How to Use Brand Photography to Elevate Your Coaching Website and Attract High-Ticket Clients
Your coaching website isn’t just about pretty colours and sleek layouts, it’s about telling your story, connecting with your audience, and positioning yourself as the expert your clients want to invest the big bucks in. And nothing communicates that better than professional brand photography.
Blurry selfies or random stock images won’t cut it anymore. Your photos need to reflect your brand, show your personality, and help you attract the right kind of clients. Here’s how to plan a photoshoot that does exactly that.
1. Find the Right Brand Photographer
Not all photographers are the same. A brand photographer isn’t just there to take pretty pictures - they understand brand strategy and focus on capturing images that showcase your expertise and genuinely connect with your audience.
Look for someone who:
Gets personal branding: They know your photos aren’t just pretty - they tell your story and build trust with your ideal clients.
Understands your business goals: They’ll help you capture images that position you as a credible expert on your coaching website.
Is local (or willing to travel): They’ll probably know the best hidden gem locations that align with your brand’s vibe.
Stalk their Instagram. If their work makes you want to book instantly, that’s the energy you want for your own shoot.
2. Plan Your Outfits With Your Ideal Client in Mind
Your clothing choices should reflect who you are and the type of client you want to attract.
Are you a holistic coach appealing to the free-spirited women? Calm, earthy tones work best.
Are you an executive coach speaking to corporate leaders? Think polished, professional outfits with a splash of personality.
Tips for outfits:
Stick to your brand colours or tones that complement them. A random, especially vibrant, colour can stand out awkwardly in your photos and end up feeling like it’s part of your palette - so keep it consistent with your branding.
Avoid tiny patterns that can look fuzzy on camera.
Bring 3-4 options for variety and to get more out of your shoot.
If you wouldn’t wear it to meet your dream client in real life, don’t wear it for the shoot.
3. Use Props That Tell Your Story
Props aren’t cheesy - when chosen with purpose, they enhance your brand messaging.
Examples:
Laptop, notebook, or coffee cup - classic but effective
Phone or mic if you host calls or podcasts
Flowers, books, or lifestyle items for warmth
Products, client materials, or tools related to your coaching offer
Bring a few extra props - natural hand poses instantly look better when you have something to hold. Just don’t overcrowd your shots - one or two items per photo is plenty, and you can switch them out for variety.
4. Choose Locations That Align With Your Brand
The background of your photos tells part of your story. Choose locations that reflect the energy and professionalism your ideal clients expect:
Your workspace: your desk, home office, or studio
Coworking spaces or sleek hotel lobbies
Outdoors: beaches, parks, or city streets
Coffee shops or restaurants for lifestyle shots
Libraries or bookshops for an intellectual, thought-leader vibe
Align locations with your client type:
Holistic or wellness coaches → nature or serene home settings
Leadership or executive coaches → sleek, city-centric locations
5. How Many Photos You Really Need
A good brand photography session should give you 20-30 high-quality images:
Headshots, lifestyle shots, and action shots
Vertical and horizontal formats for social media, reels, and website banners
Bonus: ask for behind-the-scenes clips - perfect for Instagram Stories or your About page
Even if your session is small, aim for at least 10 solid shots to start. These images will form the visual backbone of your coaching website and social media.
6. Capture Your Energy
Brand photography isn’t just about looking polished, it’s about showing your personality and energy.
Laugh, move, chat, or even make a silly face - natural energy shines through.
Fake confidence if you need to - it still radiates ease and authority on camera.
Create a Pinterest board with poses, moods, and vibes to share with your photographer; they should be able to help guide you with posing.
The more authentic and confident you feel, the more your photos will attract the right high-ticket clients.
Professional brand photography elevates your coaching website, builds trust, and positions you as the expert your ideal clients want to invest in.
It’s not just about looking good -it’s about creating images that communicate your story, showcase your brand, and help you attract more of the right kinda clients.
