Prospective clients will almost always visit your website at some point, whether they find it through Google, click through to your site on social media, visit from a referral or just go there directly after seeing one of your features, ads or editorials. In this brief but poignant summary, we’ll cover some only the most important steps for converting website visitors into clients.
The next step that they take, once they’re “finished” on your website, will be one of three possibilities. They’ll either:
- Contact you.
- Connect with you for future potential contact.
- Close your website and move on to your competitor.
Everything that happens between the moment a visitor first reaches your website and when they decide to contact, connect or close will help them in that final decision. Your site has the potential to be your greatest sales tool or your biggest sales repellent, and it all depends on how you have it set up.
I recently wrote an article on SproutingPhotographer.com called Creating the best photography website possible where I dive into website foundations such as flash vs HTML, responsive web design, content management systems and buying a theme vs having a custom site developed. I also share my 13 basic principles for creating the best photography website that will “woo” new visitors, develop a deeper connection and convert visitors into potential clients.
In this article for Resource Magazine, I thought I would use my own photography website as a case-study to show you 5 of the principles I’ve personally implemented on the home page of my site, above the fold (before scrolling) to give you some real concrete ideas.
You’ll notice the first thing I show on my homepage is a photograph of myself (principle #7) emphasizing that it’s about more than just my photography. I also make a strong, bold statement about me, my beliefs and my philosophy about photography (principle #1) to set expectations and establish context.
I compartmentalize (principle #2) my “categories” of photography so that once a visitor clicks through to a specific type of photography, they are presented with nothing but verbiage, messaging and images that are specific to them.
At the top of my website and in a static header, you’ll see that I have a blog section (principle #4) where I show my latest work. Beside this is an easy-to-find contact button (principle #5) that takes the visitor not only to a “get in touch” form but also a page that displays my studio address, phone number and email.
I’ll be breaking down more of the ideas in a follow-up article on SproutingPhotographer.com, and so if these ideas are helpful to you, head on over the article and sign up to be notified of the next addition at the bottom.