How much attention do you pay to the photos on your website: Are they strategic? Interesting? Filler? Usability expert Jakob Nielsen found that people ignore what he calls “fluffy pictures used to ‘jazz up’ webpages.” But overall, people tend to pay close attention to images—especially photos of products and real people.
Product photos make a difference
Particularly if your website is built to get sales, prioritizing website photography can have a direct impact on your bottom line. Why?
- 75 percent of consumers say quality product images are a “very important” or “critical” part of their decision to buy.
- Quality images can help underscore your credibility and put you on equal footing with larger competitors.
- Photos help capture the attention of the people who visit your website—show different angles of your product, highlight details, or share action shots.
Market research company eMarketer projects that ecommerce will top $4 trillion in 2020. Polishing your presentation now could help lay the groundwork for stronger sales down the road. Learn more…
People also want to see the real you
Original product shots aren’t the only thing that can have an impact. Even the profile photos you use on your site can influence how someone perceives you and your business.
After all, people are inherently visual. Considering the debate between professional and stock images for a small business site, digital marketing expert James McMinn says images influence our decisions—whether we realize it or not:
“Most of the information we consume is visual. If you are using quality design your site and your company’s brand will stay with the user. They will judge within seconds if your company is professional and credible.”
The more professional a site looks, McMinn points out, the more likely it is to quickly build trust—which can, in turn, encourage your site’s visitors to take action. High-quality photos are a key factor in that calculation.
Stock photography is accessible—and there are lots of ways to find it online
While original photography is often preferable it isn’t always an option, which is why many businesses opt for stock photography instead.
If that’s the case for your website, McMinn suggests looking for photos that are different from the norm so you can avoid using the same images that show up on your competitors’ websites.
You also can’t just grab any photo you come across online. There are plenty of free stock photo resources you can turn to for images and inspiration. Familiarize yourself with photography rights and licenses so you know ahead of time what type of permissions you should be looking for.
Whether you sell a product or service, investing in great images can help your business stand out, build trust, and close more sales.
Want more tips to help boost your promotional efforts? Check out the marketing section of the Hiring Headquarters.
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