“Since we launched my new site, I’m getting 4-5 inquiries a day. I normally aim to book about 50 senior sessions. This year I have 90 sessions booked, and still turning people away.” – Jennifer Schultz, Jennifer Schultz Photography
Client Background
Client: Jennifer Schultz Photography
Location: Lincoln, Nebraska
Specialties: Senior and dance photography
Services: Website redesign + Built to Be Found (done-for-you SEO/AEO optimization)
Snapshot
Jennifer Schultz Photography is now being cited in AI search results for ‘senior photography’ and ‘dance photography’ in Lincoln, NE. The visibility win builds on an earlier full website redesign that repositioned her brand and drove a 1.8x increase in bookings.
Market Context
Lincoln is home to over 303,000 residents and approximately 120-125 photographers (best estimate based on available data). Senior and dance photography are specialty niches within that broader market, which makes owning the AI-cited answer for both a meaningful advantage — Jennifer is now recommended by AI for these specific searches.
The Challenge
Lincoln is a growing city of over 300,000 people, with plenty of photographers competing for attention — but very few structure their online content in a way that AI tools recognize as a clear, trustworthy answer to cite. For a specialty photographer, generic visibility isn’t the goal; being the obvious answer for a specific kind of shoot is.
When Jennifer first came to us, the challenge went deeper than search visibility — she needed her brand and her site to clearly convey what set her apart. Her specific goals included:
- Showcasing that she’s not a ‘shoot and burn’ photographer — she doesn’t hand clients a USB with their photos, and includes a printed album with each package
- Showing that parents are involved in the process, and welcome
- Making senior photography the focus, and eliminating wedding photography from her offerings
- Better highlighting how she captures each senior’s unique personality
Once the brand and site reflected who she really was, the next challenge was making sure AI tools recognized her as the go-to choice for senior portraits specifically — not just “a photographer in Lincoln.”
How We Did It: The Strategic Approach
Jennifer Schultz Photography’s engagement began with a full website redesign and messaging overhaul, and has continued as an ongoing Built to Be Found engagement — our done-for-you SEO/AEO optimization service.
Brand & Messaging
Since photography is what she does, we were in no short supply of amazing photos to work with, and made these much bigger and more prominent throughout the site. To show her unique selling points — the printed album and parent involvement — we built dedicated sections to illustrate both on the home page.
With senior photography as her new focus, we made it the star of the site while keeping a dedicated page for family, business, and sports photography, and eliminated wedding photography entirely per her request. To highlight Jennifer’s ability to showcase each senior’s unique personality, we created dedicated sections pairing each student’s self-description with a matching photo.
Conversion Optimization
We added clear calls to action throughout the site and included a lead generation form at the bottom of every page. We also pulled in numerous testimonials and showcased Jennifer’s media and award features to establish her as an experienced expert in her field.
SEO & AEO Optimization
We started the SEO process by identifying the keywords Jennifer wanted to rank for, along with additional keyword opportunities, then optimized copy and headings page by page and submitted the site to Google so the changes would be recognized. Since then, we’ve continued optimizing her content and site structure so AI tools recognize her as a clear, citable answer for senior photography searches in Lincoln — her site was rebuilt five years ago, and the more recent work has built on that foundation rather than requiring another overhaul.
A Closer Look
- Service page enhancements to convert more of the visibility they’re already earning
- Website conversion optimization to turn the traffic and visibility they’re earning into actual booked consultations
- Google Business Profile optimization to strengthen their local search presence
- Technical site fixes to keep search engines (and AI models) reading their site cleanly
- Google Search Console cleanup to catch issues before they cost them visibility
The Results
Recommendations by AI
Jennifer Schultz Photography now appears as a cited source in AI search results for both ‘senior photography’ and ‘dance photography’ in Lincoln, NE.
4–5 leads a day
Jennifer started generating 4–5 inquiries a day after we optimized and relaunched her website.
1.8x in bookings
Jennifer normally aims for 50 bookings a year. After the relaunch, she had booked 90 sessions by September — and was still turning people away.
Booking months out
That same fall, Jennifer asked us to add a notice to her site that she was no longer taking bookings for the year and was already booking sessions for the next one.
In Her Words
“I was fortunate to meet Amanda through a small group for creative entrepreneurs a few years ago. When it came time to revise my website, I knew that working with Amanda was the way to go! She made the process easy, well communicated and most importantly… cooperative. She was incredibly patient with my requests and wanted to be sure we had it ‘just right’ as Goldilocks would say. I couldn’t be more in love with how everything turned out!” — Jennifer Schultz, Jennifer Schultz Photography
Curious whether your site is set up to be cited by AI search? Let’s take a look.
Built to Be Found is our done-for-you SEO and AEO service — the same ongoing work that’s kept Jennifer Schultz Photography visible as search shifted from results pages to AI answers. We handle the technical structure, the content, and more, so your practice shows up whether a prospective client is scrolling Google or asking ChatGPT.
