If you’re a coach, healer, therapist, or guide, your sales page photography can be the deciding factor in whether someone takes the next step with you.

When a potential client visits your sales page for the first time, they can’t feel what it’s like to work with you—unless you show them. Your brand photography is often the first connection point. The right images communicate warmth, professionalism, approachability, and confidence faster than words can.

Strong sales page images help potential clients picture themselves in your care, in your programs, or in your space. They make your offer more visually appealing and create an emotional bridge between curiosity and commitment.

Too often, service providers treat brand photos like a checkbox—get a few headshots, smile, done. But when you intentionally plan for how your images will be used, you create visuals that tell your story and guide your audience toward action.

Here’s a brand photoshoot shot list designed specifically for coaches, healers, therapists, and other service-based businesses.

1. Directional & Attention-Guiding Shots for Your Sales Page Images

To design a high-converting sales page for coaches, healers, and service-based entrepreneurs, you need brand photography that naturally draws the eye toward key content. Directional and attention-guiding images help lead your visitor’s focus to headlines, calls-to-action, and important offers.

• Looking toward your headline or call-to-action area

• Pointing or gesturing toward key copy or buttons

• Holding a relevant object (laptop, notebook, client materials)

• Walking toward the camera for approachability

2. Emotional Connection Shots for Brand Photography

Potential clients choose a service provider they feel emotionally safe with. Emotional connection shots in your brand photography help convey warmth, trust, and empathy — making your sales page feel personal and relatable.

• Close-up with a genuine smile for warmth and trust

• Soft or thoughtful gaze to convey empathy

• Joyful or celebratory expression

• Calm confidence with direct eye contact

3. Authority & Credibility Photos

Your sales page should position you as an expert in your field. Authority and credibility photos — like speaking engagements, client work, and behind-the-scenes moments — visually reinforce your expertise and professionalism.

• Speaking at an event, workshop, or podcast

• Working with a client in a real or staged session

• Behind-the-scenes in your workspace

• Using tools or props you rely on in your work

4. Transformation & Relatability Shots

People want to see the change you create. Transformation and relatability images give visitors a visual story of the results you help clients achieve, while also showing a more approachable, everyday side of your work.

• Before-and-after inspired setups (workspace change, environment shift)

• Everyday candid moments (coffee shop, walking outdoors)

• Hands at work (typing, writing, sketching, organizing)

• Lifestyle images that reflect your clients’ desired results

5. Trust & Social Proof Images

Social proof photography builds confidence in your offers. Photos with clients, community interactions, and shared moments communicate credibility and demonstrate that others value your services.

• Group shots with clients or community members

• Smiling in conversation with someone

• Interacting with your service live

• Capturing a “testimonial moment” (handshake, shared laugh, positive reaction)

6. Strategic Background Photos for Sales Pages

Not every brand photo needs to be a portrait. Strategic background images create visual breathing room for your sales page design, making space for headlines, testimonials, and calls-to-action without competing for attention.

• Wide shots with empty space for headlines

• Minimal, clean backgrounds for overlay text

• Brand-colored or neutral walls

• Textured surfaces for visual interest

7. Call-to-Action Reinforcement Shots

A strong call-to-action (CTA) works even harder when paired with an intentional image. CTA reinforcement photos can subtly guide a visitor’s eyes toward a button, form, or next step — boosting conversions on your sales page.

• Holding a device (phone, laptop, tablet) to imply next steps

• Pointing toward space for a button or offer text

• Laughing or looking up toward CTA placement

• Celebratory “yes” gesture

Pro Tips for Your Brand Photographer

• Capture both horizontal and vertical versions of key shots

• Leave space in the frame for text overlays

• Get multiple expressions for each setup (serious, smiling, laughing, thoughtful)

• Shoot both close-up and wide shots for versatility across web and social

Your sales page is more than just words—it’s an experience. When you approach your brand photography with intention, every image becomes a tool to build trust, show the real you, and help people say yes to the transformation you offer.

Use this sales page photography shot list at your next brand shoot, and let your images work as hard as your copy.

If you’re planning a sales page photoshoot, don’t stop at the visuals. The words you pair with those images matter just as much. Take a look at my post on ethical marketing psychology for 50 ways to make your offers more compelling—without ever crossing your own lines.