Updated 7 October 2026
Current photographs help people recognise your team, location and work. Replace images when they no longer reflect the business customers will encounter.
Audit the places customers see you
Check your website, business profiles, social accounts, brochures and proposals. Look for former staff, old signs, discontinued products and photographs that misrepresent your current premises. Prioritise the images people use to decide whether to contact you.
Plan a useful shot list
Include a recognisable portrait, the location, key products and examples of the work. Ask for horizontal and vertical crops with enough space for different layouts. Good lighting and an uncluttered background matter more than heavy retouching.
Keep the permissions and originals
Agree on usage rights with the photographer and obtain appropriate permission for identifiable people. Save original files, licensing records and approved crops together. Compress web versions to suitable sizes while keeping high-resolution files for print.
Use real photographs where accuracy matters
Show your actual team, premises and finished work when customers are relying on the image to make a decision. Generated illustrations can support a general article, but they should not stand in for a real staff portrait or a project your business has completed.
Make each image useful on the website
Check the crop on a phone, where important details can disappear. Write concise alt text for informative images that explains what matters in context. Keep decorative images from adding unnecessary descriptions. Use a web-sized version rather than uploading a full camera file to every page.
Your next move
Replace one misleading image this week, then plan the gaps in your photo library. ITG can help define the shot list and apply the images consistently across your materials.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!