The Bold Move That Transformed My Business

based in Washington State

Alex Lasota Photography

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The Bold Move That Transformed My Business: Deleting My Wedding Photography Portfolio

In the early stages of a photography career, you’re essentially testing the waters, trying to discover what inspires you and what doesn’t. When I first started, I was captivated by the look of medium format film—a style I admired but felt was beyond my reach due to its cost and my perceived lack of skill. At that time, this style was also quite rare in the Pacific Northwest market, so I shelved it and focused on what seemed popular: dark or yellowish edits, posed ‘candid’ moments, and the prevailing trends of social media.

Following these trends seemed like the sensible path and helped me build a successful career. However, over time, I began to realize that while my work was visually appealing, it lacked a fundamental element: genuine passion. I had long admired photographers like Elizabeth Messina and Jose Villa, whose work embraced film and timelessness with a sense of intentionality. Their art wasn’t just visually stunning; it was deeply authentic and personal. It captured the essence of each moment without succumbing to fleeting online trends or contrived aesthetics.

In 2022, it became abundantly clear to me, that if I wanted to continue as a photographer, I needed to fully embrace the vision I had initially set for myself. So, I faced a pivotal decision: either commit wholeheartedly to this original vision or leave photography behind for good. As I’m sure you’ve guessed I chose the former.

When I made this decision, I knew it was in my best interest and my future clients best interest to invest the time and money into completely overhauling my portfolio, my workflow, my brand, and my online presence. I wanted to ensure it was unmistakably clear what my style was and where I was headed. Thus began a two-year journey that not only transformed my brand but also led to profound personal growth.

The Decision to Start Fresh: Deleting My Entire Online Wedding Photography Portfolio

The decision to delete my entire wedding photography presence from the internet was far from easy. I had built up a decade’s worth of photographs across social media, Google, and my website, along with features in magazines and online publications like Washington Wedding Day and Brides Magazine. This extensive body of work was linked to numerous reviews, client testimonials, and SEO rankings I had developed over the years. However, it didn’t align with where I wanted to go.

This major overhaul had significant consequences. By removing my content, I effectively reset my online presence, which impacted my SEO rankings, following, and overall visibility. The disappearance of years of accumulated content and engagement led to a noticeable decline in my search engine performance and social media reach. Starting over meant rebuilding from scratch in terms of visibility and engagement. While the process was demanding and required considerable patience, it was essential for aligning my portfolio with where I needed to be. But watching everything I had built vanish overnight? It was incredibly difficult.

The Role of Raw Files in Reinvention

One of the most valuable aspects of this process was having saved my raw files. These unedited images allowed me to revisit and reimagine my past work from a fresh perspective. Without the pressure of looming deadlines, I could thoroughly analyze my portfolio, honestly assessing my strengths and weaknesses. A luxury that’s hard to come by during the busy season.

Reworking these raw files breathed new life into my images and taught me technical changes I needed to make in camera moving forward. Although it was time-consuming, this step was crucial to the entire transformation process.

Creating New Work That Aligned with My Target Market

To move forward confidently in this new direction, I needed to create work that truly resonated with my target market. Setting up intentional shoots to reflect my updated style was both time-consuming and costly, particularly due to film expenses and meticulous planning. Despite these challenges, investing in these shoots was crucial.

Each project allowed me to showcase the artistry I was passionate about and align my portfolio with my clarified vision. This process helped establish a cohesive body of work that appealed to my ideal clients and affirmed my commitment to creating authentic, timeless images. The investment in new work was ultimately worth it, paving the way for a portfolio that genuinely reflected my artistic values and connected with the audience I aimed to reach.

Embracing the Slow but Rewarding Process of Intentionality: Rebuilding my Wedding Photography Portfolio

This transition hasn’t been quick or easy. It’s been a slow, deliberate process of stripping away everything that didn’t serve where I am heading. I’ve had to let go of the fear of losing followers, clients, or recognition in the industry (all of which happened). But with each step, I’ve become more confident in my ability to create art that I’m truly proud of. Art that speaks to who I am as an artist and resonates with people who value what I do.

Being intentional and taking the time to fully embrace my individual artistic style has been transformative. I no longer feel the need to chase trends or cater to the market. Instead, I’m focused on creating work that is deeply personal and meaningful, both to me and to the clients I serve. This shift has allowed me to attract a clientele who genuinely appreciates and values my vision. It has brought more fulfillment to my work than I ever thought possible.

Conclusion: The Power of Starting Over

Deleting my entire online wedding photography portfolio and completely transforming my business was a bold decision. But it stands out as one of the best choices I’ve ever made. It allowed me to rebuild my portfolio from scratch with intention and purpose, reinforcing the lesson that true artistic fulfillment comes from staying true to yourself, rather than being swayed by trends or social media algorithms.

While I wholeheartedly support embracing transformative change, I don’t recommend it lightly. Completely revamping your entire brand and online presence is a significant undertaking that demands substantial time, money, patience, and effort. It’s not an overnight process; it requires not only a shift in style but a complete change in mindset. You might experience periods of downtime or slow progress, but with perseverance, you’ll eventually find yourself exactly where you’re meant to be.

If you’re feeling stuck or uninspired, consider whether it’s time for a change. Reinventing yourself and your business can be incredibly rewarding, but it’s crucial to approach it with careful consideration and preparation.

Remember, “A year from now you may wish you had started today.”

― Karen Lamb

Are you a wedding photographer looking for more educational tips, tricks, and resources to elevate your business? Check out our educational resource page here!

The Bold Move That Transformed My Business: Deleting My Wedding Photography Portfolio

In the early stages of a photography career, you’re essentially testing the waters, trying to discover what inspires you and what doesn’t. When I first started, I was captivated by the look of medium format film—a style I admired but felt was beyond my reach due to its cost and my perceived lack of skill. At that time, this style was also quite rare in the Pacific Northwest market, so I shelved it and focused on what seemed popular: dark or yellowish edits, posed ‘candid’ moments, and the prevailing trends of social media.

Following these trends seemed like the sensible path and helped me build a successful career. However, over time, I began to realize that while my work was visually appealing, it lacked a fundamental element: genuine passion. I had long admired photographers like Elizabeth Messina and Jose Villa, whose work embraced film and timelessness with a sense of intentionality. Their art wasn’t just visually stunning; it was deeply authentic and personal. It captured the essence of each moment without succumbing to fleeting online trends or contrived aesthetics.

In 2022, it became abundantly clear to me, that if I wanted to continue as a photographer, I needed to fully embrace the vision I had initially set for myself. So, I faced a pivotal decision: either commit wholeheartedly to this original vision or leave photography behind for good. As I’m sure you’ve guessed I chose the former.

When I made this decision, I knew it was in my best interest and my future clients best interest to invest the time and money into completely overhauling my portfolio, my workflow, my brand, and my online presence. I wanted to ensure it was unmistakably clear what my style was and where I was headed. Thus began a two-year journey that not only transformed my brand but also led to profound personal growth.

The Decision to Start Fresh: Deleting My Entire Online Wedding Photography Portfolio

The decision to delete my entire wedding photography presence from the internet was far from easy. I had built up a decade’s worth of photographs across social media, Google, and my website, along with features in magazines and online publications like Washington Wedding Day and Brides Magazine. This extensive body of work was linked to numerous reviews, client testimonials, and SEO rankings I had developed over the years. However, it didn’t align with where I wanted to go.

This major overhaul had significant consequences. By removing my content, I effectively reset my online presence, which impacted my SEO rankings, following, and overall visibility. The disappearance of years of accumulated content and engagement led to a noticeable decline in my search engine performance and social media reach. Starting over meant rebuilding from scratch in terms of visibility and engagement. While the process was demanding and required considerable patience, it was essential for aligning my portfolio with where I needed to be. But watching everything I had built vanish overnight? It was incredibly difficult.

The Role of Raw Files in Reinvention

One of the most valuable aspects of this process was having saved my raw files. These unedited images allowed me to revisit and reimagine my past work from a fresh perspective. Without the pressure of looming deadlines, I could thoroughly analyze my portfolio, honestly assessing my strengths and weaknesses. A luxury that’s hard to come by during the busy season.

Reworking these raw files breathed new life into my images and taught me technical changes I needed to make in camera moving forward. Although it was time-consuming, this step was crucial to the entire transformation process.

Creating New Work That Aligned with My Target Market

To move forward confidently in this new direction, I needed to create work that truly resonated with my target market. Setting up intentional shoots to reflect my updated style was both time-consuming and costly, particularly due to film expenses and meticulous planning. Despite these challenges, investing in these shoots was crucial.

Each project allowed me to showcase the artistry I was passionate about and align my portfolio with my clarified vision. This process helped establish a cohesive body of work that appealed to my ideal clients and affirmed my commitment to creating authentic, timeless images. The investment in new work was ultimately worth it, paving the way for a portfolio that genuinely reflected my artistic values and connected with the audience I aimed to reach.

Embracing the Slow but Rewarding Process of Intentionality: Rebuilding my Wedding Photography Portfolio

This transition hasn’t been quick or easy. It’s been a slow, deliberate process of stripping away everything that didn’t serve where I am heading. I’ve had to let go of the fear of losing followers, clients, or recognition in the industry (all of which happened). But with each step, I’ve become more confident in my ability to create art that I’m truly proud of. Art that speaks to who I am as an artist and resonates with people who value what I do.

Being intentional and taking the time to fully embrace my individual artistic style has been transformative. I no longer feel the need to chase trends or cater to the market. Instead, I’m focused on creating work that is deeply personal and meaningful, both to me and to the clients I serve. This shift has allowed me to attract a clientele who genuinely appreciates and values my vision. It has brought more fulfillment to my work than I ever thought possible.

Conclusion: The Power of Starting Over

Deleting my entire online wedding photography portfolio and completely transforming my business was a bold decision. But it stands out as one of the best choices I’ve ever made. It allowed me to rebuild my portfolio from scratch with intention and purpose, reinforcing the lesson that true artistic fulfillment comes from staying true to yourself, rather than being swayed by trends or social media algorithms.

While I wholeheartedly support embracing transformative change, I don’t recommend it lightly. Completely revamping your entire brand and online presence is a significant undertaking that demands substantial time, money, patience, and effort. It’s not an overnight process; it requires not only a shift in style but a complete change in mindset. You might experience periods of downtime or slow progress, but with perseverance, you’ll eventually find yourself exactly where you’re meant to be.

If you’re feeling stuck or uninspired, consider whether it’s time for a change. Reinventing yourself and your business can be incredibly rewarding, but it’s crucial to approach it with careful consideration and preparation.

Remember, “A year from now you may wish you had started today.”

― Karen Lamb

Are you a wedding photographer looking for more educational tips, tricks, and resources to elevate your business? Check out our educational resource page here!