I’ve been asked a few times what I believe are some of the most crucial parts of a website is when it comes to converting traffic into sales; I always mention photos and images. We are naturally inclined to react towards digital images as they have a strong impact on our mood and feelings. This is a tool that all the most successful sites have mastered and exploit to significantly boost brand interest and then sales.
The biggest question you must ask yourself when choosing an image for your website is: “does this contribute to my website, or does it just add decoration?” Photos and images have such a powerful impact on your visitors that it is of utmost importance that you are maximising the potential of a professional, well-placed and refined image by following a few simple guidelines.
1. Quality – Ensuring that your images are of a high quality level is crucial. A badly taken, out of focus or poorly lit image reflects badly on you and your brand.
Stock photos are on the whole, a great way to take the effort and high costs of taking photos yourself or hiring a photographer. Though depending on where you decide to buy photos, you could run up a high total just purchasing a couple of images, so it’s always best to look around for the best price and best quality.
2. How the picture conveys feelings – Your photos should be a true reflection of the best assets of your business. Does this photo feel right? Put yourself in the shoes of a visitor to your site; are you excited and eager to invest time and money into this company based on the ‘vibe’ you’re getting?
There are many things to consider and then the most important is to make sure that the image resonates with your target audience.
3. Power – if you’ve ever looked at websites like the national geographic website or the NASA website, then you’ve probably encountered these enticing images that leave you no choice than to delve into and find out more.
A mid-breach photo of a great white shark attacking a seal doesn’t do much for your business, but the premise is the same: grab the attention of an undecided audience through powerful imagery.
Be careful the image must be relevant to your copy-writing.
4. Unique – the last thing you want is to be seen as a copycat. Make sure your ideas are your own and try to mix it up a little. The usual business stock photos have bored pretty much every visitor to death at some point so think outside the box and do something new
Check out your competitor’s sites to make sure you aren’t using the same photos or style of photos. Your aim is to stand out- not to fall in line with the rest.
Stick to these 4 guidelines and use your judgement and you’ll find success in the images you use. Learning how to utilise images is a vital part of the growing of your company as well as yourself.
As the world becomes more and more digital, the importance of photos and images is growing at an unbelievable rate. As a society, we are now used to seeing images in a completely new way. Text is losing its place in many media formats; in its place, are photos.
Most social media platforms now put more importance on images than the copy, think Pinterest, Facebook and even Twitter now are now leading to more images.
For this reason, it’s important to not rush such a decision. Take your time, compare and improve all aspects of the selection and placement process.
The first image that you see on your website (above the fold) will help identify what your unique offer is all about.
A carefully-chosen image that supports good ‘copy’ and resonates with your target audience, can be the perfect recipe to capture the attention of your prospect and lead to a conversion.
A bad image and a bad copy will definitely turn prospects away, after scanning through your page if they don’t feel like your offer will solve their problem.
Being drawn to the image is a natural reaction but if chosen carefully, it should guide the visitor to read the rest of the copy too. Therefore, the right image should be reflective of the company’s product and/or service while connecting emotionally with your prospect.
Think of it like the posters you see on buses. The images used depict how the product and/or service will make you look or feel. In the same way, the images on your webpage will also make you feel the same. Add to that the fact that these pictures should also reflect the traffic source upstream. This means that if the image came from a banner ad, then it should be similar with the headline. Just make sure to use unique images, which mean they should not look too much like ‘cheesy stock images’.
Starting from the top of the page, images and benefit headlines should be made larger. Next you would have benefit driven bullets and smaller paragraphs. As your site’s visitor slowly becomes locked into your sales copy, you begin to break the information into palatable chunks and select images that perfectly reflect your copy-writing.
Maybe you’re now asking what type of images that reflect your copy should you select. The answer depends on who your target market is and what problem are you to trying to solve. Once you zero in on the answers to these, then you make sure that the images you select would create a positive effect to your visitors and website as a whole.
Alternatively, you can use images to illustrate the problem that your prospects are having then you might pair that up with an image that illustrates the solution.