Whether you are building your first website or reevaluating an existing one, it is essential to step back and ask: Will this website work for me?

Over the course of your life as a photographer, your photography will evolve. You will grow. Your website should reflect those changes.

As someone who fan-girls my favorite photographers; as someone who assists other photographers in defining their goals; as someone who set up and maintains her own website, these are my insights.

QUESTION #1  (the big one)

What is the purpose of your website? 

If the answer is to sell prints, then I will be asking you - what are your revenue goals? Do you currently sell prints in other venues? Have you sold any prints?

Often, as a photographer, we fall in love with our work and imagine others doing so. Then we imagine them buying our work for their homes, offices, and businesses. We imagine them flocking to our website to buy prints! But will this really happen and can you pivot if it doesn't?

It takes more than just a pretty picture to get consistent sales. A website can be an incredible marketing tool, but it won't do the work for you.

Many six-figure photographers use their sites for more than just selling prints.
They use them to:

• Promote books and classes

• Announce exhibitions and awards

• Sell merchandise or photo trips

• Establish authority and build their brand.

Breaking in to the portrait, event, or wedding markets?

You’ll need:

• A strong, curated portfolio

• Clear, competitive pricing packages

• Feedback from a seasoned pro before you launch

Your website reflects your readiness. Don't go live before you're ready to deliver.

Here's a short list of follow up questions to use as a guideline for creating a website business plan: 

1) Do I have the time and knowledge to create a market ready website?

2) How can I create a website that will require the least amount of                  maintenance?

3) What is my goal and if it is income, how much income do I want to generate? How much do I need to generate to cover the costs of my website and my time?

4) What am I actually selling? Photographs? Mentoring? Classes? Speaking Engagements? Photo Trips?  Books? The list here might be endless and photography prints is just ONE item.

5) Who is my target audience? If this brings on blank space or confusion, it is worth taking quality time to consider this.

I had a photo business student who wanted to photograph ONLY high end residential real estate. I asked this question; "Do you know a realtor who handles that kind of property and is willing to give you a chance to prove yourself?" When the answer was "no" the follow up question was "Do you run or socialize in those circles?"

Working with your target audience requires more than having your photographs meet the clients standards.

You must also create a way to be accepted as an expert and an insider.

This is an avenue where a business card and an on-point portfolio can be hugely helpful. A sample print portfolio is both less expensive and a smaller time commitment. Photographs of your work on a large postcard will give you an opportunity to put your work into the hands of significantly more realtors than an unknown website.

On your mark, get set, GO!

You've answered the questions. Your business plan and your website are ready. You prepped, you launched, your scored! Congrats!

Next up is keeping the site current and vibrant. If you don't maintain the site, it will become, as my husband calls it, a very expensive storage facility.

Worse than a storage facility is if the site itself damages your image and sabotages your goals. This is the point in which other photographers contact me to brainstorm ideas and updates. The biggest question is always "How can I create a website that highlights my portfolio and expertise with minimum maintenance?"

Think of your website as a beautiful home. Would you walk away, neglect it and then invite in clients? Unless you can lock it down or temporarily hide it, it is a home anyone can walk into at any time.

Your website doesn't have to be perfect - but it should be purposeful. Build it with care, keep it fresh and let it evolve as you do.

In the same way that photographers are drawn to urban decay those old buildings that are neglected and crumbling, I suspect that some art student is scanning the Internet for "digital decay". I can only hope my website doesn't make that list. Will yours?

Need help auditing your website? Start with the five questions above and reach out if you want feedback.

Controlled Chaos. If only my desk were as maintenance free as my website. And while I am wishing for impossible things, I would also like healthy groceries that shop for themselves.

Controlled Chaos