Web copy for photographers: why design + SEO are *also* crucial

As a photographer, you know a stunning website is essential, but without strategic copy and SEO, it’s just a pretty face — missing out on your dream clients and likely invisible on Google. Recently, I joined Alex Vita for an in-depth webinar where we covered the three non-negotiables: website copywriting for photographers, website design + SEO.

Watch the video below: perfect if you’re looking to uplevel your photography website in 2025.

Prefer to read by learning?

This blog is for you. I’ll break down the key takeaways from the video, covering the must-haves for a photography website that not only looks amazing but works hard to attract the right clients and generate leads. Let’s dive in!

Copy + design: the ultimate website power couple

Your design might be stunning, but without copy that speaks directly to your audience, it’s likely to fall down where it matters. Of course, you need to say the right thing to the right people to get the leads you actually want, so if your copy says more ‘budget photographer getting started’ than ‘elevated, experienced photographer that you can trust’, then your design can only take you so far.

There’s the reverse, too. Imagine hiring a website copywriter for your photographer website, but then when it comes to the design, you DIY it. Sure, you might save pennies, but your investment in strategic web copy could fall down straightaway. A website designer’s job is to bring the copy to life and match the design with the messaging within the copy.

Basically, when web copy and design work hand-in-hand, the result is a seamless user experience.
Here are some practical examples:

Messaging + brand voice

Your copywriter can guide your design vibe overall. From elegant, ethereal, and romantic – like a classic wedding photographer – to fun, quirky, and ‘out there’ like a relaxed family photographer who prides themselves on people enjoying themselves.

Typography

Clean, modern fonts that align with your brand vibe make your copy easier to read and absorb.

Whitespace

It’s not just “empty space”—it’s breathing room that makes your content more inviting.

Visuals

Images and graphics should echo the tone of your copy, creating a cohesive experience.

Avoiding common website mistakes

In the webinar, Alex and I talked over some of the big common errors we see! Sure, photographers are talented, creative, and often very business-smart… but these traps are easily missed.

Overloaded homepages

You don’t need to pack everything onto the homepage. A clear message and a few strategic CTAs (calls-to-action) are more effective.

Weak or non-existent CTAs

If your buttons say “Click here” or “Learn more,” it’s time for an upgrade. Think action-driven, benefit-focused phrases like “Book your session” or “Let’s create together.”

SEO neglect

Your beautiful images of that wedding you captured, or those family portraits you are so proud of, or any of your work can’t be indexed by search engines through images alone. Having keyword-optimised copy (and alt tags) ensures you don’t miss out. Hiding on page 78 of Google (or not even ranking at all) just won’t do!

SEO for photographers: the work isn’t exciting, but the results are!

Let’s talk about SEO. We know how much photographers value it. But let’s be clear—search engine optimisation isn’t about stuffing keywords into your web copy. It’s about making your website easy to find by the right people. Not just anyone.
So how do you approach SEO as a photographer?

Keywords

Understand the words your ideal clients are already searching for (like “Cheshire wedding photographer” or “natural family photography in Alabama”) and understand what’s high competition, medium competition, and low competition. Don’t rely on these to make up your copy, but infuse them naturally – where they make the copy clearer and stronger.

Headings

Structure your page with H1s, H2s, and H3s that guide both readers and search engines. Use keywords where relevant, and essentially make your web pages easier to navigate.

Alt tags

Every image should have descriptive alt tags, not just for accessibility but also to help Google understand what’s on your site. These are opportunities to insert keyword-rich snippets. More on that here.

How good website copywriting elevates the user experience

Here’s the thing: great copy isn’t just nice to read — it’s fundamental for guiding your clients from initial awareness to engagement, consideration, and conversion (i.e. landing in your inbox as a hot lead!). From the moment someone lands on your website to the final step of filling out your inquiry form, every word should move them closer to a big whopping “YES!”
Think about these moments of connection:

Eyebrow copy

Those little phrases above headlines that grab attention and set the tone. So small, but so mighty in adding more, without clutter.

Repeated blocks

I love strategic copy sections that reinforce your key messages across different pages. These can look like direct calls to the reader, calls to action, and even ‘micro-moments’ that reflect exactly how the ideal client may be feeling or what they want to feel. This is so ideal for photographers, as so often you’re talking about the emotional value of your photography.

Confirmation messages

Even a simple “Thanks for reaching out!” can make someone feel seen and valued.

Microcopy: small but mighty

If design and copy are the main event, microcopy is the unsung hero. These tiny snippets — like button text, error messages, and form instructions — might seem insignificant, but they pack a punch when it comes to creating a polished, client-focused experience.
Here are a couple of my favourite microcopy tips for photographers:

• Instead of “Submit,” try something more in line with your brand voice.
• A 404 page can go from frustrating to delightful with playful copy like, “Whoops! Looks like you’ve found the hidden gallery. Let’s get you back on track.”

Practical steps to improve your photographer website

Ready to ditch the mediocre copy, out-of-sync design, and barely-there SEO? Here are a few practical ways to start (before reaching out for copywriting, SEO, or design support for your photography business!):

Audit your copy

Does it sound like you? Is it clear, consistent, and client-focused? Can you make tweaks to make it clearer, and resonate better with your audience?

Check your design flow

Is it easy to navigate? Does the design support the copy, or is it competing for attention?

Revamp your CTAs

Make them specific, actionable, and benefit-driven.

SEO tune-up

Research keywords, optimise your headings, and add alt tags to every image.

Why this matters for photographers

Your website isn’t just a digital business card — it’s your virtual handshake, your first impression, and your chance to show clients why they should choose you.

When copy, design, and SEO come together, it’s a supercharged way to finally say a warm hello to the right people. Your website starts working for you, rather than being a tool that you just have in the background, hoping it will work.

I hope this blog (or video – if you watched it!) has been helpful. If you’re a photographer looking for website copywriting support or SEO, reach out and say hi.

You can check out my services here.

Website designer for photographers

Needless to say, Alex Vita is a go-to. It’s why I loved doing this webinar with him – soooo much knowledge and experience. Check him out if you’re looking for website design support for your photography business.