When reviewing a photographer’s marketing, my first priority is to examine how well their presentation aligns with the audience they intend to reach. It's not uncommon for photographers to perceive their ideal client as different from who it truly is, based on their current presentation. This isn't about being delusional, but rather understanding that the perception may not fully align with their ultimate goals.

When I review a photographer’s website I first imagine I’m a client looking for the basics: what do you shoot, what’s your experience level, and where are you located. After that, I’m looking at the less obvious but very important elements that go into creating a great impression and converting visitors into clients:

When designing your website, it's important to understand that potential clients will want to see common industry terms that show you know how to speak their language.