I’m guessing you have a website and have used it to grow your business: a place to share your services, let people learn about what you do, and give them a way to reach out and connect with you.
But here’s a question to address this month: when was the last time you actually looked at it? Not to update something quickly or fix a broken link…but to really look at it the way a potential client would?
Is it doing its job? Is it converting? Is it working for you, or quietly working against you?
As a brand photographer and visual strategist, I get a behind-the-scenes look at a lot of businesses here in Indianapolis and beyond. And one of the most common things I see is a website that has the right words but isn’t doing nearly enough visually.
Your copy can be great, and your services can be exactly what someone needs. But if your website doesn’t look the part (if it doesn’t feel credible or like you), people won’t stick around long enough to find out.
Here are the four most common visual issues I see on business websites, and what to do about them.
Outdated or Missing Visuals
This is the biggest one!
When someone lands on your website, they’re not just reading…they’re looking! They’re taking in the images, the colors, the overall feel of the page. And within seconds, they’re forming an opinion about whether you’re someone worth trusting.
If your website has a lot of text and minimal visuals, that connection is harder to make. People want to see your business. They want to get a sense of your personality and your energy…before they ever fill out a form or send an email.
And if the images you do have are outdated or pulled from a stock photo library? That’s working against you too. Stock images makes you blend in and outdated photos make people wonder if the business is still active.
Fresh, personality-driven brand photos change that! They pull people in and easily communicate who you are.
No Personality Coming Through
If you removed your name and logo from your website, would anyone know it was yours?
For a lot of businesses, the honest answer is no.
Many websites end up feeling generic. Not because the business isn’t interesting, but because the visuals don’t reflect the actual personality behind it. A website template design is a great starting point, but without customized images that bring your specific style into the space, it often ends up looking like a hodgepodge of stock photos.
Your brand has a feel. Maybe it’s warm and approachable, polished and modern, or maybe bold and vibrant. That comes through in your colors and your design, but it also comes through in your images!
The right photos don’t just take up space. They attract the right people and make your ideal client look at your website and think, “This feels like someone I want to work with.”
Headshots That Don’t Look Like You Anymore
This one is more common than most people want to admit!
If your headshot is more than a couple of years old, there’s a real chance it no longer looks like the current version of you or the current version of your business.
And when someone meets you in person or connects on social media after seeing your website, that disconnect matters more than you might think. An outdated headshot creates a gap in that trust.
The same goes for team photos. If your team has changed, grown, or if individual headshots were taken at different times and don’t feel cohesive, it can make your business look less established than it actually is. Professional team photos signal that your business is credible.
Updated headshots are one of the simplest ways to make an impact on your website!
Bonus: There’s No Video (A Missed Opportunity)
Most websites don’t have video. Which is exactly why the ones that do stand out!
Videos on your website take it to the next level in letting people see you in motion, possibly hearing your voice, or feeling your energy in real time. It adds connection, and maybe even a little bit of fun.
This doesn’t have to mean a full production video shoot. What I often create for clients is simple short intro clips, a behind-the-scenes loop on your homepage, or a quick video showing you in action with a client.
More and more, I’m seeing business owners add simple video to their websites and the difference is noticeable. These simple clips draw attention and create connection before they’ve even looked fully through your website.
If you’ve been thinking about adding video to your website, this is your nudge!
Your Website Should Be Working for You
Even if you have great copy and the right services, if your website doesn’t visually connect with the people you’re trying to reach…it makes everything harder.
When someone finds you online and wants to learn more, your website is often the first place they go. That visit can either build confidence or bring on some doubt. It seems intense, but it’s true!
Updated visuals, a consistent look and feel, a headshot that actually looks like you, (and possibly a short video) can make someone stay, look around, and reach out.
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