Us humans are known for being a visual bunch who can understand images in a matter of milliseconds. When a person lands on your website the first thing they’ll notice isn’t the copy that you’ve painstakingly perfected about your company, its offerings and values – it’ll be the imagery you’re using.
We are also able to recall them much better than text as they sit in our long-term memory banks. This means that not only are images creating a first impression of your business, they’re making a lasting one!
Here are our tips for making your images work harder for you:
Avoid the ‘stock’ options
It’s easy to hop onto a stock photo website and find images that fit the bill, but do they honestly reflect you as a company? If your site is full of stock suits with blinding smiles wearing headsets then your audience won’t be getting a true impression of you. The big downside to stock photography is that it’s usable by everyone. The chances are if you’re using a stock photo you probably won’t be the only one using it – there will be hundreds of businesses in your sector using that photo in exactly the same way as you. That’s a good way to get lost in the crowd!
Make it personal
Hiring a professional photographer to pay you a visit may seem like a big spend out of your budget, but it’s worth every penny. You’ll come away with a bespoke image library that can now be used copyright-free across all your digital and printed marketing materials. This will make you feel more stand-out, relatable and trustworthy to your potential customers creating the trust-factor they need to complete a sale.
Don’t let it go stale
Your website is like the shop-window to your business as it’s often the first time someone will come in contact with you. A modern and fresh window-display is much more inviting than one that is stale and covered in cobwebs. As your business grows your brand will evolve so you may find the images that worked for you as a smaller business don’t really apply to you anymore. Yearly updates to your website design, with frequent changes and additions to your content, will show visitors that you’re professional, up-to-date and active.
Consider the quality
The quality of a photo is just as important as the content. Sharp, high-quality images are all part of a good user experience. Images that are small, pixilated and stretched out of shape don’t inspire confidence or trust from your potential customers. That could be the difference between converting the lead and losing the lead. On the other end of the scale, if you’re using large, print-quality images with big file sizes you’ll affect the load time of your website. This can also negatively impact the users experience so finding the balance is key.
So to sum up…
- Image are read quicker than words
- Avoid generic stock imagery
- Personalising your photography can stand you out from the crowd
- Keep your site up-to-date to increase your trust-factor
- Low quality images can turn potential customers away