Marketing Series Part 2: Editing Your Online Portfolio

It’s time to discuss how to edit your work into galleries for display online. Just to recap, in part one we discussed defining your style and mine was “graphic, gritty fashion photography with a touch of grunge”. It’s important you have this step completed before editing your galleries as it will help you decide what stays and what go’s in a constructive manner.


You can use this to audition each piece of work by asking yourself “does it fit this description?” If the answer is no then bin it and move on.

Yes it can hurt killing your babies, but no-one looking at your portfolio online cares how difficult your shot was to get or how much work went into it. All they want to know is “what will I get back if I hire this photographer” so don’t confuse them with images that betray your brand.

As you know I enlisted the help of Agency Access to help me with my web edit, and my creative consultant Jennifer Perlmutter and I have spent many conversations back and forth refining it to what I have now.

In my opinion, outside help from a fresh set of eyes is great, but remember it should be a collaborative process, so don’t be afraid to speak up and give your input.

Initially JP had suggested the following hierarchy for my website galleries:

– Fashion Overview

– Fashion Editorials

– Recent Work

After trialing this for a while I decided it didn’t quite feel right to split it like this as I feel I have two distinctive sides to my work which needs separating. Firstly there is my more editorial and stylised photography where we have great teams of creatives working together with models playing “characters” to tell a story.

Secondly, there are my stripped back shoots which are very raw and gritty, often working one-on-one with models in a more portraiture fashion style.

After bringing this up with her she came back with the suggestion of splitting my work into two books with a third section to show a quick snapshot of work I’ve recently been commissioned for by clients.

– Book One: Editorial

– Book Two: Portraits

– Recent Commissions

I have been running with my galleries in this manner for the past month now and couldn’t be happier. I’ve found it very convenient for directing potential clients to the work that’s most relevant to their needs, especially model agencies whom I am looking to test with.

Lastly I want to discuss the size of your galleries. Sorry to say there is no magic number but you should definitely eire on the side of caution with less is more and limit them to between 30-50 images.

In the next article we will be getting into the nitty gritty of defining your target clients and resources for building a list of people to send your first promo to.

Read more of the Marketing Series

Adam Marc Williams