How to Prepare for a Personal Brand Photoshoot (For Website-Ready Images)

Having professional photos taken is a big step, especially when you are the face of your business.

Whether you’re a coach, therapist, consultant or service-based entrepreneur, it’s completely normal to feel unsure about what to capture and how to prepare.

You might be thinking:

• What should I even take photos of?
• I don’t want anything too posed or salesy.
• I just want it to feel natural and like me.

All totally valid.

But it’s important to remember that your photos won’t just live on your About page. They’ll be used across your website, booking pages, emails, social media and marketing materials, often for years.

A little planning now means you’ll end up with images that work hard for you, rather than feeling limited later.

Photograph Your Workspace or Client Environment

If you work with clients in a dedicated space, whether that’s a treatment room, coaching room, office or studio, photos of that environment really matter.

People subconsciously want to know what kind of setting they will be in.

Before the shoot:

• Tidy the space, but keep it authentic
• Remove visual clutter (bags, wires, paperwork)
• Soft, natural light works best
• Neutral, calming colours photograph beautifully
• Plants and simple textures add warmth

Ask your photographer to capture:

• Wide shots of the full space
• Close-ups of details (chairs, desk, cushions, props)
• Different angles, not just straight-on shots

These images are incredibly useful for websites and help visitors feel comfortable before they ever make contact.

Get a Mix of Portrait and Landscape Images

One of the most common mistakes people make is ending up with only portrait photos.

You need both orientations.

Ask for:

• Portrait shots (great for About pages, bios, directories)
• Landscape shots (essential for website headers and banners)

Landscape images are especially valuable for:

• Homepage hero sections
• Service page headers
• Blog posts
• Email and sales page banners

If you don’t request these explicitly, many photographers default to portraits, so it’s worth saying upfront.

Ask for Photos with Space for Text (So Important)

This is one of the most useful (and most overlooked) requests.

Ask your photographer to include:

• Images where you’re positioned to one side
• Plenty of clear space on the left or right
• Simple, uncluttered backgrounds

Why this matters:

• Text, headlines and buttons can be overlaid easily
• You won’t need awkward crops later
• Your website will look more intentional and polished

These images are ideal for homepage heroes, call-to-action sections and promotional pages.

Use Pinterest to Get Clear on Poses You Like (and Don’t)

You don’t need to know how to pose, but it really helps to know what feels right to you.

Spending a bit of time on Pinterest beforehand can be incredibly helpful. Try searching for:

• “Personal brand photography coach”
• “Natural business portrait poses”
• “Lifestyle brand photography professional”

As you browse, notice:

• Poses that feel relaxed and natural
• Expressions you’re drawn to (soft smile, thoughtful, neutral)
• Styles you don’t like (too corporate, too staged, too smiley)

Make a private Pinterest board and save the ones that you like.

This makes it much easier to communicate with your photographer and reduces that “what do I do with my hands?” feeling on the day.

Consider Inviting a ‘Model’ Client for Some Images

If appropriate for your work, inviting someone to act as a model client can be incredibly valuable.

This could be:

• A friend
• A colleague
• A past client (with clear permission)
• Another business owner you trust

These images can show:

• You in conversation
• Active listening or explaining something
• Working together in a calm, professional way

They’re especially useful for:

• Service pages
• Sales pages
• Explaining how you work with people

A few important notes:

• Keep it natural – no forced “handshake” moments
• Avoid anything that looks like a real confidential session
• Make sure everyone is comfortable and has agreed to be photographed

Even a small handful of these images can add context to your website.

Capture In-Between, Candid Moments

Not every photo needs you to look directly at the camera.

Some of the most effective images are:

• Walking into your workspace
• Sitting with a notebook or laptop
• Looking out of a window
• Adjusting your space
• Pausing thoughtfully

These feel more human and approachable and work fabulously across blog posts, emails and softer website sections.

Keep Your Images Unseasonal (So They Last)

This is especially important if your shoot happens near Christmas or another seasonal period.

If you want your photos to work year-round, try to avoid:

• Tinsel, Christmas trees, Halloween pumpkins or festive décor
• Obvious seasonal props
• Clothing that screams a particular time of year (unless intentional)

Seasonal images date quickly, which can make your website feel out of sync for most of the year.

If you do want seasonal photos for newsletters or social media, you can always capture a small set alongside your main shoot. Just keep your core website images neutral and timeless.

What to Wear (Timeless Beats Trendy)

Choose outfits that:

• Feel like you on a good day
• Are comfortable to sit, stand and move in
• Avoid bold patterns and logos
• Work with your environment and brand colours

If possible, bring:

• One lighter outfit
• One darker or neutral outfit
• A layer (jacket, cardigan, scarf)

This gives you flexibility without overcomplicating things.

A Simple Checklist to Share with Your Photographer

Before the shoot, it’s absolutely fine to say:

“These photos will mainly be used on my website and marketing.”

Then ask for:

• Workspace or environment shots
• Portrait and landscape images
• Photos with space for text
• A mix of posed and candid moments
• Natural expressions
• Mostly unseasonal, timeless images
• Optional: a few shots with a model client

A good photographer will appreciate this clarity.

Final Reassurance

You don’t need to perform or become someone else for your photos.

The aim isn’t perfection.

When your images reflect your work, your personality and how it feels to work with you, your website does a lot of its job before a single word is read.