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How to Write Website Copy – Photographers Edition

LAST UPDATED: November, 2019
FILED UNDER: Copy and Content Writing

Reading Time: 4 minutes

Oh, hi there. It’s me again. Just trying to put myself out of a job.

Just kidding. For those of you who want to update your website copy on the fly, I’ve got you covered. I can teach you the basics of how to write compelling copy on your own site so you can fiiiiiiinally stop feeling like you sound like everyone else.

Did you know that’s the #1 thing I hear when my clients first come to me?

“I don’t like sounding like everyone else.”

I hear ya, friend. I know we all love lattes, glowy sunlight, and love stories, but if you’re a photographer and think that is going to set you apart, sliiiiiiide into my inbox and I’ll fix you right up with a fresh new story.

Let’s start with the basics.

Who is your ideal client?

I know the easiest response is, “whoever’s going to pay for my top package and not be a pain in the patootie on their big day.” Haha!

Let’s get way more specific than that. With my clients, I send off a solid amount of homework — a hefty questionnaire that goes into precision detail as to who this “person” is. As an example, if you’re imagining a bride, let’s look at her demographic details and her daily lifestyle choices (where she shops, what she eats, what music she loves). Let’s even get to know her personality type and her family dynamic. What is she struggling with when it comes to her big day? What would make her life a whole lot easier and her wedding a whole lot more enjoyable? Let’s dive in and get to know her pain points intimately… and then understand what it would be like if she didn’t get those pain points resolved.

Got your brain gerbils movin? Good good.

What makes you so special?

But for real, though. What is it about you, your team, your business that makes you unique? Now I know we can just scratch the surface and talk about your attention to detail or organizational skills or how long you’ve been in business, but that is not what’s going to draw people in.

What’s your story — your why? If you haven’t done so already, this is your opportunity to reflect on why you started this business in the first place. Why did you pick up a camera for the first time? Was it given to you or did you save your money for it? Did you have a personal connection that goes along with this story? What types of hurdles have you experienced in that time of your life that (maybe) you’ve overcome by leaning into your creative passion?

All of this truly matters. Learning how to tell this part of your story well is what will set you apart from everyone else in this industry. No one has experienced life the same way you have, even if they live in the same city and own the same equipment.

How are you going to solve their problems?

A big mistake I made in my first business was pursuing my own passion without understanding what needs or gaps existed in the market. Successful business owners are problem solvers, not problem imaginers. Once you’ve identified your ideal client and his/her pain points in excruciating detail (let me know if want to learn how), you can start working backward to bridge that gap.

Now, I do have to warn you… by doing this, you might find it necessary to adjust your offerings. That’s totally fine! Remember, you’re in business to solve their problems, not offer solutions to problems that don’t exist.

Your services should offer the perfect solution to their problem. When you’re in total alignment, bookings will flow more naturally because your website copy will be doing all of the heavy lifting for you.

I think I know what’s going to come next…

“Yeah, but Emilie… how to I actually write all of this?”

Here’s where super-fantastic formulas come in. If you’ve seen my most recent blog post, you’ll know I love referencing my encyclopedia of copywriting formulas. They provide a sweet little foundation of suggestions on how to format your text. Here’s my version of one formula I think ALL creatives need to know:


Problem – Agitation – Solution – Call-to-Action


Identify your ideal client’s problem and show some compassion and understanding. Be VERY careful not to sound condescending (been there, done that).


Not to rub salt in the wound, but… ya gotta mention what it could be like if that problem was never solved. No fun, but someone’s gotta do it.


Here’s where the fun part comes in — you get to share what it could be like if their problem was solved! And go figure, you are the perfect person to solve it because of X, Y, Z! Woohoo!


The last part I tacked on, which should never be forgotten, is a solid call-to-action. You have to decide what avenue works best for you and your ideal clients, but please be consistent. If you’re telling prospective clients to fill out your HoneyBook contact form in one spot, then email you or call you in another, you’re going to lose them.

I always recommend sending prospective clients through HoneyBook because you’ll be able to keep your brain from exploding, I mean, send them your fancy-schmancy brochure, proposals, contracts, etc. 😉

If you liked these tips, you’re in luck! There’s plenty more of this copy-mastering goodness to come.

Now, if you’d rather just have me give your website a shakedown and get it done for you, send me a message.

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