Curate Website Photography & Plan a Brand Photoshoot that Connects With Your Clients
Blog Overview: For a website to be successful for your business, it needs to go beyond pretty photos and compelling copy. These are important - brand imagery and copywriting are up there on the top success criteria, but that’s not what I’m covering today. We’re digging a bit beyond the obvious to ensure that your website can be designed with strategy and intention.
Photography is a critical positioning element on your website. Not only is the imagery the first thing a visitor will notice, but it can tell a story about your business and the way you work. You want the images you select to be emotive and attract and connect with the dreamy clients you want to work with.
The imagery should be cohesive and related to your business story to help build brand recognition and authority - ie, your KNOW, LIKE, TRUST factor.
Be sure to review your imagery to ensure it’s rooted in your brand identity and always come back to your brand guidelines.
Whether you’re preparing for a photo shoot or just gathering inspiration or images for your website you’ll want to make sure that you’ve put some thought into a few essentials so your money and time aren’t wasted.
Below you’ll find the foundational elements of choosing imagery, my favourite stock photography websites and how to plan for your brand photoshoot!
Grab a drink & notepad, get cozy and let’s get to it.
The Foundational Elements of Your Imagery
01/ Your Brand Values
What are the principles or moral compass of your brand and the way you run your business? What do you believe in - and absolutely do not stand for? What do you want people to say about you?
These values help determine how you plan your brand shots and curate your images.
02/ Your Ideal Client
Who exactly do you want to be working with? What kind of work do they do and how can you help with your services or products? What images relate to their work and how can you connect with them through imagery?
You also want to be clear on your offer and how it helps serve your clients and helps solve their problems.
For example, if you’re a wellness coach you may be in the kitchen, on a laptop, in fitness gear, etc. In addition, you can showcase the transformation of your client and what they may achieve. This could look like women in a spa, working out, feeling confident, time with family and friends, at the markets, etc.
03/ Your Industry & Competition
Ask yourself what is expected in your industry. Do you plan to go against the grain or flow with it? What type of images will your audience be attracted to?
For example, if you are in the wellness industry, you may look for neutrals and greens, a minimal aesthetic or perhaps calm and clean imagery of eating healthy or exercising. This is of course ultimately defined by your brand colour palette - which is rooted in your brand strategy.
04/ Your Brand Voice | Tone & Personality
When you think of your brand, is it casual and approachable, high-end and luxe, boho and adventurous? You want to ensure they match your brand personality.
05/ Photo Shoot Goals | if Prepping
What would success look like for you after the shoot? How many photos will you need? What are the photos being used for?
For example, you may need more landscape and shots with white space for website imagery vs just updating your social media content.
Struggling with your Ideal Client Profile and what that even means?
My 17 page workbook walks you through client characteristics, brand values and how to use this in your marketing!
Favourite Stock Image Websites
High-quality and unique stock imagery is a great option for social media or your website as a compliment or until you can afford a personalized brand shoot.
If you are using stock images make sure you check the licensing and ensure it’s available for commercial use. Do not ever save an image from Google or someone else’s social - or basically, anywhere you don’t know licensing and could violate copyright law.
Here are the Top 3 stock image websites I recommend
Paid membership site with modern, chic and quality images and videos which are well-edited & organized with a wide variety of industries and colour themes available. Canva templates are also available for social media and opt-ins.
Save 15% off with code BIRCH at checkout! (affiliate link)
Free licensing
Free licensing
Visit my resources page for all my recommendations and favourite tools
Stop looking through boring stock photo & video sites that just don’t cut it
— find inspiration as you browse through Haute Stock’s curated library!
Download any and every photo or video in their collection — so you always have content to post across your different touch points!
Keep your brand looking fresh and never run out of content to post — the library is updated with new content weekly!
Actually have fun searching through the Haute Stock library— their custom filter feature makes it so easy to find visuals based on colours, tech, people and you can refine further with keywords!
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Planning Your Photoshoot
When gathering images for your website & socials, brand photoshoots are ideal. Images convey emotion, tell a story and connect with your audience. Connection is a key ingredient in converting a visitor to a sale. As mentioned, stock imagery is great for filler and social content but cannot replace excellent custom on-brand images.
Here are a few things to keep in mind when planning your shoot.
Choosing your photographer
From my experience, working with a photographer that specializes in branding is optimal. They understand visual storytelling and how to execute your vision - or better.
Great brand photographers have a process in place with questionnaires to get to know your business, have connections with venues and makeup artists and help plan your shot list to maximize your time and tell the story you desire through your images. Ask questions about their process to ensure the outcome will be a success.
Review their portfolio and ensure you like the style of editing and quality of images. If your photographer only shoots light and airy and very feminine but your brand colours and vibe are moody, that’s not ideal. They're not going to change their editing style for you and your website and the image you are portraying will feel off.
Can you add on video? Short-form video is amazing at conveying a story and is now essential for social media success.
Will you need a half or full day or just a mini-shoot (15-20 min) for your needs?
How many photos are included in your package? How much are extra photos?
Book EARLY - many photographers book 2 to 4 months in advance and will take up to 6 weeks for final edits
Location
Do you want to shoot inside or outside?
What time of day should you be shooting?
If there are different locations, keep in mind the timing required and if outdoors, where is the sun during that time?
Is it better to be at your business location or is a rented venue sufficient for your needs?
Does the location match the brand vibe you’re trying to convey?
Outfits
Make sure you have 3-5 outfits including layering pieces and shoes for a variety of shots - and of course, ensure they match the vibe of your brand in style and colour.
Neutrals or solids are always best, but if your brand is super bright and playful, have fun with that. Just make sure there is no clashing going on!
Think about how you’re using the photos and the season they will be used in.
Hair & Makeup
Make sure you don’t book these too late - ideally confirm them at the same time as your photographer so you’re not stressing out about this.
Your photographer may have makeup on-site or someone they work with. Don’t do anything drastically different than the real you - you want to look like you in your photos, just a more put-together version.
Stalk your makeup artist to make sure you love their work, this can end badly (speaking from experience).
Prepping for Your Photoshoot
Photoshoot Prep | The Week Before
Prepare all of your outfits including jewelry, shoes, undergarments, and all possible layering options.
Try the clothes on and make sure your clothes still fit.
Arrange them exactly how you will want them on shoot day and ensure they are all ironed and clean.
Don't forget the props! You may want to buy props for the shoot like a mug, coffee table books etc. (hint, keep the tags on and you can return them!)
Reconfirm with all your vendors - hair, makeup, and photographer.
Gather any inspiration images so you can easily reference them at your appointments and a shot list for your photoshoot. Are there certain outfits you want with a specific shot - note that.
Check the route to your location(s). Ensure you know where parking is and if there are any events or detours that can affect that.
Practice posing in the mirror and review videos and poses on YouTube and Instagram.
Photoshoot Prep | The Day Of
Get up early so you’re not stressed out and flustered. Allow ample time to get to your appointments and between your makeup and photoshoot. Funny (but, not) story, I thought I left enough time for mine, got out from my makeup appointment which ran waaaay late to a flat tire and arrived late & flustered to my shoot. Do not recommend.
Wear your first outfit to the shoot if you’re on a tight timeline. Otherwise, be ready to go with your outfits organized.
Bring a few extras just in case you’re quick!
Have your favourite playlist to tap into whoever you ‘are’ for your photoshoot and boost your confidence.
Don’t forget to HAVE FUN!
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