Can we have a little heart-to-heart? If you’ve been feeling like your website isn’t quite working for you—as in not actually bringing in the right clients—you’re not alone. And honestly? It’s not your fault. When you’re busy doing the real, creative work, things like crafting a website that actually represents you tend to get pushed to “someday.”

But here’s the thing: your website doesn’t have to be overwhelming or complicated. It just needs a little clarity, intention, and maybe a sprinkle of inspiration to do its job well. Think of it less like a static portfolio and more like a conversation with your dream client—one that invites them in, makes them feel at home, and gently guides them toward working with you.

So, let’s simplify. Here are three things every photography website needs to truly shine—and a little nudge to make it happen.

1. A Gorgeously Curated Portfolio

I’ll say this gently because I know how much you have on your plate, but… if the last gallery on your site is from three years ago, it might be time for a refresh. (Truly no judgment—it happens to all of us.)

Your portfolio is often the very first impression your dream client gets of your work. And what we put out is what we attract, so let’s make sure it reflects the kind of work you actually want more of.

Take a breath and ask yourself: What do I want to shoot more of this year? Then, show that. Pull together the galleries that reflect your favorite shoots, the work you’re most proud of, and the stories that really capture your style. It doesn’t have to be perfect—it just has to feel like you.

2. Messaging That Actually Speaks to Your Audience

If writing copy feels harder than picking a restaurant with your partner for dinner (same), you’re not alone. This is the part where so many photographers get stuck, but it doesn’t have to be complicated.

Your words don’t need to be fancy or over-polished—they just need to connect. When someone lands on your site, they should know right away:

• Who you are.
• What you do.
• Why it matters to them.

The trick? Keep it simple. Think about the way you talk to clients in real life—the way your face lights up when you explain why you do what you do. The easy, natural back-and-forth. That’s the energy you want your website to capture.

And if you’re staring at a blank page feeling stuck, it’s okay to lean on tools and templates to help get you started. (Spoiler: I’ve got one I think you’ll love. Stick with me.)

3. A Clear, Intentional Path

This one’s big. You’ve wowed your audience with your work, made them feel seen with your messaging… now what? The last thing you want is to leave them hanging.

Your website should gently guide your dream client toward taking action. Whether that’s reaching out to book, learning about your pricing, or scheduling a consultation, the path forward should feel effortless and clear.

Think of it like holding their hand—not pushing, just guiding them through an experience that feels intentional and inspiring. Bonus points if your backend systems (like contact forms or email sequences) are ready to take over and make the process seamless from start to finish.

Let’s Make This Easier

If reading this list feels like a lot, let me offer you a shortcut. Meet Palmer, website template designed just for photographers who want an intentional, effortless online presence without the stress of starting from scratch.

Palmer is thoughtfully designed to help you:

✔️ Showcase your best work beautifully.
✔️ Communicate your message in a way that resonates.
✔️ Create an intentional experience for your audience.

Think of it as your website’s new best friend—one that makes your online home feel as elevated and inviting as your work itself.

---

So, what’s next?
Your website doesn’t have to be perfect—it just has to feel like you. And if you’ve been waiting for a sign to make it happen, this is it.

Let’s make 2025 the year your online presence reflects the incredible work you’re already doing. Explore Palmer here—you deserve it, and so do your dream clients.