How to Launch a Photography Business

Lesson 56 of 87

How to Craft Your Content


How to Launch a Photography Business

Lesson 56 of 87

How to Craft Your Content


Lesson Info

How to Craft Your Content

So how do we craft our content? This is the first step. So we have our focus, it's nailed. We know who we're targeting, we know where we're going, we know what we're trying to sell, we know the services we're giving, we have our keyword strategy even. We even know the keywords that are most used based on the services that we are offering, now we need to do some writing. Here's your keyword placement. Every one of these slides and each of the segments and each of the videos as we go through this is going to be broken out and you have a reference point with each of the slides. It'll give you an example and it'll give you a place to reference, I would say, for any ideas just go back to Lin and Jirsa. It's a great guide in terms of what to do. But keyword placement, website locations to place your keywords, are gonna be in the TUTI. The titles, the URLs, the text, and the images. TUTI's a great word, say it out loud for me. TUTI. TUTI, feels good doesn't it? TUTI, titles. Titles should...

contain keywords first. They should balance creativity and SEO. And you should understand that the link value is gonna decrease when it's further away from the homepage of a site. We will discuss this, don't worry too much about that. But here's an example of a good SEO based title. Fairmont San Francisco Wedding that's the SEO keyword, right? What type of keyword is it, is it a main keyword or is that a niche keyword? Niche. Niche. Okay, then you have your creativity. This is when you write whatever you'd like to write there. Put in your fancy flair, put in you know, more flair bell, less flair bell, this is up to you. Matt and Kim's opulent winter affair. The next thing is your URL. Keywords need to go into the URL. Now I'm not talking about the URL of your website right now, cause you're probably thinking bout my dot com is the name of my business. I'm talking about what comes after that, okay? So most CMS's, which is a content management system, that's generally what you're buying when you go to Squarespace, like these pieces of website software, they are content management systems. That's what WordPress is, okay? Most of them should allow you to have control to have unique URLs. What that means is you wanna turn this function on, okay, so permalinks, that's what it says on WordPress. The option for URLs that are spelled out is called a permalink. On Squarespace, they're called URL slugs. They might call them something differently. The important thing to remember is that you don't want a URL where it's your studio name dot com, forward slash one five seven eight nine two six is the name of the page that you're referring to and that's what they default to on a lot of them. What you want is the keywords to mirror the title inside of the URL for each page that you create. So Orange County engagement Katie Jeff. That should be the URL of Katie and Jeff's blog entry. Make sense? The next piece, text and copy. This is where we find excuses to use keywords in the copy, the text, the body of your site. Do you think it is a competitive advantage for any of you who are good writer or who want to become good writers? Oh yeah, raise your hands, that's a huge competitive advantage over any other studio. Because nobody can copy you and your personality in your words without plagiarizing you. And if they did, Google's gonna hand em a big, I can't say that word, slap. Google's gonna slap em. For stealing your content. So that's a huge competitive advantage. We want exact keyword phrases three to four times within a page. A page is what's visible on a screen, okay? Avoid keyword stuffing, test to ensure that it sounds natural by reading it out loud. Let me give you an example, this is keyword stuffing. Welcome to our Los Angeles wedding photography blog. We started our Los Angeles wedding photography studio in 2008. We specialize in capturing emotional, beautiful moments at weddings at Los Angeles weddings. While we are a Los Angeles wedding photography studio, we are also an Orange County wedding photographers, what? Stop by, like that's, you've gone way far over the top and Google will penalize you for it. A good text copy, welcome to Lin and Jirsa. Doesn't it sound better when I read it in a normal voice too? (class laughing) You know what I mean, it's a little exaggeration, it's fine, you're good, you understand. Welcome to Lin and Jirsa, Los Angeles wedding photographers. We started our wedding photography studio in and we specialize in capturing emotional, beautiful wedding moments. While we're based in Los Angeles, we also photograph weddings in Orange County and all over the world. Stop by our studio today for a consultation. We would love to be a part of your special day. Who's this written for? It's written for our audience. Right, it just happens to also include our keywords, that's your goal. You write for your audience, you include your keywords. Hey, is this a main keyword page, or is this a niche keyword page? That's a main, right? That goes on the homepage of the site. You guys are, you guys got it. You guys came in here thinking, oh my gosh this is too much, but I'm asking the questions, you guys know what I'm talking about. Next is image names, name using keywords dashes to separate each name should vary. We want the alt plus title, that's inside the link. We'll demonstrate that in just a second. It should be short keyworded descriptions. And alt plus title can be five descriptive keywords, descriptive words following the name. So this what I'm talking about. This is bad file naming, this is lazy. What Google sees, or what an SEO, what a search engine's gonna see when they see this is that every image on this page must be identical. Because they all have a very similar name. So I only need to index a couple of these. Do you understand that we get a lot of our organic SEO results, our leads are not coming from Google web search. What do you think they're coming from? Google image search. You want Google to index your images just as much if not more so than the actual text copy, and it'll index more pictures the more unique the file names and the alt title tags are. Yes, Haldis? Does Google pick up the metadata in the photo? I'm sure it probably picks up a lot of it. The primary ones we're gonna think about is just the alt and the title tags. Okay. Yeah, and I think there are Squarespace and these other sites might have settings when they pull in a photograph that it will actually make your description or your title equal to one piece of your metadata. You can look it up, so that way if you're in Lightroom you could actually type it in into Lightroom and a certain description tag, when it goes up online it'll keep that tag. Does that make sense? Yeah, so my camera has the ability to include a copyright as a part of every picture, so if you go into the settings, you do the copyright thing, so every single picture I take has the metadata of my company's name, so am I getting penalized then if my metadata has my company's name in every single picture? No not for that Okay. cause that's not what it's looking at to determine whether it's a unique image. It is there, it's available, so if someone wants to look up who has the copyright, it's there. Okay. But what Google's gonna look at is the name, and then it's gonna look at that alt and title to see the uniqueness of the, it's gonna find a, it needs to find a description of this image that's not pixel based, right? Pixel based is like, you're gonna see it visually. That's what the image actually is. What Google's looking at is let me get information on what this image is without trying to interpret the pixels of the shot. Makes sense, thanks. So good file names would follow this format. Fairmont San Francisco wedding photography with a dash between there. Bride Fairmont SF wedding. Fairmont bay area wedding photographer. Wedding ceremony at Fairmont San Francisco. So this is for the same shoot, right? This should be for the same blog entry, for the same everything, you're just alternating. And ideally I'm hoping that you're actually gonna spend a little bit of time and when these images are going up, you'll use keywords that actually describe what's in the photograph because somebody might look up bridal portraits at Fairmont, yes, Julie? So do you, because right now you use Lightroom, and when I export images from a session, they basically all have the same name and then a number. So do you recommend to then, I use WordPress, so when I upload them in WordPress, change the name there or should I change it before? Good question, this is a work flow issue, right? Cause what's gonna happen is, if you change them in Lightroom it gives you all sorts of wonky names. And when a client wants something and it's difficult to trace back. So what I would say is when you export from Lightroom, keep everything uniform, so it's a number system that goes bottom to top, right, in order. But you're gonna select out certain images and prep those for the blog. That's a different process so when you do that, you save those images and you put them in another folder whatever's gonna go to the blog in another folder, because you also have to resize them. You have to resample them to make them ready for web. You have to do all that kinda stuff. Those and only those are you gonna rename and change. Make sense? Great question. So this is a sample title and alt text. Okay, so the title, this is a URL. We'll discuss the kind of components of what makes up a URL in a minute. It's very simple, I think most of you are very familiar with it. But the title goes into the URL slug, and it's gonna be, or sorry, into the URL brackets, it's gonna be title equals bride at the Fairmont San Francisco. The alternate text is gonna be bride at the Fairmont San Francisco. It's okay that they are similar. Haldis, and anybody that wants to source out, you can post your job online, if you wanna source out writing and source out all these kinda things if that's what we wanna do. Here are agencies, you can obviously post it online, everybody knows how to post stuff online, contact your local copyrighter, hire a part-time intern but here are specific sites that do copyrighting. And I have that line in there, the in my opinion, you're still better off doing it yourself. Make it your forte, make that one of your competitive advantages. Because if your competitor is not posting full blog entries and experiences and all these kind of things, that's something that you can be doing and it's very visually differentiating for those clients. They feel like they're getting a different service. Okay, any questions on crafting of content? Yes? Google look at how old the content is? Yes. Does it rate you higher if you have newer content with a keyword versus old? Yes, so Google actually does look and any engine is gonna look at the newness of your content, so basically if you're frequently updating a page, which is why blogs are so great, because your blog gets constantly updated with new posts, right? And if you go back and you create a venue post, a venue post like a niche based keyword post, that's gonna have a long life, so you're better off in three months or six months going and popping in something new in that page, refreshing it. But newness is definitely a factor. Do you just, do you change the name of the photos for the blogs and, or also in galleries that you are delivering to clients? Just the blog-- Okay. Don't make it confusing for yourself. That's what Julie was asking. Don't make it confusing, keep the galleries your images on your computer that have the full res, all that stuff should be the same, you should save out those files that you want, down sample them and put them in another folder. The ones that are gonna go onto the blog. Save that folder too, that's part of your project file for that client, right? Save that folder, renamed there. Otherwise you're gonna run into nightmares trying to sync up and line up images. Sharon, you had one? How often should you upload new content, and is there such a thing as putting too much content on your blog? Is it good content? Of course. If it's good content I would say there's never such thing as too much. But on your road map, I have you posting something new each week. This is why I have you also doing test shoots each week. Now, those posts, they don't have to be full blog entries. Why do you think I've also had you make sure that during your test shoots you're doing befores and afters. You're doing behind the scene shots. You're doing all these different things because your blog posts, I love this question Sharon. Your blog posts, they don't have to be just a series of images. It can be five things I learned while shooting. Here's three simple tips on this. And you show a behind the scenes image with a before and after. Or you simply say, it could just be a personal realization for you. It could be a personalized blog, it doesn't have to be educational. It could be just you, and something that you experienced you learned. That's why we're going out on these test shoots and we're not only shooting the couple. But we're creating media, we're creating content to be used however we see fit, make sense? But I have you blogging once a month. I'm sorry, once a week, and if you can go more, as soon as you get the time or you can get more content you should be going more. Okay, so we're gonna complete our weekly content goals, which you guys will see inside of the workbook. Week by week we need to make sure that we have a tier two page going up. We also want to make sure we have a new piece of blog content going in.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


  1. Class Introduction
  2. Common Myths & Unknown Truths
  3. The Road Ahead
  4. Find Your Passion
  5. The Lin & Jirsa Journey
  6. Part-time, Full-time, Employed, Partners?
  7. Stop Wasting Time & Money
  8. Your 12 Week Roadmap
  9. Great Plans Still Fail
  10. Strategy Vs. Planning
  11. Mind Mapping
  12. Select a Focus
  13. Competitor Research
  14. S.W.O.T. Analysis
  15. Strategy & Long Term Goals
  16. Values, Vision & Mission
  17. Effectively Managing Your Time
  18. Artistic Development
  19. Create Your Plan
  20. What's Your Product
  21. Luxury vs Consumer Products & Experiences
  22. Quick Break for Econ 101
  23. Your Target Market & Brand Message
  24. What's in a Name
  25. Your Client 'Why'
  26. Crafting the Why Experience
  27. Document the Client Experience
  28. Business Administration Basics
  29. Book Keeping Management
  30. Create the Logo & Branding
  31. Portfolio Design
  32. Design Your Services & Packages
  33. Pricing Fears & Myths
  34. Three Pricing Methods
  35. Package Pricing Psychology & Design
  36. Psychology of Numbers
  37. Pricing Q&A
  38. Grass Roots Marketing
  39. The Empty Party
  40. Friends & Family Test Shoots
  41. Join Groups
  42. Second Shooting Etiquette
  43. The Listing & Classified Hustle
  44. Make Instagram Simple
  45. Your Automated Pinterest Plan
  46. Facebook Because You Must
  47. Giveaway & Styled Shoots
  48. Content Marketing & SEO
  49. The Monster: SEO
  50. Selecting Your Keywords
  51. Testing Your Keywords
  52. Grouping Main & Niche Goals
  53. Your Content Road Map
  54. Content Marketing Q&A
  55. Inspiration to Keep Working
  56. How to Craft Your Content
  57. Internal Linking Basics
  58. Back Link Building Basics
  59. Link Value Factos
  60. Measuring Link Value
  61. Link Building Strategy & Plan
  62. Link Building Plan: Vendors & Guest Writing
  63. Link Building Plan: Features, Directories, Comments
  64. Link Building: Shortcuts & One Simple Tool
  65. What is Sales? Show Me!
  66. Your First Massive Failure
  67. The Sales Process
  68. Your Second Massive Failure
  69. Understand Buyer Psychology
  70. Step 0: Building Rapport & Trust
  71. Step 1: Identify Need or Want
  72. Cognitive Dissonance
  73. Steps 2 & 3: Value Proposition & The Solution
  74. Step 4 : Close, Make the Ask
  75. Step 5: Follow Up & Resolve Concerns
  76. Family Photography Hot Seat
  77. Business Example Hot Seat
  78. Boudoir Photography Hot Seat
  79. The Best Sales Person
  80. Your Mindset, Vibrations & Frequency
  81. Always Positive, Always Affirming
  82. The Second Money & Dual Process
  83. Chumming the Price Waters
  84. Creating Want or Scarcity
  85. Timeless Advice on Being Likable
  86. Selling Over The Phone
  87. Forbidden Words in Sales


Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

Tai Hsin

I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.