Why Make-Up Artists With less impressive Portfolios Get More Website Enquiries Than You
You’ve built a strong portfolio as a make up artist and it’s arguably better than most or all of the make-up artists in your area who seem to be fully booked.
And yet the enquiries aren’t as consistent as they should be and your website never pulls in a client.
Why? Because your website copy isn’t positioning you as a make up artist who stands apart from competitors and you’re relying on your portfolio alone to do the positioning work your website copy should be doing.
Why a portfolio alone doesn’t win bookings as a make up artist
The make-up artist market is visual and it’s true that most potential clients will look at your portfolio before they decide who to book with.
But here’s what a portfolio can’t do: it can’t tell a potential client why they should choose you over the twelve other make-up artists in your area, who also have equally beautiful work.
It can’t show your approach or what makes the experience of being in your chair different from anyone else’s.
That’s the job your website copy needs to do.
What most MUA websites actually say
Look at ten make-up artist websites and you’ll find a pattern.
A gallery of work. A list of services (bridal, editorial, special occasion, semi-permanent). A brief About page with a mention of passion and making clients feel their best. A booking link.
None of it differentiates you from the competition.
A potential client reading your website has no more reason to book you than they did before they visited.
They’ve seen your work and they’ve confirmed that you do make-up.
Meanwhile, another make-up artist with a less impressive portfolio but stronger website copy is showing that client exactly why she’s the right artist for them.
Her website copy positions her as the obvious choice and that’s the make up artist who gets the booking.
What website copy for make-up artists actually needs to do
Your website copy has one job: make the clients who land on it choose you.
I’m the website copywriter who helps make up artists to:
Show what genuinely makes your approach, your technique or your client experience different from other make-up artists in your space
Speak directly to the specific clients you do your best work for
Build trust with clients who are making a significant decision, especially bridal clients who are choosing who is going to do their face on the most photographed day of their life
optimise their website copy for the specific search terms potential clients use when they’re looking for a make-up artist so you show up on Google and AI search
If you’re a make-up artist whose website isn’t converting as well as your portfolio deserves, find out more about website copy for make-up artists here.
