Marketing + Web
Six Reasons Why Your Website Needs Professional Photography
October 27, 2020
There is much to consider when building or redesigning a small business website. Important details such as graphic design, content, site navigation, and search engine optimization (SEO) are often the primary focus—and rightly so—but don’t let photography become an afterthought in the planning process.
Website projects have many moving parts and it’s not uncommon to forget about photography until the last minute; however, this is a dangerous pitfall that should be avoided at all costs. If website imagery is not prioritized, you run the risk of damaging the overall brand story you’re working hard to create. Hastily thrown together images and generic stock photography will drive a wedge of inconsistency in the brand’s overall impression and that disconnect can lead to missed opportunities and lost business.
If you’re on the fence about hiring a professional photographer for your website photos, we’re here to help. Here are six benefits of hiring a professional photographer for your next website project.
1. High-quality images will amplify your written messages.
The power of visual storytelling should not be underestimated and consistency between copy and photography should be prioritized. One is not more important than the other, so you should plan to give equal attention to both. The right photograph can make a more powerful first impression than words can on their own. After all, there is a reason people say things like “a picture is worth a thousand words.”
People often think that website copy is the key to conversions, and while copy is extremely important, imagery carries equal weight. Website photos should complement the copy and contribute to the flow of the message. You may have award-winning website copy, but if that copy is paired with lackluster photography your audience may miss the message you’re trying to communicate.
2. Attention to technical details ensures a polished final product.
A professional photographer will have the technical understanding necessary for bringing your brand message to life through high-quality imagery. Technical considerations such as staging, lighting, and composition add texture and depth that can make your website photographs stand out from the competition.
Someone on your staff may be handy with their DSLR but that doesn’t necessarily mean that they will have the technical experience required to take your website photography from good to great. The reliable choice is to find an experienced photographer who understands your brand message and can execute the creative representation of that message through imagery.
3. The pictures you already have may not work on the new website.
It may seem like a good decision to use the same photographs from your old website, but doing this will detract from your efforts to refresh your brand’s online presence. Using stale photos and images that your customers are used to seeing could feel disconnected from the new look of your website.
It’s also important to consider what size the images should be on the website you’re building. If you’re redesigning a website, the pictures on your former website may be too small and appear pixelated on the new site. A professional photographer will make sure that the images they provide will work properly within the context of the redesigned site.
4. Unique photos distinguish your brand from the competition.
The photographs on your website should be authentic and in alignment with your brand story. Websites that only use stock photography to represent their brand miss an important opportunity to visually differentiate their products and services. Using stock photography may be okay in a pinch, but it’s more profitable in the long run to use images exclusive to your brand that cannot be replicated.
Another problem with using stock photography on your website is that it’s widely available and the same images could pop up on the competition’s website. Furthermore, stock photography often looks generic and won’t do much to contribute to the brand story you’re trying to tell. Hiring a professional photographer for your website images will result in a seamless visual expression of your brand story that complements the messaging on your new website.
5. Visual storytelling makes a more memorable impression on website visitors.
Using professional photography on your website will help your visitors make sense of your brand story—and remember it—after they leave your site. Studies show that the human brain processes images 60,000 times faster than text, and 90 percent of information transmitted to the brain is visual. This statistic alone should underscore the importance of using professional photography on your website.
The human brain will always look for the easiest way to process information so it’s important to make it as easy as possible for your customers to understand what you’re saying. Professional photographers will not only capture images that are unique to your business, they can also suggest ways that the photos can be used to make a stronger visual impression on your website visitors.
6. Professional website photography builds brand confidence.
Your website is the frontline of communication between your business and your customers. People will almost always visit your website before they come to your store or contact you for more information. They’re looking to see if they can trust you with their business. If the photographs on your website are poor quality, generic, or inconsistent with your overall brand message, potential customers may view that as sloppy or a lack of commitment to quality on your end and take their business elsewhere.
Taking the time to hire a professional photographer for your website photos builds trust between you and your customers by showing them that you’re willing to go the extra mile. If you’re not willing to do that for your own brand, why should your customers believe that you will do it for them?
Do you Have Questions About Website Photography?
If you have questions about website photography, we are here to help! When you are ready for a website redesign, or need to build a site from scratch, our designers can advise you on every aspect of website imagery and help you find a photographer that will meet your needs. We can also audit your current website and offer ways you can make improvements to help your brand stand out among the competition.
Please contact us today and let us know how we can help you display the best images on your website.