Travel Ink Media

A Website That Sells – The Redesign of Travel Ink Media Website

Filip, a professional photographer and videographer, has been building his brand for years, working with global giants such as Rolex, Sony, Lyle & Scott, and Deichmann. His creative talent attracted high-profile clients, but his website – built independently on Squarespace – began to hold him back rather than support his growth.

The site was outdated, slow, cluttered and unintuitive, causing potential clients to quickly lose interest and abandon it before discovering the full potential of his portfolio. As a result, Filip shifted his focus to social media, leaving the website behind.
But can Instagram alone truly convince premium clients?

Photographer Website – When Instagram Is No Longer Enough

The Solution: From Portfolio to a High-Converting Sales Tool

In today’s business landscape, a well-optimised website is essential. Working with top-tier brands demands a professional online presence. The goal of this website redesign was to create a modern, fast and intuitive platform that would:

✅ Showcase Filip’s services in a clear and structured way
✅ Help his brand stand out in a competitive market
✅ Act as a business tool, increasing enquiries and bookings
✅ Reinforce Filip’s professionalism and build trust with clients
✅ Provide a strong foundation for long-term SEO and future Google Ads & Meta Ads campaigns

In this case study, you’ll see how we transformed an overloaded portfolio into a website that not only looks great – but actively supports business growth. Ready for a transformation? Here’s how we did it.

Photographer Portfolio Audit – What Went Wrong?

A website is the foundation of effective communication with clients. It should be visually appealing, fast, and trustworthy. It must clearly present the offer and encourage visitors to take action. Unfortunately, Filip’s existing website failed to meet any of these requirements. Instead of supporting his photography business, it became a barrier to growth.

1. Linear Structure – Limited Navigation
The website consists of only three pages, which significantly limits the exploration of content and service presentation. Potential clients can’t easily find the information they’re looking for.

2. Minimal Text and Lack of SEO Optimisation
The site contains very little content, which makes it difficult to communicate value and almost impossible to rank in search engines. There are no relevant keywords or header structure, making the site virtually invisible on Google.

3. Extremely Slow Loading Times
The website takes far too long to load, which negatively impacts user experience. Slow performance causes visitors to leave before the site even fully loads, reducing the chances of generating enquiries.

4. No Mobile Optimisation
Most users browse websites on mobile devices, but Filip’s site wasn’t responsive. Layout issues, unreadable sections and broken navigation made the mobile experience frustrating.

5. Unoptimised Images
Photos and videos were not compressed or optimised for performance. This further slowed down the loading speed and degraded user experience.

6. Lack of Clear Calls to Action (CTAs)
There were no visible buttons or prompts guiding users to take action – whether it’s viewing the portfolio, making contact, or booking a service.

7. Unclear Service Presentation
The site was overloaded with photos and videos, making it hard to extract key information. There was no clear separation between photography and videography, which confused potential clients.

8. No Defined Target Audience
The portfolio displayed a wide range of work without a clear niche, which gave the impression of a lack of specialisation. The diversity of projects made it unclear who the services were meant for.

9. Focus on Content Instead of the Creative Process
There were no images or descriptions showing Filip at work, which weakened the emotional connection with visitors. The site failed to communicate his approach or process, reducing trust.

10. No Location Information
There was no mention of where Filip offers his services. This uncertainty could discourage potential clients and reduce enquiries.

11. Missing “About” Section and Contact Details
The site lacked a company profile, location or tax ID, which could raise questions about the credibility and professionalism of the business. It also failed to support the Travel Ink Media brand.

12. Poor Design and Lack of Professional Aesthetics
Overcrowded content, lack of whitespace, and chaotic layout gave the site an unprofessional and cheap feel – inconsistent with a premium brand image.

13. No Case Studies or Project Descriptions
The site only showed raw images and videos without context or stories. It lacked details on project challenges, workflows and outcomes – essential for potential clients to assess the value of Filip’s services.

14. No Client Testimonials
There were no reviews or social proof, which is essential for building trust. For many clients, testimonials are a key deciding factor when choosing a service provider.

15. No Legal Pages or Privacy Information
There was no privacy policy, terms and conditions, or data processing information. This is not only unprofessional but could also breach GDPR regulations.

How to Design a Photography Portfolio That Attracts Clients

Following the website audit, I held several online meetings with Filip to fully understand his goals and define the direction for the website redesign. One of the key steps was to create a detailed project brief that clearly outlined the business objectives, target audience, and both technical and visual requirements.

We divided responsibilities – I handled the research, competitor analysis and development of the new website structure, while Filip reorganised his portfolio. He divided it into two main categories – video and photography – and then created five key subcategories within each. He also began carefully selecting video and image content to feature in the new portfolio.

During this process, we realised that wedding videography required a separate strategy. Its target audience differed significantly from the B2B clients Filip primarily works with. Instead of including it on the new Travel Ink Media site, we decided to create a standalone website specifically for wedding films.

This case study, however, focuses solely on Travel Ink Media – a website designed to present a professional portfolio and service offering aimed at business clients.

Photography Website Design – Content Segmentation, UX and SEO

I began designing the new website in Figma, using the existing black and gold logo as the visual anchor for the brand identity. The chosen colour palette and typography stayed true to the brand’s established aesthetic, ensuring consistency and a polished, professional image for Travel Ink Media.

My aim was to create a clean, cinematic look that reflected Filip’s visual style and the quality of his work. The design features gradients, glow effects and lighting details that add depth and a modern feel to the site. The entire layout was built using a mobile-first approach, ensuring full responsiveness and a seamless experience across all devices.

I created custom UI components such as buttons, forms and icons with a focus on clarity and visual appeal. In addition, I implemented subtle animations and micro-interactions to enhance the user experience (UX) and bring a dynamic, engaging quality to the site.

Alongside the visual design, I developed detailed UX wireframes to define the structure and layout of key sections. Filip was actively involved throughout this phase, helping organise content and adapt his portfolio to fit the new layout effectively.

Solving the Problems of the Old Travel Ink Media Portfolio Website

1. Modern and Intuitive Portfolio Presentation

The primary goal of the redesign was to deliver a clear and intuitive presentation of Filip’s photography and video portfolio. We needed a solution that wouldn’t compromise site performance while also allowing Filip to easily manage and expand his content in the future.

The website was built on Framer CMS – a modern platform that enables content updates without touching the code. This gave Filip complete control over his site and the flexibility to scale it as his portfolio grows.

2. Content Segmentation and Logical Portfolio Structure

The previous version of the site was overloaded with photos and videos, which made the experience feel cluttered and overwhelming. In the new design, I introduced a clear division between two main categories: photography and video, each with five key types of projects. Technical improvements included:

• Lossless compression of all images
• Moving video content from YouTube to Vimeo, embedded as clean, visually appealing overlays
• Clear separation between portfolio content and service pages, helping users better understand Filip’s work and the value of his services

The result? The website runs smoothly, the content is easy to navigate, and the updated video player enhances the overall user experience.

3. Showreel as the First Touchpoint

The previous portfolio lacked cohesion, which could easily confuse visitors. To make a strong first impression, I placed a dynamic showreel at the top of the homepage – highlighting Filip’s skills, past clients, project diversity and production quality in one impactful video.

4. SEO, Structure and Technical Foundation for Growth
Each portfolio item now lives in its own dedicated section, complete with a short, SEO-optimised description. Additional improvements include:

• A logical heading hierarchy (H1, H2, H3)
• Custom meta descriptions and clean, readable URLs
• Proper alt text for images
• Integration with Google Analytics 4 and Google Search Console

This ensures the website not only looks good but also ranks better in search engine results.

5. Modern Navigation and Clear CTAs

The old website lacked clear Calls to Action, leaving visitors unsure of what to do next. The new site features a logical navigation structure and strategic CTA buttons that guide users to key pages such as Contact and Services.

6.Page Speed Optimisation

Slow loading times were one of the biggest issues on the previous site. To fix this, I implemented:

• Multimedia content segmentation
• Vimeo overlays instead of heavy embedded videos
• Image compression
• Modern caching techniques

As a result, the site is now fast, responsive, and friendly to both users and search engines.

7. Building Trust with Testimonials and Case Studies

The old site lacked client testimonials, project descriptions and company details – all essential for building credibility. The new version includes:

• A section with client reviews
• Selected project descriptions and insights
• Basic business information including branding and company details

This enhances trust and positions Filip as a serious professional in the eyes of potential clients.

8. Mobile-First, Fully Responsive Design

The previous version was not mobile-friendly, making it difficult to browse on smartphones. The new website was designed with a mobile-first approach, ensuring a smooth, frustration-free experience across all screen sizes and devices.

Case Study Summary: The New Travel Ink Media Website

The redesign of the Travel Ink Media website was a complete transformation – turning a cluttered portfolio into a modern, business-driven platform. Through strategic planning, close collaboration, performance optimisation and intuitive design, the new site doesn’t just look better – it actively works in Filip’s favour, helping him attract and convert new clients.

The website is now fully prepared for ongoing SEO efforts and scalable for campaigns on Google Ads and Meta Ads.

Key Outcomes:

✅ 98% reduction in loading time, significantly improving user experience
✅ Clear and structured navigation, guiding users to key content with ease
✅ Segmented portfolio and Framer CMS integration, allowing Filip full control over content and future updates

The new version of Travel Ink Media is more than just a visual upgrade – it’s a high-performing client acquisition tool designed to support real business growth.

Are you a photographer or videographer creating content for clients and looking for a website that actually delivers results? Let’s work together to build a site that not only looks incredible but also drives sales and boosts your brand visibility.