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Website Photography Content Guide

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A Picture Is Worth A Thousand Words

Every time we have to think, we burn calories. Images take far fewer calories to process than text, so our brains are naturally drawn to them first.

That’s why visual communication is so powerful, and the images on your website so important in shaping a potential customer’s first impression about your business.

You want a message that someone doesn’t have to burn calories to process. If your images don’t instantly connect, visitors won’t stick around wasting energy to read the fine print.

Images That Instantly Connect

When choosing images, remember that your website is about connecting with your customer by telling their story, not yours. All images on your website should be crafted with your customers in mind.

Many small businesses put a group photo of their staff front and center on their website. While such a photo might help to build trust, it doesn’t instantly connect with your potential customer’s problem (ie. reason for visiting your website).

If the first thing a visitor sees isn’t relevant to their needs, they’ll likely look elsewhere. Avoid photos that depict who you are as an organization until later in the buyers journey when the trust factor is more relevant.

Instead, use photos that tell a story of what life will look like once a customer purchases your product or service. Will they be healthier? Then show photos of healthy people using your product. Will they get to spend more time with family? Show a happy family spending quality time with your product nearby.

Connect On Multiple Levels

Visitors land on your website looking to solve an “External” problem. They need a bouquet of flowers for a loved one. They are planning a family vacation. Their plumbing has stopped working.

The images on your website should show how you solve the “External” problem, but what really motivates customers to take action and buy is an “Internal” problem. They want to impress their loved one. They want to create lifelong family memories. They don’t want to get ripped off.

If you can showcase through images how you relieve their internal tension by solving the surface problem, more customers will seek your products or services.

Tips For Effective Custom Images

If you’re having custom photography or graphics done for your website, follow these tips to ensure your images connect with your customers:

  • The image should communicate useful information. Photos of products and real people are treated as important content and absorb visitors attention, while cheesy, low-quality stock photos and purely decorative graphics are often ignored. Avoid visual bloat and make certain the photo communicates something useful.
  • The image should make an emotional impact. When someone smiles at us we tend to smile back. This phenomenon is called “Emotional Contagion”, where one person’s emotions trigger the same emotions in other people. This reaction also applies to your website images. That smiling, satisfied customer you feature will make your website visitors smile as well.
  • The image should show the transformation your product or service offers. The most effective images showcase both the success in overcoming the “Internal” psychological problem your customer faces, along with the surface “External” problem that initially drove them to your website.

Let Turnkey Handle It

If you’re not in the market to hire a local professional photographer, we offer a stock photography website add-on service exclusive to clients. The images we choose are high-quality and follow the principles laid out above. Photos added to your site are approved by you, so you can trust every image will reflect your brand and message.