Aside from being functionally efficient, those looking to commission photography will want a photographer’s website to clearly indicate areas of speciality so they can more easily decide if you’re right for their job.
Are you offering uniqueness based on a specialty (eg adventure travel), access (eg the celebrity world), a skill (eg lighting) or a style/technique/treatment of photography? If possible try to make this brand differentiation based on something that is not easy to replicate. Limiting the scope of what you photograph will help you become more effective at penetrating your markets.
When you start out as a photographer, it often takes time to really work out what you want to express through your work and for your signature style to be evident. In fact your whole life as a photographer could be thought of as a journey spent honing and developing the essence of your visual language. It is this personal vision that demonstrates your love of the medium that ideally you want to be hired to express.
Art Buyers and Photo Editors who are actively commissioning photographers will want to know not just what you can shoot but what you really like to shoot; where your passion and excitement as a photographer lies. They will be looking through dozens of websites every day and if there aren’t clear signposts as to what’s on offer you will be easily overlooked.
In my work it is not uncommon to come across websites that feel muddled and cluttered with too many different image galleries alongside a mixture of styles, treatments and themes. In the end I am left wondering what this photographer’s specialism actually is and, given the confusion, who would want to risk their money hiring them. Today, more than ever, you need to stand out from those who try to be a jack-of-all-trades and show your difference. If you can’t differentiate yourself you’ll be competing on price…and then it’s a race to the bottom.
Ideally you need to show off the work you feel passionate about and aim your marketing towards those who are likely to want to hire you for your style and approach. Here are some thoughts on how to get there:
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