The content you include on your website helps people learn about your business, so it’s important to make it count. We’ve talked a lot about the main pages you should have on your website. We call these your core pages and they consist of the home, about, and contact pages. These pages are the most widely viewed and where clients get the best presentation of what your business represents, who you are, and how to contact you.

A website is much more than these core pages, so now it's time to look deeper!

You also need pages to display your work, share reviews from existing customers, and more. Read on to learn about other pages you should include on your website to help your customers get a grander picture of your business and the options available to them.

It goes without saying that as a photographer you’ll want to display your photographs on your website. Let’s explore the ways you can do that. 

You can easily add a gallery page to your website navigation menu and fill the page with a collection of images to let your visitors explore.

If you serve different customers or offer different styles of photography you’ll want to have multiple galleries to organize and show off the different styles.

For example, if you do weddings and newborns, you shouldn’t have samples images of those two styles in the same gallery together. If you did, you could inadvertently turn off your customers. The styles and subjects of photography can be as different as subject matters in school, like math and language courses. It is better if the different styles stay in their own lane with separate galleries. Plus, having separate galleries allows you to do more targeted marketing to potential customers.

There are a few ways you can organize the galleries.

You can create a gallery landing page that serves as a portal to multiple galleries. Once people land on this page they can choose what type of images to look at (e.g., weddings, newborns, portraits, commercials, food, fine arts). A landing page like this is also great for search engine optimization because it allows you space for text in addition to images.

Or you could feature a drop-down menu within your website’s navigation, with the names of the variety of galleries. 

Which approach you take, is up to you. There is no right or wrong answer, just choices between different experiences you want a customer to have.

Once you decide on the layout of the menu, then it's time to figure out the layout of the gallery page(s). You could keep the gallery page(s) simple and just have the images load there. However, we recommend creating more targeted pages. 

What is a targeted page? It is a landing page that is focused on a specific thing with a clear call to action. For example, if you shoot weddings, you can have a targeted page that highlights and describes the details of a wedding experience with you, while also showcasing your work. You should also include an option to contact you, directly on the page. 

A targeted page is both great for website visitors and for search engines. It allows you to hone in on a subject matter for SEO metadata and keywords. For example, if you have a targeted page for weddings, ideally, when people search for wedding photographers in your area, you want them to find this page, so you’ll want to make sure it has much more than just images on it. 

This type of focus that is inherent to targeted pages allows for the best engagement and organic traffic. Plus the added organization streamlines your website.

Answering customer needs is a huge part of any business. An FAQ page has the wonderful ability to answer questions as people visit your website, even before customers decide to contact you. The information can help decipher not only if you are the right person for the job, but also if they are a good fit for you.

An FAQ page can answer questions like: 

• What is your cancelation policy?
• What are your hours of operation?
• What materials do you need before a photo session?
• What payment options do you offer?
• What is your address and phone number?

This information can weed out hesitant customers and help push other customers over the edge to make a decision. 

An effective FAQ page can act as a guide to point visitors to more details on other pages of your website. 

For example, if you include a question about your address and phone number you can provide that info and point people to your contact page, and a question about cancellation policies can connect people to an investment page with details about what they get. Directing people to dive deeper into your website can encourage greater engagement on your website. 

Search engines like FAQ pages too! Your questions and answers can help search engines, like Google, point people to answers. For example, if someone searches:

“COMPANY NAME hours of operation”

The search results may very well point that person to your FAQ or contact page.

Word of mouth is a powerful marketing tool. That’s why it is important to have a page on your website that is dedicated to sharing information like reviews and testimonials. It allows people to see what the experience of working with you is like from the perspective of real customers, not just what you say the experience is like. 

In addition to showcasing your best reviews, a testimonial page is also a great place to ask people to leave reviews on platforms like Google and Facebook.

An investment page has become more popular in the last few years. Here you can establish your value and help people understand your pricing. You can choose to explicitly place pricing on your website, list packages with ranges of pricing, or encourage people to contact you for information about pricing. 

You may even choose to make this page password-protected, and therefore only available to truly interested customers who are ready to make an investment with you.

This page usually collects your most serious buyers (and weeds out those who aren’t a good fit). So it is important to include a clear call to action so that visitors know how to engage your services. 

A booking page allows customers to schedule appointments with you. You can do this in multiple ways using the PhotoBiz Scheduler and Form tools. Which tool you use, really depends on your workflow. Check out more in this recent article about forms vs the scheduler to see which is best for you. 

One thing I’d like to touch on is how a booking page should be used differently from a contact page. They are not the same. I sometimes see websites with a booking page but no contact page. If you do this you are limiting how customers reach out to you. A contact page encourages people to reach out and ask questions. A booking page should be focused on securing a specific date and time for a specific service. You need both pages!

These are just a few pages you should think about having on your photography business website. Not every website has the same pages.

When identifying the pages to have on your website, think about who your audience is, what you need to communicate, and how you want to interact with customers. Then think about how people will get from one page to another and what you want people to do next after they read a certain page. A big part of the sales funnels experience is interconnected pages. Each page can connect visitors to multiple other pages, it is up to you to direct the flow of the traffic on your website. 

Need help setting up pages like these on your website? Contact our support team. Call 866.463.7620 or log into your account to start a live chat.