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.
A step-by-step UK plan for photographers: positioning, website, Google Business Profile, social media, referrals, email, ads and how to measure results.
To market a photography business, decide who you want to photograph and what sets your work apart, then show it on your website. Claim and complete your Google Business Profile. Post regularly on one or two platforms your clients use. Ask for referrals and reviews. Email past clients. Add paid ads once the basics work. Track enquiries, not likes.
Most photographers have plenty of talent. What they lack is a repeatable way for the right people to find them. That’s all marketing is: a small set of habits that put your best work in front of likely clients, time after time. This guide gives you a plan you can follow step by step. If you’d sooner hand some of it over, our marketing services for photographers cover every step.
It’s written for UK photographers who shoot weddings, portraits, families, headshots, commercial jobs or events. Work through the steps in order. Each one makes the next cheaper and more effective.
Start with positioning. “I photograph everything” is hard to remember and harder to recommend. Give people a sharper promise they can repeat to a friend, such as relaxed outdoor family portraits in your county, or headshots for professional services firms.
You don’t have to narrow down to one thing for ever. Pick a main focus and lead with the work you most want more of. Other genres can sit further down the page. Then write down who your ideal client is and what worries them, plus how they want to feel when they first see the finished pictures. Everything else in this plan draws on those answers.
Your website is the one place you fully control. It should load fast on a phone and open with your strongest work. Say plainly where you work, and make getting in touch obvious. A short, specific enquiry form usually does better than a bare email address.
For the structure in more detail, read our guide to website design for photographers.
If clients pick someone nearby, a Google Business Profile is one of the most useful free tools you’ve got. Google says local results are mainly based on relevance, distance and prominence. Relevance is how well your profile matches the search. Prominence draws on things like links to your business and your reviews.
Google’s help page also says you can’t request or pay for a better local ranking. You can verify the profile, though. Keep your details complete and accurate. Add photos. Reply to reviews. Choose the right category and list your services, and keep your name and address details identical everywhere online, along with your website link.
Pick one or two. Forget about five. Instagram suits most visual work, and Facebook still pulls its weight with local audiences, especially for family and event work. For headshot and commercial photographers, LinkedIn can be the better home. Go where your clients already spend their time.
Post your work and the thinking behind it too. That might be a short caption about a shoot or a before and after. Advice on what to wear works too, as does a quick video clip. Answer comments and messages promptly, because a first conversation often starts on social media. Consistency counts for more than volume, so settle on a pace you can keep through your busiest months.
Photography is a trust purchase, so a recommendation carries real weight. Make it easy for people. Ask happy clients at the right moment, such as when they get their gallery, and send them a direct link. Google’s own help says that more reviews and positive ratings can help your local ranking.
Keep it honest. Fake reviews, and reviews that hide an incentive, have been a banned practice under UK law since April 2025. Don’t write your own, and don’t pay for them. Build partnerships early as well. Venues and planners often send you your best work, and so do other suppliers.
Social platforms change. An email list belongs to you. Offer something useful in exchange for a sign-up, such as a guide to getting ready for a shoot, and send a short, helpful update every month or two. Mention your availability and a recent job, and add one useful tip.
In the UK, marketing emails fall under the Privacy and Electronic Communications Regulations. The ICO covers them in its direct marketing guidance, so read it before you start. Make sure people have agreed to hear from you, and give them a simple way to unsubscribe.
Ads multiply whatever already works. If your website turns visitors into enquiries and your offer is clear, a modest budget on Google search or Meta ads aimed at your local area can fill gaps in the diary. If the site is slow or confusing, ads just buy you visitors who leave.
Start small. Run one offer to one audience and give it a few weeks before you judge it. Search ads suit people who are already looking for a photographer, while social ads reach people who didn’t know they needed one yet, such as engaged couples or new parents.
Count what pays the bills. Each month, note how many enquiries came in and where each one came from. Then note how many turned into bookings and what the average booking was worth. Ask every new client how they found you, and write it down.
After three months you’ll see which channels earn their time. Do more of those. Drop the ones that eat hours and produce nothing. Followers and likes are nice, but they aren’t the measure.
Our team includes working photographers. We help photographers with brand portraits and portfolio websites. We also run social media and local advertising for them. Video and design are covered too. Browse our full range of marketing for photographers to find the parts that fit your business. We agree a clear brief, scope and fee with you before any work begins.
There’s no standard figure. Start with the free and low-cost basics. That means a good website and a complete Google Business Profile, plus regular social posts and a client email list. Add paid ads once you know your average booking value and what an enquiry is worth to you, then spend more only where it brings in bookings.
The best way is to choose a clear niche and build a small, strong portfolio, then set up a website and Google Business Profile. After that, ask for introductions and honest reviews. Friends and early clients are a good place to start, and so are local businesses. Stick with one or two channels and be consistent before you try to be everywhere.
Yes, in most cases. Instagram helps people discover you, but you don’t control it, and it’s poor at answering everyday questions about pricing and availability or how the process works. A website gives you somewhere to be found on Google. It holds a carefully chosen portfolio and takes enquiries.
Paid ads and direct outreach can bring enquiries within weeks. Search visibility grows more slowly, and so do reviews and referrals, often over several months. Treat the first quarter as a test, and track where every enquiry comes from so you know what to repeat.
Show at least a starting price. It saves time for you and your clients, because people who can’t afford you won’t enquire. If your work is fully bespoke, explain what affects the fee and give an example range. Hide everything and you’ll often get enquiries that never convert.
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.
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A closer look at the work behind each part of your plan.
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