At Switch Marketing, we love websites – designing them, managing them, using them to generate leads, convert interested visitors, and grow your brand presence. In fact, we think that your website is one of your business’ greatest inbound marketing tools. And that means that every element, from the home page to the functionality to ‘extras’ like landing pages, downloads, and social media links need to be up to date and work perfectly.
In today’s post, we’re going to focus on imagery – why it’s important and how to pick the perfect imagery for your website. Whatever your design project, taking time to consider and select the perfect (meaning most appropriate and appealing) imagery is important. We live in a visual world and most website visitors focus first on their visual experience rather than the information that appears in front of them (though that is important as well). To keep a visitor engaged in your website, great design and imagery is a must.
Images are a powerful means of communicating with your audience and your audience is more than likely online and media savvy with the ability to spot a stock image or blurry home shot a mile away. Poor images can have a negative impact on your business’ credibility and affect conversion rates on your website.
Top tips for choosing website images
1. Quality counts
Make sure the images you choose are high res, pixel perfect, and large enough for the site. This is especially important if you are using still photography. Don’t know anything about image quality? Get the help of a professional photographer or designer to make sure you get this right. A great image will add to the professional look and feel of your website.
2. Stay on point
Every image you use needs to be relevant to your brand and your business. It needs to be a reflection of what you do and what your brand stands for. To this end, consider using professional shots of your actual business or products if possible. Stock images should be avoided but if you do use them, make sure they speak to your business, rather than being random ‘pretty pictures’.
3. Think active, not passive
Used correctly, images can encourage potential clients to take action. Bold, attractive images with price points or value add notes can help move a website visitor to get what is on offer or to engage further with your website and your business as a whole.
4. Power up
Simple, powerful images designed to have an impact on the viewer can complement and support your content so think about what you are showing and why. The image doesn’t have to be detailed if the content it is referring to is. It does, however, have to make an impact and can be useful when it comes to breaking up text-heavy pages. Think about the difference between an infographic and a side bar of information.
5. Authenticity goes a long way
Depending on the services your business offers, it’s important that the images you use are realistic and speak to your target market, reflecting their reality and experience. Research shows that images that use people or ‘real life’ scenarios are more impactful than other kinds of imagery, especially when used for people-orientated businesses. Again, tread carefully when it comes to stock images – they can end up looking cheesy and tired.
Using the right kind of imagery on your website goes way beyond pretty decoration. Just like every other element of your website, the imagery needs to work for your business and purpose. Need help designing and managing the perfect website for your business or for one of your clients? From impactful design to stellar content, we can help! As digital marketing consultants, we understand the importance of online marketing and how to create a website that will help you achieve your business goals. We believe in website design that works – for your customer and for your business.