(Even if you don’t sell products)
Websites, regardless of the product or service, are very image driven. But what many in the service industry take for granted is that their website photos don’t matter. They think it’s fine to just throw up a bunch of stock photos that vaguely resemble their industry or the industry they are trying to attract. Well, it’s not.
Your website photos absolutely matter. Here’s why:
1. Your stock images are everywhere. There was a particular stock image that was really popular about five years ago. It’s of a professional female with a bob haircut. She was everywhere! On websites, in printed collateral and even on a billboard. Stock image are usually a necessity. Most brands don’t have their own library. But if a stock photo looks eerily familiar, move on!
2. Your website photos are well very stocky. Yes, the above sentence just stated that stock images are necessary. However, not all stock images look stocky. You should focus on website photos that look natural versus staged. They should represent what your work environment or clients actually look like, which means less suits and more business casual dress. Choose images that won’t easily look out of date in a few years. Stock images on your website can be a big turnoff. Use images speak to the candid nature of life so you can connect with your audience.
3. Try to capture the essence of the message; don’t be so literal. We’ve all seen website photos that are too exact, as in let’s use a group of words when the topic is abstract like “compliance,” “regulations” or “legal.” There are much more creative ways to use images on your website. Playing it safe with literal interpretations can make your content and therefore your brand seem boring. Even when you don’t have a product to showcase, there are still a variety of interactions and emotions that can be embodied with great website photos.
4. Your images shouldn’t be caricatures, stereotypes of clichés. If everyone in your industry is using the same types of website photos then what sets you apart. The entire industry just becomes one of sameness. It’s easy to fall back on the cliché of a black and white striped prisoner to represent content around crime. But this is an opportunity to do something different. Images can be very powerful complements to great content. Don’t neglect this way to connect with audiences.
5. Sometimes images don’t need to reflect the subject matter. Here’s an idea we’ve seen used before. An organization was developing ebooks about topics relating to K-12 human resources. The ebooks were state specific because each state has different laws. Instead of focusing on the abstract ideas in the book, the imagery related to the state. For a ebook focusing on Georgia, they used the flag, state bird, pictures from Atlanta and Savannah and scenes from the state’s college and professional sports teams. This made the ebooks seem truly authentic to the reader and helped them to retain the message.
Website photos are an important part of your brand’s visual identity. Even when you don’t have a product to feature, your imagery still matters. It can boost your conversions, help users retain information and keep people on your site longer. Of course, many of you might be concerned with the cost of better quality stock photos. There are lots of great free photo sites that offer a nice variety of distinct and candid shots. Check out Pixabay.
If you are wondering if your website photos aren’t helping you; they may very well be hurting you. Consider enhancing your website photos today. Make some changes then measure to see if visits increased, conversions rose and bounces decreased. It could be an easy way to maximize your website.
