Lighting matters. Take a photo outdoors if you can, otherwise a bright well-lit room will suffice. It's important to minimise harsh artificial lighting, as you want the colours in the photo to reflect the true colouring of your pets fur.
We recommend crouching down to get an eye-level shot, allowing for close up of your pets head and chest in focus. Consider your background, as you don't want any to lose your pets finer details by them blending in-to the background. If your pet has a lighter fur a darker background works best and vice versa.