When someone searches “hairdresser near me” on Google Maps, they see three results stacked under each other. Per result: business name, stars, one photo. That single photo decides in half a second whether the customer taps your listing — or the one below it.
That’s the reality of local visibility. The question “How do I make my business work in the moment when someone has two seconds on their phone?” — that’s decided by photos. Not by text, not by logos, not by clever marketing.
The good news: you don’t need a professional photo shoot or 3’000-franc gear. With a current smartphone, half an hour, and some daylight, you’ve got the five photos your online presence really needs.
Why exactly five?
More photos = more clicks, that’s statistically proven. But not every photo carries equal weight. If you’re starting from nothing today, these five are the foundation everything else is built on. They cover the five questions every customer subconsciously asks before contacting you:
- Will I be able to find the place?
- What does it look like inside?
- Who’s going to greet me?
- Can they actually do what they promise?
- Do they care about the details?
Each of the photos below answers one of these questions.
Photo 1: The storefront — “Will I be able to find the place?”
A clear photo of your entrance, ideally with the sign and address visible. This is the image customers need to actually recognize you when driving by or walking up.
What works well:
- Shot from about 3–5 meters away, straight on.
- Daylight — ideally early morning or late afternoon (no harsh midday sun creating hard shadows).
- Sign or logo readable in the frame.
- Clean windows, nothing temporary in the foreground (no delivery pallets, no bins).
What you avoid:
- Photos in rain, with wet pavement and grey skies.
- A photo of just the sign without the street context.
- Heavily distorted wide-angle shots that make the business look fish-eyed.
If you don’t have a proper “storefront” because you work from a back courtyard or an upper floor: a clear photo of the entrance door with the doorbell or door sign is gold. That’s exactly what customers are looking for.
Photo 2: The interior — “What does it look like inside?”
A photo that shows the atmosphere of your space. For a salon: the styling chair with good light. For a café: the main room with tables. For a workshop: the work area. For a consultancy: the reception or meeting room.
What works well:
- Shoot in natural light — windows in frame or as light source, no flash.
- Show the space tidy, but not sterile-empty. A bit of “life” feels more inviting than a showroom shot.
- Shoot from a corner so depth emerges — not straight at a wall.
- If there are plants, art, or other warmth-elements, include them.
What you avoid:
- Shots right after the last customer, with towels, cups, tools everywhere.
- Artificial light alone — overhead lighting often looks cool and sterile in photos.
- Shots with people whose faces are recognizable, without their consent.
Photo 3: You or your team — “Who’s going to greet me?”
The most powerful and most-avoided photo. Behind every small business there are people — and customers trust people more than brands. A good team photo (or owner portrait, if you work alone) is the single biggest visual trust lever you have.
What works well:
- Shot at the workplace, not in a studio. You in the salon, in the workshop, behind the counter.
- Natural expression. No stiff “passport-photo” smile. Have someone crack a small joke during the shoot.
- You in work clothes, not your Sunday suit. It should feel authentic, not staged.
- For teams: everyone in frame at the same time, similar dress code, consistent background.
What you avoid:
- Stock photos of “business people” — customers spot these in a second, and trust collapses immediately.
- Selfies. Have someone else take the photo.
- Sunglasses, averted gaze, half-hidden faces.
If you struggle to see yourself on a photo — that’s normal. But that’s also the reason most small business owners don’t have this photo. Whoever does it stands out measurably.
Photo 4: Your work in action — “Can they actually do this?”
A photo showing what you actually do. Not the result, but the process: hairdresser cutting, carpenter at the planer, chef at the stove, advisor in conversation with clients, physiotherapist mid-treatment.
What works well:
- Action visible — hands in motion, tool in use, focus on the face.
- Medium shot: not just the hands, but a bit of the person and surroundings too.
- From a slight angle, not strictly head-on — feels more natural.
- Depth of field, if possible (Portrait mode on newer iPhones / Samsung devices): foreground sharp, background slightly blurred.
What you avoid:
- Posed shots where it’s obvious nothing is actually happening.
- People with recognizable faces without consent (also applies to customers in the background).
- Shots where the tool or material dominates over the human element.
Photo 5: A detail shot — “Do they care about the details?”
A close-up that shows quality, care, or craftsmanship. Exactly what depends on your industry: a perfect espresso with crema, a cleanly finished wooden edge, a precisely placed stitch by the tailor, a polished window display, a well-kept tool, a finished cut on the customer.
This photo is the visual promise of your quality standard. It shows something an average competitor wouldn’t show — because they don’t have the depth of detail to begin with.
What works well:
- Get very close. Let the smartphone almost touch what’s in focus.
- Tap on the detail to set focus — don’t let auto mode guess.
- Daylight — soft, directional light from the side is ideal.
- Calm, neutral background so the detail stands out.
What you avoid:
- Blurry shots — use both hands, hold your breath briefly.
- Heavy filters that make the image feel artificial.
- Too much in frame — one detail, not five.
Smartphone tips that apply to all five photos
- Clean the lens. Sounds basic, but it’s the most common reason for muddy photos. A quick wipe with a glasses cloth or shirt edge does it.
- Daylight, not flash. Indoors, that means: shoot during the day, near a window, with the indoor lights off.
- Landscape as default. Google Maps, websites, and most directories display landscape better. If you also feed social media, take a portrait version too.
- Tap on what matters. On modern smartphones, this sets focus and exposure. Tap the face, the detail, the tool’s edge — don’t let auto mode guess.
- Three shots per scene. Storage is free. You’ll pick the best one calmly afterward.
- Barely any filter. Natural images feel more trustworthy than over-styled ones. A small bump in brightness and contrast is usually enough.
Where do the photos go?
Once you have the five, upload them in the following places:
- Google Business Profile: At minimum the storefront as the cover photo, all five in the gallery. Don’t use the interior shot as a logo replacement — your actual logo is better there, as covered in the GBP post.
- Apple Business and Bing Places: Same five photos. Consistency builds trust.
- Your website: Storefront on the contact page, interior as hero image or in “About,” team photo on “About,” action and detail shots on service pages.
- Social media: If you’re active there — the five photos are immediately usable.
A frequent question: is a professional worth it?
For most local businesses, current smartphone shots are perfectly sufficient — provided you stick to the tips above. If you operate in a premium segment (hospitality, fine dining, jewelry, exclusive consulting), one professional shoot per year may be worth the investment. You’ll get ten to fifteen images that carry you for two to three years.
A one-off shoot with a local photographer typically costs between 500 and 1’500 CHF, depending on scope. For most businesses, the honest answer is: first take the five smartphone photos, run them live for six months, see whether bookings rise — then decide whether a professional shoot is the right next step.
Want a review of your visual presence — Google profile, website, directories? I offer a free 30-minute introductory call. We’ll look at your existing photos together and prioritize where the biggest visible jump is possible.
Ready to talk?
30 minutes, no pitch — just clarity on your next marketing move.