Photography is a visual medium. Promoting photography requires a visual media, one that not only lives up to the aesthetic appeal of the imagery but also provides the functionality to help photographers succeed. In today’s world, that means a website—a striking, easy to use, secure, professional website. Whether you prefer a blog style setup or a traditional portfolio site—or both—the design and development of your Web presence is critical to your business.
With all this in mind, Professional Photographer surveyed some of the industry’s leading Web experts on what it takes to develop a professional presence in the virtual world. The following are their recommendations for photographers on the World Wide Web.
What are some common design mistakes that photographers make when they try to do their own design? What should they do instead?
What’s the best way to protect your online images from theft?
What resources can photographers use to choose their color scheme for their website if they don’t already have one for their business?
What information should be on my home page? What can be one or two layers in?
If I create a video slideshow without music, what’s the best pace for photo changes?
What do I need to know about Flash, HTML5 and how they affect my SEO?
Does a splash page hurt my SEO?
What sort of products work well if I want to use an online shopping cart for my clients?
What can I do to make my purchase options as easy as possible?
What can I do to make my website look good on a mobile device?
How often should I put up fresh content?
What are some common design mistakes that photographers make when they try to do their own design? What should they do instead?
"The most common mistakes usually come from the opposite ends of the design spectrum. Photographers either go too minimalistic and design a site that could belong to anyone, or they go overboard with custom elements and create something that’s very hard for their visitors to navigate.
Like a good frame and matting, a good photography website complements the photos displayed rather than distracting from them. Allowing the work to speak for itself is always a safe approach. Picking a color palette of three or four distinct colors and using them consistently throughout the site will create a professional, well-branded look."
—Nataly Livshits, Zenfolio, zenfolio.com
"Getting too fancy. The focus instead should be on usability. Does your site load quickly and without plug-ins like Adobe Flash Player? Do you have a separate site optimized for a smart phone? Music can be very distracting, especially when your clients already have Pandora running in the background or try to watch a slideshow on your site that also has music. Keep it simple, and focus on getting a potential client to love your images and contact you."
—Mike Smith, MorePhotos, WeddingDetails, morephotos.com
"A common mistake is a gallery with too many images in it. Your portfolio site's galleries should be a display of your best images. Generally, 30 to 50 images per gallery is a good range. If you need to show an entire shoot, your portfolio site is not the best place for it. Those are better displayed through a proofing application or a slideshow tool."
—Mike Caston, BIG Folio, bigfolio.com
What’s the best way to protect your online images from theft?
"The best way is still watermarking the image using either a built-in tool from the website admin or from Photoshop. Right click protection provides minimal protection against the basic user, but anyone who truly wants to steal the image will be able to using a screen capture. One of the biggest reasons clients take the images off a website is to post them to social media sites. This has started a new trend of providing low-resolution (about 500 pixels on the longest side), watermarked images for use on social media sites with the request that the poster links them back to your site. This helps your clients to show off your images at the best quality while building a potential referral source."
—Jenifer Martin, Portfoliositez.com

©Amanda Gros Photography
Amanda Gros uses a discreet logo watermark on her gallery photographs that deters theft or uncredited posting of her photographs.
"There are services that can monitor your photos and tell you if they are being used anywhere on the Internet. That can help ensure that your images aren’t being used in a manner to which you object."
—William Bay, Flaunt Your Site, flauntyoursite.com
What resources can photographers use to choose their color scheme for their website if they don’t already have one for their business?
"Using color swatches that are already paired together will ensure your site looks coherent and professional. Some good options include Adobe’s Kuler tool (kuler.adobe.com) and Pantone (pantone.com)."
—Jenifer Martin, Portfoliositez.com
"Colourlovers.com is great site for color inspiration as well."
—Michael N. Caston, BIG Folio, Inc.
"If you're just starting your photography business, finding a web design that doesn't detract from your photography is really important, so a black or white background is most definitely the way to go. However, as your business is growing, you'll find that establishing a unique brand will get you the higher paying clients, and build more loyalty. At that point in your business, being different and being 100% custom is the most important thing. Smashingmagazine.com is a fantastic resource for both website inspiration and design tutorials, and for color combinations, Adobe's Kuler tool is really inspiring."
—Caroline Tien-Spalding, SmugMug, smugmug.com/pro
"The best resource would be a skilled designer. Not only could they help in a color palette creation for you, but they can also help determine where colors can be most effectively used on your site. They would also have an idea of what types of colors go well for certain designs (retro, art deco, classical, etc). For the DIYers, there are color palette generators online. You can start with a favorite color and it will define for you complimentary colors to go with it."
—William Bay, Flaunt Your Site

©Froxy Photography
Photographers Naomi Frost and Xanthe Roxburgh hired Flaunt Your Site to design their page. It uses bold colors to reflect their quirky image, and the keyword-rich and brand-building content on the home page helped it rise to the number-three result for "Newcastle wedding photographers" in the first month it was live.
What information should be on my home page? What can be one or two layers in?
"A slideshow of the photographer’s signature images on the homepage is the easiest way to capture the visitor’s interest and represent the style of photography. The logo should be clearly visible, so that the viewer can easily identify who owns the website. A tagline (whether part of the logo or part of the welcome message) will tell the visitors more about the type of work. A concise, keyword-rich welcome message will speak to the visitors and improve SEO. Contact information and a call to action are final must-haves for the homepage. Whether there’s a contact form directly on the homepage or a link to 'book your session,' the visitor should never struggle to find a way to reach the photographer.
“Additional information such as 'about me,' 'contact,' 'client area,' 'pricing,' and 'testimonials' can be listed on separate pages, but needs to be easily found. A consistent site menu with links to specific galleries, pricing information and other details will keep the homepage clean and the site information well-organized."
—Nataly Livshits, Zenfolio, zenfolio.com
"Any question you get within 10 seconds of introducing yourself in person should be available as level-one information, which should be visible on your home page or in the main site navigation. Who are you? Answer with 'About us' section. What kind of photography do you do? Offer links to categories of work. Do you have examples? Display a portfolio or gallery. How do I contact you? Provide a contact form. Things like accolades or side projects can definitely be a second level of content."
—Caroline Tien-Spalding, SmugMug, smugmug.com/pro

©Laura Tillinghast Photography
A good home page delivers a message to the reader and search engines. Laura Tillinghast Photography shows the photography in large format, with information supporting the images, but not competing with them visually.

©D. Host Photography
The D. Host Photography home page includes information about the studio, and the slideshow illustrates four styles: classic, creative, contemporary and cool.
If I create a video slideshow without music, what’s the best pace for photo changes?
"Rhythm for your slideshow is everything—go too fast, and the prospective client won't have time to savor your shots, and go too slow, and your prospect client will move on to the next photographer. I've found that .7 second per slide is a nice moving but relaxing pace."
—Caroline Tien-Spalding, SmugMug, smugmug.com/pro
"For a standard website portfolio slideshow, 2-3 seconds is perfectly fine. You just have to gauge interest levels of your particular audience. What works for some target markets or parts of the country might not work for others. This is where having tools like Google Analytics can help you figure that out. Are people getting bored and leaving your site before the slideshow is over? Well, the slideshow might be too slow, or too long. If you have access to this information, you can make informed decisions about it."
—William Bay, Flaunt Your Site