I agree with Jewel - trying to be all things to all people is a recipe for disaster.
I am teaching a social media class to realtors on Wednesday and I know (from experience) that when I ask who is your target market, they'll say anyone who wants to buy or sell a home. I'm going to try out this response on them.
When you say anyone who wants to buy or sell a home, you say that I am only important to you in the money you can make from me. Do you think that will make me like or trust you. Instead you say your target market is people who like the arts and dogs. Now you are saying that my interests are important to you. If you say your target market is people who like traditional performing arts (ballet, opera and old-fashioned musicals) and dachshunds, you are saying I am important to you. And then you'll be important to me.
Your photographer is telling prospects that he/she just wants to make a buck. The home page should inspire the real prospect to believe that there could be no other photographer in the area that understands me better.
