Fletcher Consulting Fractional CMO and Rebranding Strategist focusing on manufacturers undergoing mergers and acquisitions

Terra L. Fletcher, Fractional CMO takes marketing off your to-do list. Part-time, senior-level marketing strategy partner for companies in transition, ready to scale, or competing for market share.in Shawano, Green Bay, Appleton, the Fox Valley, Wisconsin, the Midwest, and Nationwide, virtual, in-person, and remote. Specializing in manufacturing and B2B.

People want to know who they’re working with. Whether you sell to manufacturers, lead a B2B team, or meet clients daily, your face is part of your brand. A professional, authentic headshot on your website and LinkedIn isn’t vanity—it’s trust infrastructure.

Why Headshots Matter (Especially in B2B)

  • Recognition reduces friction. Buyers, candidates, and partners make faster decisions when they can put a face to a name.
  • Trust is visual. Real faces signal credibility and approachability. Logo-only profiles look anonymous.
  • Employer brand starts with people. For manufacturers and other B2B companies, team pages and LinkedIn profiles are a talent magnet (or a deterrent).
  • Consistency scales. Cohesive, professional photos across your team say, “We’re organized. We’re ready for you.”

Authentic > Overly Edited (AI Isn’t It)

  • Heavy retouching backfires. Over-smoothing skin, changing features, or removing every “imperfection” can feel misleading.
  • AI headshots aren’t you. They often generate uncanny results, incorrect clothing, or inconsistent anatomy and savvy buyers can tell. (I admit, I used one for a minute, too. I had to try it!)
  • Aim for “best day, real you.” Take out temporary blemishes, adjust lighting and color, but leave the features that make you, you—wrinkles, moles, laugh lines.

Guideline: correct distractions, not identity.

What a Professional Headshot Should Do

  • Frame the face. Tight crop (head and shoulders), eyes in sharp focus. You might want some 3/4 or full shots for social media or other applications.
  • Match your market. If you sell into industrial or operations-driven environments, skip glam filters and novelty backdrops.
  • Show approachability. Smile, relaxed posture, eye contact with the lens.
  • Align with your brand. Wardrobe and colors should fit your brand palette and client expectations. (Me? I’ll be in green!)

Headshots for LinkedIn vs. website

LinkedIn

  • Square or 1:1 crop, minimum 400×400 (1200×1200 is safer for crispness).
  • Use a simple background; avoid dark shadows or busy scenes. (Chris shot me with a white background that looks great on socials, or I can knock it out on Canva and use something else.)
  • Add a complementary cover image (e.g., your brand color with a short value statement).

Website

  • Use 2–3 variations: standard headshot, a slightly wider “environmental” shot, and a horizontal crop for banners.
  • Optimize images (WebP or compressed JPEG) for site speed; add descriptive alt text (e.g., “Terra L. Fletcher, Fractional CMO & Brand Strategist”).

Plan a Team Headshot Day

  1. Set standards. Share a one-page guide: background, lighting, crop, attire, and retouching rules.
  2. Choose a neutral background. Seamless gray, light industrial, or your facility. It should be tidy and on brand.
  3. Book one photographer. Consistency beats a collage of styles.
  4. Create a schedule. 10–12 minutes per person, with a mirror and lint roller nearby.
  5. Retouching policy. Remove stray hairs, temporary blemishes, and color cast. Keep natural skin texture and identifying features.
  6. File delivery. Ask for high-res originals + web-ready crops (LinkedIn square, website vertical, website horizontal), named consistently: firstname-lastname-role-YYYY.ext.

What to Wear

Do

  • Solids or subtle textures that complement your brand colors. (Green!)
  • Layers (blazer, jacket) for structure.
  • Industry-appropriate attire (manufacturing leaders can look sharp without looking “agency”).

Avoid

  • Distracting patterns, reflective fabrics, or branded merch (unless intentional).
  • All-black on a dark backdrop (you’ll disappear).
  • Trendy filters or color washes that won’t age well.

Headshot Checklist

Do

  • Hire a pro who understands business portraits.
  • Keep light retouching: color, exposure, blemishes, flyaways.
  • Update every 18–24 months or after major changes (hair, glasses, role). (C’mon, that picture of you from college doesn’t cut it! That was 15 years ago!)

Don’t

  • Over-edit (plastic skin, altered features).
  • Rely on AI to fabricate faces or attire.
  • Crop from vacation photos or dim event shots.

Where to use your Headshot

  • Website: About, Leadership, Team, Blog author pages
  • Speaker kit and conference bios
  • Email signature and proposals
  • Press releases and media quotes
  • Company recruiting pages and job posts
  • LinkedIn

Bottom line

Professional headshots help clients and candidates recognize you, trust you, and start the relationship faster. Keep edits light, keep identity intact, and keep your images consistent across platforms. Your face is part of your promise; let it work for you.

Need help building a consistent, trust-building brand presence? Contact Terra

Terra’s latest headshots were taken by Chris at Chicken or the Egg Photography.