The Branding Photo Guide for Health Coaches, Therapists & Wellness Practitioners
The images on your site & social matter! Instantly look more profesh with these sites and styles...
Hello my lovely entrepreneur friends!
First I just want to say that this article is coming from someone who is LONGGGGGGGGG overdue for new branding photos.
Do as I say.. not as I do! LOL.
I’ve been feeling a little uncomfy in my body due to some health challenges the last few years and well… branding photos were always on the list this year but somehow never got done.
BUT THAT’S SILLY! AND IT’S HOLDING BACK MY BUSINESS AND SALES. < This is what I’d say to you as well.
Look, I get it. As health coaches, therapists, bodyworkers, and solopreneurs you’re literally helping people feel comfortable in their own bodies and minds, but that doesn’t mean you always feel camera-ready yourself. Maybe you’re between body sizes. Maybe you’re healing from burnout. Maybe you’re an introvert and feel more comfortable BEHIND the camera. Maybe you just haven’t felt like “yourself” lately.
I see you, and I’m right there with you.
But here’s the thing: your ideal clients need to see YOU. The real you. Not some overly polished, unattainable version, but the actual human who’s going to hold space for them, guide them, and help them heal. And maybe that’s why people aren’t booking!
Branding photos are an important investment in your business, and old or outdated photos may be costing you clients and sales.
When I’m looking to buy something from a website—especially something as personal as therapy, coaching, or wellness services—if they have blurry, inconsistent, overstretched, or outdated photos, it’s a turnoff and I subconsciously may not want to buy. It makes me wonder: Are they still in business? Do they care about their practice? Can I trust them with something as vulnerable as my health? Are they professional or just testing out their business?
And listen, this isn’t about vanity. It’s about trust and connection. People hire practitioners they feel connected to, and photos are often the first impression. When someone lands on your website at 11 PM, anxious and searching for help, your photos are doing the heavy lifting before you ever get on a call with them.
You can instantly look more polished and professional (even if you’re brand new to your business and completely feeling imposter syndrome behind the scenes) if you invest in some high quality photo (and video) shoot!
A few things quality branding photos do for your wellness practice:
They build immediate trust and credibility
They show your personality and approach (warm and nurturing vs. structured and clinical—people want to know!)
They make your website and social media feel cohesive and intentional
They give you content to use for MONTHS (no more scrambling for Instagram posts)
They communicate that you take your business seriously, which makes clients take you seriously too
They make YOU feel more confident. When your branding is on point… it feels a little less scary to put yourself out there.
And here’s something specific to wellness practitioners: your photos should reflect your modality and energy. If you’re a somatic therapist, maybe you want some movement shots. If you’re a nutritionist, perhaps you in a kitchen or farmer’s market. Acupuncturist? Show your calm, healing space. Your photos should feel like an extension of the experience you provide.
So yes.. Let’s all make this our 2026 goal to get those branding photos done!
Even if you got branding photos done in 2025…
Maybe you could use another refresh?
Maybe you could add more to your social media?
Maybe you could add videos this time? (Video is HUGE for building trust—people want to hear your voice and see how you show up)
Maybe you could add more consistency to your brand?
Maybe you’ve expanded your services and need photos that reflect your current offerings?
Maybe your style has evolved and your photos don’t quite match who you are now?
Maybe your color palette has changed and no longer goes with your website
NOW LET’S TALK STOCK PHOTOS…
Q: Do you have suggestions where to get new images if you want to customize your shiny new website template or old website a bit?
A: YES!
Here is my total breakdown for stock photos.
Ideally you will fill the majority of your site with custom branding photos but if you need stock photos to get you started (don’t wait!!), fill in your social media, or need to fill in a few on your site, here are my recommendations!
Real talk: Stock photos are a great starting point, especially if you’re just launching or if you’re between photo shoots. But as a wellness professional, custom photos of YOU make such a difference. Potential clients want to see the actual person they’ll be working with—your smile, your space, your vibe. Stock photos can fill gaps, but your face should be front and center wherever possible.
That said, there are times when stock photos make total sense: background images, lifestyle shots for blog posts, imagery that supports your content but doesn’t need to be you specifically. Just be strategic about it. Promo posts or social media posts.
Here are some free and paid stock photography and video sites & my affiliate links to my favorites below!
PAID STOCK PHOTOS
To me… these are worth the money! Even if you invested for a month or two! Just read the licensing terms and choose the appropriate licensing before going forward…
Some you buy the images directly and some are monthly memberships. If you’re a template creator or web designer you’ll want to make sure you purchase the commercial stock license if you’re working with clients.
Most of my templates in my Template Shop have images from The Vault Stock included at no extra cost to you!
Why I chose THE VAULT STOCK for my templates: These stock photos felt unique and didn’t feel like stock photos to me. They felt authentic, diverse, and had healing / wellness-focused imagery. The color palettes also tend to be softer and more aligned with the calming, professional aesthetic many wellness businesses are going for.
THE VAULT STOCK PHOTOGRAPHY - My Personal fav
PACKSIA STOCK VIDEOS - (Video is becoming non-negotiable for websites and social—this is a great resource)
FREE STOCK SITES:
These can be used in a pinch for social media, Substack, or your website. Some of the quality is good — but you have to hunt! It’s worth it to do paid sites for upleveled branding IMO.
Free sites can be hit or miss, and you’ll often see the same images across multiple websites (which can hurt your uniqueness). But if budget is tight, these are solid options to start with.
Try and keep the same “vibe” among the photos (cool, warm, light, dark, minimalist, etc) to keep the images cohesive. Don’t be too "literal” with your images (for example — gut health = image with a hand on the stomach). That will make you blend into the rest of the nutrition crowd!
BRANDING PHOTO SHOOT IDEAS:
I’ve been curating a collection of branding photo ideas and I’m sharing them with you on Pinterest.
When working with a photographer, it’s great to show them your vision, your website and branding (or work with your web designer and photographer at the same time ideally!), and give them some ideas of poses and your overall vision (just like you would your hairstylist).
Some things to think about before your shoot:
What’s your brand personality? Warm and approachable? Clinical and trustworthy? Creative and intuitive? Your photos should match this vibe.
Where do you work? If you have a beautiful office or studio space, use it! If you work virtually, consider shooting in a home office, hotel, coffee shop, cozy corner, or outdoor setting that feels aligned with your work. Many cities have spaces to rent or your photographer usually has ideas where to go (if they don’t have a studio).
What do you want clients to feel? Safe? Energized? Calm? Empowered? Talk to your photographer about capturing that emotion.
Variety is key. Get headshots, full body shots, environmental shots, close-ups, working shots (with a client stand-in if appropriate), and some lifestyle images. You want options for different uses.
Bring props that matter. Your favorite journal, a mug of tea, your yoga mat, essential oils, laptop, handwritten recipes, books you love—anything that adds personality and context to who you are.
Bring a change of clothes: Bring a few outfit changes or jackets to switch up the look. Ideally go for colors that are similar to your website palette!
And remember: you don’t have to be a model. You just have to be you. Some of the best branding photos I’ve seen are the ones where the practitioner looks relaxed, natural, and genuinely themselves. That’s what builds connection.
Pinterest - Branding Photo Ideas - Designer, Coach, Therapist
Pinterest - Branding Photo Ideas - Health Coach or Practitioner
FINAL THOUGHTS FROM A FELLOW ENTREPRENEUR WHO NEEDS TO TAKE HER OWN ADVICE:
You don’t have to wait until you feel “perfect” or “ready” to invest in branding photos. In fact, showing up as you are right now—human, real, imperfect—might be exactly what your ideal clients need to see.
Your photos don’t have to be glossy magazine spreads. They just need to be you. And trust me, that’s more than enough.
Now… if you’ll excuse me, I need to go schedule my own branding shoot. 😅
Need More Help?
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