After the Photoshoot: How to Choose the Right Website Images

Written by Megan Lowdon

Megan is the Director of Operations at Robert Lowdon Photography. Megan has 10 years of experience in project management and logistics planning, having worked in the event and hospitality industry for large companies for many years.

Published November 28, 2023

website image of construction worker at airport facility

As a marketing manager, CEO, or creative director, you know that visuals are essential for a successful website. Images have a significant impact on your visitors and how they perceive your brand. Deciding which website images to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images on brand perception, and hear from fellow industry professionals regarding their criteria for choosing the right website images.

Why are Website Images Important?

Images play a pivotal role in the overall experience a visitor has on your website. The right visuals can significantly enhance the user experience, making your site more engaging and easier to navigate.

Images are not just decorative elements; they serve to break up text, making content more digestible and less intimidating to readers. High-quality, relevant images can also reinforce your brand message and evoke the emotions you want associated with your brand.

Well-chosen images make your website more visually appealing, which can increase the time visitors spend on your site and, ultimately, positively impact conversion rates.

Impact of Website Images on Brand Perception

The selection and use of images can have a profound influence on brand perception. The visual language of a brand, embodied in its choice of images, speaks volumes about its personality, values, and proposition. Visuals tend to create immediate impressions, shaping perceptions even before a visitor reads any text.

Images tell a brand’s story in a way that words cannot always achieve. They can communicate the brand’s ethos, the people behind it, its commitment to quality, and its overall vibe. Images can also influence how trustworthy and professional a brand appears.

High-resolution, professionally-composed photographs suggest a brand that values quality and detail. On the other hand, poor-quality images or stock photos used without discernment may lead to a perception of lack of effort or authenticity. Making it very important to choose website images consciously, aligning them with the brand’s messaging and goals, to shape the desired perception among target audiences.

Selecting the Right Website Images for Your Target Audience

Understanding your target audience is key in selecting the right images for your website and marketing efforts. Start by defining your audience’s demographic, such as age, gender, occupation, and interests. This will guide you in choosing images that resonate with them and reflect their lifestyles.

For instance, if your target audience is young, tech-savvy individuals, you might opt for modern, dynamic images that show people interacting with technology. If your audience consists of professional business people, you may want to use images that reflect professionalism, such as office settings, meeting scenes, or business-oriented activities.

The images should also align with your brand’s tone and message. If your brand promotes sustainability, images of nature, green energy, and recycling can reinforce this message.

Remember, the right image won’t just attract your target audience, it will also keep them engaged and motivated to take action. The images you choose must reflect their wants, needs, and interests to truly captivate them.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Image of industrial worker as the main focus with colleagues blurred in the background.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Industrial employee completing checklist at a job site.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Industrial worker in control room, overseeing a project.

Expert Responses on Choosing the Right Website Images

Our expert responses can be broken down into four categories; authenticity, human psychology, effectiveness, and back-end strategies. You’ll notice that all four strategies incorporate little tidbits from each category, so feel free to mix and match what resonates most with your goals. Let’s dive in below to learn more about how our experts select the right website images!

Authenticity

Authentic images play a powerful role in building trust and fostering connection with your audience. Unlike stock photos which can often come off as generic or impersonal, authentic images reflect the unique essence of your brand, giving your audience a genuine peek into your business’s personality and values. They help create a relatable narrative, allowing customers to visualize themselves using your products or services.

Authentic images also have the power to capture moments and convey emotions more effectively, creating a lasting impression on your visitors and potential customers. In a world where consumers are looking for transparency and sincerity, choosing authentic images for your website and marketing efforts can significantly enhance your brand perception and user engagement.

Adding Professionalism with Real People Images 

When selecting images for our website and marketing efforts at TechNews, we prioritize using actual people to help tell our story and add a sense of professionalism and credibility. This approach has yielded significant results, with a noticeable increase in conversion rates by about one-third.

Real people in images resonate with our audience, making our brand more relatable and trustworthy. This strategy boosts conversion rates and strengthens our brand’s connection with our audience, driving long-term success.

Neil Hodgson-Coyle, COO, TechNews180

Evolving Emotions Through Image Selection

Selecting website images that evoke emotion, while aligning with brand values and supporting and enhancing the message, is simple. With A/B testing, we’ve learned that compelling visuals help boost conversion rates by up to 80%. For example, genuine customer testimonials with an image increased click-through rates that we’ve encountered in the recent campaign.

All that matters is consistency in relevance and style that attracts the audience. This factor is crucial in building trust and increasing the likelihood of conversions.

Faizan Khan, Public Relations and Content Marketing Specialist, Ubuy UK

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Architectural image of indigo store checkout

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Architectural image of manga section at book store.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Different perspective of the kid’s section in a book store.

Human Psychology

Understanding human psychology is key when selecting marketing and website images. Human brains are wired to respond to visual content faster than text, and certain types of images can trigger emotional and behavioral responses that can influence a viewer’s perception of your brand.

For instance, using images that evoke positive emotions can create a favourable impression of your brand and motivate viewers to take the desired actions, such as making a purchase or subscribing to a newsletter. Moreover, images that feature faces, particularly those making eye contact, can enhance the feeling of personal connection and trust. Colours, too, play a significant role, as different hues can evoke different emotions and reactions.

By understanding and leveraging these psychological principles, you can select images that will not only engage your audience but also drive them towards your intended conversion goal.

Optimizing Cognitive Load Through Image Selection

“Cognitive Load Optimization” involves understanding the cognitive load that images place on your audience. The idea is to select photos that convey your information clearly without overpowering the reader. Choose images that match your content by swiftly delivering information and engaging the reader without generating mental strain.

Optimization of cognitive load is critical for user retention and conversion rates. According to research, minimizing cognitive load can enhance the time visitors spend on your site and lead to higher conversion rates. You can create a seamless and immersive experience by selecting images that correspond to your content’s message and the viewer’s expectations.

I recommend researching your audience’s preferences and the context in which they discover your information. You should test different images to assess their impact on cognitive load and user engagement, refining your visual strategy accordingly.

Percy Grunwald, Co-Founder, Compare Banks

Congruent Storytelling Through Visuals

Selecting website images is an art form grounded in psychology and data. We prioritize authenticity and relevance in visuals, ensuring they mirror our clients’ experiences and aspirations. Images must align with the textual content, enhancing comprehension and retention. 

We’ve observed up to a 35% increase in user engagement with this congruent storytelling. 

Furthermore, A/B testing is crucial. One campaign, for instance, demonstrated a 40% conversion uplift with an image accurately reflecting the software’s ease. Investing in high-quality, relatable visuals isn’t just an aesthetic choice; it’s a strategic one for growth.

Ankit Prakash, Founder, Sprout24

Aligning Images with Reader Demographics

In our book service and publishing business, our selection of website images hinges on key criteria. Relevance is paramount; chosen images must align with a book’s genre or theme. We focus on evoking the right emotions, ensuring images resonate with the intended impact of the book.

Engagement is crucial; captivating visuals lead to higher click-through rates. Consistency in visual style across our platforms reinforces our brand identity. Accessibility is a priority, with alt text for screen readers.

Prominently featuring cover artwork alongside book descriptions boosts click-throughs. Aligning images with reader demographics enhances user engagement, fostering longer website visits and a better customer experience.

Vikrant Shaurya, CEO, Authors On Mission

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Hero image of employee at a job site.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Interesting angle of a construction employee checking gauges.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
A construction supervisor checks the architectural plans.


Effectiveness

Determining the effectiveness of website images can be achieved through several techniques. One method involves analyzing user engagement metrics, such as click-through rates, bounce rates, and time spent on page, which provide insight into how engaging your visual content is for your audience.

Additionally, A/B testing of different images can help pinpoint which visuals resonate most with your audience, leading to higher conversion rates. Heatmap tools can also be useful, revealing where users click or hover on a page, which helps determine if images are attracting attention or diverting focus from key content.

Retrieving user feedback can also offer direct insight into whether your current imagery is appealing and relevant. By integrating these strategies, you can effectively gauge the performance of your website images and adjust your visual strategy as needed to optimize user engagement and conversion rates.

Related: Benefits of Using Images in Client Proposals

Authentic Imagery for Higher Conversion

We prioritize authenticity and relevance. Instead of generic stock photos, we lean towards images that genuinely represent our brand’s ethos and resonate with our target audience. Real-life scenarios and diverse representations have always engaged our users more effectively.

For instance, after transitioning to more authentic imagery on our landing page, we observed a 12% uptick in conversion rates compared to the previous quarter. This shift not only elevated our brand’s image but also showcased our commitment to real-world connections.

Alex Stasiak, CEO and Founder, Startup House

Boosting Engagement with Relevant Images

When selecting images for your website and marketing campaigns, focus on relevance, quality, emotional impact, brand consistency, and legality. High-quality, emotionally resonant images that align with your brand can significantly boost engagement and conversion rates.

For example, a study by MDG Advertising found that content with compelling images averaged 94% more views, and ConversionXL reported that relevant, high-quality images could increase conversion rates by up to 35%.

Always conduct A/B tests to gauge the effectiveness of your chosen images in your specific context.

John Cammidge, Google PPC Expert, JTC Google Ads

Reflecting Brand Identity Through Images

We prioritize selecting website images that reflect the brand’s identity, leading to a 40% increase in website engagement. Data indicates that incorporating authentic and relatable images leads to a 35% surge in conversion rates. For instance, utilizing high-quality product images showcasing real-life usage scenarios resulted in a 30% rise in product sales.

We also emphasize using diverse and inclusive visuals, contributing to a 25% growth in customer trust and loyalty. By aligning the images with our brand values and the preferences of our target audience, we’ve fostered a deeper connection with our customers, translating into improved brand perception and sustained customer engagement.

Himanshu Sharma, CEO and Founder, Academy of Digital Marketing

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Architectural image of armani display at holt renfrew

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Showcasing unique design elements on special armani display.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Holt renfrew armani display at yorkdale mall.

Back-End Strategies

Google’s algorithms and search engine optimization practices play a pivotal role in back-end strategies for image selection on websites. For instance, Google’s image search can be a significant traffic source, and the search engine favours images with descriptive file names and alt text.

Choosing the right images also includes optimizing for smooth page loading times without compromising on image quality, as slow-loading images can negatively impact the user experience and Google ranking.

Google encourages the use of structured data for images, especially for product images on e-commerce websites. This data allows Google to provide detailed product information in search results, enhancing the visibility and appeal of the website.

A strategic back-end approach to image selection and optimization, aligned with Google’s guidelines, can significantly improve website performance and user engagement.

Optimizing Image Dimensions for Better Visibility

Selecting the right images for my website and marketing efforts involves a detailed process. First and foremost, the image should be of the right dimension to maintain optimal core web vitals. If not, it could adversely affect our visibility and ranking on search engines like Google. This is because Google’s algorithms prioritize websites that provide a superior user experience, which includes fast-loading, well-optimized images. As an example, when we started optimizing our images for proper dimensions, we noticed a 15% increase in our website traffic and a 10% improvement in our conversion rate. 

To compare, when we used a generic stock photo on one of our landing pages, we noticed a dip in user engagement. However, after switching to a custom graphic that visually represented our service, we saw a 25% upswing in user interaction on that page. It shows the importance of purposefully selecting images that improve your content and connect with your audience.

David Rubie-Todd, Co-Founder and Marketing Head, Sticker It

Improving Page-Loading Speed with Image Selection

Website Images are selected based on six criteria:

1) Relevance
2) Quality
3) Image Size
4) Image Format
5) Alignment with the landing page
6) Emotional appeal.

On the website, images that resonate with the brand identity and are in .webp format have been integrated to ensure higher page-loading speed. Initially, they were in the .jpeg format, and the loading speed was five to six seconds for mobile devices, which is now only 1.8 seconds.

This improvement in page-loading speed has significantly impacted its organic performance in search engines. That is the reason separate audit reports can be made for optimizing images, which includes factors like image size, image search rankings, alternative text, and image format. In addition to this, its relevance with the overall landing page’s theme is manually audited.

Rakshit Panchal, SEO Manager, Sydney Digital Agency

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Construction employee operating machinery. Showcasing technical expertise.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Heavy machinery moving dirt.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Close up image of construction employee, evoking inspirational emotion.

How we at Robert Lowdon Photography Choose Website Images

As a photography business, our image selection criteria differ from other types of businesses, as our website needs to lean very image-heavy in order to showcase our style, skill and creativity. However, this does not mean that we do not have a strategy or that we overlook the importance of selecting the right website images. Here are a few of our key strategies:

Keep it Fresh

In the dynamic world of photography, it’s crucial to stay relevant and showcase our current work. That’s why we make it a point to refresh and insert new images on our website every quarter as we complete new projects.

This approach serves a dual purpose: firstly, it helps us to keep our digital portfolio up-to-date, reflecting the evolution of our style and skills. Secondly, it provides a visual narrative of our recent work, giving both new and returning visitors a reason to explore our site.

This regular updating also signals to search engines that our site is active, which can positively impact our SEO ranking. By showcasing our latest projects, we generate fresh interest, cultivate a sense of anticipation for what’s next, and continually reinforce our brand’s artistic vision.

Strategic Placement of Hero Images

A “hero image” is a large, compelling visual that is prominently placed, typically at the top of a web page. Its purpose is to immediately grab the attention of the visitor, create a strong impression, and set the mood or tone of the website.

We strategically use hero images on our website to accentuate our photographic style and to evoke emotions that resonate with our target audience. We often choose images that showcase our best work, or that reflect the type of photography assignments we wish to attract.

By using a relevant, high-quality hero image, we can reduce bounce rates and encourage visitors to explore our website further, positively impacting our site’s engagement metrics.

Showcasing Technically Difficult Images

We intentionally showcase technically difficult images on our website as a testament to our expertise and proficiency in the photography field. By displaying images that require advanced skills and techniques to capture, we clearly demonstrate our professional capabilities to potential clients. This instills confidence in our abilities and can often be the deciding factor for clients when choosing a photographer.

These images can stir curiosity and provoke discussion among viewers, driving engagement on our website. Technically difficult images are often unique and visually spectacular, making them effective in catching the attention of visitors and leaving a lasting impression.

Showstopping Settings

We dedicate a portion of our website to feature images captured in unique settings and landscapes. The primary reason for this is to underscore our versatility and ability to deliver stunning results in various environments. Showcasing diverse settings also allows us to connect with a wider audience, as different viewers may resonate with different types of projects, whether it’s industrial, construction, architectural, or corporate.

Ultimately, by exhibiting images of unique settings and landscapes, we aim to evoke emotions that compel our audience to explore our work further and engage with our brand.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Showstopping image of equipment being operated at an industrial mine site.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Image showcasing a unique industrial operation.

Images have a significant impact on your visitors and how they perceive your brand. Deciding which image to use is often more complex than just picking the one you find the most attractive. In this blog, we discuss the importance of images for websites and marketing efforts, the impact of images of brand perception, and hear from fellow industry professionals about their criteria for choosing the right website images.
Image showcasing the size and scale of an industrial facility.

Conclusion

The process of selecting website images is not as straightforward as it may seem. It encompasses far more than just picking visually appealing images. As seen from the experiences of our fellow industry professionals, strategic image selection is a multifaceted process aimed at enhancing user engagement, improving page-loading speed, and aligning with the brand’s identity.

By choosing website images that echo your brand’s ethos, resonate with your target audience, and comply with technical parameters such as size and format, you can significantly bolster your online presence.

Feel free to share your own experiences with selecting website images in the comments below. We would love to hear about your strategies and how they have impacted your online presence.

If you want to chat more about how we can help curate the right images for your website, feel free to reach out! We’d love to discuss your project, ideals and goals, as well as how we can help achieve them.

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