Free Photography Marketing 101 | Why a Portfolio Website Just Isn’t Enough Anymore
Free Photography Marketing 101 | Back in the old days, people created websites around “user experience” and “web usability”. Clickthroughs were considered a sufficient measure of success and very few of us paid any attention to website ROI (return on investment). This has all changed enormously, and very quickly, in the past few years. After all, why worry about getting twice as many people to visit your site, when it can be far easier to double the number of sales from the people already visiting?
In the context of web design, a conversion rate is usually the percentage of visitors that make a purchase. Many websites concentrate solely on increasing the number of visitors they have, when often they have fairly simple problems with their site that, if solved, would have a huge effect on their conversion rate and improve their site’s bottom line at minimal expense. In other words, everything on an entry page must be designed and written to entice a visitor to click. Why? That first click is going to be either a conversion to one of your goals or the first step down one of your conversion paths. Listed below are a few design principles that get visitors closer to your conversion goal:
Content (Don’t Waste Time)
Yes, your portfolio site needs to have content that your target audience finds valuable and helpful; however, there are a few other things you should be considering. Information that’s most important to your web visitors is often a simple statement of what you do. Once they understand what you do, they might want to know some important details. Your customers want to know the big picture first. Basically: What do you do? Or what can you do for them?
Call Your Audience to Action
In business, as in life, you need to offer some encouragement and direction if you want something to be done. Your teenage son is unlikely to take the trash out unless you ask him to, and in the same way, your website visitors are less likely to do what you want them to do unless you prod them. When composing your calls to action, remember to use presumptive language. For example, rather than writing “Learn how we can help you”, write “We will help you.” Also, do not underestimate the importance of colors. Although choosing the color that conveys the right feel is important, be sure to check for a color that is in perfect contrast to the background colors on your page. Like, purple on royal blue will not set a good contrast. But bright yellow can contrast very well with such a background.
Emotions Rule | Free Photography Marketing 101
Most people buy for emotional reasons, logic only comes into play after the buying decision has already been made. In other words, if you make them feel just right, they’ll take action. It’s the ‘me’ factor that ultimately does the magic. Show your visitors they are on the right track. Get them to experience what you want them to. That will open up doors and get more people to like you – buy from you.
Use Images the Smart Way
When it comes to web design, the phrase “A picture is worth a thousand words” couldn’t be more accurate. People no longer want to browse a website – they want to experience it. Images not only add life to a website, they also make it convert better. In essence, we’ve come to prefer the brevity and beauty of images over words. It’s these calls for quick and easily consumable content that have led rise to sites like Instagram and Pinterest.
Know Your USP
Finally, the most important point of all – your Unique Selling Point (USP). Your USP is what sets you apart from your competition. Step outside of your day-to-day role as the owner and think about what your customers really want from your product or service. What is it that makes them come back again and again, instead of going to your competition? You need to know what drives and motivates your customers. Having some knowledge of the demographics of your target market is essential, but just as importantly, you must learn how they tend to derive gratification in life and what their purchase preferences are.