How to Nail Your Website’s Photography
As you prepare to invest significant time and resources into building your business’ strategy, brand, and website, don’t forget to include photography in the mix!
Nearly all modern websites use photography to engage visitors. Website images can showcase your portfolio, tell a story, and evoke emotions in a matter of seconds. Photography is a universal language that requires no translation or explanation. The impact of your written messaging will be vastly improved when paired with compelling and relatable imagery. This means your visuals need to be intentional.
Our client, Montessori Education Institute of the Pacific Northwest, uses both original and stock photography (paired with custom-made patterns) to pay tribute to their past and present as a Montessori teaching school.
How to nail your website photography and imagery:
Note: If you work with a studio (like us!) during the brand and website process, they should also help you with determining your photography strategy.
Hire a professional photographer. Getting your photo taken can feel weird and awkward. We get it. But working with a professional photographer is a well worth it investment! A great photographer will guide and direct your entire photoshoot, making sure you feel comfortable in front of the lens. They will assist with things like choosing your wardrobe and coaching you to how to pose (especially helpful when you don’t know where to put your hands). If you're worried about the cost, talk to multiple photographers and ask for quotes. This investment is invaluable. Whether you create content, sell products, or offer services, your photos will end up paying for themselves.
Focus on people. Recruit your employees, or, if you're a solopreneur, get ready to smile! People love seeing smiling faces; it helps them connect with you and your message. Stage scenes of normal, work actions. Whenther that’s meeting with clients in your office, collaborating with your team, or out and about in the community. If your dream images call for action shots with extras, ask your loyal customers, family, or friends to volunteer for your photoshoot. Don't forget to have them sign a model release form! Bonus tip: To make the shoot run smoothly, be sure to have a detailed shot list. An organized and relaxed atmosphere will set the stage for great, natural photos. Thank volunteers with a lunch, merch, or a gift certificate.
Make it memorable. When it comes to headshots and team shots, there aren't any laws forcing you to have a gray background. Standard cookie cutter headshots are usually cold and stiff, often devoid of any personality—which we know you have! Work with your marketing team, studio, or photographer to come up with a unique way to present your company. Like all touchpoints, these photos are a chance to make an impression on potential customers. Get creative, keep it professional, and make it quintessentially you.
Avoid (bad) stock photos like the plague. Many stock photos are cheesy and overused. We know you just conjured an image in your head of a team smiling at the camera with a thumbs up! Skip those on your website. While some studios might say to nix stock photos all together, that doesn’t have to be the case. They are great resources when you are working within a budget or need very specific industry stock photos that would not be possible to take on your own. Just know that finding great stock photos can take time and may still need some budget allocated to purchasing the rights.
Branded, original photography is a powerful tool. If you do it right, you will be able to use your photos for a very long time and across countless platforms!
Check out our clients' websites for great examples of how to highlight original photography!
Our client, Toccata Data Solutions, had gorgeous professional photos taken! They add so much personality to the website.
Our client, Towers Growth, works solely with companies serving the physical industries. Photography in this sector would be hard to take during a 1-day photoshoot, so they sourced excellent stock photography!
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