Visual Strategy Tips for Entrepreneurs: How to Standout Online
Have you ever heard the phrase, "Don't judge a book by its cover?" It’s a nice sentiment, but let’s be honest, we all judge based on appearances. And so do your potential clients.
In the webinar and blog below, our guest speaker, Bonnie Dickson, Photographer and Visibility Strategist, offers tips on what is a visual strategy and why it matters, the must-have photos for yourmarketing and some DIY professional photography tips. By the end you’ll have actionable steps to upgrade your brand’s online presence and start attracting more of the right clients.
What is a visual strategy and why does it matter?
A visual strategy is your roadmap for using high-quality, consistent imagery to represent your brand across your website, social media, and marketing materials.
A strong visual strategy ensures that your brand:
Builds trust and credibility
Attracts your ideal clients
Differentiates you from competitors
Increases engagement and conversions
Instantly communicates your professionalism, expertise, and value
Scenario #1 - Lawyer
Imagine you’re hiring a lawyer. One has a polished, professional headshot, while another has a casual vacation selfie on their LinkedIn profile. Who would you trust more? Your photos speak for you, make sure they’re saying the right thing. Your business needs the right images to build trust and attract customers. Here are some must-have photos for Your business. Let’s break it down by platform:
Website Essentials
Your website should instantly communicate:
Who you are – A strong headshot or team photo
What you do – Clear service and product images (show, don’t just tell with words and copy)
Why people should care – Testimonials with imagery
Pro Tip: High-quality images don’t just make your website look good, they help it perform better in search rankings and conversions.
Google Business Profile (Google My Business)
Google prioritizes businesses with great visuals, so make sure yours include:
Exterior & Interior – Help customers find you easily
Team at Work – Show your business in action
Product or Service in Action – Let people visualize the experience
Scenario #1 - Physiotherapy Clinic
Imagine searching for a physiotherapy clinic. One listing only has a Google street view photo, you can’t see what the clinic actually looks like. The other has a bright, inviting treatment room and 16 additional images to browse. Which one are you more likely to trust and book with?
Social Media Must-Haves
"People don’t buy products or services; they buy stories and experiences." – Seth Godin
Keep your audience engaged with a mix of visuals:
Behind-the-scenes – Show how you work
Candid moments – Share team culture and events
Seasonal & event-based photos – Stay relevant with timely content
Pro Tip: Consistency across your platforms reinforces brand recognition and builds credibility.
DIY vs. Professional Photography: When to Invest?
Not ready to hire a photographer yet? That’s okay! Here’s when to DIY and when to call a pro. For everyday content, you can take better photos yourself by following these simple rules.
DIY Photography Tips
Use natural light – Position yourself near a window
Keep backgrounds clean – Avoid cluttered, distracting spaces
Steady your shots – Use a tripod or steady surface
Edit your images – Free tools like Canva or Lightroom can help
When to Hire a Professional Photographer
Some business photos are too important to DIY. Consider hiring a pro if:
First Impressions Matter: You need a strong LinkedIn headshot or speaking engagement photo.
You’re Rebranding: New website? Updated marketing materials? You need cohesive, strategic images.
Your DIY Efforts Aren’t Cutting It: If your photos look inconsistent, low quality, or don’t convert into sales.
You Want to Save Time & Hassle: Professionals deliver high-quality results fast without the trial and error.
Your Industry Demands It: Coaches, consultants, real estate agents, and lawyers need credibility-boosting photos.
Pro Tip: A single high-quality headshot that gets you even one new client pays for itself.
Budgeting for Photography: How to Plan for It
Professional photography is an investment that pays off in credibility, engagement, and conversions. Here’s how to plan for it:
Determine Your Priority: Do you need a quick headshot or a full branding session
Break It Down by Use Case: A headshot lasts up to 2 years, but branding images may need updates sooner.
Allocate Funds in Your Marketing Budget: The quality of your photos sets the standard for the quality of your business, make sure you're telling the right story.
Consider Batch Sessions: Some photographers offer packages to give you more variety in one shoot.
Hire a Photographer on Retainer: Plan a biannual or annual session to refresh your visuals, capture seasonal content, and maximize ROI.
Pro Tip: Professional images work 24/7—they continue marketing for you long after the photoshoot is done.
Final Thoughts: Take Action Today!
Your business deserves to be seen in the best light possible.
Here’s what to do next:
Evaluate your current visuals – Are they telling the right story?
Download my FREE checklist – Scan the QR code to access it now!
Take one action today – Update one photo, plan a photoshoot, or improve your DIY skills.
Your images can attract more of the right clients, make sure they’re working for you, not against you.
