Will Blochinger
How we transformed a portfolio site into a lead generation machine for a professional photographer.
willblochinger.com
The Will Blochinger website, redesigned and conversion-optimised by CRO PRO.
The Client
Will Blochinger is a professional wedding and portrait photographer based in the US. His work is visually striking and his reputation strong — but his website was not translating that reputation into a consistent flow of enquiries and bookings.
The Challenge
The portfolio was impressive, but the site was not structured for conversion. Visitors had no clear path toward an enquiry decision — the journey from admiring the work to making contact was unnecessarily long, and the pricing and packages page was creating confusion rather than confidence.
The booking form itself was a significant barrier: 12 fields long, with no clear indication of what would happen next. Drop-off was high, and the business was losing enquiries that should have been easy wins.
Our Approach
We audited the full website journey and identified the specific conversion barriers at each stage. We then redesigned the core pages — focusing on guiding visitors through a clear decision journey from portfolio impression to enquiry action, with the right information surfaced at the right moment and every unnecessary step removed.
What We Changed
- 01Portfolio conversion restructureAdded clear, contextual CTAs throughout the portfolio pages — converting passive admiration into active enquiry intent without disrupting the visual experience of the work.
- 02Package page redesignRebuilt the pricing and packages page to guide the decision rather than overwhelm it — leading with outcomes, using comparison architecture, and ending with a single clear next step.
- 03Streamlined enquiry formReduced the booking form from 12 fields to 5 essential fields — capturing everything needed to qualify an enquiry while removing every barrier to starting the conversation.
- 04Social proof integrationAdded client testimonials, publication and editorial features, and booking statistics — building the external validation that turns an interested visitor into a confident enquirer.
The Results
Results specific to this engagement. Individual outcomes vary by traffic volume, starting conversion rate, and implementation scope.
My portfolio speaks for itself visually, but CRO PRO made it finally speak in terms of bookings too. Package enquiries more than doubled in the first month.
— WILL BLOCHINGER, PROFESSIONAL PHOTOGRAPHER
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