When it comes to getting your website built or if you’re building it yourself, most forget about photography. And in my opinion, you should be focusing just as much on your photography as you are on the actual website.

The power of photography can't be overstated enough when it comes to web design. You might be thinking: "My business isn't in the arts or entertainment industry” or “Why do I need great photos?" It turns out that even the most mundane businesses, like laundry services or accounting firms, can benefit from high-quality photography on their websites. So, we'll explore why investing in professional photography is important for all businesses, even ones without any artistic ambitions whatsoever.

That said, having good photography has always been important to me, especially because I run my business as a personal brand. Ultimately, the purpose behind my brand is for my viewers and any potential clients to know and understand who I am as a person. And in the end, my photography has massively helped to highlight that for me.

Why is photography so important?

This should be apparent, but when people visit your website, they’re most likely immediately greeted by the images you’ve selected. A well-polished image can make all the difference in making a good first impression on visitors.

A common statement that I use is “Perception is Reality” when talking about photography, and this totally has truth behind it. Surprise, having photos that show who you are, what you do, or the products you sell, is definitely going to have a large impact on your trustworthiness as a brand.

The general aesthetic and the content on your website only go so far, especially if it's being compared to bad photography. It's a common belief that you only have a few seconds to grab a viewer’s attention when they land on your website, and that's because it’s true.

If the first images someone sees on your website are just horrible quality, that's definitely gonna speak for the service you provide or the products you sell. Think of this as a competition where you're competing in front of judges. These judges are your viewers, and without question, they will judge you. But making sure you have good photography, will definitely get you a handful of points in the right area.

Having the right photography can also set the tone of your site and let them know what to expect from you. If you have a fun brand, then bright colors and quirky imagery could be just what you need to draw people in. But if you look at what I do on my website, you’ll notice a darker, more muted stylized look and feel to the photos I use throughout my site. This works for me because I feel the photos have a more high-end look and feel to them, which reflects my design style.

Photography also really helps to create brand consistency throughout every aspect of your site. This can be from your standard pages (home, services, about, contact) to blog posts and other secondary areas on your website. This can also help dictate the colors used throughout your website.

If we use my website as an example again, mine is very dark with a tan-ish/brown-ish accent color. And I feel that reflects within the stylized photography throughout my site. Ultimately, this ensures that each page reflects the same level of style and quality, basically, showing your viewers that you have your shit together.

You might not need a big budget

You don't have to always have a big budget for photography. If you're able to, yes, it can certainly help, but there might be other ways to get quality photos for your site without breaking the bank.

Ask around and see if any friends or family know of anyone who can help with photography. If they do, maybe they'll be willing to share their services in exchange for something else. I will admit that I’ve gotten photos taken in exchange for web services. Now, I know this might not apply to you and what you’re offering or selling but I at least thought I’d mention it.

The other thing I might suggest is to do some locally-based searching in your area on Instagram for photographers. And I would try to find someone who is just starting out within the Photography industry. Better yet, I would look for wedding photographers within that same bucket search. The one thing I’ve learned about photographers over the years is that most of them have started in the wedding industry.

They’re trying to build up their portfolio, and the wedding scene is most likely their primary focus when just starting out. Ultimately, what I'm getting at is that you might be able to find someone who is really good at what they do but is still trying to make a name for their selves, and this means that their rates most likely won’t break the bank.

The full circle example of this is that a lot of the photography on my website is actually done by my sister-in-law. Around 2018 she graduated with a degree in photography and was just trying to start out. She obviously started trying to find weddings to shoot and I noticed that she did really good work. So I brought her on for a test project, and I've been using a lot of her services ever since. I know this might not be a solution for everyone but wanted to at least throw it out there.

In the end, it’s totally worth it

This is just something that I’ve seen a lot of over the years, someone who is willing to invest a large budget into their website but doesn’t want to get some solid photography done. Trust me, my statement of “Perception is Reality” very much plays true here. Your viewers will judge you at first glance, so don’t give them that ability. You’re good at what you do or you’re providing something really amazing, so make it look fucken awesome.