First impressions matter – especially online.
When someone lands on your website, they’re already forming an opinion about your business within seconds. Before they’ve read a word of your carefully written content, their eyes are drawn to the images.
Good photography builds trust, tells your story and shows people what working with you is really like. It can mean the difference between a quick bounce and a new client.
Whether you’re a solopreneur, a small business owner or running a charity, having the right images on your website can help you connect with your audience and grow your brand.
But what photos do you actually need? Let’s break down the five essential images every business website should have.
1 – A Warm, Welcoming Headshot
People do business with people.
A good headshot shows the face behind the brand and helps visitors feel like they’re getting to know you. It adds a human touch, especially important for personal brands and small businesses.
A professional headshot should be clear, well-lit and reflect your personality. If you’re friendly and relaxed in person, your photo should feel that way too.
Think about where it’s taken – a headshot in natural light, perhaps in your workspace or outdoors in the Surrey Hills, feels far more genuine than a stiff studio shot with a blank backdrop.
Use your headshot on your homepage, about page and social media profiles. It’s often the first image someone will associate with your brand – so make it count.
2 – You in Action
Next, show yourself at work.
Whether you’re meeting clients, giving a talk, crafting a product or behind the scenes at an event, these images give people a sense of what it’s like to work with you. They tell a story. They help people imagine themselves as your client.
For example, if you’re a yoga teacher, a photo of you leading a class in a calm, sunlit space instantly communicates what you do.
If you’re a graphic designer, a candid image of you sketching ideas or working at your desk brings your creative process to life.
These images don’t have to be posed. In fact, natural, documentary-style photos are often more powerful because they feel authentic. They show your passion, your professionalism, and your unique way of doing things.
3 – Your Products or Services
If you sell a physical product, professional product photography is a must.
Clear, well-composed images help people understand what you’re offering and why they might want it. This doesn’t mean everything has to be shot against a white background — sometimes, lifestyle images that show the product in use are even more engaging.
Even if you offer a service, you can still show what it looks like.
A massage therapist might show a peaceful treatment room. A dog walker could share photos of happy dogs on a stroll. A wedding planner might show beautifully set tables or details from an event.
Think about what your clients care about most. What would they want to see before making a decision? Then make sure those images are front and centre.
4 – Your Space or Location
If clients visit you in person – whether it’s an office, studio, shop or even a mobile setup – show them what to expect.
Clean, inviting photos of your space help people feel comfortable before they walk through the door.
For example, a home-based beauty therapist might show a cosy, calming treatment room. A café could highlight its bright interiors or charming garden seating. A co-working space might feature its stylish desks and shared breakout areas.
Even if you don’t have a fixed location, consider showing the places where you typically work.
If you run outdoor workshops, beautiful shots of the Surrey Hills create a sense of atmosphere and give people a flavour of the experience.
5 – Happy Clients or Testimonials in Context
Social proof is powerful. A photo of a happy client, paired with a short quote or testimonial, builds trust faster than words alone.
It’s one thing to say you do a great job – it’s another to show real people who are thrilled with your work.
This works especially well for service-based businesses. A personal trainer might show a client during a workout session. A florist could share a couple holding their wedding bouquet. A business coach might include a photo of a client during a breakthrough moment in a session.
Of course, always get permission before using client images. But most clients are happy to be featured, especially when they’re proud of the work you’ve done together.
Making it All Work Together
Having the right photos is one thing – using them well is another.
Make sure your images are high quality and optimised for web use so your site loads quickly. They should reflect your brand colours and tone. And don’t be afraid to show your personality – that’s what sets you apart.
Professional photography might seem like an investment, but it’s one that pays off.
A strong set of images can transform your website, making it feel polished, professional and personal. It helps people connect with you faster and builds confidence in what you offer.
At Bear Content, I work with individuals and small businesses across Cranleigh and the Surrey Hills to create bespoke brand photography that captures your story.
From relaxed headshots to behind-the-scenes moments, I’ll help you build a library of images you can use across your website, social media and more.
Ready to refresh your website photos? Get in touch today to book your shoot.
Let’s show the world what makes your business special.
