Here are just a few of the reasons it is important to include images on a business website:
1. Add visual appeal - Avoid a text-heavy website
Images help to break up text, making it easier to read and digest information, while also providing visual appeal to draw in and entice potential clientele. Rather than bombarding your website’s visitors with information overload, pique their interest with images and give them a reason to keep scrolling. Make it easier to navigate your website by using images to distinguish between sections/ topics.
2. Tell a story without words - SHOW don’t TELL
Images tell a story in and of themselves. Allow the business’s products and services to speak for themselves through the use of dynamic images on your website. Photography can provide a visual narrative of WHO YOU ARE, WHAT YOU DO, and demonstrate the BENEFITS of using your products and/ or services. Photos offer a quick and efficient means of identifying your products and services, allowing the consumer to hone in on what they are after in a matter of seconds.
3. Elicit Trust
The images you use on your website will have an impact on the way customers perceive your business in terms of trustworthiness. It is not enough to simply include ANY images on your company’s website. You should be careful and deliberate in your choice of images. The goal should be to include images that relate to a business, products and/or services, and speak to the quality of your work and the care you put into all aspects of your business.
Images that entice website visitors, demonstrate the benefits of your product, and elicit trust in your business, will ultimately provide you with the opportunity for increased sales.
Types of Photos to Include on Your Business Website
· The place to show potential customers who you are, what you do, and why they should choose your products and services. What sets you apart from your competitors?
· Include Headshots of the people that make up your company. Give potential customers an opportunity to connect with your business on a personal level by showing them who you are and giving them a sense of your business’s core values. A professional headshot can also elicit trust in your business. Add interest to your headshots by using backdrops and props that relate to your business and show customers what it is that you do. We have all seen the generic headshot with a simple solid colour backdrop. While this is common, it is not always preferable. For instance, a headshot of a musician standing in front of a simple white backdrop is bland and does not reflect the creativity of the artist. Whereas, an image of the musician in front of a piano gives you more information and is enticing to the viewer. With the right setting, staging, and framing of shots, headshots can be impactful and evoke emotion.
· Include location shots, such as architectural images, interiors, or cityscapes, to allow customers to get a glimpse of where you work. Ensure that the images demonstrate an understanding of composition, and that there is no distortion of architectural features. This is of particular importance when demonstrating the work of an architectural firm, construction company or realtor, as it will bring into question the quality of your work if the walls do not appear straight in the images.
· Include images of employees doing their jobs. Photos of your team should be vibrant and engaging.
· Include images of customers smiling to convey that they are happy with your products and/or services. Choose images that best reflect the type of work you do, and the atmosphere or the workplace.
· Include photos of your products, projects, and or completed work. An image that demonstrates a product in use allows people to visualize how they might use the product. As they say, “the devil is in the detail.” Images of products, projects, and completed work need to be clear and crisp, well lit, and skillfully composed, in order to provide people with the information they need to understand what it is that you do, and to see the benefits that your products and services offer.
Where to find images for your business website
Depending on your budget and needs, you may choose between hiring a photographer, purchasing stock images, or a combination of the two. There are many instances in which stock photos will suffice. However, choosing a photographer provides a more personalized experience.
Hiring a Photographer
A business photographer can help your creative vision come to life. You will want to choose carefully. Ensure that the photographer listens to your ideas, understands your expectations, and is able to deliver. Viewing their portfolio of work will give you a sense of what they are capable of and whether their style suits your needs.
Opt for original photos when possible, to set yourself apart from your competitors, and to avoid using the exact same photos as other companies. Beware of generic stock photos that don’t really tell visitors to your website WHAT YOU DO and WHO YOU ARE.
Buying Stock Images
Popular stock image sites include:
Whether you are a large national corporation or a small local business, customers will want to connect with you, to understand your values, which is why it is important to demonstrate who you are and what you stand for in your website’s photographs. Professional, well-crafted photographs inspire confidence in your business, and your products/ services.