Writing copy is not easy, even for professional copywriters most days. But don’t let that stop you from owning your space in the photography world. All you need are some basic rules, to know your ultimate goal, and a plan to sell yourself to future clients.

Here are just a few copywriting tips for you to get those clients booked and excited for your session!

1. Do Some Research!

Step one to great copywriting, talk to people.

I know all you introverts out there are experiencing heart palpitations as you read this, but hear me out. You don’t have to call anyone, don’t worry. What I would suggest is asking friends, past clients, and potential clients what they are looking for in a photographer and what their major hangups are when it comes to booking.

Sometimes we *think* we know what our clients want, but in reality, we are looking through our own (often very narrow) lens. This is where reaching out to people can lead to a wealth of knowledge.

What keeps moms from scheduling photo sessions, for example?


Here are some comments from that very question that I posed on my own personal Instagram account when I asked:

“We usually end up rushing to the photoshoot…” (Send them a welcome guide outlining the day of the session and how to prepare!)

“It just feels stressful to get us organized and be happy and ready for our photos.” (Tell them how you plan the entire session and all they need to do is trust you!)

“I’m cheap!” (Potentially offer a payment plan.)

“My husband hates taking family photos.” (Send a prep guide for ways to make everyone happy before a session.)

“Most photos don’t end up looking authentic and look more like cheesy portraits.“ (Assure them they will get authentic photos that feel natural.)

These quick responses can lead to copy on your website.

Does the thought of a photo session kinda stress you out?

I bet their answer would be a resounding, “YES!” And this friends is how you get your potential client to feel understood.

2. Use Your Guiding Principles

You need to know exactly what you’re offering and WHO you’re talking to in your copy.

Take inspiration from brands that really embody what you want your brand to say. What do you want people to FEEL when they read your words? Come up with a list of adjectives that you want every single page of your website to cover.

For example:

When people get to my website, I want my potential clients to feel…

  • Like they belong.
  • That I am relatable and personable (like they want to sit and have a coffee with me).
  • That I understand their problems and that I can solve them.
  • Happy!

3. Outline Your “Ideal Client”

Like, IN DETAIL. It’s ok to niche down and pretend like you are talking to ONE person. It feels uncomfortable at first because we’re happy to work for anyone that will pay us.

As you get further along, you’ll know your ideal client. Give that person a name, and TALK DIRECTLY TO THEM. That one person is actually hundreds of people in reality.

two women on laptop

Your Photography Website

Website copy is arguably MORE important than your beautifully curated photos (although we definitely need those, too). Here are a few quick tips to make sure you cover when you’re writing the copy on your site.

  • Make sure each page has a “call to action.” A call to action is basically what you want them to do next. Things like, “Book a Session,” or “Get in Touch,” with a link to your conact page.
  • Keep text short and relatable. PLEASE don’t write 17 paragraphs about how and when you fell in love with photography. While it’s probably a great story, people really just want to know if you’re fun, likable, etc.
  • Use different sizes and font for your text. The eye tends to scan. Make sure to bold the text that you want to stand out.
  • Every page should further your goal to sell yourself.
  • Solve their problems and tell them how YOU are different from the other photographers in their area.

Home Page

The Goal: Hooking your potential client.

About Page

The Goal: The like, know, trust factor.

Contact Page

The Goal: Getting a potential client to connect with you!

What else you may want to include on your website…

  • Client testimonials
  • Fun facts about your life
  • A link to an entire photo gallery
  • A featured blog post

Social Media

Social is another place where your words matter. You want to engage your followers in a genuine way that doesn’t sound sales-y. There’s nothing worse than a really cheesy question at the end of a caption trying to sell something.

You can use a call to action, just make sure it’s a natural question you would ask!

woman on laptop

For example, if you’re a wedding photographer, you can ask your followers to tell you where they got engaged, and then to check out your blog all about the top 10 places to take engagement photos in your particular city!

I’m not sure where I read this, but for every 10 or so posts on social media, you can post a sales post. Basically, the goal is to invest in your followers, entertain them, teach them, tell stories and THEN ask for something in return. But it should be far more about GIVING than it is about ASKING.

Common Mistakes Photographers Make

  • Copying other photographers. You can always pull inspiration from people we admire, but copying someone’s copy just doesn’t work for a few reasons. One, it’s plagiarism. Two, it’s not going to come off authentic.
  • Talking about yourself too much. Your clients are there to learn about your service, and get a feel for who you are…you don’t need to overdo it.
  • LONG copy. Keep it short and clear.

Check out the Find Your Focus Podcast about Cracking the Copywriting Code: How to Connect with Clients on Your Website with Rachel Greiman