Pages a photographer's website should have

Your website has one job. It should answer the questions a stranger asks before they hand a photographer their wedding day, their family, or their product launch. Most photographer sites answer none of them well. They show a pretty slideshow and a contact button, and leave the rest to guesswork.

Here's the fix. Build the pages below, in roughly this order, and only the ones that match what you really do. If you don't shoot product work, there's no product page. If you don't do events, skip them. Each page earns its place or it goes.

Purpose: Tell a visitor in a few seconds who you are, what you shoot, where you work, and what to do next.

Start with a plain line at the top. Something like "Wedding and portrait photographer, travelling across the south of England." Say what you do and where. Don't be clever about it.

Under that, show a small selection of your best work. Not forty images. Six to nine, chosen to match the kind of clients you want more of. If you want more weddings, lead with weddings.

Then give a short paragraph on how you work, in your own words. Link to each of your main services so people can jump straight to the one they need. Add one real testimonial if you have permission to use it, and a clear button to enquire.

Put your business name, your contact details and the areas you cover somewhere visible. If you're a UK limited company, your website must show the registered company name, registered number, registered office address and where you're registered (GOV.UK). The footer is the usual home for that.

Keep it quick to read on a phone. That's where many people will first see it.

Avoid autoplay music, giant slideshows that take ages to load, vague taglines like "capturing moments that last forever", and a wall of text about your gear. Avoid burying your contact button. And avoid listing services you don't actually offer just to look bigger.

Purpose: Give each kind of shoot you offer its own page, so a visitor looking for one thing finds a page about exactly that.

Only build pages for what you really offer. That might be weddings, portraits, product, events, headshots, or just two of those. One honest page beats five thin ones.

On each page, say who the shoot is for and what it looks like in practice. A headshot page should talk about a corporate team or a self-employed person who needs a profile picture. A wedding page should talk about couples and the shape of the day. Be specific about what you do that's particular to that type of work.

Cover the practical bits. How long a typical shoot takes. Where it happens: a studio, the client's venue, outdoors. What the client needs to prepare. What they get at the end, in your own terms.

Add a few images from that type of work only. Don't use wedding pictures on the headshots page.

Link each page to your packages page and your enquiry page, so nobody hits a dead end.

Every service page must say something that the others don't. Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam. So don't copy one page five times and swap a single word. If you can't write something genuinely different, don't make the page.

Avoid pasting the same paragraph across several pages. Avoid offering a service in the menu that you'd rather not do. And avoid jargon about lenses and settings that the client doesn't care about.

Purpose: Show real work, organised so a visitor can see the kind of shoot they're thinking of booking.

Split your galleries by type: weddings, portraits, commercial, events. Within each, show complete sets where you can, not just the single best frame. A client booking a wedding wants to see how you handle a whole day, from getting ready through to the dancing.

Pick quality over quantity. Cut anything that's near-identical to something else. If two images say the same thing, keep the stronger one.

Add a short caption or note to each gallery. A line about the venue, the brief, or what you were aiming for. It gives a visitor something to read and shows how you think.

Use only real work you've done. Don't borrow images, and don't pad a gallery with stock pictures.

Before you publish photos of people, get the permission of the people shown. Ask at the time, and keep a record of the answer. If someone later asks you to take a picture down, do it promptly. If you're unsure where you stand on a particular case, check with the relevant regulator.

Make galleries load quickly. Compress the images so a visitor on a patchy mobile signal isn't left waiting.

Avoid publishing anyone's picture without asking first. Avoid a single endless gallery with everything mixed together. Avoid watermarks so large they ruin the image. And avoid showing work that isn't yours.

Purpose: Explain what you offer and how you work out a quote, so people know what to expect before they get in touch.

You don't have to publish a price list. But you do need to explain how pricing works, or people will assume the worst and move on.

Lay out your packages if you have them. Name each one, say what's included, and say who it suits. For example, a shorter portrait session and a longer one, with the differences in plain terms: time, number of edited images, and whether prints are included.

If you quote by the job, say so. Explain what you take into account: the length of the shoot, the travel involved, the number of people, how much editing is needed, and how fast the client needs the images. That tells a visitor what shapes the price without you having to name a figure.

Be honest about extras. If travel beyond a certain distance costs more, say that travel may be charged. If a second photographer is available at extra cost, say so. Don't spring it on people later.

Add a line about how to get a quote and how long you usually take to reply. Make that your own commitment, and keep it.

Link to your enquiry page so the next step is one click away.

Avoid hiding everything behind "contact us for prices" with no explanation. Avoid packages with confusing names and a long list of small print. Avoid quoting figures you can't stand behind. And avoid discounts that make your normal price look made up.

Purpose: Walk a nervous client through what happens from first message to final delivery, so there are no surprises.

They don't know what's normal. Tell them.

Set it out in the order things happen. You get in touch. You reply and, if it suits, arrange a chat or a visit. You agree what's being shot and confirm the booking. You plan the day together. You do the shoot. You edit. You deliver.

Under each step, say what you need from the client and what they can expect from you. If you ask for a deposit or a signed agreement, say so, and say when. If you send a questionnaire before a wedding or a shot list before a commercial job, mention it.

Give delivery times as your own. Say how long editing usually takes and how the images arrive, whether that's an online gallery, a download, or a printed album. Only promise what you know you can do. If busy periods are slower, say that too.

Cover the day itself. What the client should wear, how you'll direct them, what happens if the weather turns. If you travel, mention how you plan for it.

Avoid vague promises like "fast turnaround" with no detail. Avoid skipping the awkward parts, such as what happens if the client needs to reschedule. Avoid a page so long nobody finishes it. And avoid making commitments you'll struggle to keep.

Purpose: Make it easy for a ready visitor to tell you what they need and for you to reply with something useful.

This is where the work turns into bookings. Keep it simple.

Use a short form. Ask for a name and an email address, plus a phone number if you want one, then the type of shoot, the date or rough timing, and the location. Then a box for anything else they want to say. Each extra question is another reason for someone to give up, so only ask what you need to reply well.

Say what happens after they press send. "We'll reply within two working days" works, as long as you do. Make that your own promise, not a guess.

Offer more than one way in. Some people will fill in a form. Others want to call or message. Give both, and put your phone number and email on the page.

Check it works on a phone. Many people will enquire from one, so test it yourself, with your thumbs, before you publish.

If you take deposits or bookings online, explain the steps clearly, and link to your terms.

When someone does enquire, answer quickly and personally. A page that makes it easy but then gets a slow reply wastes the effort.

Avoid long forms with a dozen required boxes. Avoid a form that sends messages into the void with no confirmation. Avoid making people hunt for the page. And avoid asking for details you don't need.

Purpose: Tell visitors where you work, including how far you'll travel, so the right people know you're an option.

You travel to clients, so this page matters. A visitor needs to know quickly whether you'll come to them.

List the places you cover, in plain terms. Towns, counties or regions you work in often. Then say how you handle anywhere further out. "We're based near X and regularly work across Y and Z. For further afield, get in touch and we'll talk about travel" gives people a clear way forward.

Be straight about travel costs. If long trips are charged differently, say that travel may affect the price.

If you want a page for a particular town or area, it must have something real to say. Perhaps venues you've worked at, the sort of locations you like to use, or how you plan a shoot in that place. Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam, so don't create a page for every village with the same text and a different name.

Only name areas you genuinely cover. If you'd rather not travel past a certain distance, don't pretend otherwise.

Link to your enquiry page and to your Google Business Profile service areas, so the story stays consistent everywhere.

Avoid long lists of every place within a hundred miles. Avoid claiming areas you've never worked in. Avoid identical pages that only swap the place name. And avoid leaving the page vague about whether you'll travel.

Purpose: Let real past clients say what it was like to work with you.

Use real words from real clients, and ask their permission before you publish. Check how they'd like to be named. A first name and the type of shoot is often enough, but some people prefer to stay anonymous, and that's their call.

Ask for reviews soon after you deliver, when the experience is fresh. A short message with a clear way to reply makes it easy. Some clients will write something lovely; others will say yes but struggle to find the words. You can offer a few prompts, such as what they were nervous about or what surprised them.

Don't edit the substance. You can fix a typo, but don't reshape what someone said into something they didn't mean.

Spread them around. Put one or two on the home page, and the most relevant ones on each service page, so a wedding enquirer sees wedding feedback. A dedicated page works as a home for the full set.

If a testimonial mentions a person, a venue or a business, make sure you're comfortable that they're happy to be mentioned.

Never write them yourself. If you don't have any yet, leave the page out until you do. An empty or invented page does harm.

Avoid fake reviews, borrowed quotes and testimonials you haven't been given permission to use. Avoid a single gushing line with no detail. Avoid using a client's photo without asking. And avoid padding the page with praise that isn't about your work.

Purpose: Introduce the person behind the camera, so a visitor feels they know who's turning up.

People are booking you, not just a service. Tell them who you are.

Say how you got into photography, what kind of work you love, and what a client can expect from working with you. Keep it human. A short story about how you started, or what you enjoy most about a wedding day or a portrait session, does more than a list of qualifications.

Include a clear photo of yourself. Clients like to know who's arriving at the door or the venue.

Cover the practical side. Where you're based, how long you've been working, and the kinds of clients you usually work with. If you work with a second shooter or an assistant, say so.

If you're a UK limited company, show the registered company name, registered number, registered office address and where you're registered (GOV.UK). It's often tidy to place this in the footer, but make sure it's there.

Mention any qualifications or memberships only if they're real and you can show them. If you're unsure what you can claim, check with the relevant body.

Finish with a line pointing to your portfolio or enquiry page. Don't leave the reader at a dead end.

Avoid writing in the third person as though someone else wrote it. Avoid a CV with no personality. Avoid claiming awards or memberships you can't prove. And avoid hiding your face and name.

Purpose: Give people every reliable way to reach you in one place.

Keep this page plain and complete. Put your email address, phone number and, if you use them, your social profiles. Say when you're easiest to reach and how quickly you usually reply.

If you work from home or travel to clients, you may not want to show a street address. That's fine. Say "We travel to you" or name the area you're based in, and leave it at that. If you're a UK limited company, you must still show your registered office address on the website (GOV.UK), but that can sit in your footer or on your terms page rather than as your main contact detail.

Include a short form if you like, but don't make it the only way. Some people want to ring.

Make sure everything matches. Your name, phone number and email should be the same on your website, your Google Business Profile and your social accounts. Small differences confuse people and make you look careless.

Check your contact details every few months. Old numbers and dead email addresses lose you work without you ever knowing.

Link to your enquiry page for people who'd rather brief you properly, and to your areas page for anyone unsure whether you cover them.

Avoid a contact page that's just a form with no other option. Avoid leaving out your phone number if you're happy to take calls. Avoid mismatched details across different places. And avoid forgetting to check that messages actually arrive.

Purpose: Get your business listed so local people can find you, set up properly for work that happens at the client's door.

If you travel to clients, set your profile up as a service-area business. That means removing your address from the profile and setting your service areas instead. You can add up to 20 (Google guidelines). Choose the places you really cover, and keep them in line with your areas page.

Edits to service areas can take up to 48 hours to show, so don't panic if changes don't appear straight away (Google guidelines).

Use the real-world business name that appears on your website and stationery. Don't add extra words to it to try to catch more searches, because Google's guidelines say not to. And you can't pay for a better local ranking, so don't be tempted by anyone who says you can.

Keep your opening hours and holiday hours up to date, including bank holidays and any weeks you're away (Google guidelines). Out-of-date hours make you look unreliable.

Add your website link, your phone number and a handful of your best photos. Choose the category that best matches what you do. Write a short description in plain English.

Make sure the details match your website exactly. Same name, same phone number, same services.

For a sense of how people look for photographers, here are some UK monthly search estimates from DataForSEO on 18 October 2026. "Photographer near me" sits at about 4,400. "Photographer website" is about 210, and "website for photographers" about 110. "Photographer marketing" is about 40. These are national estimates, not figures for any one town. They're a guide to interest, nothing more.

Avoid stuffing extra words into your business name. Avoid listing a home address you don't want public. Avoid ignoring the profile once it's live. And avoid claiming areas you don't cover.

1. Home page: a clear statement of what you shoot and where, a few strong images and a button to enquire.
2. Enquiry and booking page: a short form and your contact details, so ready clients can reach you.
3. Your main service page: the type of shoot you most want more of, with practical detail.
4. Portfolio gallery: real work for that same type of shoot, shown with permission.
5. Google Business Profile: set up as a service-area business, with your hours and areas up to date.

Do those five and you've got a working site. Add the rest as you have time and something real to say.

Not sure which pages you're lacking? Seracu offers a free snapshot that shows which topics your site lacks compared with competitors.