Why Your Brand Photos Aren’t Converting
And what you can do about it.
Image Credit: Shamblen Studios
You’ve spent hours (maybe even some money) on brand photos you actually love. You’ve shared them on Instagram, polished your website with them, and dropped them into your emails aaand…. crickets.
A couple of likes, a handful of clicks… and you’re thinking “was I duped? Weren’t these supposed to work?”
Just last week, I shared how stock photos could be hurting your brand, but this is another problem I see all the time with small business entrepreneurs—so rest assured you’re not alone in this!
The truth is, beautiful photos are great… but if they’re not intentional, then they’re just decoration. They should be doing something for your business.
So let’s dive into the meat and bones here and go over the most common reasons brand photos don’t convert, and what you can do to turn that around.
They’re pretty, but not purposeful
We all know the phrase “a picture is worth a thousand words” but photos can also do the opposite and say nothing at all.
When it comes to marketing you/your business, your photos need to say something. If it doesn’t show who you are, what you do, or what someone should do next (AKA, a call-to-action)—then it’s just filling space.
How to fix it: start with the goal.
Start by asking yourself:
What do I want this photo to say?
What should someone do after seeing it? (this can often be done in the caption)
Then, style around that intention.
For example, let’s say you’re a candle maker. A close-up of a glowing wick is nice, but does it show why your candle is different?
Think about how you can tell a story with your product. A styled image of your candle in the middle of a stack of citrus fruit with a phrase in your brand’s voice is a lot more intriguing than a boring wick. It tells me:
“It’s citrus scented.”
“It’ll help me relax and tune out the world.”
“The person making it has a sense of humor.”
“Hey, I like funny people!”
“What else do they do?”
~peruses other posts~
“Ooh, I bet that one smells nice too.”
~taps stories~
“Aww their dog is so cute!”
“OMG her dog watches her make candles? How sweet!”
“Her dog’s name is Maple! Because Maple is her favorite smell 😭”
“Ok, I want a candle now.”
And that is the beauty of a good photo on the internet.
Think flavor cues, feelings, moods, environments… all of these will help form your image story.
Grab this template here.
When you start with intention, styling becomes easier because you’re creating your content with a purpose, not just for aesthetics.
“Strategy first, aesthetics second.”
QUICK WIN: This is where templates shine. In my template shop, I’ve created tons of photo-based Canva templates that already have room for text overlays, calls-to-actions, and story-based styling. All you have to do is drop in your personality and instantly have a visuals that’s not only pretty but purposeful.
They don’t match the message
Let’s say you’ve got a sleek, minimalist makeup brand, but your photos are styled with neon backdrops and confetti.
Feels a bit disconnected, doesn’t it?
When visuals don’t line up with your message, it confuses people. And sadly, confused people don’t click “add to cart”… they keep looking until they find their answer.
How to fix it: match your visuals with your voice.
Your colors, props, and editing style should tell the same story as your brand.
If your brand is warm and conversational: think cozy textures, natural light, and neutral colors.
If your brand is polished and high-end: keep things minimal, clean, and intentional.
Consistency matters here! Research shows that consistent branding can increase revenue by up to 23%. Your photos aren’t just about looking nice, but about reinforcing your brand story over and over again.
Image Credit: Shamblen Studios
They’re missing human connection
The thing is, people connect with people—not products.
You could have the world’s best photo (whatever that means), but if there’s zero personality in it that reflects you or your business, then what good is it?
Most of the time, I’m sharing my work on social media. But every now and then, I’ll share a portrait that my partner randomly took of me at the ice cream shop. It is those photos that people engage with the most, because it shows me in my natural habitat‚ Morgensterns. And who doesn’t relate to ice cream!?
How to fix it: add in more of you.
For some reason, we forget how to be real online. We like to put on this fake persona that we’re super successful and rich and happy all the time. That’s just not reality, but here’s some tips to keep it real:
Share behind-the-scenes snaps (the messier, the more relatable).
Show your workspace or loving doofus of a dog that keeps sneaking into the frame.
Show your face. No need to be a model—just be present.
Sprinkle these types of post throughout your feed, and try not to make all your posts in this style—or else what are you selling can get lost in the sauce :)
They don’t guide the viewer
A photo that catches attention is great. But what happens after that? If there’s no direction, it’s like inviting someone to your house and then forgetting to open the door.
How to fix it: treat composition like a roadmap.
Each time I design one of my templates, I always keep it with a purpose and flow in mind. Because when you’re constantly creating commercial work for large brands, it’s important to think of how they’ll use it.
And often times, it’s part of a bigger picture: being used in a website hero with text, or a social media image with arrows added at the bottom to encourage the viewer in engaging with a carousel post.
Leave negative space for text overlays
Use props or lines that subtly point the eye where you want it to go
Think of your photo like a mini landing page—it should guide the viewer along.
For example, if you’re selling a course, take a photo of yourself pointing toward empty space on one side of the frame. That blank area becomes the perfect place to drop your headline and/or call-to-action—cute and functional! :)
One of the many images I made for Amazing Grass in launching their new Sweet Greens line.
They’re inconsistent
What’s the fastest way to lose recognition? Post photos that all feel different.
Bright and colorful one week, moody and dark the next, DIY one day, then polished the next.
When people don’t recognize your visuals, they won’t associate them with you—and that recognition is what leads to familiarity and trust. No trust? No clicks, and no conversions.
How to fix it: build a visual system.
Also known as branding :) when it comes to your visuals, here’s a good starting point:
Pick 2–3 editing styles and stick to them.
Use your brand colors consistently (definitely no more than 5!) and make sure they’re cohesive together.
Photograph in similar lighting conditions when possible.
Your brand is your “visual signature.” The more consistent it is, the easier it is for your audience to see a photo and think “I know who that is!”
And that’s a wonderful feeling!
So, Amy… why does this all matter?
Thanks for asking, internet stranger friend! ;)
Clearly, I have a thing for photography and branding. I studied it (shout out to Myers School of Art), cried over it, and made it my career. They work hand-in-hand together, and your brand photos are just the piece of this very confusing and difficult puzzle of running your own business.
I remember when Instagram starting gaining popularity when I was in college—it was just silly filtered images of our food. I saw the potential it could have when starting a business and marketing yourself, and that’s where a lot of my success came from—simply by sharing my work online.
“Once you shift from pretty to purposeful, your images start doing more of the work for you.”
But today, it’s even harder to stand out online because everyone uses social media to promote their business. That’s why it’s imperative now, more than ever, to make sure your brand photos are nailing it.
You don’t need to be louder than everyone else; but you do need to be clearer, more intentional, and more consistent. And the good news is, once you shift from pretty to purposeful, your images start doing more of the work for you.
Get this free Polaroid template here.
Want an easier way to create photos that work?
Running a business can be overwhelming! Styling, consistency, strategy, connection… blah blah blah. That’s why I put together a free bundle of Canva photo templates designed to make your life easier. Just drag-and-drop a behind-the-scenes moment or your next sale.
👉🏻 Grab your free templates here
They’re customizable, easy to use, and built with strategy baked in—so you can finally feel confident that your visuals aren’t just filling space, but actually moving your business forward.
Your turn
Now I want to hear from you: which of these mistakes feels most relatable in your business right now? Are your photos inconsistent, missing connection, or maybe just not purposeful enough? Drop a comment below and let’s fix it together.
