Digital marketing for a photography business

PictureMe won multiple commercial contracts after a 300% increase in year on year website traffic from my SME digital marketing consulting

Digital marketing for sme photographer in Australia

Digital marketing for a photography business to get more leads

A NEW wordpress website with SEO for a photographer
"Paul provided objective analysis of the market, my position and the gap opportunity. Very thorough, exceptional value...I secured contracts for retail store photography and 2-3 Santa photography centres this Christmas"
Terry Rogan review of Paul D'Ambra Marketing Consultant in Sydney
  • Website hosting transfer
  • New website design built using WordPress
  • Website search engine optimisation
  • Refreshed unique selling proposition for each service deliverable
  • Google My Business profile optimisation
  • Content marketing with SEO copywriting

In November 2020 I was contracted to provide digital marketing consulting for a local photography business, PictureMe. This photographer wanted to explore ways they could generate more leads via their website so they could generate more bookings and win new photography service contracts. Internet marketing for photographers is the best way they can find new clients across a broader local area quickly, especially if they specialise in particular photography genres or styles.

This small business already had a website that had been custom built by an agency using WordPress, although they weren’t sure what volume of website visitors they were getting & if it was generating many leads at all. The site was custom built and had very little flexibility other than changing headings or basic text. They had tried social media advertising, eMail marketing, video marketing and local  area promotions but nothing really worked well & they wanted to generate more leads, especially for their commercial offerings, tours and courses they sold, They didn’t need a photography business consultant, instead they could focus their efforts on digital marketing for their photography business as the foundation to their strategies to generate more sales and how to increase their photography business achievements.

Understanding how your website is performing can give any business owner critical information to understand how their lead generation for their photographer business was performing. By conducting a market analysis for their photography business it creates a baseline to measure any improvements made if their executions are changed. This makes a marketing consultant and the business owner accountable for their actions too. A digital marketing consultant for photographers can conduct a digital audit to help summarise historical performance and make suggestions for improvements. For any photography business, focussing on digital marketing makes a lot of sense considering that is how nearly every person begins searching for a new business to use unless they are given a referral.

I was contracted to improve the online marketing for this photographer with the first action to audit their current online performance, then build a new website with suitable SEO development and copywriting to not only help the business get found online, but convert more visitors into leads. This 3 month project ultimately led to a 300%+ increase in website visitors and multiple new contracts secured. 

Photographers can use a marketing consultant to improve their digital marketing

Establish how the business was generating leads.
The first step was to determine if the existing website was generating high levels of website traffic and leads. 

Unfortunately it wasn’t. 

The Google Analytics reporting showing just 546 visitors to the site between January and October in 2020. So a deeper online audit was needed to work out why the visitor numbers were so low & what people were doing when they did visit the site. Understanding how a photography business is generating its leads can help to make informed decisions on changing marketing strategy when both online and offline activities are considered.


Determine what digital marketing could be done to improve the situation.
The business owner wanted this project to focus on making improvements on the digital marketing aspects of their business strategy. They were content with their existing client base, referrals and offline marketing activities. So the focus turned to finding incremental opportunities to increase the volume of online visitors discovering their brand to then generate more leads. 


One of the primary income streams for this photography business is selling courses and tours to learn how to use a camera. As demonstrated in the Google Trends data, from as far back as 2004 there has been significant growth in people wanting to learn how to do things or ‘what the best ‘something’ is – which includes products, courses, methods etc 

These very simple consumer insights provide evidence as to the potential opportunities available & also proved that their current website was not getting traffic for these types of relevant searches that could generate new customers.

Digital marketing tactics for a photographer to get more leads and bookings


From January to October the site had just over 500 visitors, although most of this came from 'Direct' or 'Social Media' sources with just 7% from 'Organic Search' locations. What this indicated immediately was most visitors already knew the brand or were clicking on links in eMails being sent or shared via social media profiles.

The lack of organic search traffic meant people weren't finding PictureMe for the services they offered or even discovering the brand. So as a business owner it meant they were relying mainly on referrals or existing customers.


The lack of organic search traffic was a result of the website not being search engine optimised, therefore it was no surprise to see that Google Search Console was reporting very little search volume or breadth of terms. The site wasn't being found online for anything other than the brand name. It meant it wasn't getting found for any of the services it offered.


This is an aspect that hundreds of businesses in Australia have a hard time doing properly, especially when it comes to digital marketing execution. PictureMe had some great points of difference and unique selling propositions but they weren't being presented clearly on their website pages.

So even with 500+ people visiting the site it wasn't converting them into leads or enquiries, so this is where strong website design and copywriting becomes very important to get right. Obviously for a photography high quality images also become important too.


The owner wanted to be able to make changes to their website, although it was built using WordPress using a custom made layout that restricted the sections that could be changed. On one hand it made it easy to change text, but difficult to do anything else without going back to the agency to get changes made.

Leveraging the expertise of a marketing consultant can significantly benefit a photographer’s digital marketing strategy and execution. A marketing consultant might enhance a photographer’s business by working on their digital marketing efforts to increase leads, bookings, and ultimately grow revenue by looking at;

1. Strategic Positioning:
The marketing consultant can help you find your “smallest viable audience” — the group of people who are most likely to become not just customers, but fans. This is a classic Seth Godin approach, focusing on the specific niche or segment of the market where your work can stand out the most. By identifying and understanding this audience, you can tailor your digital marketing messages to resonate deeply with them.

2. Storytelling and Branding:
Photographers often have powerful visuals but may struggle to articulate their brand story. A consultant can help you craft a compelling brand narrative that connects with your audience on an emotional level, which is essential in digital marketing. They can guide you in creating a consistent brand voice that can be used across all digital platforms, turning your work into a story that others want to share.

3. Content Marketing:
Content is king in the digital realm. A marketing consultant can help you develop a content marketing strategy that showcases your expertise and uniqueness. This could involve creating blog posts that provide value to your audience, leveraging Instagram for visual storytelling, or using YouTube for behind-the-scenes videos. Each piece of content should be designed with the goal of engaging your audience and driving them towards booking your services.

4. Search Engine Optimisation (SEO):
Your portfolio online is only as good as the people who can find it. A marketing consultant can enhance your online presence by implementing SEO best practices to ensure that your website ranks high on search engines for relevant queries. This means more visibility for your work and an increased chance of converting visitors into leads.

5. Social Media Utilisation:
Social media platforms are invaluable for photographers. A marketing consultant can help you select the best platforms for your target audience and develop a strategy for engaging with your community, showcasing your work, and driving traffic to your portfolio or booking page.

6. Paid Advertising:
Investing in paid advertising can be daunting, but a consultant can provide the know-how to ensure that your ad spend is effective. They can manage targeted ad campaigns on platforms like Google, Facebook, and Instagram to attract leads who are looking for exactly what you offer.

7. Analytics and Adaptation:
Digital marketing is data-driven. A marketing consultant can measure the success of your marketing strategies using analytics, helping you understand what works and what doesn’t. They can then tweak your strategy for better results, ensuring that your marketing efforts lead to a higher ROI.

8. Sales Funnel Optimisation:
The journey from a prospect to a paying client is critical. A marketing consultant can help you create an effective sales funnel that nurtures potential clients at every step, from awareness to booking. They can implement lead magnets, email marketing campaigns, and other tactics to grow your revenue.

A marketing consultant for photographers can bring a wealth of knowledge and experience to the table, which can be instrumental in refining your digital marketing strategy and execution. Their goal is to ensure that every aspect of your digital presence is working synergistically to attract more leads, secure more bookings, and ultimately increase your revenue as a photographer.

How did I help this photographer with digital marketing?

Once the digital audit was provided to the business owner it was easy for them to make a decision on the scope of work required and making the necessary changes. Work was approved to begin building a new website using WordPress that was to be based on Elementor to ensure the owner could make their own changes. This was complimented with new copywriting and a website page layout that would make each selling proposition clear and presented well for visitors on desktop or mobile phone. 

This photography business had a wide range of service offerings that needed to be presented in their own unique way. This included a mix of services, courses and tours.

my marketing consulting generated more leads for this photographer

The new website for this business was launched early December 2020 at a time when Australia was still dealing with pandemic living conditions & international travel into Australia was still severely restricted. This made it even more important for this business to be found for its other local services instead of relying on their tours or courses that were mainly filled by tourists or overseas visitors. 


Within a few months the business owner was fielding enquiries which turned into new commercial contracts including new opportunities for commercial photography, event coverage, Santa event photography & retail shopping centre support. By the middle of 2021 there was a 300% improvement to website traffic vs the previous year which provided the business owner the perfect platform to grow with.


Once all the revised pages were indexed by Google the website visitor volumes began to improve. From March to July in 2021 the business enjoyed a 390%+ improvement on the previous year with nearly 2,000 page views generated & 61% of visitors from within Australia.

New customers were discovering PictureMe for the very first time with every critical website engagement factory showing significant improvement. This meant the information, navigation, page structure & layout was well received by consumers.

Digital marketing for SME business by Paul D'Ambra marketing consultant year on year traffic volume growth


All the SEO development work that went into the new website was focussed around having a clearer page structure, wording and headings to suit specific search phrases. Using competitor and local keyword research the findings were incorporated into URL naming, headings, text and image naming to suit the specific focus areas for this SME. Even though trading conditions were not favourable the SEO updates meant the site was getting recognised for more than 200 different search phrases.

This meant the business was getting found for the services, courses and tours it offered, not just the brand name of the business. So for the first time the owner was able to start competing for people doing local searches & begin to build brand awareness by reaching new potential customers..


The other important result was the brand getting found for relevant keyword search phrases. So as illustrated below the business lost their position on search for 'Wildlife photography courses" which was ok because the focus of their courses was in other areas.

This would mean more relevant traffic visiting the site & a higher chance of converting those visitors into actual new customers. It is a good example of quality over quantity.

Digital marketing for SME business by Paul D'Ambra marketing consultant improving organic search rankings


All of these changes meant that organic search traffic went from less than 4% of previous visitor volume to over 50% of all traffic to the site. Best of all, visitors from organic search are spending more than 3 minutes on average on the site which proves they are highly engaged, quality visitors.

This helps reduce the need for the business to rely on other methods to find leads like local advertising, referrals etc.


Work was done to present their videos on the website with the appropriate set up to be identified for online search using video schema markup. This helped to achieve video search results placing the brand amongst competitors for the first time.


For the first time this photography business was able to compete online with more established brands and businesses in their service sectors. While the positions are not guaranteed to be maintained, it provided an example of what is possible with the right focus & execution. If done correctly the business can rely on organic search to secure new clients and grow revenues.

Digital marketing for SME business by Paul D'Ambra marketing consultant for first page of Google search results


The revised website design has helped improve the brand presentation of this business. The major change focussed on presenting a very clean layout that celebrated the photography being generated by the owner & tour participants. Each page was set up to focus on key selling points as the priority with improved navigation and usability.

Digital marketing for SME business by Paul D'Ambra marketing consultant comparison of old vs new website


One of the big areas of improvement was the website's functionality on mobile phones, passing the Google Mobile-Friendly Test and scoring about 70/100 for the Google PageSpeed Insights Test.

Digital marketing for SME business by Paul D'Ambra marketing consultant to create a mobile friendly new website design


The focus for the website was to make it easy for people to book online via the FareHarbour service so the structure & layout of the site wasn't constructed to funnel people into lead generation forms. Nonetheless, the website had a contact form with leads tracked and measured.

Digital marketing for SME business by Paul D'Ambra marketing consultant generating new leads

Is a marketing consultant a good idea for photograhers?

If you are a local photographer trying to grow your business then engaging with a marketing consultant can help you put a strategy in place to execute the most suitable strategies that will make sense for your business. In this case study the photographer now had;

  • A new WordPress built website that gives the photographer a great platform to build on over time and to make their own adjustments using the Elementor Page Building application. If this is done correctly it can contribute to continued growth of the site. There is a risk that changes may remove the elements that generated results in the first place.
  • Create a digital marketing plan for the photography business that includes;
    • Social media marketing – the business has existing Facebook and Instagram social media profiles, so the new website could be promoted by sharing links or paid advertising options. Examples from tours, courses or services being provided could be shared to help people learn more about what they offer.
    • Local area marketing – in the absence of doing letterbox drops or local newspaper advertising, the other way to reach people in the local area is to use Google My Business. The business profile was given an update & by using Google My Business posts you can share photos, videos & other updates which can help with local search results.
    • Content marketing for a photographer – the focus on this project was to get the new website created and running prior to Christmas. The opportunity for the SME is to create content around all the topics related to their services, tours and courses. This could be anything from photography tips to information about travel. If crafted correctly it can help attract new visitors to the website to help with brand awareness & creating new customers.
    • Search engine marketing (SEM) – to fast track results the business could use Google Search Advertising to focus on specific business offerings to generate new customers & compliment the traffic coming to the brand from other sources. This can broaden the funnel of prospects coming into the business.
    • Search engine optimisation (SEO) – even though a lot of SEO development was done to build the site, all the new data & behaviour of visitors can be used to continue search engine optimisation efforts. This could be anything from adjusting headings/text, creating new Tour packages or identifying opportunities by analysing competitor activities.
    • Video marketing – the business had already begun creating videos to promote their offerings, so these efforts could be continued to attract new customers, especially younger ones who love to consume video content.
    • Email marketing – it is always important to market to your existing customers and fortunately the business had a solid database they could send eMails to. If executed correctly eMail marketing can deliver higher interaction rates compared to other mediums, not surprising as they are your current customers. It is important though to consider relevance and timing to ensure people don’t unsubscribe.
    • Each photographer should also carefully consider what digital marketing they attempt to do themselves. Some elements may seem straight forward but if not done correctly, can deliver no real value. On the flip side, many businesses may have every intention of being proactive to manage their activities but then end up getting too busy to be able to. Both scenarios are very common but produce a similar result which is little to no valuable growth.

As a photographer, your art is capturing the world through your lens, telling stories, and sharing perspectives that are unique to your vision. However, the business of photography is not just about the images you take, but also about how you market them. This is where a marketing consultant can become an invaluable asset to your business. Here’s why:

Content Marketing:
A marketing consultant can help you craft a compelling narrative around your work. Every picture you take has a story, and these stories can form the backbone of a content marketing strategy that engages your audience. A consultant can help identify the kind of stories that will resonate with your target market and create a content calendar that ensures a consistent, impactful message is being delivered.

Website Design:
Your portfolio is online, and it’s often the first impression potential clients have of your work. A marketing consultant with expertise in website design can ensure that your website not only showcases your photography in the best light but also is optimised for user experience. This means making sure it’s easy to navigate, fast-loading, mobile-friendly, and visually appealing to keep potential clients engaged.

Search Engine Optimisation is crucial in the digital age. It’s not enough to have a beautiful website if no one can find it. A marketing consultant can optimise your site and content for search engines, ensuring that when someone is looking for a photographer in your area, you’re at the top of the list. They’ll help you understand and utilise keywords, meta descriptions, alt text for images, and other SEO practices.

Marketing Strategy:
Photography is a highly competitive field, and having a strategy is essential. A marketing consultant can help you identify your unique selling proposition – what sets you apart from every other photographer in the area. They can then create a strategy that leverages this uniqueness in your local market. This could include targeted advertising, partnerships, or even hosting local events that get your name and your work out into the community.

Finally, the best strategy in the world is useless without execution. A marketing consultant can either guide your efforts or take on the execution of the marketing strategy themselves. This means they’ll handle the day-to-day tasks of running campaigns, analysing performance, and adjusting tactics as necessary. This frees you up to do what you do best – take stunning photographs.

In essence, hiring a marketing consultant allows you to focus on your craft while they focus on bringing your art to a wider audience. They can provide a level of objectivity and expertise that’s hard to achieve on your own, and they can help you navigate the ever-changing digital landscape. In a sea of local competition, they can be the difference between being seen and being overlooked.

Should a photographer do their own digital marketing?

Digital marketing for SME business by Paul D'Ambra marketing consultant Google PageSpeed high score on mobile
Google PageSpeed low score on mobile after changing the website

Every photographer should also carefully check what companies it engages with or what changes are made to their website. In this project there were changes made to the external booking services used on the site. This had an adverse effect on website performance as can be seen in the comparison below (read about it in more detail here )

Quite often the 3rd party companies will simply follow instructions and not necessarily disclose any potential implications. While the website still functions, Google uses mobile usability as a ranking factor, so while the functionality may have been improved for users, it may have created other issues for the SME.


What is internet marketing for photographers and why is it so important?

Internet marketing for photographers refers to the various strategies and tools used to promote photography services and products online. It encompasses a range of activities, including creating a professional website, utilising social media, engaging in content marketing, optimising for search engines (SEO), and running online advertising campaigns. Here’s a breakdown of why internet marketing is crucial for photographers:

1. Visibility:
In the digital age, most potential clients will look online first when searching for photography services. Without a strong online presence, a photographer is essentially invisible to a vast portion of their potential market. Internet marketing ensures that when people search for photographers, they find you.

2. Portfolio Showcase:
The internet is a visual medium, which aligns perfectly with photography. It provides photographers with a platform to showcase their work to a wide audience. A well-designed website and active social media presence can serve as a digital portfolio that’s accessible to clients worldwide.

3. Targeted Reach:
Internet marketing allows photographers to reach their specific target audience with precision. Through tools like social media ads and Google AdWords, photographers can target users based on their interests, behaviours, demographics, and even their search intent, ensuring that marketing efforts are concentrated on the people most likely to book their services.

4. Engagement and Community Building:
Building a community around your brand can lead to loyal customers and word-of-mouth referrals. Internet marketing fosters this community through regular engagement on social media platforms, email newsletters, and blogging. This engagement helps photographers establish a rapport with their audience.

5. Cost-Effectiveness:
Compared to traditional advertising methods, internet marketing can be much more cost-effective, offering a higher return on investment (ROI). It allows photographers to reach a larger audience at a fraction of the cost of traditional media like print ads or television commercials.

6. Measurable Results:
The effectiveness of internet marketing campaigns can be tracked and measured in real-time using analytics tools. Photographers can see how many people visited their website, how they interacted with it, which social media posts generated the most engagement, and which ads led to bookings. This data is invaluable for refining marketing strategies.

7. Brand Development:
The internet is an excellent platform for photographers to build and develop their brand. By consistently presenting their style, values, and vision, photographers can distinguish themselves from the competition and attract clients who identify with their brand.

8. Flexibility and Adaptability:
Internet marketing campaigns can be adjusted quickly in response to performance data or changing market conditions. This flexibility allows photographers to pivot their strategies promptly, taking advantage of trends or addressing areas of concern.

Internet marketing is essential for photographers because it aligns perfectly with the visual nature of their work, provides cost-effective and targeted reach, allows for direct engagement with potential clients, and offers measurable results to help refine marketing strategies for better outcomes. Here are five key actions photographers should take for their internet marketing:

1. Develop a Professional Website:
Your website is often the first point of contact with potential clients. It should:

  • Showcase your best work: Use high-quality images and organise them into easily navigable galleries.
  • Be SEO-friendly: Optimise your website with relevant keywords, meta descriptions, and alt text for images to rank well on search engines.
  • Load quickly: Ensure that your site has fast loading times, as slow websites can deter potential clients and harm your search engine rankings.
  • Be mobile-responsive: Your site must look good and function well on smartphones and tablets, not just desktop computers.
  • Include a clear call-to-action (CTA): Guide visitors toward booking your services or purchasing your work.

2. Engage on Social Media:
Social media platforms are a natural fit for photographers. To leverage these platforms:

  • Choose the right platforms: Focus on where your target audience spends their time, typically Instagram, Pinterest, Facebook, and LinkedIn.
  • Post regularly: Keep your audience engaged with consistent posting.
  • Use hashtags and geotags: Increase the discoverability of your work.
  • Interact with your followers: Build relationships by responding to comments and messages.

3. Create Valuable Content:
Content marketing can attract and engage your target audience.

  • Start a blog: Share behind-the-scenes stories, tips, or client features.
  • Create tutorials or guides: Position yourself as an expert in your field.
  • Leverage video content: Use platforms like YouTube to share photography tutorials or equipment reviews.
  • Newsletter: Start an email newsletter to share updates, special offers, and showcase recent work.

4. Implement SEO Best Practices:
Optimise your online presence to be easily found by potential clients.

  • Keyword research: Use relevant keywords throughout your website content and blog posts.
  • Local SEO: Optimise your website for local search terms if you’re targeting local clients.
  • Backlinks: Generate backlinks to your website by guest blogging or getting featured in online articles.
  • Google My Business: Set up and maintain a Google My Business profile to improve local search visibility.

5. Use Online Advertising:
Paid online advertising can be a fast way to increase visibility.

  • Google Ads: Target clients searching for photographers in your area or for your style of photography.
  • Social media ads: Use the targeting options available on social media platforms to reach specific demographics.
  • Retargeting ads: Implement retargeting to capture potential clients who have visited your website but didn’t book your services.

Each of these actions should be approached with a strategy tailored to your specific target market and your unique strengths as a photographer. By consistently applying these practices, you can build a robust internet marketing presence that attracts more clients and grows your photography business.

What other forms of marketing should a photographer consider?

So many business owners forget about the most basic of marketing principles, the 4P’s. Marketing professionals or business owners can argue for hours over the definition of that or whether other elements are more important to consider in 2022, but you have to get the marketing fundamentals right to have any chance of long term success.

In really simple terms you can break it up into these areas. Digital marketing forms part of your execution methodology but other aspects can be considered too.

Product/Service – In the case of this photography business everything is service based so this ‘P’ relates to that, although they could sell printed products from photos they take if they wanted to diversify their revenue streams. Coming back to their range of services, opportunities can be uncovered through looking at the search data to see what other types of tours or classes people are looking for. This can broaden offerings or fill a niche not being offered by competitors.

Price – There is no right or wrong when it comes to pricing depending on your strategy & goals. Obviously seasonal offers, discounts to existing clients etc are all the typical methods to attract more sales. Although you can also go the other way and create unique, premium experiences that attract a different clientele.

Place – If the photographer had a studio then its location may become quite important in terms of street frontage, foot traffic etc. Although in this case it is a mobile service so considering the areas covered or locations of tours becomes critical. Meanwhile where you generate awareness for the business also falls into ‘place’ meaning where is your business being seen by potential customers e.g billboards, local newspaper, letterbox drop, social media ads etc

Promotion – This is a broad topic & starts with small things like staff uniforms, vehicle signage all the way to what activity is in the market every week / month / quarter. It could be advertising, public relations or even content creation – these days there are so many different ways to promote your brand.


The most important (and hardest) aspect is to take a step back and look at whether the current volume of clients is enough, where are they getting generated from & if needed, what actions to put in place to find more. Unless you have an established business you can’t expect one action to generate the result you need so for example posting to social media alone won’t be enough if your audience isn’t growing (and keep in mind less than 10% of an audience sees your content anyway)


I see too many business owners forgetting about the basics, getting caught up running the business rather then having time put aside to think about growing it.

Picture of Paul D'Ambra - marketing consultant
Paul D'Ambra - marketing consultant

Do you want to grow your business?

Do you want to get new customers outside of existing referrals?

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Hungry for a regular flow of traffic to your website to sell products or services?

Keen on converting more 'browsers' into buyers?

I can help solve these business challenges by using clever marketing tactics and common sense. I pull everything apart to work out what is not working with your marketing activities. I'll then create a practical, action driven strategy to improve the results you are getting.

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