How to Book More Clients for Your Photography Business: The Ultimate Website Hack
This is the best photography website tip for photographers for their gallery. It's my method called the Focus15 and I want to invite you to order your website galleries this way.
Your photography portfolio is your most powerful marketing tool. But did you know that how you display your work on your website could be the reason potential clients aren’t booking you? I’m going to show you how to maximize your galleries.
Many photographers unknowingly hurt their businesses by cramming their galleries with too many images, making it harder for visitors to connect with their work. In this video, the Drunk Wedding Photographer (his business name) would sometimes shove 30+ images into one gallery. That’s insane! In fact, his story/question is what inspired this video.
If you want your website to stand out in a crowded photography market, here’s a proven strategy to improve your client bookings. This is a method I call “Focus 15”
The Psychology Behind Photography Website Success
When clients search for a photographer, they’re not just looking for stunning images. They’re looking for someone who will validate their choices and make them look good. Whether it’s a bride, a small business owner, or a family looking for portraits, people want to feel like they’ve made the perfect decision—and they want others to notice.
For example:
A bride scrolling through wedding photographers isn’t just looking for beautiful shots; she’s imagining the compliments she’ll receive for choosing the best photographer.
A business owner hiring you for product photos wants their customers to be blown away by the visuals—and they want credit for finding you.
Your job as a photographer is to position yourself as that photographer who makes clients look like heroes. This requires more than great photos—it requires a gallery that delivers a seamless, professional experience.
Why Most Photography Galleries Fail
Too many photographers think a bigger gallery means better results. They upload dozens—even hundreds—of photos, assuming clients want to see everything. But in reality, this overwhelms visitors and drives them away.
Why?
Attention spans are shorter than ever. Most website visitors browse on mobile devices, where scrolling through an endless gallery feels tedious.
Clutter reduces clarity. Long galleries make you seem disorganized, which can hurt your professional image.
Clients need quick validation. If they don’t see your best work within the first few images, they’ll move on to the next photographer.
The Ideal Number of Images for Your Photography Website: Focus15
So, how many images should you include in a gallery? Here’s the sweet spot
10 images minimum: Showcase a variety of your best work to tell a complete story. Less than 10? Maybe you don’t have enough experience or enough good photos.
12 images ideal: This strikes the perfect balance between variety and brevity.
15 images maximum: Use this only for highly detailed shoots, like fashion editorials or weddings, where close-ups of makeup, accessories, or decor are essential. I call this Focus15 and it keeps you on task.
Anything beyond 15 risks frustrating potential clients and making your portfolio feel overwhelming. So, focus on the 15 maximum photos.
How to Create a Seamless Client Journey
Your website should guide potential clients effortlessly from one step to the next. Think of it like a well-designed path at an art gallery or a curated store—it keeps them engaged and wanting more.
Here’s how to improve your photography website’s user experience:
Curate your galleries intentionally. Choose images that showcase your range while telling a cohesive story. For example, in a wedding gallery, include shots of key moments: getting ready, the ceremony, and the reception.
Provide clear next steps. Don’t let your gallery feel like a dead end. At the bottom of each gallery, include:
A link to another curated gallery (e.g., from “Wedding Photography” to “Engagement Shoots”).
A button to your contact page, making it easy for clients to reach out immediately.
These small changes reduce friction and increase the likelihood of clients booking your services.
How Galleries Impact Your Photography Business
Your gallery isn’t just a collection of photos—it’s a reflection of your brand and professionalism. A thoughtfully curated gallery shows that you understand your audience and respect their time.
On the flip side, an overwhelming gallery can make you seem disorganized or unprofessional, even if your photos are amazing.
Think about it: If you were hiring someone, would you choose the candidate who presented a clean, concise portfolio or the one who threw everything into one messy presentation?
Why This Website Hack Matters for Photography Businesses
The photography industry is competitive. Clients have more options than ever, and most of their first impressions come from your website. By optimizing your gallery, you’re not just showcasing your talent—you’re proving that you’re professional, intentional, and easy to work with.
This is especially important for photographers trying to scale their businesses or break into premium markets. Luxury clients expect a seamless, polished experience, starting with your website.
Final Thoughts
Your photography website is more than a digital portfolio—it’s a powerful sales tool that can make or break your business. By keeping your galleries concise, intentional, and easy to navigate, you’ll create a better user experience that converts visitors into paying clients.
Action steps to improve your website today:
Audit your current galleries and remove any filler images.
Limit each gallery to 12–15 of your best photos.
Add clear navigation links at the end of each gallery to guide clients toward their next step.
Remember: The goal is to make clients feel confident in choosing you. When they see a polished, well-curated portfolio, they’ll know you’re the right photographer for the job.
Want More Help?
If this blog post resonated with you, leave a comment or share your own tips for optimizing photography websites. And if you’re ready to take your business to the next level, check out my STEP Pricing Course—it’s designed to help photographers build profitable, sustainable businesses.
Your website is your first impression. Make it count.
By gallery, do you mean a gallery for each photo series or photo category? I’ve divided my website gallery into 4 categories - beauty, fashion, swim and personal branding/ portraiture
Should I just be limiting each category to 15 images max?
Solid advice, but with a caveat - when you sell prints (not probably your market, lol), it's a harder decision point because I often find the images that I'm willing to cull are the ones people are buying. It's maddening =)
Great post here Walid!!!!