Investing in Photography
In the past, SG23 has built a lot of websites for those in the architecture, building, and design industry and one thing I’ve realized is that those who invest in professional photography always have better looking websites.
If you’re in an industry that is grounded in visuals, photography is a huge selling point for potential clients. It’s important to remember that often your clients are looking to hire a professional because they don’t know how to create what they envision. They will want a preview of the end product and high quality photography has a huge influence on that. You can have the most beautiful project or product in the world, but if the photo is poorly lit, pixelated, or has a terrible composition, a potential client won’t get past that subconsciously and may not want to hire you. Your photography is just as important as your resume—I would even venture to say it has more of an influence on whether or not someone bothers to contact you.
Unless you’re a talented photographer yourself, leave it to the professionals. The burden of photographing your own project isn’t worth the time or stress. Not to mention, taking on the photography yourself will probably take you 3x as long and you may not even get quality shots to show off your work. Trust me, I tried to photograph my own projects in the beginning….after two photoshoots I hired a professional really quick.
One of the main hesitations with hiring a photographer is the cost. There’s definitely a range when it comes to what photographers charge, but like anything else, find a balance between the quality of the work and budget that works for you. Also, think of this as an investment, because that’s exactly what it is. The photographs of this project got me two HUGE jobs, that led to two more big projects. I essentially got four projects out of the investment in one photoshoot so far!
If you’re thinking of building a new website for your business or updating an old website, your photography is a huge part of that process. I have five tips to make sure you take advantage of photographing your work.
1. Actually make it a habit of photographing your work
Most building and design industry professionals leave photography as an afterthought. When scheduling a photoshoot is an afterthought, the photoshoot often never actually happens. I’ve been on websites for architects or designers that have very few or no images on their website. It’s very difficult to tell someone you can create something beautiful when you have no images to prove it.
2. Plan ahead
If you have a good idea of the completion date, email the client at least two weeks before completion to start the process of scheduling a photoshoot. Remember, you need to coordinate your schedule, the client’s, and most importantly, the photographers. Further, you want to get your photographs before your client has the opportunity to “go rogue.” For example, there have definitely been times where I want to photograph an office and I know I need to get in there before the desks look messy with papers, coffee cups, post-its etc.
3. Think about what your clients value
This one is especially tough for creatives, because it takes a lot of restraint. I love a good cornice detail when I see one, but most “civilians” if you will, or non-designers, want to see the front facade of a house and don’t necessarily appreciate ALL the little details. I know, it kills me too, but it’s the reality of the situation. I’m not saying you should completely ignore all those details because they are important, but don’t forget the big picture. Remember why clients want to hire you.
4. Find a photographer that gets you and your business
Photographers are like therapists, it should be a good fit. I would start by investigating whom people in your same industry are working with and then look up that photographer’s website. See if you like their photography style. When contacting a photographer, ask about their process. How long would a photoshoot for an example project take? What are the rules for crediting their work? Once you pay them, do you own all the copyrights?
5. Create a shot list
The last thing you want to do after a long photoshoot is realize you forgot a shot of that beautiful custom feature after you’ve already received the proofs from the contractor. Going back to shoot something is a pain. The lighting is often different, if it was a styled interior shot you can never get accessories in the exact same spot to coordinate with the other photos, and you need to deal with three schedules all over again—your own, the client’s, and the photographers. Get all the shots you want in one photoshoot. This means making a list of all the features you want to highlight ahead of time and sharing them with your photographer.
If your company needs a new website and you know photography is something you need to address and it’s holding you back, feel free to schedule an information session so we can talk it through. You’re not the only professional that’s dealt with this challenge!
