Who here hasn’t rued that lack of 20/20 vision after broadcasting our business to the world?
If we’re honest, we all harbor a mental laundry list of those things we wish we knew before
starting our businesses. For me, the most crucial are those I wish I had known prior to launching
Here’s a hint, folks: it’s all about the photos.
Pro Photos Build Your Business… Says the Photographer
No doubt, you’re reading this and wondering… is she just saying this because her business
focuses through a lens?
The fact is, no matter your industry, our audiences are people and people are visual beings. As
reported by Forbes in Why Infographics Rule (infographics!),
“Humans are visual creatures. Most of us process information based on what we
see. 65 percent of us are visual learners, according to the Social Science
Research Network. Social media has created this intense desire and opportunity
to share what we learn.”
I would argue that social media has created the opportunity to share what we’re good at it and
boost our business’ bottom lines in the process. But, if your photos are lackluster, amateur, or
fail to tell your brand’s story… that opportunity is effectively missed.
So, what photos do you need to build your brand? From where I stand, always focusing that
lens, there are three key shots that you shouldn’t miss on your website.
Pro Shot Number One: YOU, aka The Real McCoy
Your audience, and this includes current as well as potential clients, wants to know who YOU
are. Those of you who know me know that I am a passionate advocate for living your brand…
every.single.day. This is an opportunity to capture your authenticity -- and you can’t put a price
on showing up for your audience more meaningfully than your competition.
Professionally shot photos of you will boost your confidence, strike the right tone, and provide
the perfect visual accompaniment to your bio, contact, and home pages on your website.
Feeling squeamish about having your headshots taken? Don’t. My clients and I have a blast
during headshot sessions and I’ll be sure to support you with the knowledge needed to prepare
for your session well ahead of time.
Pro Shot Number Two: The Beauty Behind the Scenes
Who doesn’t love a sneak peek behind the scenes of where the magic happens… whatever that
magic is? Think about the popularity of cooking shows, DIY home improvement channels, and
even the outtakes following a feature film. Humans, in addition to being visual creatures, are
The BBC, asking Why Are We So Curious?, reported that, “The roots of our peculiar curiosity
can be linked to a trait of the human species call neoteny. This is a term from evolutionary
theory that means the ‘retention of juvenile characteristics.’ It means that as a species we are
more childlike than other mammals.”
Again, you have an opportunity as a fellow, childlike and curious human to share some
fascinating facets of your business with your audience via your website. And yes, you can blog
about those hidden gems all day long, but again, getting back to the visual reality driving human
nature, you’re gonna want those pics. Pronto.
Pro Shot Number Three: Evidence the Ethos You Embrace
Your brand is about more than what you create, sell, or how you assist your clients. Your efforts
are driven by ethos -- those beliefs, hopes, and aspirations that likely inspired you to build your
business and dedicate time to reading blog posts like this in the first place.
Ask yourself, what is it that you want your website visitors to experience when they visit your
site and engage with your content? Whatever that is -- and it can, and likely should, be more
than a single thing -- you need to capture it, visually. Professionalism? Approachability? A
comedic approach to challenges? Whatever it is, professional photos are evidence of the ethos
-- the heart beating behind your business.
But First, the Basics...
Before we even get to the three shots listed above, rest assured that I take the time to do a
thorough audit of your website in order to determine what other types of photos are needed. In
this case, we’re talking about banner images, background photos, and a general inventory of
images targeted ahead of time so that we can get the most out of your branding session.
Think it’s time to step out of the shadows and shine some light on your site? Contact me for
your website audit and to schedule your branding photography session… sooner than later!