Let’s dive in!

QUICK TIPS

1. Be careful with using plural or singular words in your nav menu

If a page displays a grid of thumbnails of all your galleries, then, by all means, call it Galleries in the navigation, not Gallery.

Similarly, plural works well for: Videos, (Recent) Projects, Tearsheets, Workshops, Events, Prints, Stories, Photo Tours, etc.

On the other hand, use singular for collective or uncountable nouns: Archive, Blog, Shop, Fine Art, Multimedia, Search.

2. Worried about niching down and then serving too small of a market?

Differentiating your work by choosing a smaller niche can be scary at first because you instinctively fear having a smaller target audience.

But don’t forget that the “conversion rate” will become so much higher, because it’s a lot easier to market your services to those people.

They trust you more because they see that you specialize in exactly what they need. And over time, you also learn the nuances of working in that niche, allowing you to further improve the quality of your work and how you serve your clients.

Positioning can help you:

• justify premium fees (above market averages)

• attract more and better clients (who are choosing your services based on quality, not just on price)

• serve your clients better (by becoming an expert and learning all the nuances of your photography niche)

• promote your business more easily (because your message resonates with the right people)

• clarify your priorities (choosing between distractions and opportunities, as they align with your positioning)