Any successful model of galaxy formation needs to explain the low rate of star formation in the small progenitors of today's galaxies. This inefficiency is necessary for reproducing the low stellar-to-virial mass fractions, suggested by current abundance matching models. A possible driver of this low efficiency is the radiation pressure exerted by ionizing photons from massive stars. The effect of radiation pressure in cosmological, zoom-in galaxy formation simulations is modelled as a non-thermal pressure that acts only in dense and optically thick star-forming regions. We also include photoionization and photoheating by massive stars. The full photoionization of hydrogen reduces the radiative cooling in the 104-4.5 K regime. The main effect of radiation pressure is to regulate and limit the high values of gas density and the amount of gas available for star formation. This maintains a low star formation rate of ∼1 M⊙ yr−1 in haloes with masses about 1011 M⊙ at z ≃ 3. Infrared trapping and photoionization/photoheating processes are secondary effects in this mass range. The galaxies residing in these low-mass haloes contain only ∼0.6 per cent of the total virial mass in stars, roughly consistent with abundance matching. Radiative feedback maintains an extended galaxy with a rising circular velocity profile.