Headshots are just as important (if not more so) than buisness cards. They are slightly lower than resumes, auditions and interviews- but headshots could (and should) tell the audience about the person. "The eyes are a gateway to the soul." <---Which is why I can't understand the headshots that are taken with the subject looking away. This makes the subject look shy and unsure of themselves. Typically when one takes a headshot, they are trying to generate business-from budding models to big-time military Generals. Here are some basic 'rules' to follow:
Eyes: Unless the person is auditioning for a part about a super-shy, self-concious character-they need to make eye contact with the audience.
Body Language: Crossed arms can say to the audience that the person is in charge and they are assertive. But be careful because this can also come across as unapprochable. Loose crossed hands are okay but when the person is basically trying to hug themselves-stop them. A: they look ridiculous and B: they look unappproachable-not the look that invites people to a business.
Rules of photography: These still apply (rule of thirds, composition, etc), but notice how I 'chopped off' his ear (to the left)? Does the photo still work? What does the audience take away from the photo? Does he look approachable? Do you want to know more about him?
Luring the audience to websites is a huuuuuuuuuuuge market. This tedious task can be done with having your web people keyword everything that you do so you'll pop up higher on google & yahoo-this is a good thing to do. But also, what is your content? Is your layout inviting? (I realize I'm getting way off subject). Do you showcase your work or do you make the audience go through several pages to get to where you know they want to be? Photography (headshots, etc), Videography (commercial showcasing your content as well as your staff), graphics (layout)-all of these are important to anyone that has anything to do with business of any sort.
I could go on about headshots and media in general, but I'll leave you with this-as you go through MY website: is it inviting? Do you get the info that you're looking for? Does it make you want to know more about the business and/or me? (I'm inviting comments, so please rip this site apart). Ask yourselves these questions about your site as well. ... This doesn't just apply to your website-this also applies to anything you have on the internet: Facebook, Twitter, LinkedIn, etc..