Why professional photography is important

Why professional photography is important

Sebastian Grant

Professional photography is all about using high-quality equipment to produce exceptional quality, unique and visually stunning imagery.

Professional photography is all about using high-quality equipment to produce exceptional quality, unique and visually stunning imagery.

A totally different creature from amateur photography or stock imagery, professional photography is an integral part of any brand’s messaging, tone of voice, and overall perception; therefore forming the very backbone of most businesses’ marketing activity.

Get it right, and just the photography used on your website can increase your conversions by up to 161%. Correct us if we’re wrong, but we think these are the stats that most business owners dream of!

And that doesn’t (yet) take into account the positive effect professional photography has on things like engagement rates, brand perception, and even brand awareness; all this and more is exactly what happened to one of our clients when we took on their creative project and transformed their product imagery.  

And how did we do it? We’ll go through our strategy…

Why professional photography is important

Perception of quality

Using professional photography immediately raises the perception of quality associated with your brand. You could sell the most well-made, visually stunning products, but if the photography you use is poor, your products will look poor.

75% of online shoppers rely on product imagery when making a decision about a potential purchase.

What does this say about the relationship between potential customers and photography?

It says that potential customers like to see what they’re buying online before they do so, and emotionally invest in the images they are presented with.


Professional photography is incredibly versatile, and can be used across all sorts of media; whether on your website, your printed adverts, your email banners or your social media posts - as opposed to amateur photos, which are often too pixelated to use in multiple places.

Good visual content is 40% more likely to get shared on your social channels.

But what does this tell us about how potential customers interact with content online?

It tells us that today’s online audiences prefer short-form content (videos, images, memes etc.) to long pieces of written content; that our shortening attention spans have increased the importance of professional photography as one of the most engaging forms of content.

Pro tip:

Think multi-channel! A set of professional images should be versatile and fit for use across all your channels, not just on your website. When taking a photo or having a set of professional photographs created, think of all the different ways you’ll want to use those images; your social media channels, your email marketing campaigns, your print advertising, and all your digital marketing efforts…

Increase traffic to your website

Websites with professional photography receive up to 90% more traffic than websites without. Images on websites contribute to the SEO value of the overall site; their alt tags and descriptions help search engines understand what your website is all about.

Pro tip:

Always compress your images before uploading them onto your website. Compressing your images will not reduce the quality of the image but will make them much lighter and easier for your website to load. ‘Heavy’ images can slow a website down significantly, and the slower your website, the more likely visitors are to bounce off (i.e. exit your website within seconds and go to one of your competitors).

Brand identity

Not only can a photographer help you get the best out of your imagery; using the best lighting, and capturing the subject at the best angle, but a photographer can also help you capture the essence of your brand, and establish your brand identity – bringing out what’s unique about your business.


Unique, original imagery can increase your conversions by up to 35% in comparison to stock images. Why? Because people buy from people and using your own images helps to build an element of trust. What’s more, imagery is 65 times more memorable than written information.


Photography is aspirational – it helps potential customers visualise your product or service as part of their lives, and gives them an idea of how investing in your business will benefit them. Your potential customers what to get to know your business and what you can do for them – using professional photography is the most powerful way to do that.

In summary

Professional photography is a must for any business; helping your potential customers identify you from a sea of other businesses similar to you, increasing traffic to your website, selling the benefits of your product or service, increasing the perception of quality, and is often of such a high resolution that it can be used cross-platform – forming the backbone of a strong campaign and brand identity.

In short, professional photography can help your business by:

-   Increasing your conversion rates by up to 161%

-   Improving the user experience and increasing engagement by up to 90%

-   Simply being 40% more shareable on social media than other forms of content!

And, although employing a professional photographer may seem like an expensive outlay in the short term, the long-term effect it has on your brand, your engagement rates, and subsequent sales makes it the perfect investment for your business.

Think of professional photography as the first impression potential customers have of your business, and therefore the first element you should think of when embarking on any kind of marketing activity.

To learn more about why professional photography is important and discuss how we can help you increase your conversions by up to 161% with photography, contact us today.