WHAT DO I DO?
A good picture is about more than just how many mega pixels your camera is. Lighting, Composition, Context, Depth of field, Colour depth, and many other factors need to be considered. These are all things that the average person with a 20MP camera wont be competent at working with.
It is the job of a professional photographer to know how to use these things to make your portrait, promotion or portfolio look its best.
Organising a shoot can be a huge undertaking. Getting everyone in one place is only a fraction of the job. Ensuring that the location is suitable, making sure there is sufficient equipment and staging available. Even if you decide to organise everything yourself, a professional photographer is accustomed to dealing with these situations and would likely prompt even the most organised of people on something they may have missed.
Nothing sends potential customers the impression that your business isn't doing well, then poor images on your website. As well as making sure that your product or service is displayed in a clean, and clear manner, it is important that your image be kept professional. Cottage industry doesn't need to look cheap.
Hiring a professional photographer isn't "cheap" but it may still be less than the cost of buying the equipment to do it yourself, and the cost of lost customers because of poor images on your website could make all the difference between your business struggling, and making significant profits.