There are so many exciting service business out there, consultancy, copy writers, social media experts, coaches, counselors, stylists etc and it can be difficult to come up with images for your marketing when YOU are the main element of your business without any physical products.
At worst you could settle for a business card and no web presence, you could muddle through with a two page website with two tired stock images, or you could really embrace the concept and fully appreciate that it is all about personal branding!
You can rest assured the first thing a potential customer will do is look you up online. I totally believe in word of mounts and recommendations, but even after a recommendation the first thing I do is go and look the business/person up online. This means you have a fantastic opportunity to make your online presence amazing and really shine above your competition. You want enough personality to come through for people to feel you are real, and enough professionalism to demonstrate your competence! There are some spectacular Instagram accounts today nailing personal branding, and it is all-round very acceptable to market yourself as your business, and the image opportunities are endless.