Commercial photography and videography · Edinburgh, Scotland
Public website projectHow an Edinburgh photographer rebuilt the route from search to enquiry.
John already had a successful photography business. This single project joined the website rebuild, Google Ads and Search Console work so paid and organic visitors reached one stronger route to enquiry.
01The business problem
A strong body of work was not enough if the search journey undersold it.
The original ads did not establish a reliable growth route. The website also needed to show the breadth and quality of John’s work more clearly, while guiding commercial and event buyers towards a relevant enquiry.
Why Google Ads fitted the buying moment
Event and commercial photography is often commissioned around a defined date, brief or campaign. Search can reach the buyer while that requirement is active, rather than asking a broad audience to care at the wrong time.
02
What actually changed
No magic switch. Specific work.
Reframed the website around buyer needs
The new journey makes commercial photography, events, portraits, film and specialist work easier to understand without flattening the portfolio into a generic service list.
Built paid-search routes around real briefs
Campaign and landing-page choices focused on services such as event photography where the requirement and next action are easier to identify.
Connected paid and organic improvement
Search Console data is being used to see which pages and queries are returning, where relevance is weak and what the next content or technical change should be.
03
The evidence
The early evidence is useful, but it is still early.
The rebuilt site presents the work more clearly and is moving back towards stronger organic positions. The event-photography ads have generated several enquiries after launch. A longer reporting period is needed before a stable cost-per-lead or revenue claim is sensible.
04
Useful if this sounds familiar
What another business can take from it.
Protect what already works
An established business needs careful migration and measurement, not a redesign that wipes away hard-earned visibility.
A portfolio still needs a route
Beautiful work holds attention, but buyers also need to identify their service and make a useful enquiry quickly.
Paid and organic can share evidence
Search demand from campaigns can expose the services and questions that deserve stronger permanent pages.
See it for yourself
View the finished website ↗Open the finished website.
The case study explains the thinking. The live site shows how the finished work actually feels to use.
Make this about your numbers
Tell Graeme what is not working.
No generic strategy deck. Give him the business, the market and the blockage; he'll tell you the first thing he would investigate.