Your Client Experience Blueprint

The first part of designing a remarkable customer experience as a wedding photographer is mapping out the client journey. It’s the blueprint, so you can get a bird's-eye view of the entire experience.

Step 1: Understand your client

Before diving in, take a moment to see things from your client’s perspective. Understand their thoughts, feelings, and actions as they experience their photography journey with you.

Step 2: Define key milestones

Identify the milestones (crucial moments or ‘pivot points’) in your client’s journey. For example:

• When your client books you
• After you do an engagement session
• After the session
• When you do an IPS session
• When you deliver the finished product

Step 3: Plan your actions

Determine what you want to do before and after each milestone. For example, you might want to:

• Remind yourself to do something by creating a task.
• Collect answers to questions by sending a Questionnaire.
• Set expectations by sending an email.
• Schedule appointments or follow-ups by sending a Scheduler.

Here is an example customer experience and how you can plan actions and activities throughout the client journey as a wedding photographer. Each point gives you an example - and insight - into how you can design intentional touch points and moments of delight and surprise to ensure you’re giving the best client experience as a wedding photographer.

When a potential client is visiting your website

• Showcase a standout portfolio that highlights your best work.
• Optimize your images to ensure they are high-quality and visually appealing.
• Ensure your website is mobile-friendly and looks great on all devices.
• Streamline the user experience on your website for easy navigation.
• Include social media links to offer social proof and build trust.
• Add a personal video introduction to create a connection with visitors.
• Display client testimonial videos to build credibility.
• Keep your blog updated with recent posts if you have one.
• Complete your Google profile for increased visibility.

After a potential client inquires with you

• Respond with a personalized email within 24 hours.
• Send a personal video introduction via text or email.
• Follow up with another email if you haven’t received a response.
• Make a follow-up phone call if there’s still no reply.

Once you’ve scheduled the meet-and-greet

• Send a confirmation email the day before, including directions and special instructions.
• Provide a memorable takeaway item from the meet-and-greet.
• Send a thank-you email within two hours of the meeting, mentioning something personal from your discussion.
• Follow up within two days with additional trust-building content, such as a wedding gallery from a vendor they’ve chosen.
• Send a personal follow-up within seven days to keep the connection strong.

Once your client has booked you

• Clearly explain the booking process and next steps.
• Confirm the details of what they are booking you for to ensure a smooth experience.
• Make the booking process seamless and enjoyable.
• Send a thank-you card within 24 hours of booking.
• Schedule a phone call three days after booking to discuss the wedding photography experience and gather more details.
• Mail a personalized thank-you note ten days after booking to reiterate your excitement for their wedding day.

Before the engagement session

• Send an excitement email three weeks before the session with gallery inspirations.
• Provide a detailed style guide two weeks before the session.
• Remind them of the session details the day before.
• Post a teaser image on social media within two hours after the session.
• Share another teaser image the day after the session.
• Deliver a proof, design, or concept of their finished product within three days.
• Send the final proofs within two days and schedule a feedback call.
• Deliver the finished product with a personal touch or surprise.

Before the wedding

• Send a “date night” package about two and a half months before the wedding.
• Email them two months prior to set expectations and provide timelines.
• Send a detailed questionnaire five weeks before the wedding.
• Have a phone or in-person meeting three weeks before to finalize details.
• Offer complimentary candid photographs at the rehearsal two weeks before the wedding.
• Send flowers to the bride at work the Monday before the wedding.
• Provide a “wedding day emergency kit” the Wednesday before the wedding.
• Confirm details with a phone call the Thursday before the wedding.
• Introduce yourself to the wedding party via email.
• Post an engagement session image on social media the day before the wedding.
• Send a text expressing your excitement the night before the wedding.
• Create a 30-second video from the wedding and send it as a surprise.
• Show a same-day slideshow at the reception with ordering details.
• Provide a same-day album as you leave the reception.

After the wedding

• Post a teaser image the night of the wedding.
• Share 15–20 of your favourite images on your blog the Monday after.
• Post the blog images on social media the following day.
• Send the album design proof by Thursday after the wedding.
• Deliver printed proofs with 4x6 prints the following Monday.
• Offer a studio viewing for family members to see the images.
• Send a handwritten card with a gift certificate for dinner on the one-month anniversary.
• Deliver the finished album with personal touches when it’s ready.
• Send an email on the six-month anniversary.
• Mail a framed 8x10 print one week before the one-year anniversary.
• Send an anniversary email and post an image on social media on the one-year anniversary.

Start designing your client journey with our FREE fill-in-the-blank PDF map:

Get it down on paper!

Download and print off Sprout’s step-by-step Photography Workflow Planning Sheet PDF. This free resource is designed with simple prompts that will produce strategic results! By the time you’re finished, you’ll have a customized workflow roadmap that will guide you through every phase of your client’s experience.

Watch the how-to video tutorial here, full with examples from Bryan Caporicci to get you started!

Article contributed by Canadian Wedding Photographers member Bryan Caporicci