How to brief a photographer for a website project

A website photography brief should describe where each image will be used, what it must communicate and how the site layout will crop it. A request for "professional photos" leaves too many decisions to chance. Give the photographer a page plan, audience, shot list, practical constraints and agreed deliverables.

Begin with page purposes

List the pages that need original photography. For each, explain the message: a service page may need to show a technician at work; an about page may need staff portraits; a recruitment page may need a credible view of the workplace. Avoid ordering images just because a template contains a large empty rectangle.

Show the current wireframes or content outline. A photographer can then plan where subjects should stand and where space is needed for headings or buttons. Ask for a mix of wide, medium and detail shots where the layout needs them.

Distinguish essential images from optional ones. If time or weather changes, the team should still capture the shots needed for launch.

Specify composition and formats

Record likely aspect ratios and whether an image needs room on the left or right for text. A horizontal hero image may crop badly on a phone; ask for alternative compositions when the subject would otherwise be lost. Do not rely on heavy cropping to rescue a shot that was framed for a different use.

Consider the subject and setting. Show work honestly and avoid stock-like gestures that misrepresent the service. If a process has safety requirements, plan the scene with the relevant staff so the photograph does not depict an unsafe or implausible practice.

Ask for filenames that identify the subject and scene, plus an agreed delivery format, dimensions and colour treatment. Keep original files as well as edited versions so later pages can use different crops without degrading quality.

Plan permissions and practical access

Identify who will appear in photographs, who can authorise filming on the premises and whether customers or confidential information could be visible. Agree how consent, usage rights and any restrictions will be documented before the shoot. Ask the photographer what licence covers website, social and printed use if those channels are planned.

Check access, lighting, staff availability, product readiness and any location rules. A detailed shot list cannot overcome a locked room or absent subject on the day. Name one on-site contact who can make small decisions when conditions change.

Avoid putting sensitive records, customer data or unreleased work in the background. Review the location before shooting, not only when selecting final images.

Review against the site, not in isolation

Select images in their intended page layouts. Check whether the subject remains visible on mobile, whether the photograph adds information and whether text over it stays readable. Do not select solely by which image looks most impressive at full size.

Record approved captions, credits if required by the licence, image owners and any renewal or withdrawal conditions. This makes future maintenance easier. For a broader design selection process, see choosing photographs and illustrations for a website.

Frequently asked questions

Should every website image be original photography?

No. Original images are useful when the real people, place or work matter to the visitor's decision. Diagrams, screenshots or no image may explain some topics more clearly.

How many shots should the brief request?

Base the shot list on actual page needs and available shoot time. Prioritise essential scenes and specify useful variations, rather than asking for a large undirected collection.

Who writes alt text for the final photographs?

The content editor should write it in the context of each page, because the same image may serve different purposes. The photographer can supply accurate subject details to help.