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shoot for clicks.
shoot to command the surfer's attention, invoke the surfer's imagination so he wants to click.
this usually means provocative images, or edgy images in today's market.
use lighting to create mood.
there is no one "right" way to do it.
but you must be able to see the image in your mind, before you pick up the camera.
for still digicam get a camera that can get excellent flesh tone and saturated color with a high dynamic range.
probably best for the price for web work is fuji pro which can use nikon lenses, nikon d1x also gives accurate flesh tones, white teeth. etc. avoid early nikon slrs which gave very poor flesh tone.
nikon d100 series is ok also, and canon slrs are pretty good.
lots to choose from re: hardware.
you create the image first in your mind. some people can do that, some cannot.
if you cannot a camera will not help you.
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