When I talk to people about local SEO and putting photos and videos of themselves on blog posts and social media, the most common reply is “No way? I look awful”
I have always thought this way, I consider myself too fat and not very good looking, certainly not photogenic… but in the last few months I have started adding photos of myself to my social media and my brand new website (which you’ve all taken a lot at right?!?!)
So let’s nip this in the bud right now, backed by actual data rather than just guesswork: Yes, you should absolutely make your business personal. And no, your looks don’t seem to matter in the slightest.
What actually matters to your customers is trust. And trust comes from real people, not flawless ones. Here is why dropping the corporate shield and showing your face is the best thing you can do for your business.
1. Real Photos Build Instant Trust
According to a consumer study by BrightLocal, 46% of people trust a local business more when they can see a genuine photo of the owner. Not a stock photo of a farmer, shopkeeper or a person in a suite, and not just a logo, a real human face.
When people look for a local service, they love to see exactly who they’re dealing with. Seeing a real person instantly lowers their guard and makes them feel safer about making that first contact.
2. Relatability Beats “Good Looking” Every Single Time
There is zero data suggesting that looking like a supermodel increases conversions for a local business. However, there is mountains of proof showing that authenticity works.
Customers aren’t looking for a runway model, they are looking for someone who looks approachable, friendly, and real. You don’t need to look perfect. You just need to look like you.
3. Faces Drive More Enquiries
Marketing research consistently shows that human faces reduce a customer’s anxiety and uncertainty. This is true whether you’re a plumber, an accountant, a hypnotherapist, or running a food tour. If your business relies on a relationship, showing your face is one of the easiest ways to get the phone ringing.
4. Lean Into Your Local Advantage
Think about the businesses you use and love the most, it could be your barber (not that I’ve needed one for a long time), your mechanic (Which I appear to need far too frequently) or your favourite local café. Your loyalty usually comes down to the fact that you are now familiar with the people behind it.
A faceless business feels cold, corporate, and distant. A business with a real person front and centre feels warm, local, and trustworthy. That is your superpower against the bigger companies.
5. Please Stop Overthinking the Photoshoot
YAll you actually need is a modern phone camera, decent natural light (stand near a window), a clean background, and a genuine smile. Natural beats polished every day of the week.
I know of a couple of photographers that produce fantastic natural results if you need one. Drop me a line 😀
6. The Only Time a Photo Backfires
Your looks will never hurt your brand, but a really low-effort photo might.
Avoid blurry selfies, dark rooms, or messy backgrounds. If a photo looks rushed or sloppy, people might assume your work is too. A clear, crisp, well-lit photo fixes this instantly.
The Bottom Line
Should you add photos of yourself to your website and social media? Absolutely.
Don’t do it to show off… do it to show you’re real. Your customers don’t need perfection, they just need reassurance. And nothing reassures them more than seeing the real person they’ll be doing business with.
