How to Plan a Brand Photoshoot for Your Website
How to Plan a Brand Photoshoot for Your Website
A simple, stress-free guide for wellness professionals preparing for a Squarespace website launch.
Planning a new website is exciting… and also a lot.
There’s copy to write, decisions to make, designer to hire, and it can start to feel overwhelming. Somewhere in the middle of all of that, the idea of planning a brand photoshoot can start to feel like one more thing on an already full plate.
But here’s the thing I always tell my 1:1 clients: your brand photoshoot isn’t just a nice-to-have. It’s one of the most foundational parts of your website project, and when it’s done with intention, it actually makes everything else easier- and makes your website feel much more aligned with your brand.
This post will walk you through exactly how to plan a brand photoshoot for your website, step by step, in a way that feels clear, grounded, and doable. Think of this as a quick win that sets you up for a smoother, more confident website launch.
Why Your Brand Photoshoot Comes Before Website Design
When you’re building a wellness brand, your website isn’t just there to “exist” online. It’s there to build trust, communicate your depth, and help potential clients feel safe, supported, and confident reaching out.
That’s where a thoughtful wellness brand photoshoot comes in.
Your brand photos influence far more than you might realize. They directly impact your website’s layout and structure, how credible and professional your brand feels, and how easily visitors connect with you emotionally. The right images help guide the flow of the page, create breathing room for your content, and support conversion without feeling salesy or forced.
From a practical standpoint, planning your brand photoshoot before your website design gives you clarity. Your visuals help inform design choices, layouts, and even how your copy is displayed. Instead of trying to force a website to work around random images, everything flows together intentionally.
If you’ve been feeling overwhelmed by all the prep that goes into launching a website, this is good news: when your photos are done well, they simplify the entire process.
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Step 1: Create a Clear Website Vision
How to plan a brand photoshoot for your website.
Before you book a photographer or think about outfits, the most important step is getting clear on your website vision.
Clarity always comes first.
I recommend starting with a Pinterest mood board as a visual language for how you want your brand to feel online. This board becomes a shared reference point between you, your photographer, and your website designer.
Your board might include:
Brand photoshoot inspiration from other wellness brands
Editing styles you’re drawn to (light and airy, moody, editorial, natural)
Color palettes and tones
Textures, environments, and natural elements
Images with negative space and soft lighting
The overall emotional tone you want your website to evoke - calm, grounded, confident, expansive
This step is less about copying what someone else has done and more about identifying patterns. When you look at your board, you should be able to say, “Yes! This feels like me.”
When you share this with your photographer, it gives them real insight into your aesthetic preferences and helps them capture images that align with your brand from the start.
Step 2: Define 3 Brand Keywords to Anchor the Shoot
Brand photoshoot planning tips for your wellness business.
Once your visual direction is clear, the next step is choosing three brand keywords to guide the entire photoshoot.
These keywords act like an anchor. They keep decisions cohesive and help prevent the shoot from feeling scattered or disjointed.
I recommend choosing:
One emotional keyword (how you want people to feel)
One aesthetic keyword (the overall visual style)
One strategic keyword (how you want your brand to be perceived)
For wellness brands, examples might include:
Grounded · Elevated · Trust-Building
Calm · Professional · Warm
Minimal · Natural · Confident
These keywords should influence everything - from how you pose, to what you wear, to the location you choose, to how the photos are edited. When you’re unsure about a decision, you can always come back to your keywords and ask, “Does this support the feeling I want my brand to communicate?”
Step 3: Plan Your Shot List
Brand photography for your wellness website.
One of the biggest misconceptions about brand photography is that it’s all about headshots. In reality, a strong website relies on a variety of images, many of which don’t feature your face at all.
Yes, you’ll want polished, professional photos of yourself, but you’ll also want supporting images that help tell your story and give your website visual balance.
At a minimum, your website needs:
Headshots that feel both polished and approachable
Candid images with movement (walking, working, interacting with your space)
A mix of wide shots and close-ups
Equally important are brand aesthetic and supporting images, such as:
Workspace or office details
Tools of your trade (journals, laptop, tea, treatment table, notebooks, plants)
Flat lays and styled surfaces
Environmental shots that capture light, texture, and atmosphere
Hands-at-work moments
These images are essential for website headers, section backgrounds, and creating breathing room throughout your pages. They help your site feel layered, intentional, and visually calming- not cluttered or overwhelming.
Step 4: Choose Outfits With Your Brand Aesthetic in Mind
What to wear for a brand photoshoot for your website.
When it comes to wardrobe, more is not better. I usually recommend planning two to three outfits that align with your brand aesthetic and website color palette.
A few guiding principles:
Start with a neutral base and add one intentional accent
Avoid busy prints, loud patterns, and visible logos
Choose timeless pieces over anything too trendy
It’s also important to think about how your clothing will interact with:
Your background and location
Your brand colors
Text overlays on your website
You want to feel like yourself - comfortable, confident, and at ease - not stiff or overly styled.
Step 5: Shoot With Website Layout, Structure & SEO in Mind
Squarespace website photos & image optimization.
A great brand photoshoot doesn’t just look good - it works strategically for your website.
Ask your photographer to capture a mix of:
Landscape images, which are ideal for homepage hero sections and banners
Portrait images, which are especially important for mobile layouts
Negative space is your friend here. Images with breathing room allow space for headlines, calls-to-action, and readable copy without competing visually.
You’ll want photos that can be used across:
Homepage headers
About page storytelling sections
Services pages
Blog imagery
Lead magnet and opt-in sections
Thinking about layout and structure during your shoot makes your images far more versatile - and saves you from feeling boxed in later.
Step 6: Prep Your Photographer for Success
How to prepare for a brand photoshoot for your website
One of the best things you can do is set your photographer up with clarity before shoot day.
Send them:
Your Pinterest moodboard
Your three brand keywords
A loose shot list
Links to website/photo inspiration you love
This alignment upfront saves time, money, and potential reshoots. It ensures you’re both working toward the same vision and helps the shoot feel calm, collaborative, and intentional.
Final Thoughts: A Brand Photoshoot Should Support Your Website- Not Stress You Out
When your brand photoshoot is planned with intention, it becomes a powerful foundation for your website, making the design process easier, strengthening your brand presence, and helping you feel confident and excited to launch.
Ready to take the next step and bring everything together?
Learn more about our 1:1 Web Design Services and see how we support wellness professionals through every phase of a thoughtful, aligned website launch.
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Hey I'm Jamie
Web design studio founder and former certified health coach - I specialize in building strategic, elevated Squarespace websites for wellness professionals who are ready to grow their business with more clarity, confidence, and ease.
After designing over 90 websites and supporting dozens of service-based entrepreneurs, I’ve seen firsthand how intentional design and smart strategy can completely shift the way you show up, and how you sell. This blog is where I share the real stuff: design tips, marketing strategies, and behind-the-scenes insights to help you build a brand that actually works for you.
Disclaimer: My policy is to only share products and resources that have brought value to me and/or I believe will bring value to my audience. Some of the links in this post are affiliate links, and I will earn a commission if you make a purchase using them.
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