Why Structure and Strategy Matter: How a Photographer Turned His Website Into a Real Business Tool
- Kim King
- Jan 23
- 3 min read
One of the most rewarding parts of working with local businesses is seeing how a few thoughtful changes can create real momentum. This is especially true when it comes to website design and content strategy. Recently, I had the opportunity to collaborate with a photographer based in Southwest Louisiana. His work was already impressive, but his website and content didn’t clearly guide visitors toward a decision, the site felt like a long scroll with no clear direction.
By breaking down his website into focused sections and reshaping his blog content, he was able to transform his digital presence into a tool that attracts and converts local business owners. This post shares the process and insights behind that transformation, offering practical ideas for business owners looking to improve their own websites.
Breaking the Website into Clear Sections
The first step was to rethink the website’s structure. Instead of one long page, I advised to break the website into five distinct pages that reflect the his services:
Headshots & Branding
This section targets small business owners who need professional images for their websites, LinkedIn profiles, or marketing materials.
Lifestyle & Editorial
This area highlights creative photography that tells a story, often used by businesses wanting to showcase their brand personality or behind-the-scenes moments.
Blog
A dedicated space for articles that support the business and educate potential clients.
This clear division helps visitors quickly understand what the photographer offers and decide if his style fits their needs. It also improves navigation and user experience, which are key factors in website design.
Clarifying the Meaning of Editorial Photography
One challenge was explaining what “editorial photography” means. At first, it seemed vague and confusing. The photographer addressed this by writing a blog post that breaks down the concept:
Editorial photography tells the story behind a business or brand.
It captures moments that reveal personality, values, and culture.
It’s not just posed pictures but images that create a narrative.
This explanation helped visitors see the value of editorial photography and how it differs from standard portraits or product shots. It also sparked interest in using photos to tell their own stories, not just get a typical headshot.
Making the Blog Work for the Business
Many businesses have blogs but don’t use them effectively. The photographer’s blog was good but it didn't align with his ultimate business goal. I recommending shifting his focus to topics that local business owners in Lake Charles and Southwest Louisiana find useful, such as:
How to prepare for a headshot session
The difference between a headshot and a branding session
He quickly pivoted his blog and now it reflects his expertise and makes it more interesting for business owners looking to update their branding. His blog is now a resource that supports professional services and helps potential clients feel more confident about booking a session. It also improves the website’s search engine visibility, attracting more local traffic.
Seeing Real Results in website structure and strategy
The changes didn’t just make the website look better; they made it work better. Visitors now understand the services clearly. The site shows off his work in the right context, making it easier for local business owners to see how professional photography fits into their marketing.
The photographer has started using the blog posts to engage with his audience and answer common questions. This builds trust and positions him as a knowledgeable partner for businesses in Lake Charles and the surrounding area.
Practical Takeaways for Business Owners
If you want to improve your website structure and strategy to further increase digital presence, consider these steps:
Organize your website into clear, focused sections that reflect your services and target audience.
Explain any industry terms or unique offerings in simple language to help visitors understand your value.
Use your blog to provide useful, relevant content that supports your services and addresses your customers’ questions.
Showcase your work or products in a way that connects with your ideal clients’ needs and goals.
These changes can turn a website from a static brochure into a client magnet that drives real business growth.
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