How to Launch a Photography Business

Lesson 53 of 87

Your Content Road Map


How to Launch a Photography Business

Lesson 53 of 87

Your Content Road Map


Lesson Info

Your Content Road Map

So, sample keyword strategy. This would be an idea of what I want you to write down. You have tested and you have a main topic with 1,000 monthly searches. You have tested it and you have a secondary main. This has 320 monthly searches. Remember we said you can pick up to two if you want. Then we have niche words, and each one of these have a smaller amount in each of these different things, but this is other target cities, other cultural keywords, other venue-based keywords. I'm hoping that I can see the minds turning. You guys are all thinking of, hmm. I know exactly what I should be doing. I'm gonna go search this. I really wish I had Google right now available. (laughing) So we've talked about this. We have a strategy. Now we need the actual content. So I have a roadmap for you for just your content. And my baby again, Ethan. This is a picture where he put a piece of grass in your mouth, and he was like, I'm not having that. He's like, this is a good idea right up until I'm tasting...

it, and now it's not so much a good idea. Which is very much the feeling you're gonna get when you bite off this SEO giant of like, okay, this is great, and you're gonna start chewing on it and be like, hmm. This tastes like crap. (laughing) But your content roadmap is not gonna be as bad as you think it is, okay? We are in the portion now of our course. We're creating the spark, we're creating the content for our marketing assets, and remember, are these short term or long term assets? Blurt it out. Long term. Long term. These are long term marketing assets, and you'll see that we start creating them here. Write one to your two content page that week. Write one more and then one more. When you break up this task as one page in a week, does it seem a little easier to chew? Because-- (laughs) Oh this is, no, no. I don't like this. I have an option for you too. You can source out your content creation. It is very doable. You just need to pay a little money for it. But we're populating the website, okay? So throughout this time, we are populating. So week five, we actually bought our website. Now, weeks five through 12, we're actually populating and creating the content and going forward. I want you to keep putting in time into SEO throughout. This is your master plan. This is what we refer to as tier one. Your homepage, okay? Let's actually go to this one. So this is where your SEO main objectives go. Tier one. Does it make sense now how we categorized it? Cool. Tier two pages include your main. It can also include niche objectives. For example, boudoir photography FAQ. That would be perfect to go as a secondary page but fit a niche topic. Make sense? So they could be either mains or niches. Anything beyond that, tier three and beyond, are niches and sub-niches. And you can have as many of those as you want. We said pick five to 10 because five to 10 should be enough for all of you to get a healthy piece of business and then choose where you want to go from there. That's how we say that's constantly evolving. Look at all these possible ideas. Okay, think about this for a second. Lin and Jirsa is a very highly searched, let's say, highly optimized site. In fact, we get about 40,000 visitors a month on the site. Okay, for a photography website, that's ridiculous to get 40, organic views per month on the site. We have created amazing content around all of our favorite wedding vendors. Details, details, wedding planning, everything. Now, those companies and those planners may not even rank as well for their own stuff than we do. So when people search Orange County Wedding Planning and these topics and venues, we're the ones that come up. And we're serving them. We're actually becoming a source for all of our vendors to get their leads. Is that interesting? Because in our arena, who do you think holds the power in wedding photography typically, in terms of vendors? In the typical wedding world, who holds the power? Caterer. Caterer or coordinator. Those two are kind of, they can often be one and the same, depending on who it is. But I'd probably say the coordinator is one step above, where if they hire a coordinator, usually the coordinator is the one that brings the caterer in. So that's the tip of the pie. That's the top piece. If we could be the ones serving them up leads, it flips the dynamic. So now, we have coordinators and planning companies that want to work with us. And they want to feature us. And we don't get asked about referral stuff anymore, we don't get asked about giving people commissions and, I hate that stuff. If you do great work, I'll refer you. Don't ask for kickbacks and commissions. This is your key to that phase. Where you're now dishing out relevant information for those around you. That's down the road though. Let's figure out what your tier two pages should be. And that's your 12 week goal. The 12 week goal is to simply complete the content for your homepage and then for those secondary pages. Okay? So, as a business sample, these are the wedding venues. Fairmont, Ritz, Hyatt, Four Seasons, and that's the great part about it is that you know you've done something right. What's funny is, we've sometimes SEO'd properties so well that their legal team reach out to us. And was like, look, we'd really like to rank first for our own property. Would you mind changing something? Oh sure, no problem. We'll change something, it's fine. Okay, on the number one, on the number one page, it says main. Now I'm assuming then, or the question is, do you use the same keyword that you're using on the main on the secondary pages? Or do you just use an additional main topic? So-- So do you duplicate that same keyword from the main to the secondary, and just starting add keywords as you go down lower? No, no, no. So you choose one or the other. Choose one or the other in terms of those keywords. We're gonna talk about the kind of things that you cannot do in terms of, it's called black hat SEO techniques, okay? These are SEO techniques that are not okay to do. And keyword stuffing is one of them. By just stuffing keywords into your site to try and get ranked. So we want to pick one. That's a really good question. But anyway, to get back to this place, to know what our secondary pages should be, I'm gonna again refer you back to your persona and who it is that you're serving. I can give you our examples. Venues, you can pull up Lin and Jirsa. You can look at all the stuff that we have available directly, and if you scroll to the footer, you'll see every bit of venue and every other piece. The key here is, look at your genre and identify what clients inside of that genre need to be educated about. That make sense? Newborn safety tips. Three things you need to know before your maternity shoot. These are the types of things that you create. They're value added pieces of content that become long term marketing assets that are all driven behind keywords that these people are looking for. This is where I want you to stop and just mind map out on a piece of paper what your tier two pages could potentially be. You're gonna mind map it out, then you're gonna take each one of these and you're gonna plug them into, and this is just a very generic thing of style, blog, services, resources, about, you're gonna take each of these things and plug them in to that SEO keyword thing and you're gonna look for relevant keywords that people are searching, okay? But under resources, this is where all of my educational stuff would go. What are wedding stuff? 10 tips on planning your timeline. Three things you forgot about your wedding day. Five things that every groom must do. How to prepare, how to do makeup. Why weddings are always late. All of these things, it's just content to fill into it. And every category has an abundance of it. What should I wear for my maternity shoot? What do I need to know before my newborn session? What if my newborn has jaundice? These are all very specific topical things, right? Will you retouch photos? Thoughts on photography retouch. You can, there's a million of these ideas out there. You can take any of them and easy places to look are popular blogs. The Knot, popular blogs that write about newborn, maternity. Your specific topic, boudoir. So, you're gonna populate worksheet 10 content. We have some examples and ideas in there for you right now, but this is where I want you to write in yours, because as you go from week to week, you're gonna write one new page, and one new topic. And keep on doing it. It's an hour or two of your time each week that you'll be generating and creating these long term assets. And you know what's great about it? If you base it around questions that your clients are frequently asking and things that your clients need to be knowing, what do you use them for? Client education, where you can send them something. Send them a quick email. Do you think this becomes part of your, this becomes part of your lead generation down the road, right? So someone, you capture an email, you get something, you know somebody's planning some sort of shoot, and you just send them one of your articles in an email. Hey, I know you're planning a newborn shoot coming up. Here are five things you need to consider. And it just is an article to a page that you created a year and a half ago. This is being smart about the content and the assets that we're creating. It's thinking long term down the road how we're gonna be using these things because every one of them is gonna become this asset that you refer back to. Make them good. I hope you guys like writing. If not, hold on, you're giving me that look again. If not, you can source it out.

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.