I have noticed that photographers can tend to have blinkers when it comes to thinking about their websites. They often seem to compartmentalize their thinking about it, as if their site was somehow a separate business to their main one.
A boutique wedding photographer was surprised to have had only five leads come in cold by themselves from her website in a year. She doesn't promote her business much. (She doesn't want to do more than twelve to fifteen weddings a year anyway.) But she's surprised that her site doesn't magically appear on screen in front of more prospective brides. "Simon, I want to pay for more S.E.O. Here, take more money!"
That's like going to your doctor, not telling him your symptoms, but telling him instead what drug you want for your self-diagnosed ailment. Whoa!
Well, if you don't promote your business, you aren't promoting your website either -- it's part of your business. If you aren't putting your business on directories, for instance (and that's often free), your website isn't getting there either; so it won't have those sites linking in to it, and they won't be boosting your site's rankings in organic search.
That's how rankings in (unpaid) natural organic search work: the more sites you have linking in to you, and the more 'authority' those sites have, the higher you rank. And if you rank high, more folk are likely to find you when searching for a 'wedding photographer'.
Then there's the problem with how she identified leads from her site. Basically, as far as she was concerned, if the lead came in via the e-mail contact form, that was a website lead. If not, it wasn't.
The truth is, a bunch of customers who contacted her by phone or walked into her studio only did so because they'd seen her site. Far more did this then used the contact form. This shouldn't be surprising, it's the norm.
Your website isn't separate from your main business, it's an integral part of it. You know that if you stop handing out business cards, your phone won't ring as much. But would you be surprised that fewer people will go to your website as well? How about this: if you take down your website, your phone will ring less too. Who knew?