Stock photography has its place. It’s quick, cheap and better than nothing for a brand new business. But if your website is full of smiling models in headsets who clearly don’t work for you, you’re missing one of the easiest ways to win trust.
People buy from people
When someone is choosing a local business, they want to know who will turn up, what your premises look like and whether your work is any good. Real photos answer all three in a second. Stock photos answer none of them, and the same images often appear on your competitors’ sites too.
How original photography helps your marketing
- Trust: real faces and real work make you look established and genuine.
- Conversions: visitors are more likely to get in touch when they can see who they will be dealing with.
- SEO: original images with descriptive file names and alt text help Google understand your pages, and can rank in image search.
- Social media: a library of your own photos gives you months of content.
- Consistency: a single shoot gives every channel the same look and feel.
What to include in a brand photo shoot
- Team portraits, both individual headshots and relaxed group shots.
- Your premises, inside and out, including signage and vans.
- People at work, showing the skill and care behind what you do.
- Finished results and products, shot cleanly so they can be used anywhere.
- A few wide images with space for text, ideal for website banners.
Planning your shoot
Make a simple shot list based on the pages of your website and the posts you plan to share. Choose a bright day, tidy up beforehand and let the team know what to wear. A good photographer will put people at ease, which is where the best natural shots come from.
Video is worth adding too. Short clips of jobs in progress or a quick hello from the team perform particularly well on social media.
Frequently asked questions
Is it ever OK to use stock photos?
Yes, for illustrating general topics such as blog posts, or while you arrange a shoot. Just avoid using them to represent your own team, premises or work.
How many photos do I get from a brand shoot?
A half-day shoot typically produces dozens of edited images, enough for your website and several months of social media.
Do original photos really help SEO?
They help indirectly. Unique, well-labelled images improve page quality and engagement, and can bring extra traffic from Google Images.
Our photographer Ernest runs brand shoots across Surrey and London. Find out more on our photo and video page.
