Visitor Source #4: Client Resources
People won’t simply appear on your website at random, or because there’s nothing better for them to do.
The fact is, they need a reason to visit you.
An example reason would be when a new prospect comes to your website from the search engines. In that case, it’s because they’re actively looking for a photographer, or at least researching their options.
But if you want people to visit without relying on the search engines, you have to give them other reasons for checking out your website.
One of those reasons is because you have content on your website or blog that’s useful to them and works great at building the seeds of a relationship.
This all starts with the idea that your potential clients have questions they want to get answered.
Your website and blog might as well serve as a good platform for providing those answers, right?
But, don’t do what most photographers do and just create a simple FAQ page. Doing so is a start, but also a wasted opportunity!
Instead, you’ll want to create detailed resource hubs that offer more in-depth answers, which your prospects will appreciate and remember you for.
For example:
- Wedding venue reviews…
- How-to articles….
- Articles related to helping the market you serve do their job or make their lives better…
One side-benefit of resource hubs is they can be good targets for SEO, especially if there are good keywords attached to them, such as popular wedding venue names.
Once you have these pages in place, you’ll want to create links to them in your blog posts or within guest posts wherever you talk about the topic you wrote about in the resource page.
And remember to share these pages on social media, and encourage your readers to share them as well.
Another way to use resources pages is as potential lead-magnets and lead-generators where you can offer an expanded version of the content for readers in exchange for their email address.
Finally, don’t forget to let other relevant business owners know about these valuable resources, and do encourage them to link to the articles.
Homework Assignment
Identify 5 questions your clients ask most often when talking with you, and focus on the ones where there’s an intersection with one of your unique selling points.
For example, if you specialize in photographing children, you might get a question such as, “how can I stop my child from being anxious and uncooperative?” In this case, one of your unique selling points might be you go to their home instead of having them come to a studio, and you spend time to get to know the children before starting to take the photographs, so you can tie that into your answer.
With this in mind, you can then create a resource article for your website to help educate and inform your prospects in a way that doesn’t really feel like marketing.
