What Are You Selling On Your Website?

Why do you have a website?

That may seem like a trick question. Yet it’s a question most people don’t think about. They build a website because you have to have one in today’s world to run a business. But they never give it much thought. So take a few minutes now and think about why you have one.

Is it to find clients online – people you would never meet up with in your local community?

Is it to provide a brochure for people that you hear about you and want a little more information?

Is it to sell your photography?

Your website isn’t a one-purpose marketing tool. Instead it’s a multipurpose resource that can provide you with many different opportunities … if you plan and use it correctly.

What did you list as your reasons for having a website? Once you write down your ideas, its time to head over to your website to see if it really provides a strong resource for your ultimate goal. Let me give you an example.

Jane has a senior portrait business and wants her website to accomplish a variety of things. One of them is:

Book her senior portrait sessions with an online sales page.

She knows high school kids are online all the time, and by having a sales process online, she should be able to book more sessions at all hours of the day. With that idea defined, she can carefully put tools and resources into place to make sure she is accomplishing her goals with her website over time. Lets focus in on how she can create a sales page – a landing page – that will help her book more senior portrait sessions.

While many photographers put up a website with a “services” page, this equates to little more than a brochure. All this page does is describe in paragraph format everything that you do. Some photographers stretch that out a bit further, giving each page a service. But in reality if you look at this type of site, you’ll see there is little about these pages that leads a customer to taking immediate action.

By converting it into a sales page, the potential customers that visit become excited enough to want to take the next step. You motivate them in such a way that they want to take immediate action.

Here are the 8 steps you need to know:

1. Grab their attention. You’ve got to reach out to them with a bold statement, promise or question.

2. What is their problem? Be very clear in describing who you are trying to attract – what are they looking for in your industry?

3. What is your solution? How can you help them in a way no other competitor can.

4. Prove your expertise. Trust is everything, especially now in the way marketing is changing. You have to be able to prove you’ve earned your right to be where you are today.

5. Share social proof. Show testimonials, case studies and examples. One photo – your best of – won’t cut it. If you have a client that provides you with a testimonial about why they love you, give their story, and provide a number of images to showcase your results, you’ll have a winner every time.

6. Give them your offer. What do you want people to do on this page? Your sales page should never have a thin offer. Instead, tell them exactly what you want them to do – book your senior session by clicking this button and signing up today.

7. Provide a guarantee. Guarantees take away the hardness of the sale. Yet very few people ever take you up on your guarantee. Make it a good one and take away all the risk of using your services.

8. Give them a strong call to action. Ask them to take action right now. If you don’t ask and direct them, they may not know or understand.

This may seem like a lengthy process. And you may be questioning if a potential client really wants to see anything other that your photography. Let me assure you, they do. Your photographs showcase your artistic talent. Your words build your personality. When you work the two together, your clients will love you.

Now its your turn. Head over to your website. Do you have strong sales pages that make your visitors want to take action? If not, take these steps to improve your site and begin attracting more of the right kinds of clients to your business.

6 thoughts on “What Are You Selling On Your Website?”

  1. Hi Andrew and Lori,

    I’ve been going around your site reading different articles and you certainly have a lot of great information. I especially like what you’re saying here about having a call to action – trying to make sure that potential customers actually go and sign up for whatever it is you’re selling.

    I work on a cruise ship as the photo manager and part of my job is promoting the different products that we have. If you simply tell people what you offer, you’re going to have a much lower follow through rate than if you actually provide an easy way for the potential clients to buy your product or service.

    That said, I’m curious about how you deal with not appearing too pushy. Even with our best efforts on the ship to not be in people’s face we still get a lot of grumpy passengers thinking we’re too pushy.


    • Hi Ian

      Its definitely easier to do when you’re spending one on one time with a client in your studio, as opposed to many clients in minutes on a ship. The key is to focus more on the memories and not on the products. Then the products fit into how they want to return home with their memories. For example, if they travel a lot, maybe a CD is best. Or a coffee table album filled with the fun memories from their trip. I’m not sure exactly what you sell, but look at it from a benefits concept instead of the products. Then find ways to fit it into a way to build on the memories.


  2. Thanks for the feedback Lori. You are definitely right about focusing on the memories. After all, on the cruise that’s what it’s all about. =)


  3. Thank you for the info here. How would you go about creating a call to action for a product not yet created? For example, how would one get a client to book or purchase a package through a website without a consultation? I’ve struggled with this concept and would really appreciate your perspective.

    Thank you!


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