This post is the index. Everything in it links to deeper content we’ve covered across this series — but collected here in one place so you can use it as a working reference, a self-audit tool, or a starting point for building your marketing system from scratch.
Work through it in order the first time. After that, use it quarterly to review where things have slipped and where to focus next.
Section 1: Foundation — Your Digital Presence
- Google Business Profile claimed, verified, and fully completed
- Business description written with primary keywords and city name
- 10+ portfolio images uploaded to GBP, updated within last 90 days
- Services listed with descriptions and prices
- Google Posts: at least one published in the last 7 days
- Q&A section populated with self-asked and answered questions
- Minimum 15 Google reviews, with a new one in the last 30 days
- Website mobile load time under 3 seconds
- Website has a clear primary CTA on the homepage
- Pricing page exists and shows a three-tier structure
Section 2: Lead Generation — Getting Found
- Primary keyword identified (“photographer [city]” or “[niche] photographer [city]”)
- Keyword appears naturally in: website title tag, homepage H1, about page, GBP description
- At least one blog post targeting a secondary keyword published in the last 60 days
- Listed in at least two photographer directories relevant to your niche
- Outreach to 5+ potential referral partners completed or in progress
- At least one social media profile active with posts in the last 14 days
Section 3: Conversion — Turning Interest Into Bookings
- Inquiry form asks qualifying questions (shoot type, timeline, budget range)
- Auto-response set up and going out within 5 minutes of form submission
- Auto-response includes portfolio link, pricing page link, and calendar link
- Three-tier pricing structure in place with clear package descriptions
- Booking page has a direct calendar link (Calendly or equivalent)
- Contract template finalised and ready to send within hours of verbal agreement
- Deposit invoice sent with or immediately after contract
- Welcome packet or welcome email delivered to every new booking
Section 4: Follow-Up — Recovering Lost Leads
- Day-0 auto-response in place (covered above)
- Day-3 personal follow-up template written and in use
- Day-7 value-add follow-up template written and in use
- Day-14 graceful close template written and in use
- Objection handler scripts for: price, “thinking about it,” “comparing quotes”
- Follow-up sequence tracked in CRM or spreadsheet
- Last 10 unconverted inquiries reviewed — which stage did they stop at?
Section 5: Client Experience — Turning Clients Into Referrers
- Pre-shoot preparation email sent 2–3 days before every shoot
- Gallery delivered within or slightly ahead of promised timeline
- Personal delivery note included with gallery link
- Google review request sent 3–5 days after gallery delivery
- Referral ask included in post-delivery follow-up
- Client added to email list post-booking (with permission)
Section 6: Growth — Building for the Long Term
- At least one referral partner relationship actively maintained
- Revenue goal for next 90 days set and tracked
- Current conversion rate calculated (bookings ÷ inquiries)
- Average booking value tracked monthly
- At least one non-shoot-for-hire revenue stream identified or in development
- Prices reviewed in last 6 months against market and workload
Your 30-Day Quick-Start Plan
If you’re starting from scratch or doing a reset, here’s the sequence that produces the fastest results:
- Week 1: Optimise your GBP fully. Set up the auto-response. Send a review request to your last five clients.
- Week 2: Build or update your three-tier pricing page. Write the four follow-up email templates.
- Week 3: Set up your booking calendar link. Draft your welcome packet. Reach out to three potential referral partners.
- Week 4: Review your last ten inquiries against the conversion checklist. Fix the single biggest leak you find.
Download the full OTODEO Marketing Checklist as a printable PDF
Scoring, a 30-day quick-start plan, and a quarterly review tracker.