What are you trying to communicate?

Before you design your website (or corporate identity piece), it's very important that you decide who your target audience is, what their problems are (or what they want), and how you can help them. You can't appeal to everyone, and shouldn't even try.

Think about how the goods or services that you provide are different than your competitors and what type of buyer receives the greatest benefit from your unique way of doing things. Then decide on how best to communicate to those buyers what they'll gain by purchasing from your company (and what they'll lose if they don't).

Only after this is done should you decide on what images will reinforce your message and how they should be executed. The photography should be crafted with a consideration of what you want to communicate and who you're appealing to.

You want images that show your uniqueness, are believable, convey quality, work together stylistically and strengthen your brand.