Your Website: Your Silent Salesman

Your website is meant to be your “Silent Salesman” – working hard behind the scenes to help you grow your business, even when you're busy doing what you love.

But to run a successful business, there’s more to it than just making sales. You’ve got accounting, marketing, inventory management, client communications, and other tasks that can feel like a chore—especially when managing it all online.

So, can your online presence actually make all this easier?

Absolutely. When thoughtfully built, your website can solve many common business challenges—helping you attract clients, stay organized, and run smoother.

Let’s take a look at 7 common online business problems—and how to solve them.

It's truly the least fun part of work – making sure your clients’ invoices are paid and sending (nice!) reminders. But it’s essential.

Invoicing is included with all Photobiz websites and it’s easy to use.

You don’t have to fiddle with a PDF, Word template or any kind of accounting software. You simply select the client, add their items and prices, then hit send. Your client gets a nicely styled, branded invoice automatically.

Because Invoicing links to your personal client list (and their billing info), everything is automated and guaranteed to be correct. The invoice won’t get lost or sent to to the wrong address by mistake.

The invoice is also convenient for your customer. They have the option to pay online, pay in installments, or take care of the bill in person. It’s flexible.

You can tell at a glance which invoices are paid, and which are not. You can also set due dates for your invoices… and send reminders with a single click. And again, all of your entire sales details are kept in one place, so it’s super convenient.

When we're talking traffic, the first thing most people think about is SEO. And it *is* important... making sure your pages have appropriate metadata. That you have enough searchable text on them to actually get found. A healthy blog that you update frequently...

But beyond positioning yourself on search engines, you should be using marketing and social media tactics to find new customers and ensure current clients come back to buy again.

1. Leverage relationships with current clients to find new customers

Each of your clients is connected to hundreds of friends and family members. If they see your client having a good experience with you as a photographer, you have an exponentially better chance at securing their business, as well.

 Posting “peeks” into your client’s sessions on social media can be hugely rewarding.

 Say you’re wrapping up a family portrait session, preparing a proofing gallery for your client. Before you share the gallery, post a few “preview” photos in a blog, with a few sentences about how lovely this family was to work with.

 Next, share that blog to your social media and TAG THAT CLIENT! They will almost always share your post to their network, increasing your exposure to all their friends and family. To see more photos, they’ll click through to your website… where they'll see your CALL TO ACTION to book their own session. If they leave a comment, book or subscribe to your newsletter, you’ve captured their information so you can reach out to them later.

 You can also ask your customers outright to refer you to their friends. If they’re happy with you and your work, they’ll be glad to drop your name when a friend needs a photographer.

2. Encourage past customers to come back

Just because a session is done, doesn’t mean that client relationship is over. A newborn session can turn into a string of family sessions, a senior session, and eventually engagement and wedding shoots… with perhaps more newborn sessions to follow! Focus on building relationships with your clients to encourage them to return again and again. 

 Sarah Petty has a great theory about relationship marketing. If you can make a client feel special, that's worth more to them than any discount. And it helps ensure their continued business.

 She suggests giving small gifts to clients who make large purchases – a mini-canvas, brag book, bonus card set or ornament. Something small that doesn’t cost you much but HAS A LOT OF VALUE to your clients. If you nurture your relationships, you’ll earn your customers' loyalty.

 It’s also helpful to stay top-of-mind with your clients as well. Follow them on social media and they’ll likely follow you back. Post peeks of current sessions as mentioned above to give gentle reminders of how awesome you are :) Ask them to subscribe to your blog for studio updates and more. These are just some ways to gently pull your customers back into your orbit and get them back on your website buying.

3. Capture new leads with a contest or form

PhotoBiz forms integrate with your client & lead list, so all of the information captured is added to your database automatically.

 Think about ways to add names to your list while making it fun for your customers, too. Get creative. Run a contest. Ask visitors to subscribe to your blog for updates. Offer exclusive discounts to your “Photo Club.” You can use the Client Relationship Builder to handle all the hot leads you’re getting, and reach out to them later with….

4. Email marketing & landing pages

With your list of leads and customers in hand, start thinking about ways to get them back on your site. Fortunately, you have a built-in email marketing tool that helps you send great-looking emails to your customers.  

 Consider sending periodic newsletters giving peeks into your sessions, studio updates, and offers. You can also send straight-up marketing emails letting them know when you’re booking sessions, selling special products, or running a great sale.

Include a button with a CALL TO ACTION at the bottom asking them to visit your site, contact page, or booking page. Always link back to your site.

 You can reach even more people than just in your mailing list, too…. Because each email campaign can double as a landing page for you to share on social media.

5. Get citations and backlinks

What are citations and backlinks? They’re links to your website – on reputable lists and on partner websites.

Think about where your customers may be looking for your business. If you do wedding photography, for example, you could try getting listed on weddingwire, the knot, or other listing sites specific to that industry.

These links will help customers find you even if you aren’t on page 1. They add legitimacy to your business by being listed alongside other upstanding professionals in your field. And they add to your domain authority, helping you climb the search ladder with each successive backlink.

 Alex C, our resident SEO expert, wrote an excellent article about how to get citations and backlinks… check it out!

Managing your stock sounds boring... until you sell something you don’t have anymore and have to deal with a refund and a cranky customer. It’s something that’s overlooked in some ecommerce platforms, but we’ve got you covered.

Inventory management tools help you avoid this. Simply enter how many items you have, and the system tracks what’s available. You can offer product variations (like color or size), track individual SKUs, and prevent overselling.

This not only protects you from mistakes but ensures your store runs smoothly even when you’re focused elsewhere.

Sales and offers. They’re really great, but they can be a hassle if you don’t have a way to keep up with them. And you want to protect yourself from abuse, so you don’t discount the wrong products and not earn what you deserve.

Your PhotoBiz account has a bunch of flexible options to help you run your business the way you want to. Not just percent or money off purchases, but you can have Promo codes, sales and coupons that are as specific as you want them to be. Down to the product category or individual item.

You can even do free shipping coupons, BOGO, and a lot of other options, too. And you can make expiration dates so you can have fine control over the way you want to sell.

Plus, you can sell gift cards of any denomination or issue credit to customers with a code they can use in-person or online.

More visitors don’t always mean more sales.

Ask yourself: Are the right people coming to your site? And once they arrive, is your site doing enough to turn them into buyers?

Start by evaluating your user experience. Simplify navigation, highlight your best offerings up front, and eliminate distractions. Make it easy for clients to take the next step.

The “CUP” Method

Photographer John K. shares a simple and powerful method to increase sales:

• C – Capitalize on excitement: Deliver sneak peeks and previews ASAP to keep energy high.
• U – Create urgency: Set short ordering windows to encourage faster purchases.
• P – Add financial pain: For example, expire galleries or raise prices over time to discourage delays.

This combo keeps your clients motivated and engaged—and makes sales happen faster.

Here’s how it works:

1. CAPITALIZE on your client's excitement for maximum benefit.

One of your biggest assets is the excitement your client feels after their session. Therefore, it is critical for you to CAPITALIZE on this enthusiasm to drive more sales. 

Get proofs out as soon as possible, and send teasers to keep that excitement level up in the mean time. “Editing these photos now, aren’t they great @jennyross? Final proofs coming this weekend :)”

Next, make a big TA-DAH!! reveal to your client, and if possible walk them through their gallery to make it an experience. 

Last, consider throwing in a small keepsake. This really ups the value and makes the client feel like you are investing in them. They will be more likely to return in kind, spending more because they feel excited and valued. All without you giving up too much or discounting your work. A net win! 

2. Create a sense of URGENCY.

Your customer is thrilled! This is the optimal time for them to make a purchase, so make sure that they act NOW. 

Give your clients a short window of opportunity (2-3 weeks) to finalize their order. You can do this by creating a sense of URGENCY. 

If people know they have months to decide, they will procrastinate. Ensure clients adhere to this scenario by making their inaction more unappealing than buying immediately.

3. Create financial PAIN if your clients wait.

You create "PAIN" by making things more expensive if your clients wait to complete their purchase. 

When you create your event galleries, set them to expire in a few weeks. After that time is up, clients will have to pay a fee to reopen their galleries – an unappealing option! Tell your customers about the ordering process beforehand so they will be ready to make quick selections.

This helps you make sales in a timely manner when your customers are more apt to make them. 

Look at the way Melanie Anderson draws attention to her ring lights. She sells a ton of these, and it’s not hard to figure why. 

She doesn’t bury the product in a store or product page. It’s right up front and center – begging people to take a look.  

Don’t leave it to chance for your customers to find your products. Put it in their faces immediately.

Feature your most popular and profitable items on your homepage. Same for any mini-sessions or classes you’re booking. You can do this by creating LINKED BANNERS & LIST ITEMS that act as graphic ads for your own business.

You can put “display ads” for these high-profit items on your homepage, blog, info pages, in the footer… wherever! Get creative and look for opportunities to drive people deeper without them having to navigate to find it.

Also think about how you can “advertise" these items on social media or elsewhere. I put “advertise” in quotes because you want to raise awareness without being sale-sy. Blogging is a great way to market your products without… SELLING them. With social media, make everything about your customer. 

They will be thinking, “How can this help ME?” “Why should I care?” so answer that question. Show how your product solved a problem. What it looks like in use. A testimonial about how much a customer loves it.

 When you make your marketing about *your customers* they will pay more attention to your message.

Your website isn't just a tool for selling—it's the beginning of your client journey. Every interaction your client has with your brand should feel intentional, smooth, and personal.

From the moment they land on your homepage to the final delivery of their images or products, the experience should be clear, professional, and pleasant.

Make Navigation Effortless

Think like your client. Can they find what they need in under three clicks? Is your site easy to use on mobile? Are session details, FAQs, and pricing readily available? If not, they may leave before ever reaching out.

Personalize the Journey

Forms, questionnaires, and client portals can help you collect important preferences and details up front—so you can tailor each session to their needs. A personalized experience makes clients feel seen, and more likely to return or recommend you.

Set Expectations Early

Clear communication = happier clients. Use your site to share your process, session timeline, and what they can expect from start to finish. When clients feel informed, they trust you more—and stress less.

Use Visual Cues to Guide Action

Call-to-action buttons (“Book Now,” “View Gallery,” “Inquire Here”) help guide visitors to the next step. Don’t bury your booking info—put it where it’s easy to find and pair it with compelling language that encourages action.

Running a successful online business is more than just putting up a store and waiting for sales to roll in. It's about building systems that support your growth, nurture your clients, and make your life easier.

From automating your invoicing to strengthening customer relationships, there are countless ways your website can become your most powerful business tool.

Let it work as hard as you do—and reap the benefits.