FOR ARTISTS & CREATIVES
What Should a Photography Website Include? A Page-by-Page Guide
A page-by-page checklist for UK photographers: home page, galleries, about, pricing, testimonials, booking, blog and legal pages.
Win more bookings without lowering your fees: referrals, partnerships, honest reviews, quick replies, follow-up and repeat clients.
To get more photography clients without discounting, make recommending you easy for happy clients, build partnerships with venues and other suppliers, and collect honest reviews. Answer every enquiry fast, follow up politely when people go quiet, and keep in touch with past clients so they book again. Converting more enquiries usually beats charging less.
Drop your fee and you might fill the diary for a month. You’ll also attract people who pick on price, and you’ll teach everyone that your rate is up for negotiation. The better route to more photography clients is to work on how people hear about you, how you answer when they get in touch, and how you look after them once the job is done. Those habits are the core of good marketing for photographers.
Everything below works for UK photographers who shoot weddings, portraits, families, headshots, commercial jobs or events. Not one idea involves a sale.
Someone who’s been recommended turns up already trusting you. They ask fewer questions about price and they book sooner. Referrals don’t just happen, though. You get them by making them easy.
Ask when the client is happiest, which is the moment they see their gallery or open their prints. Something like “If you know anyone else who’d like this, I’d love to meet them” is enough.
Then give them something to pass on. That could be a short page they can share, a card tucked into the print box, or a message they can simply forward to a friend.
And thank people. A handwritten note or a small gift after an introduction costs very little, and they’ll remember it. Keep that thanks well away from reviews, though, because reviews must never be rewarded.
Plenty of businesses already meet the clients you want. Your job is to become the photographer they’re happy to send people to.
| Photographer type | Useful partners | What to offer |
|---|---|---|
| Wedding | Venues, planners, florists, celebrants | Fresh images of their work, a reliable supplier they can trust on the day |
| Family and newborn | Midwives’ groups, baby classes, children’s boutiques | A talk, a display or a shoot for their own pages |
| Headshot and commercial | Co-working spaces, recruiters, web designers, networking groups | A team-day offer and a fast turnaround |
| Event | Organisers, caterers, venue managers | Quick delivery and images they are free to use, within your licence |
Give first. Offer to shoot a venue’s styled session or a supplier’s new product in return for a credit and an introduction, and put in writing how they can use the images. Go and see people in person when you can. One friendly chat does more than ten cold emails.
Reviews help new enquirers make up their minds, and they help you in local search. Google’s help pages say more reviews and positive ratings can help your local ranking. Google also recommends sharing a link or QR code so customers can leave a review, provided they’re signed in to a Google Account.
Ask within a few days of delivery while the shoot is still fresh in their mind, and send the link in a short, personal message. Never offer a discount or free prints in return. Google says it prohibits offering free or discounted goods or services in exchange for reviews. UK law is strict on this too. Fake reviews, and reviews that hide an incentive, have been a banned practice since April 2025.
Reply to every review. Keep it short and specific. Google’s advice is to stay professional in your replies and not to use them for pushing deals.
As fast as you realistically can. Same day if possible. People often message several photographers at once, and whoever sends the first useful reply often wins the conversation. If you’re out shooting, set an auto-reply saying when you’ll get back to them properly.
Write back like a person, not a brochure. Use their name and pick up on what they told you, answer the main thing they asked, then suggest a next step such as a quick call. Don’t paste in a price list and hope.
When an enquiry goes silent, it’s usually not a no. It’s a busy person who got sidetracked. A polite follow-up is doing them a favour, and nobody sensible sees it as pestering.
Keep the sequence simple. Two or three days after the first reply, follow up with something helpful, like a guide to picking a location. About a week later, check in again. Ask if they have any questions. After that, send one gracious last note to say you’re around if their plans change. Then stop.
Take the friction out of the final step as well. Booking should be obvious: a proposal and a clear contract, then a deposit link and a date held for a short while. If price is the objection you hear most, explain what the fee covers instead of cutting it.
Repeat work is the cheapest work you’ll ever win. Families grow. Businesses hire new people, and anniversaries keep coming round whether anyone plans for them or not. Keep a simple list of past clients with the date of their last shoot and a note of what they booked.
Get in touch a few times a year with something relevant. Point out that a child has grown, invite a company to update its team headshots, or let people know you’ve got gaps in the diary. A printed card or a short email both work, as long as it feels personal. If you’re holding their details for marketing, follow the ICO’s direct marketing rules on consent and opting out.
Referrals and reviews work hardest when your website, your Google Business Profile and the way you handle enquiries all pull in the same direction. With our marketing for photographers service we help with portfolio websites and local advertising, plus social media and brand portraits, so people feel confident enough to get in touch. Before any work begins, we agree a clear brief and scope with you, along with the fee.
Build trust and reply quickly instead of discounting. Ask for referrals when you deliver. Work with venues and suppliers who already meet your ideal clients. Gather honest reviews, and answer enquiries promptly. People pay more willingly when they feel confident in you, and that confidence comes from proof and good communication.
No. Google prohibits offering free or discounted goods or services in exchange for reviews, and UK law bans fake reviews and reviews that hide an incentive. Ask politely, send a link so it’s easy, and let clients say what they honestly think.
Wait two or three days for the first follow-up, then roughly a week before a second nudge. Give them something useful each time, like a guide or a question about their plans. After one last friendly note, leave it alone. Lots of people come back months later because you were courteous.
No. Be where your clients are and be reliable there. Most photographers get more from a strong website, a complete Google Business Profile and one active social channel than from a thin presence everywhere. Put your effort into the places that already bring in enquiries.
Begin with the businesses you already bump into at shoots. Look at which venues, planners, florists or offices your best clients used, then introduce yourself in person or with a short, friendly message. Offer something first, such as images of their work, and agree usage terms in writing.
A page-by-page checklist for UK photographers: home page, galleries, about, pricing, testimonials, booking, blog and legal pages.
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Four quick questions, and we’ll show you where we’d start. Your answers come straight to us with your message, so you won’t have to explain it twice.
A 30-minute introduction call on Microsoft Teams, Monday to Friday, 9am to 5pm. Your answers come with the booking, so we’ll be ready for you.
Prefer to talk it through? Make an appointment for a 30-minute call on Microsoft Teams, Monday to Friday, 9am to 5pm.
A closer look at the work behind each part of your plan.
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