Website Tips for Photographers: Create Individual Service Pages
Learn the importance of dedicating separate pages for each service on your photography website
If I were slapping fines on photographers who ignored this part of the website, I'd be a bazillionaire by now.😩
As a copywriter who works with photographers worldwide, it BREAKS my heart every damn time I see it happen.
Okaaaaaaaay, I'll quit being a drama queen💅...as long as you promise to read this entire blog and TAKE ACTION!
Who does this naggy blog apply to?
If you are a photographer who offers multiple services or products on your website, this applies to YOU.
What do you mean by separate service pages?
One of the most common gaps I notice on photographers’ websites is when they have a single generic page called Pricing/ Packages/ Services/ Experience (or something similar), and they cram ALL their products and/or services into that single page.
Each service or product on your photography website must have its OWN dedicated page.
For example, if you're a photographer who offers Wedding, Family, Couples, Maternity, and Newborn photography services, you should have 5 SEPARATE pages for:
Service 1: Wedding Photography
Service 2: Family Photography
Service 3: Couples Photography
Service 4: Maternity Photography
Service 5: Newborn Photography
Each page would have its own unique URL, e.g. www.bestphotography.com/wedding-photography and www.bestphotography.com/family-photography
3 reasons why it’s important to have separate service pages on your photography website
Image Credit: Ashleigh Haase Education
1. Creating separate service/product pages positively impacts your SEO performance and user experience.
With separate pages, you'll have more pages indexed by Google and you'll be able to funnel traffic through multiple entry points to your site.
You'll increase your chances of ranking by focusing on a single set of service/product-related keywords per page, rather than trying to rank for a mixed bag of keywords.
When set up properly, it makes your website easier for users and Google to navigate.
You can fully explain each service/product's benefits and inclusions while overcoming any doubts and answering common buying questions - without them getting distracted by other irrelevant product/ service info.
You can tailor your language specifically to that audience - e.g. you wouldn't speak to a client who's planning their wedding the same way you'd speak to a client who's expecting a newborn baby.
Your website's purpose is to solve people's problems by promoting, educating and SELLING your amazing services/ products - why make it hard for your potential clients and Google to find the specific information they're looking for?🥴
Make your website work hard for you.
Don't make your audience work hard just to navigate your website. Don't make Google work hard just to understand what your website is about.
2. Each of your photography services solves a different problem and need.
Here's an analogy...
You're craving Italian food and you specifically want a creamy pasta dish.🍝
Now, imagine going into an Italian restaurant and being handed a messy menu without any logical categories... all the available items are just chaotically dumped onto the page in no particular order.
See "Menu 2" example below.
(Yes, I'm so committed to my analogy that I used Canva to create those two menu examples 😂 No, I'm not crazy enough to come up with proper names, descriptions or images for each dish...yet.)
If you weren't hangry before, you're definitely hangry now, after being forced to work out where that damn creamy pasta option is at.
Two menus with the same items on offer. The only difference is that "Menu 1" has categorised items, making it simpler for you to skim and find the specific "creamy pasta" you're after.
See what I mean?! The same principle applies to your photography website!
With separate pages, your website visitors can easily and efficiently navigate to the specific service or product page to learn more information.
3. It's not about you; it's about meeting your dream photography clients where they’re at.
Always approach your service/product pages - and your entire website - from your future dream client's perspective.
Ask yourself questions like:
Where are they currently on their journey?
What specific info are they looking for?
What questions might they have?
What will boost their confidence and help them trust that you can solve their problem?
What are the next steps from here if they're ready to commit?
It's never so much about how amazing you or your service/product are as it is about meeting your future clients where they're currently at.
The more you can truly relate to them and their "problems", the more they'll be sold on YOU.
What should each service/ product page on your photography website include?
The level of detail will depend on the type of service/ product that you offer.
Image Credit: Ashleigh Haase Education
For a photography business, here are 8 staple inclusions I typically recommend for a service page template:
Welcome/ intro copy
Briefly set the scene and hook them in on an emotional level.
Intro to main package/s and inclusions
While you don't have to do a super-detailed breakdown of every single package you offer, you need to at least give them an overview as to what you can offer.
I also recommend adding at least a "starting from" price to help you weed out the price shoppers, saving both you and them time.
Your call to action here would be inviting them to request your full pricing guide
Brief intro to 2-3 of your main add-ons/ upsells
These would be your high-value additions such as albums, prints, second shooter, etc.
While this sectional is optional, it's always good to warm them up to the thought of upgrading their package, especially in the early stages of their vendor research journey.
How it works/ process/ what to expect
Limit this to 3-5 steps to maximise the hype (and minimise the overwhelm) and only include the steps that directly involve your clients.
For example, don't include steps like "time for me to edit your photos" or "location scouting" - these will unnecessarily clutter their mind and make the process look more complicated/ time-consuming than it is.
Testimonials & reviews
Let your social proof do the selling for you! People always trust recommendations and reviews from other "real people" more than anything you could say about yourself or your biz.
You could embed screenshots of reviews from your Google Business Profile, raving client emails and DMs, and anything that reflects your client experience, photography services and/or products.
Confidence-boosting FAQs
About 5-10 questions is enough.
I strongly recommend only focusing on questions that will positively influence the client's decision-making process, aka avoiding questions like "What if I need to cancel?" or "What if you are sick on the day?"
Cross-link to other service pages
Even if they're not quite ready to commit to enquiring yet, you always want to encourage them to explore all your services and stay on your site for longer.
For example, if they're currently on your Maternity service page, you could link to your Newborn and Family photography pages.
Prominent final call to action
ALWAYS remind and push them to take the next logical step, which is to enquire with you to book or to learn more!
Don't forget - add relevant calls to action throughout the page, don't rely on them to scroll back up to your main menu or the bottom of your page.
You want to tell them what to do next, EVERY STEP of the way!😉
How should I list the separate service pages on my photography website?
Each page would be linked via a "parent" tab in your main menu (e.g. a "Services" tab with a drop-down link for each page).
Below is an example screenshot from my website. The yellow highlighted bit is the "parent" tab, which doesn't link to anything—its only function is to trigger a drop-down menu that links to each of my service pages.
Example of drop-down menu linking to individual service pages from the main navigation
Seeing as your homepage will most likely be the first page people will land on, you should also include a dedicated panel that promotes and links to each of your services on your homepage.
This reminds your website visitors why they're here and encourages them to explore your website further.
Remember to add links to your service pages to your website footer as well!
Example of service pages linked in footer
And don't forget, when relevant, you can cross-link each of your service pages to each other.
For example, if they're on your Wedding Photography service page, you'd want to link to your Engagement and Elopement pages at the bottom of the page.
Your photography website must educate, excite, and empower your dream clients.
Performing all the heavy lifting when it comes to attracting and converting your dream clients, your website is working hard to:
HOOK them in & grab their attention
RELATE to where they are on their journey & meet them where they're at
EDUCATE them on what you offer & why your biz can best serve them
EMPOWER their decision-making process & overcome their doubts
CONVERT them to take the next step
Don’t worry; if the thought of creating and writing a brand-new page for your website feels like the world’s worst chore, I’ve got you. I’ve collaborated with countless photographers worldwide to zhoosh up their copy, whether for their website, pricing & info guides, emails, or otherwise.
If you’re looking for a copywriter for photographers, I’ll gladly throw my hand up and take that annoying task off your plate.
Join the waitlist
One of my major focus areas for the remainder of 2024 is to release a suite of super-handy DIY templates and copywriting packages for photographers. Hop on the waitlist to stay updated (and win my lifetime of adoration) - plus, you’ll score instant access to a freebie.
Coming soon; stay tuned!