When It’s 50/50, Your Photos Might Be the Tiebreaker

No one wants to think they’re losing business because of how they look online.

But I’ve got news for you — it happens all the time. If a potential client has two experts on their shortlist… 

Same price.
Same reputation.
Same referrals.
Same pitch.

They’re going to start looking for something else to make the call.

And whether you like it or not, your visuals become the tie-breaker.

Because people don’t just listen. They look.

They scan your site.
They check your social.
They see how you show up — not just what you say, but how you appear.

Here’s the catch:

Photos alone will not win you the gig. But the wrong ones? They can definitely cost you the opportunity.

Outdated headshots.
Overused branding images.
Stock photos that scream “generic.”
Event photos where you look stiff, distracted, or disconnected from the room.

None of these send the message: "I’ve got this. I’ve done this. I do it at the highest level."

They send the opposite:

Maybe they’re not as dialed-in as I thought.
Maybe they’re not ready for this stage, this room, this client.

And that doubt? That’s all it takes for the other expert to win.

In business, you don’t always get to know why someone didn’t choose you. But if your visuals are telling a different story than your pitch — you’re giving them a reason to walk.

Here’s the truth:

Strategic, intentional, current visuals don’t win you business on their own. But they clear the runway.

They reinforce credibility.
They align with your message.
They prove you are who you say you are.

And in those final-mile, 50/50 decisions — that alignment could be worth thousands, or even hundreds of thousands of dollars.

If your visual presence isn't helping close the gap between "maybe" and "absolutely," it’s time to fix that.

👉 Learn how we can build a strategic, evolving Visual Storytelling Library together: