How to Succeed in Commercial Photography : Insights From a Leading Consultant

CHAPTER 19

Online Portfolios

that Sell

Y our Web site is not a place to dump your photos.

Shocking but true: Many photographers treat their Web site

as a place to put “strays”—those images they love but that don’t

fit into their print books.

Your Web site is not a diary.

Why do some photographers feel that their Web site is the

perfect spot to share last year’s family photos?

Your Web site is your online visual calling card. It is the first

introduction that many buyers will have to your vision, talent,

service, and professionalism. The portfolio section of your site

is now an enormous opportunity for selling as well as market-

ing, and photographers who think of a Web site as a repository

for “extra images” must change their approach. Now it’s time to

begin to build online portfolios.

YOUR ONLINE BODY OF WORK

The online portfolio found within your site must suc-

cinctly deliver your visual message. The images must tell your

viewers the type of work you shoot and communicate your

visual style. While photographers are eager to develop Web

sites, few spend the time, effort, and money to design and

build an online portfolio. Why? It takes time, money, and

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