Large brands understand that creating a visual presence online is fundamental to their success. No one expects a company like Coca Cola to simply write a long essay about why they are great. They connect with their audience by reflecting back to them the people who drink Coca-Cola, and of course having a great time doing it. But what about other small to mid-sized businesses, especially those who are service oriented? How does this apply them?
Think of it this way: When you get a recommendation from somebody about a business or make a connection with someone you consider working with, you google their company to see if you like them. The design of the company website and the imagery included impacts your view of their value and credibility. It’s emotional. If you don’t like what you see, you probably won’t take the time to read whatever they’ve written. For a service company, this means bringing in the service visually, the image of who you are and what you do. You don’t have to show your customers being cool using your product, but you HAVE to show that you are a group of people who look like you can reliably do the work you are hired to do.
Keeshi Ingram is the founder and principal photographer at Adaptive Camera, an Austin, TX based studio offering location and assignment photography services for companies and nonprofits. Her work is often used for marketing, PR, fundraising and social media. To learn more about Adaptive Camera, please visit our website @ AdaptiveCamera.com, see Keeshi’s portfolio @ Keeshi.com, or follow her on Instagram.