How Authentic Photos Help Pet Businesses Build Trust and Attract More Clients in an AI World with Pet Photographer, Sarah DeRemer
- ekrorkx
- Feb 3
- 7 min read
Why Authentic Photos Matter More Than Ever for Pet Business Owners
When was the last time you landed on a pet business website and instantly felt that spark of connection… like you could trust them with your own pet or child? Chances are, the visuals had a lot to do with it.
In a world where AI can create almost anything (including fake photos), authenticity has never been more important. Real, personality-filled images can instantly communicate trust, professionalism, and care and that’s exactly what Los Angeles-based pet photographer Sarah DeRemer (you may know her as @dogphotographer.la on Instagram) has built her career around.
Sarah’s bright, colorful style has made her one of the most recognizable pet photographers in LA (she’s one of PMU’s brand and web clients and was truly a gem to work with!), capturing everything from private pet sessions to brand photography for local businesses and national pet brands alike. Her work has been featured in major publications and across social media, but what stands out most is her ability to help pet brands look and feel authentic in an AI-driven world.
At Pet Marketing Unleashed, that’s something we’re deeply passionate about, too. We help pet business owners create brands and websites that work for them through strategic design, and a lot of that boils down to the high-quality visuals that connect with your ideal clients.
We talk time and time again about how the pet industry is built on trust, and how trust is so crucial to our marketing and online presence. So, we decided to chat with Sarah and have compiled her expert advice on how to bring your pet business visuals to life in a way that builds genuine connection and ultimately more client bookings!
LISTEN TO THE PODCAST EPISODE NOW:
WATCH THE INTERVIEW:
Why Authentic Photos Build Trust and Bring in More Pet Clients
Your visuals are often the first thing potential clients see, whether it’s on your website, Instagram, or Google profile, and Sarah says that’s why they matter so much.
“High-quality photos build brand trust,” she shared. “If your images reflect your real brand and capture authentic moments, people are more likely to connect and book with you.”
High-quality, authentic photos don’t just make your website or social feed look pretty. They help potential clients picture their pets in your care (i.e. storytelling 101). A warm, real photo of you walking a happy pup communicates far more than any stock or AI-generated image ever could.
When photos feel relatable and reflect your actual environment or facility, they signal that you’re approachable, trustworthy, and confident in what you do. Stock or AI-generated images, on the other hand, can look too generic, especially when the same Golden Retriever running through a field or Jack Russel or dog and cat cuddling shows up on every pet care website. You guys know the ones I’m talking about…
Sarah’s philosophy is simple: people want to see your dogs, your team, and your energy. That’s what builds credibility and makes your business stand out.
Standing Out in an AI-Driven World: Why Real Imagery Still Wins
There’s no denying that AI has changed how we approach content creation. Sarah uses it in small, practical ways, like removing leashes or background distractions (we’ve talked about lots of ways you can use AI for your pet business), but nothing replaces the connection and emotion of real photography.
AI might save time, but it can’t replicate the quirks, emotions, or energy that real pets and people bring to a photo. Pet parents want to know who’s behind the business, what their dog’s day will look like, and whether their pets will be safe and loved.
That’s something AI simply can’t capture. As technology evolves, authenticity will become an even greater differentiator for small businesses that want to stand out online.
The Power of Consistent Visuals in Your Pet Business Brand and Website
Consistency might sound like a small detail, but it’s one of the most powerful ways to build client trust. Our whole presentation at the DogCo Summit was about brand strategy, and the main theme? The importance of consistency! When your photos look cohesive across your website, social media, and marketing materials, you send the message that your business is organized, professional, and tells a story.
And this isn’t JUST with photos, either. Sarah learned this when she worked with us, Pet Marketing Unleashed, on her brand and website design back in 2023. Like many creatives, she had delayed branding because she thought she could “figure it out” on her own. But once she invested in a cohesive brand and website design, everything clicked both visually and strategically.
She realized that her brand wasn’t just about showing pretty photos. It was about communicating her personality, professionalism, and process clearly. The same applies to every pet business: when your visuals align with your brand voice, you make it easy for clients to trust you before they even reach out.
How Pet Businesses Can Use Photos to Tell Their Story
If you’ve been relying on random snapshots or outdated stock photos, don’t worry! You don’t need a huge budget or professional gear to get started with this.
Start by focusing on storytelling.
Think about what you want people to feel when they land on your website or scroll your feed. Do they see dogs having fun, snuggling during walks, or getting loved on at your daycare? Those are the moments that build connection.
Sarah recommends capturing behind-the-scenes glimpses of your business — the pickup process, walks, bath time, or even cuddle sessions. Use natural light whenever possible, take multiple shots to capture movement, and choose dogs who are comfortable in front of the camera.
Check out the difference of what we’re talking about on a brand and website client site for Shady Spring Pet Retreat. They had great photos for us to use with dogs in their care, and it showed the whole experience and builds trust by seeing the environment and staff in action. Now compare that with our mockup of generic stock images and how that can truly cause a disconnect in the whole vibe, ultimately breaking trust!
Even if you’re shooting on your phone, emotion and authenticity go further than perfection.
Note: This is similar to how we talk about gathering testimonials. It’s not just a placeholder to say ‘oh, we recommend this dog walking company.’ It’s an opportunity to present a story or a ‘before and after’ of what happens when you work with me. Learn more about how we recommend this with testimonials for pet business websites.
Marketing Through Authenticity: Sarah DeRemer’s Approach to Social Media
If you’ve seen Sarah’s Instagram @dogtographer.la, you know it’s playful, genuine, and full of personality. What makes her approach work is her focus on connection over perfection.
Instead of obsessing over algorithms or follower counts, she shares the sessions that excite her and the stories she believes her audience will connect with most. Her feed reflects the variety of her work, from joyful, bubble-filled shoots to heartfelt senior sessions, and that diversity keeps her content relatable and engaging.
For pet business owners, this is a reminder that social media doesn’t have to feel like a chore. When you show up authentically and share what you love most about your work, people feel that energy and they’re more likely to trust and book you because of it.
We have plenty of thoughts on Instagram and social media. Check out our blog on how to grow your business without stressing over social media!
How to Take Authentic Pet Business Photos (Even If You’re Not a Photographer)
Whether you’re a photographer or a pet care provider, the secret to attracting more clients through your photos is authenticity. You don’t need the fanciest gear or a studio setup, you just need to show what makes your work unique and trustworthy.
For photographers, Sarah says your portfolio is your best marketing tool. The more you shoot, experiment, and refine your style, the more your photos will start attracting the right people. Practice regularly, focus on emotion over perfection, and let your style evolve naturally as you go.
And if you’re a pet photographer and looking to keep your workflows and client experience as polished as your photos, we couldn’t resist sharing more about a tool we recommend so highly for you!
Psst… Here’s a Tool We Love for Pet Photographers: Dubsado!
If you’re a pet photographer or pet business owner juggling inquiries, contracts, or scheduling, Dubsado can make your workflow feel 10x smoother.
It’s an all-in-one CRM that helps you manage projects, automate client communication, send contracts and invoices, and even create beautifully branded forms all in one place.
At Pet Marketing Unleashed, we recommend Dubsado for anyone who wants to streamline their client experience and save hours each week. It’s especially powerful for photographers and service providers who value a polished, professional first impression. We use it ourselves in our own business! Get 20% off your first month or entire year when you use our PMU affiliate link!
For pet business owners who aren’t photographers, the goal is to show real-life moments in your business that capture what clients care about most, happy pets and genuine care. Use your phone to document your work in natural light, keep shots simple and clear, and focus on the story behind the image. A single photo that feels real will always outperform one that looks too staged. If you have it in the budget, definitely consider hiring a professional brand photographer. You won’t regret it!
Bring Your Pet Brand to Life with Better Visuals
Want to connect with Sarah or see what authentic pet photography looks like in action?
You can find her vibrant, personality-filled work at @dogtographer.la on Instagram or at sarahderemer.com.
She offers:
Private pet photography sessions
Brand photography for pet businesses
Studio and outdoor shoots
Senior and legacy pet portraits
And if Sarah’s story and advice has you rethinking how you showcase your pet business online, we’ve got you covered with some resources:
1. Explore our Pet Photographer Website Template (and our other pet business website templates). Each one is designed to help your photos shine, your message stand out, and your dream clients click “Book Now.” Every template includes built-in lessons for SEO page settings, website copywriting, and onboarding strategies to make the process simple and stress-free.
2. If you’re ready to take your client experience and marketing systems to the next level, head over to our Tools Page. It’s packed with our favorite tried-and-true platforms to help you attract clients, stay organized, and grow a brand that works for you.
