Visuals play a crucial role in building a polished, engaging website. Professional imagery and videography don’t just capture your team—they tell a story, showcase your firm’s values, and set the tone for prospective clients. Preparing well ensures you capture the most authentic, impactful images and videos that represent your firm’s unique brand and ethos.
Here’s a step-by-step guide to ensure you’re fully prepared for your shoot day.
1. Define your vision
Before your shoot, think about what you want these visuals to convey. Here are a few questions to consider:
- What emotions do you want viewers to feel when they see your website?
- Are you looking for a relaxed, approachable vibe, or a more formal, traditional look?
- Do you want your images to focus on team collaboration, client interactions, or individual expertise?
Prepare a set of inspiration photos that capture the tone, style, and mood you’re aiming for. Shere these with your team and photographer as a visual guide to ensure everyone is aligned on the look you want to achieve, both in style and purpose.
2. Coordinate team outfits
Consistency in clothing style can enhance a cohesive, professional look. Some tips include:
- Be yourself: If you go to meetings in a polo, don’t dust off the suit just for your photoshoot. Be authentic. If your prospects don’t respect someone who doesn’t put on a suit, better they make that call before you’ve wasted your time with them.
- Choose colours wisely: Stick to neutral, muted colours or tones that align with your brand. Avoid overly bright colours or patterns that may distract viewers.
- Reflect your brand: If your firm has a relaxed, friendly atmosphere, avoid ultra-formal attire; if you’re known for professionalism and precision, dress accordingly.
- Coordinate but don’t match: Aim for outfits that complement each other without everyone looking too uniform. Make sure everyone’s attire is comfortable so they can look natural and relaxed.
3. Plan the setting and backgrounds
Decide where you want to shoot each scene. Aim for variety while considering:
- On-brand spaces: Use areas of your office that reflect your work environment, such as conference rooms, collaborative spaces, and quiet workstations. Thoughtfully capturing these spaces allows prospective clients to feel an immediate sense of familiarity and comfort when they visit, bridging the connection between your online presence and in-office experience.
- Natural light: Natural light creates soft, flattering images. If possible, choose well-lit spaces with plenty of windows.
- Clean, tidy spaces: Make sure areas used for filming or photography are clean and free from clutter. It’s worth assigning someone to ensure spaces stay organised throughout the shoot day.
- Unique details: If your office has special features—like branded decor, artwork, or architectural details—consider including these elements to showcase your brand’s personality.
- Capture the entrance: Photograph the entrance and reception space. This is often a client’s first impression of your office, and having it showcased on your website creates a seamless transition from the digital to the physical. That way, you deliver on a promise: their first impression in real life also matches the impression they got from your website.
Request the photographer to capture a few shots of your office space without any team members present. These images can serve as versatile background visuals for your website and marketing materials, providing a professional and cohesive backdrop that highlights your firm’s environment.
4. Focus on key team interactions
Showcase interactions that mirror your approach with clients.
- Team collaboration: Capture moments of team members working together, discussing ideas, or presenting solutions. These shots convey teamwork and expertise.
- Client-like scenarios: If privacy allows, consider posing for scenarios that look like client meetings or consultations, which can be particularly powerful.
- Candid moments: Candid shots can feel more genuine than posed ones. Capture moments of team members in casual conversation, smiling, or interacting naturally.
- Use props and vary poses: Gather items that naturally fit your office environment, like notebooks, laptops, and stools. Encourage team members to mix up poses by trying different stances and hand placements, like placing a hand in a pocket, leaning slightly, or holding a personal item. These small adjustments help everyone look relaxed and approachable.
We all like to hope that the team will only ever grow, but life happens, and people come and go. Plan for change and capture a mix of group photos—such as equity holders only, advisers only, or staff with more than five years of service. This approach ensures that if team members move on, you’ll have versatile images that remain relevant, helping to keep your website up to date without needing a full reshoot.
5. Prepare key talking points for videos
If filming videos, help each team member feel comfortable by preparing key talking points rather than full scripts. Keep it conversational:
- Introduce yourself and the firm: A brief introduction helps connect with the audience.
- Highlight your value: Describe how your firm’s services benefit clients. Share what you love about your work.
- Share a client success story: If appropriate, mentioning a (generalised) client success story can create an emotional connection.
Practice helps everyone feel more comfortable. Encourage team members to rehearse once or twice, focusing on a warm, friendly delivery rather than word-for-word accuracy.
6. Encourage relaxation and positivity
A professional shoot can feel intimidating, especially if it’s the first time for some team members. Here are a few ways to ease the nerves:
- Have a relaxed attitude: Remind everyone that professionalism is balanced by approachability. Perfection isn’t necessary; authenticity is.
- Schedule breaks: A few short breaks allow everyone to refresh and stay energised.
- Emphasise smiles: Genuine smiles come from feeling comfortable. Keep the atmosphere upbeat, and the results will show in the final images. Playing music in the background may help relax your team.
- Celebrate small wins: Compliment team members after a great shot or a successful scene. Positive reinforcement keeps energy high, helps everyone feel appreciated, and reflects in a more relaxed and happy team on camera.
7. Final review and approval
Once you receive the edited photos and videos, take the time to review each carefully. Share the selected visuals with your website designer to ensure they align seamlessly with the overall website layout and brand elements.
With these preparations in place, your professional images and videos will be a true reflection of your firm, helping to create a website that resonates with clients and captures the essence of your brand. The time you invest now will pay off in the quality and impact of your online presence.