How do you make a splash with a new website?
The two-pronged answer to this is to hire a rock solid design team who understands our well-categorized fast paced industry and then knowing how to show it off in all of our potential platforms with a dynamic in their face publicity. Remember, your website must comply with our industry norm of giving a 2-second quick read along with options for those who will have time to dig deeper and see more of what they are on the hunt for.
ASR: What is something that will make you choose one photographer over another?
AD: There’s a lot of different factors that go into selecting photographers. For me one main one is the client and the project itself. Are they safe, more adventurous, reserved, edgy? Once I figure that out, I determine the vibe of the project. For me mood is a key factor to selecting a photographer. Without knowing the photographer at a personal level, if I can sense the mood I’m going for within their portfolio I feel more confident working with them. There’s a sense of trust without really having to communicate. More and more, I feel that when a photographer is doing something different from the norm. I’m more than likely to push for them. If I get inspired by a photo that pushes my own conventional thinking, they’ve won me over. And that’s the thing with photographers, right? It’s that trust in giving them freedom without really micromanaging them to get the shot you’ve envisioned. I’ve been fortunate enough to have gotten to work with so many talented photographers.
ASR: How do you find photographers?
AD: Rosters, Instagram, friends in the industry, I keep leave behinds when a photographer visits the agency. Instagram presence really helps too.
ASR: Why does an Instagram presence really help?
AD: Instagram presence is important to me cause it gives me a sense of their personality. A portfolio is curated but an active photographer on Instagram draws me in on a personal level. Especially when I see work I might have not seen. When I see a photographer’s Instagram that’s not mimicking their portfolio it’s the truest form of connecting with them. Seeing the way they see the world.
How can a lifestyle photographer that only shoots natural light portraits and documentary style photography have different sections when it’s all essentially the same things?
If you shoot one type of photography with similar situations, you don’t necessarily need different categories but it could be a way to show more and give you more credit. When you are up for a job, it gives the client some satisfaction to dig in deeper, explore, and research you. Projects that show off other clients/past jobs is a definite boost to give them reassurance that you are trustworthy. Give the viewer the option to see it all on one overview or keep them longer, by offering sections which suggest you have a lot more to show!
As portfolio reviews shift online rather than in person, do you have any guidelines as to how best show our work? Is it a curated website gallery? A shared PDF? How best to display our work over Zoom etc?
What do our clients need right now? Think about it beforehand and have your topics ready to show and discuss. Give them your solution ideas because you are a valuable team player for them. Relate to who they are and what they work on. This is our opportunity to really have their attention vs. portfolio showings in the past which sometimes became about the food and their time to socialize. Prepare, research, and then have a pdf of relatable images ready, but ask if they want to see the pdf of relatable images ready, but ask if they want to see the pdf OR your website. I personally find websites more helpful when I’m on the reviewer’s side. I want to know you and get the whole picture. The only rule I have is to show clients the images that relate to what they look for.
What’s your take on showing work made before Covid vs. work that was clearly made in the “new normal?” Does pre-Covid production value translate as relevant today?
Since the wise photographer and @ArtofFreelance creator Mathieu Young asked me this in response to last week’s Q&A, I asked it back to him before I responded.
He says – “I hope so! But obviously, not without context, and a plan to make work in the new normal (or better yet, examples of post shutdown work to go alongside the existing portfolio?).”
Thank you Mathieu!
We always want to promote our work that can influence a client to hire us to shoot NOW.
This answer really depends on the type of work you do because large crews with a large amount of talent is not happening of course, so no need to be showing those images right now. For all the other types of work, the sets and crew sizes have changed but a lot of work I’m seeing right now looks the same to me.
The ultimate question is…
Can you create the same type of work as you did pre-Covid with a smaller hybrid type of crew?
What in particular from a photographer’s portfolios are key? What are reps looking for specifically in the work or how it’s presented?
We are looking for images that pop, feel strong, and ooze with production value. We know we have seconds to impress a client so your images have to speak for themselves and make a fast impact. The best images are ones that can flow on an overview and sell each other. Images that relate to each other, not always in category but cohesively in style and vibe.
Who are consultants you recommend for portfolio/website review?
Consultants can be a game changer because they know the business and they know how to shape your website/portfolio to fit the current market. When you aren’t hearing back often from clients, give a consultant a try and see what they have to say. I believe in them so much that I just created a section on my website for them. https://www.sternrep.com/consultants
Navigating the Unknown Episode 9 is now live on YouTube! This week we speak to photographer Chris Burkard about his success as a photographer and influencer.
Guests: Photographer – Chris Burkard https://www.chrisburkard.com/
Navigating the Unknown is a Q&A series in collaboration with APA-LA where we speak to different members of the photo community about all aspects of the commercial photography business. https://la.apanational.org/
With Co-Host: Photographer Hugh Kretschmer https://www.hughkretschmer.net/
So many factors that lead to a rep signing a photographer. Portfolio of course, are you marketable to my client base, communication style–ultimately for me it comes down to my guy. For example, Jeff Stockwell had an Instagram spread that really grabbed my attention and if you look, I think you’ll understand what I mean. That spoke to me!
Like a lot of photographers right now I am in the middle of completely revamping my current website. When it comes to portfolio sites is there a particular format, layout, or design style that I need to gravitate towards to grab the attention of potential clients or on the flip side is there one that I absolutely need to avoid?
Websites need to be easy, quick to read as your brand, and serve the purpose of showing off your images in a constructive way that makes sense. Photofolio is one of the best for photographers and they have different layouts to choose from. If you want to create your own, then companies like SquareSpace have options but really Photofolio has all of the details already figured out for you. I highly recommend them.
