If you own a business, you know you need to stand out from the competition to succeed. You need an effective website and strong social media presence, and an offer that people will get excited about. But how do you communicate all of that to potential clients?

While compelling copy is extremely important, images actually play a huge role in how visitors see your website and your brand. Do you want to be seen as authentic? Start with your photos. The images on your website are the first thing a potential customer will see—and they have to make a powerful first impression.

Stay away from stock photos

If you can easily find a stock image, so can other brands and businesses—and you definitely don’t want to use the same photos everyone else is using. Rather than make you stand out, stock photos will give visitors to your website the impression that you’re generic or just like everyone else when you actually have something incredibly unique to offer.

Hiring a professional branding photographer to capture images of your business not only gives you a library of one-of-a-kind images to choose from—it also ensures that your photos are genuine and truly reflect your brand, differentiating you from your competitors.

Take a variety of images

You don’t want all your product or office photos to look the same. Instead, provide your photographer with a wide variety of spaces, people, products, and props to make sure you get images that showcase every facet of your business. Think about the tools you use on a day-to-day basis. Even if it’s just your cell phone and computer, showing the tools of your trade is a great way to demonstrate how hard you work for your customers.

A good brand photographer will work with you to determine the best way to shoot and capture your brand’s story. Your photographer should have suggestions about how to light or stage your products or workspace, show off your people, or highlight your business offerings in the best possible way.

Demonstrate exactly what you do

Even if you don’t have a tangible product, you can still use your branding photography to show potential clients exactly what you do. Have clients or “extras” participate in your photoshoot. Show you or one of your team members working with a customer—those images help potential clients imagine themselves working with you and will be perfect for promoting your business.

Think about where you will use your photos

The way you market your business may differ from channel to channel. Each audience you showcase your brand to will expect something different. For example, lifestyle images often work best to capture attention on Instagram or Pinterest, while more traditional business photos are better for your website or advertising.

You want to have a variety of images to meet the needs of each audience. That way, you’re prepared to promote your brand anytime and anywhere!