A light, repeatable grade makes photos from different shoots feel like a set.
One mood across every image
Treat this as a starting point rather than a rulebook. Every site, brand and audience is different, so test ideas against your own content and adjust.
Small, consistent improvements beat big redesigns. Change one thing at a time, compare before and after, and keep notes on what actually made a difference.
Before you publish, check the page on a phone, run it past a fresh pair of eyes, and make sure it still reads well with images turned off.