How To Improve Your Business Website

A website is a very important marketing tool – not just for photographers – but for all businesses. It’s pretty easy to get a website up and running quickly these days, which is awesome. But, in the midst of going live quickly, important steps get neglected which can result in a website that doesn’t really help your business stand out online. If you’re wondering how to improve your photography website, this post shares some important steps that you need to take.

This post contains affiliate links. Read the affiliate disclosure.

how to improve your business website

How To Improve Your Website

I’m a professional food photographer and when I was first setting up my business website, I found a template that I liked, added my images and hit publish. It was oh-so-easy and my website, overall, looked really nice.

But, unfortunately, my website wasn’t a very powerful marketing tool for me in the beginning. It looked good and I could update it easily, but I didn’t know there were more steps I needed to take. After doing some research and taking some actionable steps towards improving my website, it is now my number one marketing tool. So, let’s talk about how I did it.

Google Analytics

First things first, you need to set up Google Analytics (GA) on your website. This is a super important step, because GA helps you see how your website is doing. You can learn things like who’s visiting your website, where they are located, what landing pages are they coming to, where are they leaving your website, etc. When you know more about who’s finding your website and how it’s performing, you can make more informed decisions about how to improve it.

If you’re not familiar with Google Analytics, it can seem a little overwhelming at first. I found a great online class from SkillShare that is incredibly helpful for learning more about setting up GA and how it works.


SSL Certificate

Next, you need to get an SSL Certificate for your website. SSL stands for “secure sockets layer” and is a level of security that websites need to safely send information over the Internet. SSL Certificate sounds like a more technical step, but your hosting provider should be able to set this up for you since it comes with a lot of hosting packages now.

But, how do you know if your website has the SSL Certificate or not? You can check this by looking at your main URL in the search bar. Does it start with HTTPS or HTTP?

If your website starts with HTTPS, you are good to go and there’s nothing you need to do.

If your website does not have an SSL Certificate, it will start with HTTP and an alert is sent from Google saying that your site is “NOT SECURE.”

The cons to not having an SSL certificate include:

  1. Your website won’t be able to get ranked in searches
  2. People get scared to browse your site due to the “not secure” alert
  3. Your website will look unprofessional
  4. Your website will seem out-of-date

The benefits of having an SSL certificate include:

  1. Protects data sent and received (this includes protecting people’s email if they contact you through a form)
  2. Better search engine ranking
  3. No intimidating “this website is not secure” alerts
  4. Google loves SSL certificates

Getting an SSL Certificate set up is super easy. Contact your hosting company and they will get this done for you if you don’t already have it as a part of your hosting package. It’s a very quick fix on the backend and can be built into your annual hosting fee. It’s worth it to keep your site safe, secure and search-friendly.

Rosé in wine glasses

SEO & Keywords

Next, you need to learn a little bit about SEO and add keywords to your website. As a photographer, I didn’t have very much copy on my website at first and I knew absolutely nothing about SEO or keywords. The only copy I had on my website was my name and an easy way to contact me. I figured since I was a photographer that my images could do all the “talking” for me, but unfortunately, that’s not how it works.

No matter what type of business you have, learning about SEO and adding keywords to your website is incredibly important because they help Google rank your website so you show up in searches. If your website isn’t ranking, people aren’t going to find you when they’re searching. This is a huge miss for businesses.


SEO stands for Search Engine Optimization and is the process of getting traffic from online searches. Where does your business rank when you do a search on Google? The higher the better, because more people will see it resulting in a lot more traffic to your website.


An effective way to optimize your website for SEO is through keywords. Keywords are the words people use when they’re searching for something in particular and they help Google connect people to what they’re searching for. When you use keywords throughout your website, Google likes this and will rank your site higher when people are searching.

But, you can’t just add words that you think are good keywords. There are strategic ways to add keywords that will help you improve your website’s ranking with Google.


Figuring out keywords is not meant to be a guessing game. There are programs out there that can help you learn what keywords will be helpful for your business. I use a tool called KeySearch to help me learn about relevant keywords to use for my business and it’s $17 per month. Totally worth it!

However, there are also some free options for you to experiment with. I recommend checking out UberSuggests and Google’s Keyword Planner to get started.


Consider adding keywords to the following areas of your website:

  1. HEADING TAGS (H1, H2, H3)


Add More Copy

Next, in order to add more keywords to your website, you need to add more copy! A lot of photographers don’t include much (if any) copy on their website, which is a huge miss from an SEO perspective.

There are two forms of copy: short-form copy and long-form copy. When to use one or the other really depends on the user intent. Why are people coming to your site? What are they looking for?

For me, people are either coming to my site to hire a food photographer (potential clients) or they’re coming to my site to learn more about food photography and courses (potential students). I use short form copy on the pages my potential clients are landing on (my home/portfolio/about pages) and long form copy for the pages my students or readers are landing on (blog posts).


Short-form copy is meant to be simple and direct. This copy could live on your Home Page, About Page or in a brand statement. Adding too much copy in these areas of your website can work against you, because nobody is looking to read a novel in these areas of your website.


  • Short form copy is direct and to the point
  • People can quickly learn what you do and how you can help them


Long-form copy is exactly what you would expect – more detailed copy. And, here’s something you may not know… Google LOVES long-form copy. So, before you rule it out for your website, check out the benefits of adding it.


  • Long-form copy makes it easier to use a variety of SEO-friendly keywords that are relevant to your business.
  • Your website will rank higher in searches because Google sees long-form content as incredibly valuable.
  • Long-form copy also makes it easier to get people to stick around your site for a longer period of time. And, if the information is actually helpful, it will get shared, which means you’ll get even more traffic to your website. The longer people are on your website is a really good thing in Google’s eyes.
Overhead shot of coffee swirl

Start A Blog

Ok, so you’ve learned that Google loves long form copy, but how do you add this to your business website? My next piece of advice is to start a blog.

Hear me out…

First of all, you are an expert at your craft and a blog helps emphasize this, because you’re not just showing beautiful images, you’re talking about how you created them.

Second, you have an opportunity to monetize your blog with affiliate links, ads and sponsored posts. Passive income? Yes, please!

For example, I am a food photographer and I blog about food photography tips, equipment ideas and business advice. Because food photography is my job and I have a lot of experience with it, I can talk about “food photography things” that people are searching for on my blog. And, I use KeySearch to help me discover what people are actually searching for in relation to food photography.

One of my most popular posts is The Best Overhead Setup for Food Photography. I posted it in 2019 and it still brings a ton of traffic to my website because this topic is commonly searched online. And, because I have relevant affiliate links to the equipment that I use, I actually earn money on this post every month. Pretty cool, right?

Once your blog posts are out there bonding with Google, they have the opportunity to literally “work” for you for years to come. Adding a blog to your website increases traffic, gets you higher rankings and gives you the ability to make some extra money.

So, if anyone tells you that “blogging is dead,” they are totally wrong, because last time I checked, the internet wasn’t dying. 😉


Improve Your Photography Website

Build Backlinks

A great way to bring more traffic to your website is to also build backlinks. A backlink is a link from another reputable website that links back to your website. When another website links back to your website, Google likes this a lot. Just be sure the website doing this is reputable.

One way to add backlinks to your site is to ask clients link back to your website when they are using your images online. A lot of my clients will credit me when using my images on reputable websites by adding “Photo by Regan Baroni” which links back to my website. If you’re a photographer this can be really helpful to boost traffic, so make sure your clients are giving you credit with a link back to your site when using your images.

Another way to build backlinks is to write a guest post on another blog. For example, if you’re a fan of ProFoto lights, you could write a lighting-specific post for their blog that gets linked back to you. Not only do you get the backlink, but you also get your name, voice and work in front of another website’s audience.

You can also get backlinks if you have a blog, because if you are sharing valuable information, it will most likely be shared on other sites as a resource to check out.

Tonic Site Shop

We’ve covered quite a bit of actionable steps that you can take to improve your business website. Depending on what template and hosting provider you’re using, these steps will either be easy for you or a total pain to figure out. For me, it was a total pain at first, because I didn’t have a template or hosting company that made these steps very easy. I wanted to give up on my website, because I simply didn’t have the time to figure all of this out on my own.

But, that’s when I decided to switch to Tonic Site Shop and ShowIt. Not only are their templates absolutely beautiful, the hosting platform made it SO easy for me to work through all the steps I mentioned in my post.

If you fall in love with one of the Tonic templates, use my code for 15% off any of them: REGANSENTME

Switching to Tonic & ShowIt helped me work through all of the steps I mentioned above with ease.

  1. Add your Google Analytics code easily for accurate website insights and tracking
  2. An SLL Certificate automatically comes with your hosting package
  3. The “drag and drop” platform makes it really easy to update your heading tags, page titles, meta descriptions, brand statement, images, copy, colors, fonts, etc. with no coding knowledge or needing to hire a developer.
  4. All the templates come with a blog (through WordPress), so you can start your blog at any time. And, if you already have a blog, the hosting company will migrate everything from your old blog into your new one for you.
  5. Tonic loves to feature their customers new websites on their own website, so that’s an immediate backlink right there! And, with as reputable as they have become, it’s a very helpful backlink for your website to have.

Like I said earlier, my website is my number one marketing tool. If you can’t say the same for your website, it’s time to change that. It’s a really nice thing to have your website do a lot of your hustling for you.

Seriously, making these changes has been one of the best business decisions I’ve ever made and switching to Tonic made implimenting them so much easier. I can confidently say it will be the same experience for you. Best of luck with your website and reach out with questions anytime!

This post contains affiliate links which means if you click or make a purchase through my site, I might make a small commission at no extra cost to you. I only promote products that I actually use and support. 

All images ©Regan Baroni 2021.

Comments +

Leave a Reply

Your email address will not be published. Required fields are marked *