What happens when someone finds you on social media?

Last week, after a huge flurry of Instagram follows from photographers, I spent a bit of a procrastination session some time going through each follower- looking at their work, clicking on links and going to their websites.

What was astonishing were the amount of broken links, non existent (even ‘bad’) web pages, and some of the websites were, quite frankly, a bit of a dog’s dinner.

What a shame if a dream client, creative or agent lands on your Instagram feed, loves your work but gets to a broken link or finds themselves on a website which doesn’t deliver to their expectation. There are just not enough jobs to go around for you to be making these basic mistakes. They will simply go elsewhere- they’re too busy.

I worked with a photographer once who wrote brilliant monthly Email blasts, but from his stats he could see that people were not converting once they got to his website. When I looked at his website it was clear why- in spite of being nicely designed, it just wasn’t delivering what the emails promised.

In spite of all the places people can find you, they will inevitably seek out your website. It’s the one place they can (hopefully) find everything they need quickly, and use as a tool to get you across the line with their clients, account managers and producers.

There’s a raft of things you can do to achieve this but when you have a clear understanding of your brand DNA – your visual voice, how your work makes people feel, your own unique approach, and your ‘why’, you can build everything from there, and use it as a guide for what you have on your website, social media, what you talk about in your Email blasts (you do have one don’t you?) and any other outreach.

Consistency is key.

As we get to the end of 2025, consider a quick audit of your links- are they going somewhere? And if so, is that ‘somewhere’ a place you’d be happy for anyone to land?