(click on the image to see it larger)
Images are key to building trust. This is one of a series of images of company executives done for their website. When I shoot portraits of employees my goal is usually to portray them as intelligent and warm individuals that you'd like to do business with.
When you're selling a service you are selling trust; good feelings. You're selling a relationship. There is no way to show the customer in advance what his tax return will look like.
I feel it's usually a mistake to hire models to pose as employees. (They're fine posing as customers.) Almost everybody can look good with the proper lighting, framing, angle and cropping. I also believe it's a big mistake to use stock photos. They just don't ring true. Rather than build trust, they erode it.
You can see more sample images in my people photography portfolio.
