Choosing the right pictures for your website means selecting the ones that serve your brand’s goals rather than just looking pretty. They need to be relevant, load quickly and tell a story so visitors remain engaged.

There are endless options of images you could put on your website, but which are right for your website?

What should the images include?

As the images should ideally reflect your brand and what you do for your customers, they could include:

• Your employees
• Your office/ workplace
• Your products/ services

Using pictures of real people is usually far more effective than your products/ services, so a mix of both is the aim.

Context is important, choose images that accurately represent your business and your customers. Determine the purpose of your imagery. A visitor will be drawn to the visual aspects of your page, therefore if the image has no relation to the page, they’ll leave.

Think about your ICP

We’ve already talked about the importance of an ICP and creating this strategy for your business growth. Choosing the right pictures should mirror your Ideal Customer Profile

Selecting the correct images on your website that represent and highlight your ICP can help the user feel more understood by your brand, which in hindsight increases conversion rates.

Accessibility matters

Website accessibility is a necessity, and it matters for images too. Writing clear alternative text, using descriptive captions and managing decorative visuals so screen readers can interpret them are the best practices to ensure your pictures are accessible to all users.

It’s just as important to keep your photos accessible for all visitors to avoid exclusion and damage to your business.

Taking the photos yourself

Sometimes having a professional photographer to take your photos has a better result for your website. It's difficult to choose the right one, their website and portfolio can help you decide if their work is fit for you.

However, you don’t need expensive gear or a photographer to take photos for you. Doing it yourself can save time and money.

If you’re willing to take the pictures yourself, consider these tips to keep your online presence looking professional:

• Optimise for lighting and background – embrace the natural light, avoid harsh sun and clear background clutter.
• Shoot for web layouts – shoot horizontal and leave breathing room/ space around the focus.
• Keep the pictures simple – don’t overcomplicate and distract, be natural.
• Composition – try different angles and perspectives, see what’s the most visually interesting.
• Edit them – use free/ affordable editing apps or software, adjust the look of the photos.

It’s important to maintain consistency in the photos on your website. Use a similar style and aesthetic for all of your photos to create a cohesive look. This will help to establish your brand and make your website more visually appealing.

In conclusion

Taking great photos for your website doesn’t have to be complicated. With a little planning and attention to detail, you can create high-quality images that showcase your products or services in the best possible light. Keep the attention of your visitors, they’re the ones looking at them.