What Photos Does Your Website Actually Need?
A PAGE-BY-PAGE GUIDE FOR SMALL BUSINESS OWNERS
It took me 9 years, but I finally did it: I had new brand photos taken! I have been running this business, designing websites and brands for hundreds of clients, telling everyone that professional photos matter while quietly using the same headshots from before I had kids, before I moved to Johns Island, and before The Look & The Feel has evolved into what it is now. It was overdue. And not without hesitation or vulnerability.
So to make the process less stressful for you, I want to share what every small business website needs when it comes to brand photos:
a warm, connecting hero image on your homepage
a genuine portrait
one candid on your About page
a process or behind-the-scenes shot on your services page
a bank of consistent images for your blog
and an approachable photo of you on your contact page.
That's it. Roughly 15 to 20 images total. A single half-day brand photography session can cover that completely and is worth the investment.
I was lucky enough to have old pictures that were ‘good enough’ for a long time. But a big mistake I see most business owners make is either waiting until they have perfect photos before launching, or launching with one lonely headshot and nothing else.
This page-by-page guide walks you through exactly what goes where, and why each image matters more than you might think. This is especially true when you are a service provider. People are purchasing access to you, so show up with your best foot (and smile) forward.
Navigating Vulnerability
There is something about getting in front of a camera that forces you to reckon with how you present yourself. Not just physically, but also as a brand.
What do I want people to feel when they see me?
What story am I telling?
Does the way I show up visually actually match the work I do?
Does the way I show up visually align to the clients I want to attract?
I worked with the wonderful Michelle from Vision Balm here in Charleston and it was a full day of outfits, props, locations, and more sweating in this July heat than I was comfortable with (anything for the ‘gram, right?!). But after all those years of procrastination, I finished the photoshoot feeling absolutely exhausted but inspired and so excited to see the finished results.
Here's what the whole experience reminded me: you cannot build a brand that connects and converts if you are hiding behind outdated images or stock photos that could belong to anyone. Real photos of real you — your face, your space, your personality — are one of the highest return investments you can make in your business.
What Photos Does a Home Page Need?
In case you haven’t realized it yet, photos are an important part of updating your website. This is especially true on your homepage. Why? Because the home page is your first impression. And for most visitors, it’s the only page they’ll spend time on before deciding if they stay or go.
Photos on your home page need to do two things immediately:
communicate who you are
ensure the right person stays (because they found their tribe, their people, their place, their service/ product)
When someone can instantly tell they have found their people, their safe space, or their needed service or product, the chances of them reaching out increase greatly!
The Hero Image
This is the large photo at the very top of your homepage. Usually, it is behind or beside your headline. Here images should be:
Warm and inviting
On-brand
Aligned to your vibe, space, or offering
Lifestyle or Brand Photo
As your ideal client scrolls, they should see one or two more images on your home page that show your brand in content. This could be:
Your workspace
A detail shop of something that represents your work
A candid image of you in your element
The goal is to give your audience an opportunity to see what it’s like to be a part of your world and your brand.
Photos to Avoid on Your Home Page
stock images of people who aren’t you
AI images
over filtered images
staged interactions
pics that don’t match your color palette or vibe
What Photos Does an About Page Need?
Your About page is the page interested customers or clients usually spend the most time on. They are deciding whether they trust you enough to reach out. So not only is it important that you know How to Write A Genuine About Page, but you also need photographs that carry emotional weight.
Founder or Team Portraits
Your About page should always feature your professional headshot. But clients want to see you, not a highly edited or staged version of you. So while ‘professional’ indicates a high-quality image, it does not mean you need to be corporate, rigid, or stiff. Think:
Warm lighting
A genuine expression
Your favorite colorful outfit
A background or place that reflects who you are or where you’re from
A Secondary Candid Photo
Let this picture show a different side of you. In fact, let it show your personality! Think about shots where you are:
Working in your element
Laughing with a colleague
In the studio
Doing something that reflects your personality, values, or process
Photos to Avoid on Your About Page
Old, out of date photographs (especially if your appearance has changed)
Stiff, overly corporate poses or spaces
Fake, staged, or performative shots
Not sure your visual identity matches the story you're trying to tell? Embark Branding gives you a brand board, so your photos, colors, and copy finally feel like the same person.
What Photos Does a Services Page Need?
Once a client has gotten to know you a bit better, they will likely check out your Services page. That is a good sign that they are interested in working with you. The right photos on your Services page can reduce their hesitation and help them go from “reading” to “reaching out.”
Behind the Scenes Photos
Let your clients or customers see what it is actually like to work with you.
For Therapists, this might be a shot of your calm, welcoming space
For Coaches, this could be a conversation at your desk or on a video call
For Yoga Teachers, this might be you mid-pose or setting up class space
The goal is to help your reader visualize working with you.
Detail Shots
If you’re building a shop or e-commerce page, you will need high-quality photographs of your products. While you’re doing that product shoot, be sure to get some intentional images of your tools and pace. Think:
A notebook and pen
Your desk by a well-lit window
Indoor plants along your window sill
Tools you use to build your products
Objects that represent your work
Photos to Avoid on Your Service Page
Anonymous hands shaking
Generic “success” pictures
Photos that don’t reflect the feeling of your copywriting
If your services page has the right words but the photos still feel like an afterthought, that's exactly what Embark Beyond is built to fix. We handle the copy and the design together, so the whole page, not just the photos, actually moves someone from reading to reaching out.
What Photos Does a Blog Page Need?
We are big fans of blogs! Not only are they a great SEO and AIO tool, they also build trust and connection with your readers. Every blog post should have at least one image, not just for visual appeal, but for SEO-enriching alt text descriptions too! But that doesn’t mean you need a new photo shoot for every blog.
Featured Blog Image
This is the photo that appears at the top of your post and in the thumbnail preview on your blog listing page.
Ensure this photo:
Has visual appeal
Matches the vibe of your blog topic
Is consistent with your brand’s look, feel, colors, and energy
Looks good with the other thumbnail previews
In-Blog Imagery
While in-blog images are not required, if you decide to include photographs within your blog post, ensure they:
Break up lengthy sections for visual breathing room
Are on-brand and consistent with the theme of your blog
Feature detail shots or simple graphics that illustrate your point
What Photos Does a Contact Page Need?
Your Contact Page is often the last stop before someone reaches out to you. But it’s usually the most forgotten page on small business websites. Don’t miss the ‘final impression’ opportunity: Your contact form needs a little visual elevation and a well placed photo can do just that.
For Contact Page photos, think of an approachable photo of you or your team. The best photographs here are often:
Relaxed and comforting
Genuine and welcoming
Warm and grounded
Of course, if you own a high-adrenaline adventure company, you may want to go with something exciting! But the goal here is simply to remind people why they wanted to learn more about you in the first place.
Where Else Do I Need Photos?
Beyond the five main pages of your website (home, about, service, contact, and blog), there are a few more places you may want to add brand photography.
404 Page
This is the page that pops up when someone goes to a broken link. It may seem silly to put a photograph here, but this is often a moment of frustration for the reader. Adding something calming or even humorous can be a nice way to build connection in an unexpected place.
Marketing Opt-In
We highly recommend your website have a way to keep people engaged with your brand. For some, that may be creating an educational, inspiring, and perfectly named newsletter. Or perhaps you want to offer a specialized freebie to encourage people to sign up for your mailing list (this is called a Lead Magnet). If you have a page dedicated to keeping the conversation going, make sure you add a photo! It’s been shown to significantly increase conversion rates by building trust.
Testimonial Pages
If you have client photos and permission to use them, pairing a testimonial with a real face makes your brand more credible. Take a look for yourself: https://www.thelookandthefeel.com/happy-clients
Ensure all Photos are Mobile Friendly
And don’t forget, it’s important that your photos (and content) look good on all screen sizes. Dive deeper with these 6 Strategic Steps to a Mobile Friendly Website.
What If I Don’t Have Brand Photos Yet?
After working with small business owners for the last decade, I’ve heard a lot of reasons why women entrepreneurs don’t feel ready to launch their website.
We’ve built Embark to reduce that hesitation, with professionally-built Squarespace website templates pre-designed with strategy and style built right in.
With that excuse out of the way, don’t let a lack of brand photos postpone your website launch.
Start with One Self-Portrait
You don’t need to wait for a full brand shoot. Simply get one good picture.
If you don’t have someone to take the photo, use a timer and a tripod (no selfies)
Be in natural, diffused light
Stand near a clean or on-brand background
Use the portrait mode on your smartphone
Plan Your Shoot Before You Go
When you’re ready to invest in professional brand photography, go in with a pre-made shot list. Know what kind of photos you want and need before the session. The best questions you can ask yourself are:
What kind of feeling do I want to convey?
What do I want my client to see in me?
Brand Photography FAQ
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No, but you do need at least one real photo of you. A good smartphone portrait in natural light will always outperform a stock image of a stranger. Professional photos can come later; a human face needs to be there from day one.
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Any time your appearance, brand, or offerings change significantly. As a general rule, photos that are more than two to three years old — or that no longer reflect how you show up in your work — are worth refreshing. Your About page photo in particular should look like you today, not you several years ago.
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You can use the same shoot — but avoid using the exact same photo on multiple pages. Each page serves a different purpose and benefits from a different image that supports that specific goal. Variety within a cohesive aesthetic is the target.
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Choose colors that complement your brand palette rather than compete with it. Avoid busy patterns that distract from your face. Bring two or three outfit options so you have variety — and choose clothes you feel genuinely comfortable and confident in, because that shows in photos more than anything else.
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Look for photographers who have worked with businesses similar to yours — a therapist's brand shoot looks and feels different from a yoga teacher's or a coach's. Review their portfolio for consistency, warmth, and alignment with your brand's energy. A good brand photographer will ask about your story, your clients, and your brand values before they ever pick up a camera.
It’s clear to see that website photos aren’t just for decoration. They are your first impression, the first handshake, and a big deciding factor between whether a visitor stays or moves on.
With intentional brand photography, you can transform your website from a ‘digital brochure’ to a welcoming extension of you. And that when the right clients start reaching out!
If I can finally do this after nine years, you can too. Take our free quiz and find out what your website actually needs, photos included.
