How to optimize your website and book more sessions this Mother’s Day.

April 26th, 2024
mother and father each holding daughters

Photo credit: Amy Helt Photography

With Mother’s Day just around the corner, now’s the perfect time for photographers to ensure their website is fully optimized to capture the attention of customers searching for the ideal Mother’s Day photo session or sentimental gift. During holiday peaks like this, your online presence can make all the difference in driving bookings and sales.

Customers will be scouring the web and social media to find the right photographer to capture special memories for Mother’s Day, so if your business isn’t showing up in their searches or providing a seamless booking experience, you could be missing out on valuable business. By taking the time to optimize your website content, promotions, and overall client experience, you can position your photography services to catch the eye–and wallet–of your ideal clients.

Leverage Targeted Landing Pages

One of the most effective ways to optimize your website for Mother’s Day bookings is to create dedicated landing pages in your website that showcase your seasonal photography offerings. These targeted pages allow you to tailor the content, visuals, and calls-to-action (CTA) specifically for customers searching for photo sessions and gifts.

When developing your  page, be sure to prominently feature details about your available packages, pricing, and session availability. Use compelling text on your page that describes the client experience you offer and answers frequently asked questions, as well as emphasizing the emotional value and lasting memories customers will receive. 

If you are offering mini-sessions or a special discount for Mother’s Day, this is a great place to highlight these limited time promotions. Be sure to highlight any add-on products like digital files or photo albums that complement your services. These added extras are what can set your business apart from others in the market and lead to more positive reviews.

For additional visibility, we recommend adding a CTA on your website’s homepage and temporarily adding the page to your navigation menu. To drive traffic to your landing page, you can promote it across your social media channels and in any marketing emails or advertisements. By making it easy for customers to find and learn about your seasonal services, you’ll be in a prime position to convert them into booked sessions or sell your products.

Promote Mother’s Day Offerings

Crafting unique offerings in time for Mother’s Day is a great way to drive more traffic to your site, increase bookings and sales, and capitalize on the day. But it’s important to actively promote your portrait services across all of your digital channels. Start by updating your homepage images to include family and mom-centric images and add a prominent CTA to feature your Mother’s Day-themed offerings, which will immediately grab the attention of visitors and make it clear that you have seasonal services available.

On your social media platforms, plan a content calendar dedicated to your Mother’s Day photo sessions and related products. Share behind-the-scenes glimpses of your best family and maternity shoots, highlight client testimonials, and showcase any special packages or mini-session offerings. Be sure to use relevant hashtags like #MothersDay, #MomAndMe, and #MamaAndBaby as well as including related text with these keywords in your post captions to increase the discoverability of your posts.

To further boost awareness and drive bookings, you might consider running targeted social media advertising campaigns. By utilizing the powerful demographic and interest-based targeting capabilities of platforms like Facebook, Instagram, and Google, you can reach new potential customers who are actively searching for Mother’s Day photography services in your local area. Promote your unique packages, special pricing or discounts, and limited availability to create a sense of urgency and scarcity.

Leverage the Power of Client Testimonials

One of the most effective ways to attract new clients is by showcasing the amazing experiences of your existing clients. Word-of-mouth marketing is incredibly powerful, and client testimonials can do wonders for your business. If you don’t have many recent testimonials, reach out to your past clients and kindly ask if they’d be willing to share their thoughts about their experience with you. 

Once you’ve collected some glowing testimonials, create visually appealing graphics that pair the client’s quote with a stunning image from their session. These can be shared on your social media platforms, like Instagram and Facebook, to showcase the amazing experiences you provide. Not only does this build trust with potential clients, but it also serves as social proof of the high-quality services you offer.

Another way to gather more reviews is by implementing a client referral program to incentivize your existing clients to spread the word about your business. Offer a discount or, in the spirit of Mother’s Day, host a giveaway for a free mini-session or a special Mother’s Day package in return for reviews. To enter, have clients share an image from their session with you, tag you and describe what they loved most about their experience. This not only generates buzz and exposure for your business but also provides you with more testimonials for your site.

mother husband child Maternity session at sunset on beach
Photo credit: JS Portrait Studio

Creating a User-Friendly Website

A well-organized website is essential for attracting and retaining clients, especially during peak seasons like Mother’s Day. Customers today have little patience for confusing user experiences or difficulty finding the information they need. Photographers need to ensure their website is structured in a way that makes it easy for visitors to navigate and discover their offerings.

Start with a clean and intuitive menu structure that includes the basics: homepage, portfolio, services, about, and contact. This structure clearly highlights your main service categories, invites them to learn more about you, and how to reach you. If you don’t include them already, consider adding pages with FAQs, suggested session locations, and what to wear guides. 

Descriptive labels in your menu or subpages that resonate with your target audience, such as “Family Portraits” or “Maternity Sessions”, will help them find what they’re looking for without any confusion. Guide visitors through your website by strategically placing compelling calls-to-action (CTAs) that encourage them to take the next step, and add website content that aligns with your brand’s unique voice and resonates with your ideal clients.

One place for everything from proofing to selling.

Share and sell your photos directly from mobile-friendly, interactive online galleries designed to impress your clients.

Remember that your portfolio is also a powerful selling tool, highlighting the quality of your work and the experiences you provide. Organize it into clear sections or themes to make it easier for visitors to find the type of photography or products they’re interested in. By prioritizing clear navigation, brand-aligned messaging, and a well-curated portfolio, you’ll create a user-friendly website that empowers potential clients to easily find the information they need and take the next step towards booking your services for Mother’s Day and beyond. 

As the Mother’s Day holiday approaches, photographers have a unique opportunity to increase their income and take advantage of the surge of customers searching for the perfect photo sessions and gifts for their loved ones. By taking the time to thoughtfully optimize your portfolio website and digital marketing efforts, you can position your photography business as the go-to choice.


  • Annie Button

    Annie Button is a versatile, freelance writer based in the UK. She specializes in digital trends, business, branding, sustainability and career development. Annie has successfully contributed to a number of online and print publications on a variety of engaging topics.

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