SiteSwan 8 Tips for Choosing the Right Website Imagery
SiteSwan 8 Tips for Choosing the Right Website Imagery

8 Tips for Choosing the Right Website Imagery

Published on November 7, 2022

Take a moment to think about the last website you visited. What are some elements about the site that stood out to you? Chances are that among the features you can recall, the images or graphics on the website stick out the most.

As a web designer, it's important to select pictures that accurately represent the overall feel of the website you're working on. When it comes to choosing images, don't underestimate the power of a great photo. After all, a picture is worth a thousand words. The right images can help make a positive first impression, instill trust, and better communicate what a business does, while the wrong images can have the opposite effect.

There are many elements to consider when choosing the right imagery to use on your client’s website. From size and color, to quality and composition, the possibilities seem endless. With so many options out there, how do you choose? Here are a few things to keep in mind: 

  • Keep it relevant
  • Stay on brand
  • Choose quality over quantity
  • Be as authentic as possible
  • Don't be afraid to go stock
  • Consider the audience 
  • Choose images that provoke action
  • Make a emotional connection

The task of selecting the right images for a website you’re designing can be tricky, but it's worth taking the time to pick the best pictures that fit your client’s brand and message. In this article, we’ll further explore each tip so you’ll know how to choose the right images that attract and engage your target audience.

1. Keep it relevant

A website represents a business’ brand’s online, and the imagery you use is one of the first things visitors will see. It’s important to keep your pictures relevant to your brand identity and industry, so that visitors get an immediate sense of what the site is about. It's more than just choosing pretty pictures; the images you select should help convey your client’s mission, what they do, and what they’re trying to achieve.

For example, if you’re building a website for a client who owns a dental practice, it would make sense to use images of people smiling, nice teeth and people brushing their teeth. Taking it a step further, if you're trying to appeal to a certain demographic, you'll want to use images that speak to them. Using the same example, if the dental practice caters to pediatric patients, it would make sense to use images of children throughout the site. The key is to stay consistent that way visitors will begin to associate the company with the type of images you're using.

2. Stay on brand

Above anything else, it's important that the photos you use on your client’s website are in line with their brand. After all, first impressions matter, and you want to make sure that your client’s website is putting its best foot forward. The tone, style, color schemes and aesthetics of an image are all factors that contribute to how it relates to a business brand.

Choosing photos that are on brand will help ensure that the website is cohesive and put together. Not to mention, it will help create a more professional look overall. If a landscaping business wants to be known for being experts in lawn care, then colorful, vibrant images of well-kept green lawns with nice flowers and shrubbery would be great to feature on the site.

3. Choose quality over quantity

When it comes to website imagery, quality trumps quantity every time. Think less is more when choosing pictures for your website design. Keep it simple. A few high-quality images will do a better job of representing a business brand and engaging your audience than a bunch of low-quality ones. Plus, too many pictures can make the page feel cluttered and be distracting.

Blurry or pixelated photos can reflect poorly on a business and site visitors may associate the low quality images that are presented on your website as an indication of how your products or services are. Stick with hi-resolution images that render well on all devices and screen sizes.

4. Be as authentic as possible

In order to stand out and set yourself apart from the competition, try to use original and authentic imagery. Unlike stock images, authentic photos can truly capture the essence of a business, accurately represent their brand, and showcase the exact products or services they offer. Using real photos can help visitors better connect with a company and increase the overall conversion rate. Adding photos of the business owner and team members can help potential customers connect with the business on a personal level and feel like they know who they're doing business with.

To obtain these types of images, you can start by checking your client’s social media pages. If there are specific images you want to incorporate into the website, consider stopping by the business and capturing a few photos yourself. If you choose to take your own photos, be sure to take a variety so you have options. Prior to your visit, make a list of the types of photos you want to take as well as view some stock images for inspiration. While you’re there, take candid shots of the business owner and employees in action as well as posed photos. Also get still  shots of the building, company vehicles, products and anything else that is representative of the business.

5. Don't be afraid to go stock

You want your website to look professional, and one way to do that is by using professional stock photos. Stock photos are a great option if you’re in need of certain photos or images that you just don’t have access to. iStock, Shutterstock, Deposit Photos and Getty Images are just a handful of the most popular websites to obtain royalty-free images. They have a large database of stock photographs that you can purchase. You can also try using free stock photos from sites such as Pixabay, Desygner or Unsplash. While their selection may not be as robust, you can still find some unique images that could work for your next website project.

All SiteSwan Website Resellers have access to over 200+ industry specific Themes that are already curated with professional high quality stock images. You can keep the images that are  populated in the Theme or choose from a library of more than 2 million stock photos. With the SiteSwan platform, it’s easy to edit and swap out photos on any website. 

6. Consider the audience 

While you want your images to be on brand you also need to consider your target audience and what appeals to them. Knowing your audience allows you to pick design elements to focus on. As a guide, ask yourself these types of questions while choosing images: What should your image convey? What do you want people to know when they look at your website? What are the key messages that need to be communicated?

For example, if you’re designing a website for a daycare center your target audience will be families, specifically parents or guardians. When a parent chooses a daycare provider for their child, they want to ensure their child will be happy, have fun, and learn in a safe environment. So images of smiling children, instructors teaching and caring for children, colorful toys and art supplies, a fun play area, healthy snacks and hands-on learning would all translate well to site visitors and your target audience. 

7. Choose images that provoke action

Oftentimes, the images you choose to feature on a site are intended to encourage a site visitor to take action. This could be anything from signing up for a newsletter, to learning more about a service, to making a purchase. When choosing these types of images, it is important to consider what action you want the viewer to take, and then select an image that will inspire them to do just that. You'll likely include some call-to-action text or a button to go along with the image as well.

For example, if your client is the owner of a hair and beauty salon, you might choose photos of people with well-styled hair and beautiful makeup who exhibit happiness and confidence. Then you can use a call-to-action to prompt the consumer to take the next step and book an appointment. Some other examples of effective action images might include a photo of someone using your product with a caption that says “Try it now!” or an image of someone holding money with text that reads, “Click here to save!” The thought here is that you want your audience to connect with the business in a way that helps them envision themselves using your product or service.

8. Make a emotional connection

Consumers often make purchase decisions based on emotions. If you choose website imagery that makes an immediate emotional connection with site visitors, you can improve engagement and even increase sales.

Consider your target audience and determine what kind of emotions you want them to feel when they come to your site. Do you want them to feel inspired, happy, or even sad? Once you know what feeling you want to evoke, find images that reflect that emotion. For example, a website for an animal shelter might use images of malnourished dogs and cats, creating a feeling of sadness and sympathy to inspire you to make a donation.

Pick the Perfect Photos for Your Next Website Design Project

When it comes to website design, the images you choose are just as important as the words you use. A website is a company’s digital storefront, and images are one of the first things that potential customers will see. Therefore, it’s important to choose photos that accurately reflect the business, promote their brand in a positive light and appeal to its target audience. The right images can help convey a business’ message and make the site more visually appealing. Use the tips listed in this article to help you choose the right images for your next web design project.

If you’re ready to tap into your creativity and entrepreneurial spirit, start a web design business with SiteSwan. With our white label platform, you can build and design websites for small businesses all under your own brand. Get started today!

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