Website design and user interface is something that I find interesting. There are so many different templates and designs from Squarespace to Flothemes and Wordpress to name a few, that it is interesting to see how people utilize them to look different (or the same). But there is one thing that can kill your site before your customer even begins their journey. Noise.
(Disclaimer: I am still working on this on my site. I’m not perfect, I just like to help others as I grow)
Donald Miller over at Storybrand talks about this in every podcast and hammers it home in his book Storybrand.
But what does this mean? For the most part, it means that you are confusing the customer before they even know what you do. I see this often enough with photographers. They are not clear on what it is they do. Sometimes they even start with the landing page on the about them section. Now, in all honesty, no one cares about you. What I mean by this is that when the first thing someone reads on your site is
“I love love; it makes me giddy to see two people walk down the aisle….”
No one cares, and worst of all you just made it all about you.
I am also not saying that you shouldn’t have an About page, just don’t let that be your hero. In your about show your personality in a way that describes you, but try to keep it short.
When you start saying “I photograph families, seniors, children, births, weddings, engagements, dog maternity, and boudoir.” They get that you are a photographer, but it really doesn’t set you apart.”
Now what I mean by this is think about it from you clients eyes. When they show up on your site and there is a gallery filled with a bunch of “random” images they might know that you shoot all that but at least be concise. Maybe lump it all in to family photographer.
For example, if you are booking a hotel room at a private resort, do you REALLY care about the detergent that they use on their sheets, the photos of the conference rooms, or the energy output of the sauna? (I know that there will be the small few that do) or would you care more about if your time there is going to be relaxing and stress free?
One of the best websites that I have seen recently is from Adventure Instead (Maddie Mae and her business partners rebranded). Let’s take a look at the first things that you see when you open the site.