Marketing Byte 105: Don’t Overload Potential Clients with Policies



In 1956 an American computer scientist, Werner Buchholz coined the word “bytes”.  In trying to define what I want to do with this new series, “marketing bytes” is the perfect description. Along with other writers and educators in our industry we want to give you short concise concepts you can work on to build a stronger business in photography. 

There’s a great expression in business I learned years ago called “managing by the exception.” It’s most often used in reference to a company’s policies when there’s no real reason behind a particular procedure, except a single incident that happened in the past. For example, I see a lot of websites with policy statements about deposits and cancellations that are obviously the result of somebody getting “burned” and making sure it never happens again.

I’m not against policies and procedures, but they don’t belong on your website. In fact, I’ve read a few deposit statements that are so strongly worded, if anything, they might scare a potential client away! 

  • Your home page tabs are your most valuable real estate. Don’t waste space with policies and procedures that can be discussed after a client has contacted you to book a sitting or an event date.

  • Keep it light! Your website is your storefront and should represent your creativity and skill set. Don’t bury your talent under an abundance of text and disclaimers.
  • If there is a procedure or policy you feel people have to know about before contacting you, then write it in a way that’s helpful and reflects a positive spirit.

  • Don’t let your website sound like the disclaimer of possible side-effects of any new drug being advertised on television.

Most important of all, wherever you do have text on your website, keep it short and to the point. Just remember that a picture is still worth a thousand words and the purpose of your site is to get people excited about your work and the best way to do that is to dazzle them with great images.

Illustration Credit: © Welf Aaron –


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