Several clear pictures, neutral background, natural light if possible, no color enhancement (some cameras can do this automagically). Light box / mirror / effects are nice but not needed, unless it's to set up something like a belly shot.
Turn-offs are dirty enclosures (yes I've seen urates in sales pics) unless it was something like a lock to show a proven breeder, pics out of focus, pics too dark, etc.
I don't mind props unless they cover up a lot of the snake. Often they are useful as the snake may grab onto a branch or rock and not move, so you can get a better image.
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