Why professional brand photography is essential to your business & website
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What kinds of things catch your eye? Our minds are automatically drawn to pretty, aesthetic designs and photos. So if you want your business to stand out in the sea of online businesses, professional photography is a must-have. But it's not just about catching the eyes of everyone who happens across your brand's digital home, professional images have the potential to help you be seen as an expert, raise your prices, and help attract more refined potential customers.
No matter what kind of business you run, investing in professional product photography, headshots, business lifestyle imagery, or high-quality stock photos can transform your brand. Let's talk about four reasons why professional brand photography is essential to not just your website, but your business as a whole.
They contribute to a seamless experience
There are three factors that go into a compelling, powerful website: design, copy, and development. Professional photography is an essential part of the design of your website. You want to create an overall cohesive brand style and consistent color palette, with high quality photos. This creates a good aesthetic that draws attention and looks professional.
Imagery helps break up the flow of your website so that your audience stays engaged with your content. It also personalizes the experience, since these are one-of-a-kind photos website visitors won't find anywhere else. Professional photographers typically have a specific editing style that will help all your images to blend together, further helping to create a seamless experience.
Your website isn't the only place you can use professional brand imagery! Use your images across your entire online presence – your website, social media, guest features, and more. This will help reassure your target audience that they are in the right place when they run into your business in different places.
High-quality images increase brand recognition
Going hand in hand with a seamless experience is increased brand recognition. Stock photos can be overused, making it hard to distinguish one business from another. Instead of getting overlooked, investing in professional photos helps your brand make a unique visual appearance.
Whatever look you're dreaming of, professional photographers can create it! You don't simply need to recreate the business editorial and lifestyle images you see circling around Pinterest, but you can embrace a completely unique aesthetic, further helping you differentiate yourself from your competition.
So how can you increase brand recognition through quality photography?
Create a moodboard filled with inspirational images for your shoot
Look for a photographer who specializes in the aesthetic you're looking for
Plan locations, outfits, and makeup looks to get a variety of shots all by the same photographer
You'll be seen as an expert
One thing a lot of my clients tell me when they are interested in investing in branding and website design services is that they want to feel and look more professional. But professionalism comes from more than just a professionally designed logo or website. Professional photography is a huge indicator that a business owner is serious about what they do and showcases them as an expert.
Think about it this way, you're interested in purchasing a clothing item, but all the images on their website and social media are mockups, there are no product images taken on models. How likely would you be to purchase a product if you have no idea what it looks like on a person? Chances are, you may not be very convinced.
Brand and professional product photography show that you care enough to invest in your business to make a professional and positive impression on potential clients! This will build up some trust between you and potential clients.
You attract high-end clients
Did you set a goal to work with higher-end customers and provide luxury services? Professional photography is a key piece to the puzzle of attracting high-quality clients. iPhone selfies aren't going to attract the same group of people that professional images will bring to your business (sorry, had to say it). Professional photos allow people to see the real you and the personality that you bring to the projects you take on.
So not only are you showing clients that you take your business seriously, but you're showing them a little bit about the kind of person they'll be working with. This helps you build like, know, and trust with your audience – three key elements that lead to conversions!
So many businesses say they provide luxury services or work with high-end clients, and high-end visual elements are a way to prove that this is true. Your brand copy can be amazing, but if people aren't seeing visual proof that matches what you're saying, they'll likely have mixed feelings. And mixed feelings lead to confusion, which turns potential clients away from inquiring about your services or purchasing your products.
A picture is worth a thousand words, and when you're marketing to a high-end target audience, what you're saying is just as important as what you're showing your website visitors and social media followers.
An alternative to brand photography
Professional photography is a large investment, and I completely understand that it's not always realistic for every business to invest in a photoshoot. When that is the case, premium stock photography can help you create a professional online presence for just a fraction of the cost. Free stock photo resources can be overused, but stock images from a business like the Styled Stock Society that specializes in curated collections of premium stock imagery.
Curated Photo Collection Example:
My Favorite Free for use Stock Photography Resources:
How to use brand photos
Once you've invested in brand photography, what can you do to continue up-leveling your business? It’s a great time to invest in professional website design. A site that will leverage your brand photos in a way that captures the attention of your audience and keeps them interested in what you do and how you can help them. If you're looking to transform your online presence, click here to learn more about how we can create a stunning and strategic website!