“Should I put my picture on my business website?” Many business owners struggle with this question when they first start their business. We wonder if it will make our business look too small, unprofessional, or if being the face of our business will make us a target for online criticism and negative comments—even from our own friends and family.
I wrestled with this same question when I started my business. Aside from feeling awkward in front of the camera, I am uncomfortable being the center of attention. But when I considered that the reason I started my business is to help other business owners make a meaningful connection with their customers, I realized it was a disservice to them to not follow my own advice. Essentially, my vision for my business was bigger than my discomfort. So, I set aside my comfort and stepped in front of a camera.
My vision for my business was bigger than my discomfort.
This turned out to be one of the best moves for my business, as showing my face familiarizes my audience with me. And that allows me to make a faster, more meaningful connection with them before we ever meet face-to-face. And that’s why I challenge my camera-shy clients to at least consider the following 4 things before deciding whether including their image on their website is the right move for their brand.
1. What Kind of Business You Run
While having your picture on your business website is by no means mandatory, it becomes more important based on the type of business you operate. If you run a service-based business, your clients are more likely to interact with you directly. Having your photo on your business website helps your audience experience the three stages of a business relationship all customers must move through before they decide to make a purchase:
- Getting to know you. The customer needs to know your business exists and become familiar with you and what you offer.
- Deciding if they like you. Once they know you, they need to develop positive feelings about your brand. This happens through your website’s content, through shared values, and—you guessed it—through your photos.
- Establishing trust with you. Finally, your audience must trust that you, your product, or service can solve their problem or meet their needs. Trust is built through credibility, authenticity, testimonials, and delivering on your promises. And that connection can be made through experiencing alignment with who they see in your photos to who you are in person.
On the other hand, if your business is product-based business, showcasing your face may not be as essential. Instead, you’ll want to put more focus on product images and testimonials with pictures of people who have purchased those products.
2. If You’re the Face of Your Business
The decision to put your picture on your business website often comes down to how much your image plays a role in your brand. If you are the face of your business or the person your clients typically interact with, putting your photo on your business website is a no-brainer.
In service-based industries like consulting or coaching, a photo makes a significant impact, reinforcing personal branding, recognition, familiarity, and trust. And not doing so may actually be off-putting to clients who have met you in person and seek more information about your services online. One of the worst things that can happen to your brand is for someone to land on your website and question “Is this the person I just met? I can’t tell!” Creating this kind of confusion increases the odds that you’ll lose a customer to someone they’re more familiar with.
3. A Picture Humanizes Your Brand
One of the most compelling reasons to feature your photo on your business website is that it invites authenticity. Faces create a personal connection that words alone often can’t achieve. When potential customers see your face, they recognize the real person behind the business, fostering a sense of openness and approachability.
This sense of authenticity is particularly impactful in an era where people value transparency and connection. Showing your face lets people know there’s a genuine, trustworthy individual leading the brand, which can break down barriers and make them more comfortable reaching out, asking questions, or purchasing from you. It’s a subtle but powerful way to build rapport before any direct interaction takes place.
Showing your face breaks down trust barriers that make people hesitant to reach out or ask questions.
4. Brand Photos Create Better Brand Recognition
Adding a photo to your business website can enhance your brand recognition by integrating it with your overall brand identity. A professional brand photoshoot or, at a minimum, headshots that match your branding, can capture high-quality images that reflect your brand’s style, values, and personality. By incorporating consistent brand elements such as logos, brand colors, and themes, your photos can create a cohesive visual experience that strengthens your brand identity.
Brand photoshoots are designed to align with your brand’s aesthetic and message, making your website not only more visually appealing but also more memorable. This cohesive visual representation helps reinforce your brand’s presence and makes it easier for clients to recognize your business across various platforms.
If you need some posing inspiration, check out these photo pose ideas.
Pros and Cons of Including Your Picture on Your Business Website
If you’ve jump to the bottom of this article to get straight to the main points, here’s a quick breakdown of the advantages and potential downsides of adding your photo to your business website.
| Pros | Cons |
|---|---|
| Humanizes Your Brand: Having a photo allows potential clients to put a face to the business, making you more approachable and relatable. | Camera Shy: If you’re extremely camera-shy, forcing yourself to take a picture might not reflect well in the photo or on your site. |
| Builds Trust: In service-based industries, trust is critical. Including your photo on your business website can help build that trust faster, as it shows potential clients you’re a real person. | Business Type: In product-based businesses, your face might not be as important to your customers, so a photo may be less relevant. |
| Personal Branding: If you’re trying to build a personal brand, including your photo is essential for recognition and consistency across platforms. | Face Time: If you’re not the face of your business or the person your clients typically interact with, having your photo on your website may not be necessary. |
Alternatives to Featuring Your Own Photo
Ultimately, the decision of whether to include your photo on your business website is up to you. And if you’re truly still uncomfortable having your picture front and center, at least consider adding human faces to your About page. Whether it’s you or your team, people feel more comfortable when they can see who they’re working with. You can include team photos or feature customer testimonials with photos. Additionally, candid images of you working behind the scenes can also give a human touch without putting all the attention on your face.
Need help planning a brand photoshoot? Learn how!
