do to build a strong foundation for her website and marketing.

Step 1: Define Your Core Offers and Audience

Before you even think about your website, you need to get clear on what you’re offering and who you’re talking to. In this case, the photographer offers:

• Family Photography: Studio sessions, on-location at the beach, and in her secondary seasonal setup in a nearby town.

• Headshots and Branding Photography: For professionals and small business owners.

• Future Branding Packages: Complete branding services with visuals, fonts, and colors.

Her audience includes families, professionals, and small business owners in her city and surrounding areas. This variety means her website needs to be organized in a way that speaks clearly to each audience without overwhelming them.

Step 2: Audit Your Homepage

Your homepage is the first impression for most of your visitors. Here’s what this photographer needs to check:

Does it pass the “what, who, where” test?
When someone lands on your homepage, they should instantly know:

1. What you do (family and branding photography).

2. Who you do it for (families, professionals, small business owners).

3. Where you’re located (what city, with services in whatever surrounding areas).

The Fix:
Rewrite the homepage headline to be clear and specific. Something like:
“Family and Branding Photography for (your city) and Beyond”
Or
“Studio and On-Location Photography for Families and Professionals in (your city)”

Beneath the headline, include a short description of your services. This might look like:
“I specialize in family photography, professional headshots, and branding sessions. Whether you’re looking for timeless family portraits or modern branding visuals, I’ll help you capture your story.”

Include a call-to-action that directs visitors where to go next. Examples:

• “Book Your Family Session”

• “Explore Branding Photography”

Step 3: Organize Your Website Navigation

Confusing navigation can lose you inquiries faster than anything else. For this photographer, the navigation should include clear categories:

• Home

• Family Photography

• Branding Photography

• About

• Blog

• Contact

Each service gets its own dedicated page. This makes it easier for visitors… and Google… to understand exactly what you offer.

Step 4: Create Dedicated Service Pages

Each service should have its own landing page optimized for SEO.

Family Photography Page

This page should focus on her core family photography services. Include:

• Overview: A short paragraph about her family sessions.

• Session Types: Studio portraits, on-location shoots, and greenhouse sessions in (your city).

• Details: How to book, what to expect, and what’s included.

• Photos: Showcase a mix of studio, beach, and greenhouse photos.

• Location Information: Mention whatever city and surrounding areas.

Branding Photography Page

This page should target professionals and business owners. Include:

• Overview: What branding photography is and why it’s important.

• Services Offered: Headshots, product photography, and full branding packages.

• Photos: Show before-and-after examples or client case studies.

• Details: Explain the process and what’s included.

Step 5: Launch a Blog or FAQ Section

Blogging and FAQ pages are the fastest way to boost SEO and answer client questions before they ask. For this photographer, here are some blog topics that would bring in traffic:

• “5 Tips for Stress-Free Family Photos at the Beach”

• “What to Wear for Your Branding Photoshoot”

• “Inside the Glass House Greenhouse: A Unique Setting for Your Family Photos”

• “How Branding Photography Can Transform Your Business”

• “How to Choose the Right Photographer for Your Family or Business”

Each blog post should focus on keywords her clients are already searching for. For example, “Family Photographer in _____” or “Branding Photography in _____.”

Step 6: Optimize for Local SEO

If you’re a local business, local SEO is your best friend. This photographer needs to make sure she’s showing up for searches like:

• “Family photographer in ______”

• “______ headshot photography”

• “Branding photos for small businesses in Massachusetts”

How to do it:

• Include location-specific keywords on every page.

• Claim and optimize her Google Business Profile.

• Add location tags to her images (e.g., “family photo session at the beach in _____”).

Step 7: Add a Blog or FAQ Section

A blog is a powerhouse for SEO. But if blogging isn’t her thing, an FAQ section can achieve similar results.

FAQ Examples:

• “What should we wear for a family photo session?”

• “Do you offer branding photography for teams?”

• “Where is your studio located?”

• “What’s included in your branding packages?”

Step 8: Focus on Calls-to-Action

Every page should guide visitors to the next step. Examples of strong CTAs for this photographer:

• “Schedule Your Family Session”

• “Book Your Branding Consultation”

• “Contact Me to Learn More”

Step 9: Integrate Instagram and Testimonials

Since this photographer gets many clients from Instagram, her website should include:

• An embedded Instagram feed to showcase her latest work.

• Testimonials from happy clients to build trust.

Step 10: Make it Easy to Contact You

The Contact page is one of the most important parts of any website. This photographer’s page should include:

• A contact form with fields for name, email, phone, and inquiry type (family or branding).

• Her email address and phone number.

• A map or description of her studio location in ________.

Step 11: Monitor and Adjust

Once the website is live, it’s not a “set it and forget it” situation. She should regularly:

• Check Google Analytics to see which pages are performing well.

• Update her blog with seasonal content (e.g., “Holiday Family Photos in ________”).

• Refresh her photos and testimonials as she completes new sessions.

Why This Matters

For this photographer, her website is more than just a portfolio. It’s a tool to attract new clients, answer their questions, and make booking a session easy. By focusing on clarity, local SEO, and targeted content, she can turn her website into a reliable source of inquiries… without relying solely on Instagram or referrals.

If this feels like a lot to handle, don’t worry. This is exactly the kind of foundational marketing we help with at Swoco Studio. It’s about taking small, intentional steps that add up to big results. Whether you’re a photographer, a creative, or a business owner, our Microdose Marketing™️ Workbook can guide you through each of these steps with exercises designed to simplify the process.

Marketing your business shouldn’t feel overwhelming. It should feel aligned.