What Photography Should You Use on Your Website? A Guide to Finding the Perfect Fit for Your Brand
When it comes to building a website that truly represents your brand, photography plays a massive role. The right visuals can instantly communicate your vibe, attract your ideal audience, and elevate your overall professionalism. But with so many options out there, from free stock photos to fully custom brand photography, it can be overwhelming to decide what’s best for you.
This guide will break down the different types of photography available, who they’re best suited for, and the pros and cons of each option. Whether you’re working with a tight budget or ready to invest in custom visuals, there’s something here for everyone.
1. Free Stock Photography: Budget-Friendly and Accessible
Price: FREE
*Examples of free stock options from Unsplash
If you’re just starting out or working with a limited budget, free stock photography can be a lifesaver. Platforms like Unsplash or Pexels offer a wide variety of high-quality, royalty-free images that you can use without spending a dime.
Who It’s Best For:
Free stock photography is fantastic for new entrepreneurs or indie authors who need quick, professional-looking visuals on a budget. If you know how to pick images that truly match your brand’s style and have the patience to sift through the options, it’s an amazing way to get started.
Plus, free stock photos make perfect placeholders when you’re still figuring out your brand’s visual style before investing in custom images. Designers love using them to map out a clear visual direction for clients who don’t have photos yet. You’ll even spot free stock images in my website templates and other template shops, because many paid stock licenses don’t allow resale, making free options the smarter choice for templates.
Use them strategically, and they’ll help you build a cohesive, professional look from day one without the overwhelm or expense.
Pros:
Completely free to use.
A wide variety of styles and themes to choose from.
Easy to access and download.
Cons:
Lack of exclusivity: your competitors might be using the same images.
Limited options for niche or highly specific branding needs.
It can feel generic or disconnected from your unique brand identity, especially if not selected by a professional.
Too much to choose from, meaning non-creatives can lack direction
Pro Tip: Use free stock photos with intention. Every image should vibe seamlessly with your brand’s colors and energy. The easiest way to check this? Drop your photos into a moodboard alongside your palette and see if they truly fit the mood you want to create. Each photo needs to either evoke a feeling that resonates with your audience (think calming nature scenes for a brand that soothes) or directly support your website content (like a woman meditating for a spiritual coach). This kind of purposeful curation turns visuals into powerful brand storytelling, not just decoration.
2. Paid Stock Photography: Affordable and Curated Options
Price: $16-$49 USD/Month
If you’re ready to level up from free stock photos but aren’t quite ready for a full custom shoot, paid stock photography is a fantastic middle ground. Platforms like The Vault Stock, Haute Stock, and even Unsplash Plus offer curated collections of high-quality, on-brand images for a monthly or annual fee.
Who It’s Best For:
Paid stock is the perfect option for entrepreneurs and small business owners who want more polished, cohesive visuals without the cost of a custom shoot. It allows you access to some stunning photography that can really level up your brand and allows you to get more from one source, allowing for a more cohesive appearance. There is also just often a quality that you get for paid options versus free ones that is hard to compete with.
Pros:
Exclusive and curated collections that feel more premium than free stock.
Consistent aesthetic across collections, making it easier to create a cohesive look.
Affordable compared to custom photography.
Cons:
Still not entirely unique. Others in your industry may use the same images.
Monthly or annual fees can add up over time.
Limited ability to fully reflect your brand’s personality or story
Comparison of Paid Options
Known for its distinctive, creative, and feminine aesthetic, this is hands down one of my favorite stock photo options. It’s perfect for lifestyle brands, coaches, and creatives who crave dreamy, high-quality images that stand out from the usual stock photo crowd. Honestly, I often find myself just scrolling through their galleries, completely captivated by the beauty.
Why I love them: Their photos carry a unique vibe that feels far from generic, instantly elevating your brand’s look and leaving your audience genuinely impressed. If you’re a wellness pro, creative, or coach, these images will level up your visual storytelling in a way that truly resonates. What’s more, I find them to be more affordable than many other options out there, making them a great choice for many entrepreneurs.
What I don’t love: The collection is a bit more curated and niche, so it’s essential to make sure their style aligns with your brand’s vibe. Plus, their organization isn’t as intuitive as some competitors, which can make finding exactly what you need a little trickier. But honestly, the stunning quality of their photos makes it totally worth the extra effort.
This popular option offers a wide variety of collections, from flat lays to lifestyle imagery, with a focus on chic, feminine visuals. Perfect for entrepreneurs in wellness, beauty, or creative industries.
Why I love them: They have additional services where they will curate photos for you to match your brand. This is so incredible for non-creative entrepreneurs who can often add pictures because the content seems relevant, but the vibe is all wrong. This helps you to stay on brand and clean, without any design knowledge. They also have a huge library, so lots to choose from and something for everyone.
What I don’t love: Slightly more expensive than their competitors, but with the additional services, it could certainly be worth it. They are also really popular, so you may see other brands with their photos being used.
A fantastic option that provides premium, exclusive images while maintaining the variety Unsplash is known for. Ideal for those who want a mix of affordability and exclusivity.
Why I love them: Most affordable option on the market, and going with the paid version definitely offers access to even more high-quality photos and variety. They have such a wide variety of photographers on this platform, there is an option for everyone.
What I don’t love: Way too many options, that it can be overwhelming and not good for non-creatives who don’t know how to be selective. You really need to know what you are looking for, and I’d love it if they added the option to browse by aestetic and not just keywords and layout format.
Pro Tip: Choose a paid stock platform that aligns with your brand’s aesthetic. Many offer previews or sample galleries, so take the time to explore before committing.
3. Custom Brand Photography: The Ultimate Investment in Your Brand
Price: $500-$2000 one-time fee
If you’re ready to take your website to the next level, custom brand photography is the way to go. This option allows you to create visuals that are 100% unique to your brand, showcasing your personality, products, and services in a way that no stock photo ever could.
I personally worked with Keshmesh Studios for my own brand photography, and the impact was incredible. Having custom photos that truly reflect my brand’s vibe and values has elevated everything, from my website to my social media presence. It really took me from looking like a hibby business, to a professional designer.
Who It’s Best For:
This is perfect for established entrepreneurs and businesses ready to invest in a premium, personalized experience. It’s ideal for brands that want to stand out with visuals no one else can replicate, especially those who need specific imagery like product shots, team photos, or branded lifestyle images that truly capture their unique story and elevate their presence.
Pros:
Completely unique and tailored to your brand.
Builds trust and credibility with your audience.
Gives you a library of cohesive visuals for your website, social media, and marketing materials.
Cons:
Higher upfront cost compared to stock photography.
Requires planning, time, and collaboration with a photographer.
You’ll need to refresh your photos periodically to keep them current.
Pro tip: Choose a photographer who specializes in brand photography and truly vibes with you. The right photographer gets your brand and knows how to capture it in a way that makes you feel like a superstar, so you can genuinely shine in every shot. A great photographer, like KeshMesh Studios, will also guide you through the entire process, from location and styling to shot lists, making sure you get the absolute most out of your investment.
So, Which Option Is Right for You?
The best photography option for your website depends on your current stage of business, budget, and branding goals. Here’s a quick recap to help you decide:
Free Stock Photography: Perfect for beginners or those on a tight budget. Use it as a starting point while you build your brand.
Paid Stock Photography: Great for entrepreneurs who want polished, cohesive visuals without the cost of custom photography.
Custom Brand Photography: The ultimate choice for established brands ready to invest in unique, high-impact visuals that truly reflect their identity.
Final Thoughts
Your website is often the first impression potential clients or customers have of your brand, and photography plays a huge role in shaping that impression. Whether you’re using free stock photos, investing in a paid stock subscription, or going all-in with custom brand photography, the key is to choose visuals that align with your brand’s personality and resonate with your audience.
The one thing to avoid at all costs is photos taken on your phone with grainy, low resolution, and bad lighting. It is the quickest way to make you look unprofessional and hurt a stunning brand and website.
If you’re ready to elevate your website with custom brand photography, I can’t recommend Keshmesh Studios enough. And if you’re still exploring your options, platforms like The Vault Stock and Haute Stock are fantastic places to start.
Remember, your visuals are more than just pretty pictures; they’re a powerful tool for connection, trust, and conversion. Choose wisely, and watch your brand shine.
Hi, I’m Bryony
With over 8 years of experience, I specialize in creating designs that don’t just look good; they work to attract your ideal audience and convert leads to sales. My passion lies in blending brand strategy with user experience to help entrepreneurs and authors attract and convert their dream clients.
This blog is here to empower you with actionable strategies, insights, and tools to build a brand and website that truly aligns with your vision and goals. Whether you’re here to refine your audience, avoid common website mistakes, or create a magnetic online presence, you’re in the right place.
