Alexis the Photographer:
Photos are possibly your fastest route to making your best first impression through your website, social platforms, and printed materials. And it goes the other way, too. If your photos don’t look like you take your business seriously, then no one else will take you seriously, either.
Want to know a trick? Your potential clients should never feel like they’re looking at photos when they’re looking at photos of your business. Instead, they should feel like they just got transported into a fantasy:
• Maybe the fantasy is meeting a lover in a cafe.
• Maybe it’s looking effortlessly like a supermodel in a chic new trenchcoat.
• Maybe it’s becoming strong enough to hoist a car with no more than two bare hands.
You can paint a fantasy with images. You can create such a tasty preview of what it’s like to work with you that people who never heard of you before they landed on your website crave to give you a chance.
You can use photos to light up the pleasure centers in the brain, exciting new people to do business with you—and you can captivate them in an instant.
What does that mean? It means the photos on your website and social platforms should never show only inanimate objects—like the brand new awning over the front door of the restaurant or a plate of tiramisu. They shouldn’t be stagnant, either—like a mannequin or even a model standing unnaturally straight, looking the camera dead-on. And never, ever, ever should they obviously be working to sell anything.
You heard me. There’s actually a science to this. And the science is subtlety. Don’t try so hard. Or at least, don’t make the viewer have to try so hard to picture what it’s like to work with you, use your product, or benefit from your services.
There are dozens—if not hundreds—of nuances to creating the photographic breadcrumbs that will lead your next client from stranger to sale. And the nuances shift slightly from business to business, industry to industry.
You want someone to help you get it just right. Trust me.
Fortuitously, I love the challenge of telling a story in images. (It’s one of the reasons I studied screenwriting in college.) I’ve got one of those fancy cameras and I actually know how to use it. And—oh! That’s right!—I build websites for a living, so I also know how to orient, crop, and size images to match the flow of your online presence without bogging your website’s load time.