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Website & E-Commerce Strategies

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My independent photography careerstarted with a life-changing trip to Nepal in 2009. There, as I sat high in the mountains, I decided to pursue my career according to my own set of artistic ideas.

Since then, I’ve built a sustainable business around selling my photographs of subjects that I’m passionate about. As a result, I’ve traveled to remote African deserts, run with the wild horses in the South of France and in Nova Scotia, traveled throughout the American West to visit our National Parks System, and spent time documenting the most incredibly designed sailboats in the world.

For my column for Photopreneuer, I wanted to share the advice and information I would have welcomed when I began working independently. You’ll also find specific tools that help me continue to monitor and refine areas of my business.

I found that defining my mission was the first step to an independent practice. More than anything, it helps to make your future work recognizable as uniquely yours amidst the crowded photography landscape.

For me, the common thread that draws my work together is my pursuit of documenting the cultures, people, and objects that may be overlooked or forgotten amidst rapid change. This is my continued mission, and although I revisit it, the basis of it has remained active throughout all my images.

Looking back, I can see the seeds for my practice were planted years ago when I worked under top fashion photographers—I can even recognize traces of their influence in my own practice.

Learning what you like to do is as important as learning what you don’t want to do; assisting others taught me that. I highly recommend studying or working with people you admire in your own quest for style.

What I discovered when I first embarked on my own, and what is still true today, is that the number of photographs available to the public for purchase were outnumbering the rate at which people could make informed decisions about buying.


Your website should match your aesthetic and brand as well as line up with your social media voice and all public iterations of your professional presence. Your audience wants to see that you have defined your identity in a thoughtful, crafted way. Anytime you have an opportunity to put your distinct mark on something, do it.

Additionally, galleries were looking for photographers who were stretching the process beyond the print and into conceptual territory, or who had a proven history of sales and press behind them, while I was interested in making more traditional black and white prints and just starting to create a body of work all my own.

I quickly realized it could take years to have a gallery show.

I also knew that initially I needed to reinvest my money entirely into my practice, so following the traditional gallery/artist relationship wasn’t going to work, and I couldn’t wait. I needed to create income for my business on my own.

The commitment to my mission and drive to find my own path is how I came to create a unique hybrid of a business.

Along the way, I’ve found that one of the most important yet often underestimated tools you can have as an arbiter of sales and promotion is your website. So, in my first column, I thought I’d share some of what I’ve learned:

Consider your website your calling card.

Your website should match your aesthetic and brand as well as line up with your social media voice and all public iterations of your professional presence. Your audience wants to see that you have defined your identity in a thoughtful, crafted way. Anytime you have an opportunity to put your distinct mark on something, do it.

For example, I’ve focused my career on black and white imagery, so throughout my website, social media, series release e-mails, and more, I stick to a clean, black and white palette that mimics the tone of my work. Any output from my studio – from e-mails to collectors to blog posts – looks like a ‘Drew Doggett’ production.

Let your website do the work for you.

Your website can be your best tool to allow you to field inquiries so you can focus your time on what you do best—creating.

Before my website in its current iteration, I spent a lot of time chasing sales leads, putting together estimates, and then sending them out, only to find out that after several days of correspondence the collector had gone a different route or had cut down their budget. My website allows me to give clients the answers they need faster, which is something people have become accustomed to from other sites.

Invest in your website. Refine as needed.

My first major investment in my business was in a custom site.

I think of the design and content’s role as standing in for a salesperson in a gallery, and I ask myself, “What would help people make the decision to buy?” So, my custom design allows me to take potential collectors beyond a single image to tell the stories of the people and places I visit when creating my work. The narrative of your subjects, as well as your story, is often what maintains continued interest among your collector base. Finding ways of intertwining behind-the-scenes images, video, and other unique information from the making of the series are assets your website can provide.

Truth be told, I found this investment initially daunting, but it has paid off in countless ways.

My team and I also spend a part of our week looking at user behavior like bounce rates, traffic, and site speed, allowing us to refine as needed. By adjusting the site through what analytics has told me about my audience’s behavior, I know that I am investing in the right updates and spending our time wisely.

To help you figure out best practices for yourself, you’ll find a list of my top five website monitoring tools at the bottom of this article.

I also highly recommend hiring a copywriter and finding a designer/developer team you trust. My copywriter helped to articulate my vision through content, and my designer/developer has figured out ways to improve my site and traffic flow by solving backend and frontend issues.

Also, be sure to ask the opinions of family, friends, and trusted collectors for their input; often times people in different fields notice things in a different way than you might. 

E-Commerce was the right choice for me. Why?

As still might be true today and as mentioned above, there is a narrow space for photographers in the traditional gallery model. Also, when working with galleries, the gallery takes at least half of sales proceeds. Even now, the idea of relying on galleries entirely doesn’t sound like the right route for my work at this time.  For someone like me, who invests everything in the next series, being able to directly interact with collectors through my website makes a big difference in the finances of my business.

I can confidently say that countless sales are made from relationships where my website (and advertising to draw traffic to my website) were the starting point, and those relationships have exponentially grown.

Tips and tricks for building your site

My website also allows people to buy after (or while) viewing the work—so as they are learning about the piece they can make an informed decision about purchasing. It has also allowed me to take over framing, which is another steady stream of revenue since 60% of my orders include frames. This also makes things easier for the collector while allowing me to make sure my work is encased in the best frame possible. It also helps designers, since they know my team can help with framing logistics. People can also view the work in different frames and borders to make their own decisions about what looks best to them, which is great considering how much time can be eaten up by Photoshopping or explaining framing options.

Analyze what your audience loves and add more of it.

I continuously analyze my website’s traffic through various tools. As a photographer who is building a career without the boost of a big gallery, I try to always show images of behind-the-scenes moments as well as images of my works in homes. This creates an emotional relationship with the work as well as shows collectors the many environments in which my photographs can be displayed. One of my most heavily-trafficked pages is full of images of my work in homes. New collectors feel confident when they see that others have invested, and gain trust in my practice.

Lastly, I thought I’d lay out some of my favorite tools for you to explore, most of which weren’t around when I started but today are invaluable to my business.

Here are my top 5:

Bitl.y – Tracks clicks to links through URLs

Later – Allows you to plan captions for Instagram in advance and track interaction with your followers

Tiny JPG /JPEG Mini – JPEG optimizers that are essential in reducing load time for image-heavy websites

Hotjar – Allows you to monitor user behavior and to test your site’s intuitiveness with real time analytics

Mixpanel – A specialized version of analytics about your website that works to help you increase conversions

I look forward to sharing my criteria and tips for evaluating opportunities like photo contests, exhibitions, and more in Issue #2.[??2] 

You can view Drew’s website at www.drewdoggett.com and follow him on Instagram @drewdoggettphotography and @sableislandhorses


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Industry Insiders

Report: Dramatic Drop in Sales Canon Cameras

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According to a report by Fstoppers, Canon recently announced that sales of their DSLR and Mirrorless Cameras have dropped by a staggering 20% in the first quarter of 2019. This dramatic drop in sales has caused Canon to reduce their sales forecast for the year by over 14%.

This story is developing…

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Industry Insiders

Finding and Writing Grants for Working Artists

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How can a photographer get a grant, and what kind of photographs do you have to take? This article will explain it and give you resources to finding and writing your first grant proposal.

The images for this page are from a young professional photographer who goes by the moniker, Shiva, for his art work. His images reflect some of the core issues in photography. Like most photographers, Shiva must decide whether to sell images or find funding for these images, photo excursions, materials and more. How does an artist-photographer create an income?

Believe it: a simple Google search can be incredibly helpful. Most grants come from non-profit organizations, so pay attention to the web address; while not a hard and fast rule, more likely than not, most foundations will have a “.org” website as opposed to a “.com.” If you are unsure about a site, do your due diligence before sending information or money.          

Another excellent resource for searching grants is The Foundation Center, nonprofit which advances awareness of philanthropies around the globe. From their homepage, you can search any topic you can think of to source pre-vetted grant foundations without worrying about their legitimacy. Another such resource, Praxis Center for Aesthetic Studies of which I am a founder, offers an extensive resource page where you can find open calls, residencies, and of course, grants. The page is curated regularly and I highlight a few opportunities each week.

Of course, it’s no secret that you will not get every grant you apply for, so while quality is key when submitting a grant, quantity also plays a significant role. The actual writing of a grant is an acquired skill, and over time you will become more comfortable with the process. That said, if there is one thing that can make or break your application before you are even out of the gate, it is failing to read through your grant and follow the instructions to the letter. If your grant asks for a 500-word statement explaining how your work relates to the mission statement of the foundation, do not under any circumstances fail to deliver exactly this. Be sure you know the grant inside and out and do not fail to submit exactly what you are being asked for in a timely manner. The fastest way to be out of the running is to fail to follow instructions, and every grant is different.

That being said, not every grant will be right for you. Perhaps your work simply doesn’t relate to the mission statement of the foundation offering a grant you may have found. That is okay, and it is better for you to move on than to try fitting a square peg into a round hole.

As a working artist, finding and writing grants must be part of your regular practice. You must give it some level of priority, because this is a true part of any artist’s bread and butter. Once you get started, and once you begin to feel more comfortable with the process, you will be finding and writing grants on your own, and won’t even remember why that ever seemed so overwhelming in the first place.

Brainard Carey is an artist, educator, and author. He has written three books for artists on developing their professional careers. He hosts a radio series on Yale University radio where he interviews artists, curators, and writers. He also founded Praxis Center for Aesthetic Studies, which offers classes for artists to develop their careers, from finding a gallery to writing a grant.

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Focus On Marketing

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The days of meeting clients face to face are dwindling, now that social media has taken over as the number one marketing platform for growing a successful photography business. So, if social media is so hugely important, why do so many photographers continually get it wrong?


All too often, photographers don’t fully understand the concept of social media. But when you begin to explore the concept, it’s not that hard to get your head around. The clue for a start is in the name—social media.
Advertising has changed dramatically; we must no longer be set on trying to sell to our prospects, and this is where social media differs from printed press advertising. To sell on social media, you must first earn the trust of your followers. Engage with them using informative and useful content that they will like and interact with. That, quite simply, is the “social” part of social media. First build a following by earning viewers’ trust, and in return they will develop an admiration for your brand and become your loyal community of prospective customers. Once you have a loyal following, they will buy from you, review you, recommend you, and share your content with their own following of social media friends.


Now that you understand the first rule (don’t oversell) you are ready for the second: be sure to post content that is relevant to your social media audience every single day. I find it a lot easier to do this by scheduling my posts on Facebook every Monday for the full week ahead. To some photographers, that may sound like a lot of posting, but don’t worry; it doesn’t have to be strictly your original content. In fact, far from it. Try sharing other content from the Internet, but always add a few lines of your own comments above the shared article. For instance, if you are a wedding photographer, you could share someone else’s post of the latest trends in wedding table decorations or amazing ideas for themed wedding cakes, adding a few of your own suggestions.


Another great way to enhance engagement is to start a good debate on your page by asking a question. I once uploaded an image of two wedding cakes and beneath it wrote, “I’m a traditionalist myself; you can’t beat a good fruitcake at a wedding. What do you prefer, fruit or sponge?” It was surprising how much interaction this comment caused. The brides on my page were certainly passionate about their preferred style of wedding cake!
Don’t give in to the temptation to upload too many images in each post. For maximum engagement, try uploading two or three images from, say, the bridal preparation on the wedding morning, and tell a story about those images. People love stories on social media, and by tagging the bride and her bridesmaids in the photos, you’ve created an immediate audience. Tag the venue in the post along with a compliment, and again you’re creating a second generation of audience. The following day, you can upload a few more images from the same wedding, perhaps this time from the ceremony, telling another story about that part of the day. As before, tag the guests in the photos. Feed your audience with small, bite-sized chunks, and at the end of each post, you can say, “more to come tomorrow, so be sure to keep following.”


To really boost your page and website with search engines, try adding a few keywords to the bottom of your post along with your website address. For example, “fine art wedding photography New York, www.yourwebsite.com.” This way, every time your post is shared, Google recognises that as a piece of authority for your website. The more authority you receive, the higher the search engines will rank your website and social media pages.


Earlier we discussed posting relevant content on your page. Never forget who your audience is, and write for them and them alone. The second biggest mistake photographers make on social media is not posting their entire content to just one audience. Use the “Insights” tab at the top of your Facebook fan page to gain an insight as to the demographic of your current audience. To do this, select “Insights” and then navigate to the “People” tab on the left-hand side bar. Here you can find useful information about the age, gender, and locality of your audience. For example, on my own wedding photography page, I know that my audience is 92% female aged between 22-34 with the majority living in the Northeast of England.
Over the years, I’ve grown to know my audience; for instance, because of my pricing bracket I find a lot of my followers will react to posts about fine dining, country getaway breaks, or romantic holiday destinations. They are also interested in fashion and designer brands, and I can always guarantee likes and shares if I post content about pets or newborn portraiture. In contrast, commercial photography would likely be of no interest to my audience whatsoever, so why would I post it?


Should you wish to showcase your commercial or fine art photography, LinkedIn is the ideal forum to do so. If you don’t already have a LinkedIn profile, now is the time to create one. The more niche you can make your profile and the more targeted your audience, the greater the results you’ll achieve.


I personally work with hundreds of different clients from many industries around the world, helping them turn their marketing around and grow a large and profitable following of clients via social media. However, on LinkedIn I market my marketing and mentoring services to photographers alone. In fact, because I choose to ignore everyone else and niche my profile and content solely to marketing photography, the results have been nothing short of amazing. Each month I receive hundreds of messages from photographers who are keen to turn their business around and want to learn about my services.


To really work your magic on LinkedIn, you must be totally niche as mentioned previously. This could be great if, say, you are a wedding photographer, but you also offer commercial photography service. Keep your wedding photography on your Facebook page and build your LinkedIn profile around your commercial photography only. But you can go even deeper than that.

LinkedIn works much better when you can target a market directly. For example, if you’ve a passion for cars or a good portfolio of work based around motor dealerships, then consider photography for the motor trade and base your entire profile around this niche, and become the “go-to person” for this kind of photography. Post only content and images based around the motor industry; classic cars, motorsports, enthusiast rallies and such, and connect with as many people as you can in this market. This could be dealerships, manufacturers, race teams and sponsors. Just make sure you connect with the decision-makers, such as the MDs, managers, and business owners. You can also target enthusiasts, private collectors, and owner clubs and groups on LinkedIn as well.


To be a real success with social media, your first step is to consistently post interesting and informative content that your audience will love, always go niche and write for your audience alone and no one else. Once you’ve built up a following, analyse your audience to allow you to further refine the content you choose to share. Be sure to post daily, and only ever post one sales post for every seven to ten info posts. Build trust before trying to sell to your audience, and encourage your followers to leave five-star reviews every time they use your services.

Jeff Brown is a professional photographer and marketing consultant living in the UK. For more than 15 years, he has helped others by combining his knowledge and experience into an information-packed Skype Success Mentoring and Marketing Masterclass for photographers who are serious about turning their hobby into a success story. For more information and to learn how Jeff can help you develop a winning marketing strategy, email at info@focusonmarketing.co.uk. And for more ideas, check his LinkedIn profile at www.linkedin.com/in/jeffbrownphotographymarketing.

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