7 Tips to drive more traffic to your photography website.

June 14th, 2024
woman using laptop on marble countertop beside Canon camera

You’ve thoughtfully crafted an irresistible portfolio on your website, showcasing your best images. You put time into organizing your site menu with an about page, services, contact, FAQs and more, all sprinkled with compelling CTAs. Yet, the challenge remains: How do you effectively drive people (lots of people) to your website? For photographers keen on securing more bookings, understanding how to increase site traffic is key. In this guide, we’ll outline seven effective strategies to boost your website visibility, ensuring you get noticed so you get booked!

1. Optimize for SEO:

You have probably heard the term SEO (Search Engine Optimization), but do you know why it’s so important? Let’s break it down.

  • Most internet users begin their online experience with a search engine. By building your website with SEO in mind, you increase its chances of appearing on the first page of search results, making it more visible to potential visitors.
  • SEO helps attract users who are actively searching for products, services, or information related to your niche. This targeted traffic is more likely to convert into customers, subscribers, or loyal followers.
  • Unlike paid advertising, which requires a continuous budget, organic search traffic generated through SEO is free. While SEO efforts require time and effort, the long-term benefits often outweigh the initial investment.

One simple best practice for optimizing content is to add specific tags (aka keywords) for better search visibility on public pages in your website. Across almost every specialization, incorporate location-specific tags in addition to descriptive tags. 

Example: with images from a wedding, instead of solely using “bride and groom,” consider adding tags like “romantic sunset wedding at [Venue Name]” or “elegant downtown wedding reception at [Venue Location].” By including such location-based descriptors, you cater to couples searching for wedding photography within specific venues or areas, thereby increasing the chances of your portfolio resonating with their vision and preferences.

With Zenfolio’s built-in SEO tools, you can fine-tune page titles, descriptions, and URLs, making your portfolio both visually captivating and search-engine friendly. You can find more SEO tips in this article: 10 Tips To Improve SEO For Your Business

2. Utilize social media platforms:

Social media platforms like Instagram and TikTok are essential for photographers aiming to drive traffic to their websites. By regularly showcasing images, including related keywords about what you’re sharing in the caption that encourage visiting your site, and using relevant hashtags, photographers can effectively redirect a targeted audience from social platforms to their professional website. 

It’s important to use captions that fit your personality and brand voice–authenticity is one of the most effective tools you can apply to social media. At the same time, incorporating direct website links in posts or bio sections can increase website visits, enhance online visibility, and ultimately help to convert social media connections and interactions into valuable website traffic and potential client inquiries.

Example: As a photographer, you can regularly showcase your latest portrait sessions on Instagram, using relevant hashtags like #[yourlocation]PortraitPhotography. In your captions, share a client testimonial or info about the image and entice viewers with CTAs like “Explore more on my website—link in bio.”

For more tips on how to use social media to market your business you’ll want to read: Tips for using social media to grow your photography business.

3. Start blogging:

Blogging can play an important role in driving traffic to your photography website. Regularly updating content on your website with optimized blog posts–being sure to use relevant keywords and alt text for your included images–can enhance search engine visibility, improving organic search rankings and attracting a broader audience.

It can also offer value to your clients and site visitors through topics like session prep tips or descriptions of your favorite shoot locations, encouraging them to return and explore more. This helps to increase site engagement and dwell time (amount of time a visitor spends on a website or webpage before returning to the search results). Lastly, it helps establish your authority and expertise within the photography niche, positioning you as a knowledgeable professional.  

Example: Portrait photographers could craft blog posts spotlighting recent sessions, personal projects, posing tips, or spotlighting client testimonials. Including a few paragraphs or more of text is important, but be sure it relates to your main topic and the images you’ll share and avoid adding “fluff” just to make it longer. Stay true to your brand voice and don’t be afraid to be yourself–it is what sets you apart from other photographers.

Intuitive blogging tools by Zenfolio empower you to curate and manage content seamlessly, enhancing both engagement and SEO benefits.

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4. Implement email marketing:

Email marketing is instrumental for driving traffic to your website due to its direct and personalized approach. By cultivating a list of engaged subscribers interested in your photography services or content, you have a direct line of communication to share updates, promotions, or valuable insights about your client experience. Sending targeted emails with compelling content or offers encourages recipients to click through to your website, leading to increased site visits, engagement, and potential conversions.

Example: Cultivate an email list comprising past clients, prospective leads, or interested enthusiasts. Find an email cadence that works for you and dispatch newsletters featuring your latest endeavors, exclusive promotions, helpful tips, or forthcoming events to nurture these relationships and foster more recurring website visits.

5. Collaborate with others:

Tap into shared audiences to expand reach within your industry or niche. By partnering with complementary businesses, fellow photographers, or influencers, you can leverage their existing followers and customer base to introduce your services or content. Cross-promotional efforts, such as guest blogging, joint social media campaigns, or collaborative projects create mutual benefits and drive referral traffic between platforms while fostering community engagement. 

Example: A portrait photographer could collaborate with a local event planner, florist, or hair and makeup artist. You could host a special mini-session event offering both your services, or keep it simple and feature each other on your respective websites (this is where your blog comes in), creating reciprocal links that direct visitors between your platforms. Arrangements like this can enhance credibility and mutual trust while also sending targeted traffic to both your platforms.

6. Engage in online communities:

By actively participating in forums, social media groups, or niche-specific communities related to photography, you position yourself as a knowledgeable and valuable contributor within the community. Sharing insights, offering advice, or showcasing your expertise can pique curiosity among fellow community members, prompting them to explore your profile and, subsequently, visit your website. Furthermore, by networking and building relationships within these communities, you can cultivate a loyal audience interested in your services, encouraging them to recommend your photography or share your content, ultimately amplifying web traffic and enhancing your online visibility within the photography industry.

Example: For example, when someone asks for photography recommendations or advice, respond from your professional profile that prominently displays your website information. Offer genuine advice and include a link (if allowed) to a specific portfolio page showcasing your work.

7. Leverage online advertising:

By using platforms like Google Ads, social media ads, or display networks, you can create tailored campaigns that reach individuals actively seeking photography services or related content. With precise targeting capabilities and customizable ad formats, online advertising maximizes your visibility, ensuring your website appears prominently to potential clients or interested viewers.

Example: If you specialize in wedding photography, write succinct and compelling ad copy then combine with visuals that showcase your best wedding shots, emphasizing your unique style and approach. Direct potential clients to a dedicated gallery or portfolio section on your website that focuses specifically on wedding photography and ensure the page has easy to spot CTAs for contacting your or booking a consultation. 

Increasing your photography website’s traffic might seem overwhelming, but by following these 7 steps and creating a strategy, amplifying your online presence is possible!


  • Cheryl Dell'Osso

    Cheryl is the Director of Content Strategy at Zenfolio and the Owner/Photographer at Portraits by Cheryl and Seniors by Cheryl in Raleigh, NC. Cheryl has mentored countless new photographers looking to build successful photography businesses.

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