Career advice

Claire Gillo offers advice on backpacks and used kit, plus gets pro tips on running a diverse business

Marketing issues

I’ve been a photographer for about a year now full-time but I’m having trouble identifying what type of photographer I am! I enjoy shooting a variety of genres but think my marketing strategy is unclear and my website is all over the place. Any advice? Anonymous

You are not alone here and we would say many photographers also struggle with this aspect. It can be hard to create a coherent website that shows off your skill set yet also quickly relays to your client what you do, especially if you shoot a variety of genres. That said, you’ve only been a full-time photographer for a year so give yourself a chance as it takes a while to adapt to the industry and find your path, style and way.

We suggest you first spend some time looking at what other photographers do and particularly those who you aspire to be like – it can be useful to see how they sell and market their businesses. Also, consider how your portfolio works. For example, you say you shoot multiple genres but if you mainly shoot weddings and portraiture, those two can often fit well together and be marketed as one business. However, if you are trying to sell landscapes and pet portraiture, they don’t blend together quite as easily, so you may need two separate websites to ensure you are attracting the right type of client.