Maximize Your Website
So, now we get to talk about what I refer to as the handshake. So, often times, our clients are doing all of their research online, and so your website is truly the handshake of your business, the gateway to your business. And so, having a good, positive preference on your website is really important. So here's what we're gonna talk about right now, is making your website work for you. It's gotta be more than just pretty pictures on your website, because a lot of photographers have beautiful images out there. So, what are you gonna do to make it work for you? How can you use your website to help develop positive client expectations? This is where you can really set the stage for how you're going to be working with your clients over the long term of the relationship with them. How can you use your website to pre-sell your products? Earlier, we went through a lot of selling strategies. Now let's take a look at how we can do that on your website. And then, of course, how can you maximize ...
online sales? So, let's dive in. Photobiz is who we use for our website. The setup fee is $95. The monthly fee is $25, so I gave you $120 budget for your website. There's gonna be additional monthly fees after this, $25 each month, but you're going to earn those through your business, through your sales, to pay those fees. So, let's go back to the consumer psychology, because this is kind of our founding principle as we develop everything in our business. So we've got the three different phases that we spoke about earlier. The cognitive phase is where people are researching. This is where your website is most important. They're gonna be doing research online, likely, and so this is the part that you have to address. What can you do for your client better than anybody else? It has to be apparent on your website. Then we're also going to look at how can you do this. This constructivist part is where they apply that information to them personally. So, how can you use your website to help guide in this part of the process as well? The experiential part where they test-drive a new business that they wanna do business with, we're gonna do that in person, but your website is really critical for these two phases of the consumer psychology. So, on your homepage, the very first thing, you need to knock their socks off. This is the first impression. And if it's meh, they're gonna go to somebody else. This is the most important part of your website. Do they appreciate your images? Not everyone's gonna appreciate your images, right? Not everybody's gonna value specifically what you do. I mean, just think about it. If you have a college-age person, are they gonna really be looking at high school senior photography? Are they gonna be looking at newborn photography? Are they gonna be looking at action sport photography? Are they gonna be looking at wedding photography? Who does that hit if they find your website? So, do they appreciate your images? Does your work meet their needs? Are they your target client? Do you seem like someone they want to do business with? That's a really hard question. How can you convey through this impersonal thing of a website that you're somebody that they wanna do business with? Are you out there giving in your community? Is that apparent on your website? Is there a way they can learn more about you personally, as a small business owner? This is something to really think about. Do you seem like somebody they wanna do business with? And then, they may come in with some objections. This is where they're just learning about things. Have you addressed any objections? Have you overcome any hurdles that you know exist? Maybe you're the new photographer out there, so they're gonna be like, "Oh my gosh, is this somebody "that's responsible? "Is this somebody that's gonna follow through "on what they say they're going to do?" What can you communicate to them to say, "Yes, I'm professional, I'm established, I'm credible, "I know what I'm doing." Those are the objections you're gonna have right off the bat starting a new business. Are you responsible? Are you reliable? How can you communicate that to your buyers?
When starting a new business, you will make hundreds of decisions, and many of those can be costly and affect the future of your business. Most photographers have little direction available on how to take these critical first steps to set themselves up for success.
Kathy Holcombe and her husband Peter have built multiple photography businesses over the last 15 years. Kathy will share what they have learned so that you won’t waste time, money and resources trying to find the perfect formula.
You will learn how to:
- Define your brand
- Set up social media channels and a business website to support the vision of your brand
- Develop an effective strategy for marketing to your ideal client
- Develop a product line and profitable pricing structure
- Develop a sales strategy to maximize your time and sales average
This class is for anyone who is standing at a crossroads, wanting to start a photography business, but not sure exactly how to go about it. You’ll not only learn how to get you started but also how to turn a profit through your photography in your very first year of business. Skip years of trial and error and invest your precious startup dollars in strategies, tools, and equipment that will immediately start making you money.