You need to get customers to your page, of course, but what do they see when they get there? A Web page is part of building a competitive business, but this just gets you a store front on the Internet highway. What will make customers want to stop in and learn more? Bottom line: You have a Web site to enhance your image—then get your image on your Web site!
I want you to think about the value of good headshots on your business website. Small businesses thrive on personal contact and good service, but many have Web pages without featured photos of a company team. I suggest that this is a good idea. People do business with people and people should have a face.
I’m not just talking about slapping together whatever pictures your staff happens to have on hand either. Nothing looks more sloppy and unprofessional than a group of clearly unrelated headshots on a website. I’m talking about a coherent and attractive group of photos that have a similar look, crop and feeling. The look and feel can enhance your appeal. By the feeling of the photos I mean, do you sell candy? Maybe you want a playful and friendly feeling. Are you a team of therapists? Then you need to project compassion.
Well designed images convey the special qualities of your dynamic small business—personable, professional, and inviting. I suggest you think about concepts and strategies before photo day and send out a memo to those involved. Discuss clothing, theme, colors, and make sure everyone gets a good night sleep the night before. SHARE your ideas with your photographer so everyone is on the same page. Make sure you find someone with some design skills. Look at the Web page you have now; assorted pieces get you nowhere. You need someone with a vision of how everything can work together.
When the work is done, consider a little retouching to give everyone a polished look. Again, shop for the right person to enhance what you have—no tacky airbrushing! Your Web page is there to CONNECT with the customer, and YOUR image is the key.
