Only two things matter when you consider photography - 1) Type and 2) Style within each type; everything else is trivial.
By type, I mean the photographers area of expertise and what she specializes in. The list is endless but some common types include portraiture, sport, street, fashion, documentary, architectural, food, night, and landscape.
By style, I mean the photographers approach. Is she artistic in her angles, crops, effects, filters, locations? Is she intuitive by capturing candids and in-action shots? Is he traditional with still, posed, and classic portraiture?
Naturally, photographers will drift towards certain types due to their personal interest. Eventually the industry may drive them into another direction but photography is art and art comes from the heart so ultimately they'll always be the photographer that their heart says they are. Many moons ago my mother recognized my favorite hobby as my passion and brought my first professional camera for my 16th birthday. 3 types dominate my archives and those are street, landscape, and documentary.
Street Photography fulfilled my interests in different people, cultures, and those who I was most concerned about including homeless, minorities, and women. It took over 15 years for me to make sense of what that meant. In summary, the subjects of my street photography evolved into a thing that I've coined as "The Greater Globe." I am the Visual Voice for the Devalued, who actively documents their lives until they're seen as the Greater Globe.
Documentary Photography is evident in the countless photos and videos that I've collected of my family for so many years. Every event, occasion, celebration, or moment that I shared with my family intentionally or not included my camera. It's almost as if I'm afraid to miss a moment. Subconsciously, I know that if ever my memory gives out on me than photographs are all that I'll have to relive the moment.
As far as my style goes, different types require different styles but I'm very intuitive and my favorite photographs are always the candids that capture the most truest and purest forms of my subjects. Second to candids, I like to incorporate the artistic approach in order to mold the story that I'm telling and dictate the viewers interpretation the best that I can.
Take-away: choose your photographer wisely but keep it simple and focus on the type that they specialize in and the style that they use to approach the many types. Please note: Photographers are not limited to what they specialize in but it should give you a great idea of rather or not they're ideal for your needs. Example, an architectural photographer may not be ideal for your Newborn portraits but more fit for a real estate agent. Or, a landscape photographer may be useful for outdoor portraits since he's used to photographing still objects.
The reality is, first impression matters because everyone is judged. This still remains to be a determining factor for a lot of business transactions, or lack of. Many people or businesses aren't given a chance solely based on image. Their business model, innovative ideas, or values don't stand a chance if the source isn't professionally and visually represented.
Even on this professional platform there is a large number of people who do not have a professional head shot or a photograph at all. Take 45 seconds to browse through LinkedIn and you'll see for yourself. As a result, professionals have lessened their chances of being sought out. Secondly, the viewer hasn't even seen or considered their brilliant resume or extraordinary business model.
One minor adjustment, a 30 minute sacrifice of time, and small investment in yourself can have a huge impact on your professional development. Yet, head shots are often overlooked and undervalued despite how vital they are for business success. Simply put - professional head shots will set you apart and influence engagement.
If I had one gift, one purpose, then I'd like to believe that one was to contribute to society providing unity and love through the art of photography.