1. Define the purpose of your website
If you’re an accountant, your website will mainly serve as an information source. It helps convince visitors of your expertise, so images are primarily used as visual support. If you design jewelry, on the other hand, showcasing your products is what wins over customers.
Do you mainly offer services as a professional or tradesperson? Then images of your completed projects show clients what you’re capable of.
The number of photos you use therefore depends on your offer and the goal of your website.
2. Choose photos that reinforce your message
Text and visuals should work together on your website. At least if they are in tune with each other. Only then will your message truly stick with visitors.
Does your website consist of multiple pages? Choose images based on the content of each page, for example:
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Homepage: Reinforce your mission and vision with carefully selected photos of your business, yourself, or your offer.
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Services and products page: Use plenty of strong images of your products. Do you only offer services? Then show photos of your completed work.
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Contact page: A photo of your team lowers the barrier to getting in touch. Avoid the temptation to use a stock photo of a smiling model with a toothpaste grin, no one falls for that.
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About us page: The focus here is on your business, yourself, or your team. Choose visuals that reflect that.
3. Use stock photos only to create atmosphere
Stock photos can be downloaded from various platforms, both free and paid. This means you don’t need to hire a photographer for every single image. However, there’s one major downside: stock photos are impersonal. They don’t tell your story and can leave visitors with a slightly artificial impression.
When is it okay to use stock photos? When you want to create a certain mood, for example in blog posts. Just make sure the images support and enhance your text.
Tip: Use your own (professional) photos for the most important pages of your website.
4. Choose a photo style that matches your brand
Every company has a certain atmosphere, reflected in its visual identity and customer communication. Dynamic or static? Colorful or minimal? Personal or corporate? Make sure your visual material is consistent with your company’s image. This helps you build a recognizable brand and attracts the right audience.
5. Focus on human imagery
Connect with your visitors by putting your employees in the spotlight. This lowers the threshold for making contact. You don’t need to publish formal portraits of everyone. Feel free to share photos of your beautiful office or modern production space, with your team at work.
Conclusion
Conclusion: text and photos reinforce each other. Text explains why your company is the best choice, while images create the right feeling.
Would you like to use photos on your website, but are unsure how to go about it? Contact us and we will find the images that perfectly match your message.
