Effective Call-to-Action (CTA) Buttons for Photography Websites

What exactly is a call-to-action (CTA) button?

CTA stands for “call to action” and often appears as website buttons, prompting users to take action by clicking them. Relevant to the specific section they’re currently reading, your CTA guides people toward what you recommend as the next best step.

An example of a CTA button on my homepage, inviting photographers to join my waitlist

Other common types of CTAs can include newsletter pop-ups, promotional banners, signup forms, contextual links, etc.

Whether on your website, emails, advertisements, or other channels, we use CTAs to entice the audience into taking action, converting them from readers to potential leads.

Today’s naggy tip: Stop linking every call-to-action button to your contact page

Yep, you read that right. 

Yes, of course, we all want our visitors and readers to take action by sending a direct enquiry. If it were as simple as that, we'd be living the dream.

BUT...have you considered if they're ready to enquire yet?

Wherever they may be on your photography website, whether on your homepage, service page or blog, you must always consider which stage they're at on their buyer's journey. 

Here are the 3 main stages of a typical buying journey 👇

The 3 stages buyers typically go through during their researching/buying process

What does each buying stage and its goal mean? Let's break it down!

Stage 1: 👀 AWARENESS

Stage: They are at the top of your funnel—they've realised they have a problem that needs fixing or a need/ pain point that needs to be fulfilled. 

Their focus: Finding more information.

Goal: Encourage them to engage with your brand through informative education (e.g. social media, blog posts, how-to guides, paid ads, etc.)

Website CTA Examples:

• Explore the latest wedding galleries

• Read the blog

• Download your FREE wedding planning guide

Stage 2: 🤔 CONSIDERATION

Stage: They are in the middle of your funnel—They are now actively looking for information and comparing your brand to others to research all possible solutions for their problem.

Their focus: Finding and comparing available options.

Goal: Build trust and desire by sharing testimonials, expert guides, and information on available packages/services. 

Website CTA Examples: 

• Check out real reviews & testimonials

• Request my 2024 Pricing & Info Guide

• Subscribe to the newsletter

Stage 3: 😍 DECISION

Stage: They are at the bottom of your funnel—They have considered your brand against the competition and are now ready to make a purchase. 

Their focus: Confirmation that they've found the right solution.

Goal: Drive them to commit to their decision by instilling confidence and reassuring all potential doubts. 

Website CTA Examples: 

• Get Started

• Book Now

• Request a complimentary consultation

CTA Buttons - Key Takeaways for Your Photography Website

Image Credit: Studio Leelou

1. Your website's CTAs should address the different stages of a typical buyer's journey.

   Think of your CTAs as a call to advance through the various stages.

   For example, 'Learn More' → 'Request a Consultation' → 'Book Now'

2. Each buying stage represents different levels of expected commitment.

   Give them a chance to gather more info before requesting commitment. 

   For example, if they've just landed on your website, triggering an instant 'Book Now' pop-up might not be the best call.

3. Don’t overwhelm and paralyse your audience with a multitude of different/ conflicting CTAs

   Be strategic about where you place each CTA and what each CTA's goal is. Don’t restrict their choices by only including CTAs like ‘Book Now’ or ‘Enquire Today’.

   For example, if they’ve just landed on your Wedding Photography Service or Packages page, you can safely assume they are interested in your offer.

   The main calls to action would be to ‘Request my latest Pricing & Info Guide’ or ‘Let’s chat about your wedding’.

   You wouldn’t want to add another CTA asking them to sign up for your newsletter or to check out your latest promo for family sessions.

Want your dream photography clients to (intentionally) smash your CTA buttons like Buddy the Elf?

Make every call to action visually and navigationally clear! 

Provide the right information and calls to action at the right time to earn their trust, attention, and consideration.

Your audience has to know why they should click a specific CTA, what that CTA will help them achieve, and most importantly, why they should trust you. 

Quick-Fire CTA Text & Button Tips

• Make sure your CTA buttons are tastefully eye-catching without being intrusive! Choose a consistent size and shape for your buttons and a colour that contrasts with the surrounding area. 

• You can also add subtle hover animations (e.g. changes in colour, wiggles, moves, etc.) to indicate that each button is clickable.

• Change up your CTA text to maximise curiosity, provide context, and use action-oriented words to create a sense of urgency.

Want to dive even deeper into the world of call-to-action buttons? Check out this GoSquared blog that's loaded with helpful examples. 

Want every client touchpoint to do justice to your brand and boost your photography business?

Over the recent years, I’ve collaborated with hundreds of wedding and lifestyle photographers across Australia, US, UK, and beyond to smash their copy goals.

Whether it’s website copy, pricing guides, email campaigns, or anything else that needs a bit of word nerdery, allow me to be your naggy biz mum while you busy yourself as your clients’ wingperson.

I also plan to release a suite of DIY products and guides for photographers over the coming months. If you want a cheeky FREEBIE while you wait, make sure you join the waitlist!

Otherwise, I’m always here to be your 🍟-lovin’ brainstorming buddy.

Tell me your goals, and let’s map out an action plan together. 🤗