Your website is the doorway to your business. A polished, engaging website will make a great first impression, show visitors who you are and ultimately generate leads. But — we all know this — a website is a lot more than just text. In addition to nailing your messaging with words, make sure your website reflects who you are visually.

How do you select images that further your message, not distract from it? 

Invest in a professional.

Hire a trusted photographer to capture you and your team doing what you do best. Make the most of the session by thinking through all of the images you may need someday down the road. Ask the photographer to capture more than just faces – consider what products or environments you may want to showcase.

Stock photos are just that – stock. They’re generic. You are not generic. Share images that set you apart. If you do need to add stock photos, pick ones that feel like your brand. Free websites of stock photos include Pexels, Pixabay, Unsplash and Life of Pix.

If you’re shopping around, you’re looking for a photographer who does “brand photography.” But in a pinch, I’ve also been known to tack on a few headshots after a family Christmas card shoot.

Okay, okay, listen. Call this guy: Ashton Staniszewski. He took all the photos (and video!) of me on this site. I obviously think the world of him.

Get creative.

You could modify the images by laying text over them. Since a visitor’s eye will likely be drawn to an image first, consider adding relevant content to the photo. Testimonials, statistics or a call to action can all be very effective additions to photos. Don’t go too copy-crazy, though. Less can be more, and some images are more powerful on their own.

Go for consistency.

Adjust the photos to look as polished and cohesive as possible. Consider brightness, colors and other adjustments you can make to the images to create one look. There’s much more to branding than simply adding a watermark logo on top of every photo. Choose a look and stick with it.

Keywords, keywords, keywords.

Photos provide the gift of SEO opportunities! Include SEO keywords in the filename of the photos. Instead of “Image567.jpg,” use nomenclature that’s relevant to your business. If you sell dog collars in Tennessee, for example, a better name would be “Tennessee-Dog-Collar-01.jpg.” Beyond just the filename, your website platform will allow you to add alternative text with keywords to the backend of the site. Take advantage of these opportunities to boost your keyword density.

A sample shot list

Your photographer will be able to help you with more ideas that are specific to your business, but this will get you started. Keep in mind these photos are meant to help you share a little about your personality and what it’s like to work with you. If you’re a chiropractor, don’t do a photoshoot at the farmer’s market.

• Variety of photos of you in multiple outfits and locations

• Photos of your team in multiple outfits and locations

• Photos of you working with your clients/interacting with your team

• Photos of objects around your office that could be used as your “stock photos”

Make sure your website reflects who you are as a company by nailing the imagery. Your potential clients will feel more comfortable to begin working with you and your bottom line will thank you!