Web designers create the framework of your website. They’re the carpenters that build framework. However, when it comes to the kinds of roof shingles or sidings you want, it’s the client’s choice — but designers can make recommendations too.
A good structure isn’t enough for a top-performing, lead-generating website. Images and photos play a huge role in providing an aesthetic that encourages visitors to continue reading, consider your services, and ultimately convert.
Here are 7 kinds of photos every designer needs for a powerful-lead generating website.
1) Relevant to Your Brand
It’s not just your logo and brand colors that matter in website design. In addition, you’ll need to feature the people you’re targeting, photos of your products, and even staff photos (even if they’re just stock models that dress like your staff).
For example, if you’re a car repair company, you’ll want a photo of a car under repair in your repair bay by a professional technician in uniform holding equipment as a centerpiece. This tells visitors plenty about your equipment, capability, and standard of service in an instant.
2) Has The Best Resolution Possible
Going back to our earlier example, if the car repair photo has blurred sections or has poor resolution when loading in both desktop and mobile devices, it can drive some readers away.
Excellent photos can cost quite a bit if you’re planning to feature your products or services. However, these high-quality images show your business integrity to readers. Any reader sees the company’s dedication to quality and effort with just the photos, website design and navigation, and overall content quality.
However, aside from quality, you’ll want your images to have just enough resolution; readers will bounce from your website if the high-resolution images takes long to load. Here’s a quick tip how to find that sweet spot.
3) Calls To Action
If you see a huge banner with a burger and you’re hungry, you’re definitely going for that burger. You’ll be fixated on this idea until you’ve satisfied it. Photos and images are powerful mediums that engrave themselves in our memory — and your website can use this to its advantage.
Call-too-action or actionable photos persuade your visitors to perform an action. For example, a photo of a boy pointing at a clickable button encourages readers to click the button. One other example is a photo positioning your new promotion in between two mountains.
Photos aren’t just beautiful and scenic. They can give subtle instructions encouraging people to take action too.
4) Powerful and Engaging
Would you rather look at a photo of a sitting dog or one who is only a few seconds away from biting his favorite bone? Most would say they’d find the dog about to catch his bone as more engaging and even entertaining.
Static or still images have their place in websites. However, powerful images encourage readers to go through and read your content. Now, combine powerful images with scenes including your products, then your website will definitely go a long way in engagement.
For example, a happy grandmother holding your brand vacuum cleaner in the middle of a sparkly-clean living room is a strong and memorable image. It tells readers that this grandmum cleaned the room easily thanks to your product — and that’s a powerful message
5) Involves People
Readers are more likely to look at things involving people than images where they are absent. True enough, a product-feature photo that showcases your brand’s offers is effective in some cases. However, a person operating your product or discussing with your service personnel encourages people to do the same thing.
In this light, avoid using stock models (unless it’s your Contact Page) if possible to raise your credibility through images. Visitors believe these people in your images are part of your team, and you can lose integrity if they discovered otherwise.
6) The Background and Context
In today’s mobile-dominated online market, it pays to have a website that looks great in both desktop and mobile formats. True enough, the one-page sliding style is most designer’s weapon of choice.
Text content is essential for any landing page, main site page, and blog post. However, it can be tiring reading a wall of text and having image breaks in between. On the other hand, a full photo background with minimal text is never tiring. In fact, it can be dazzling too!
For example, you are a fruits distributor. Creating a banner that writes your company message across 8-10 apples with a green background is eye-catching, minimalist, and exciting. Now, imagine these types of images in every part of your one-page sliding landing page — it brings a whole new dimension and feeling too.
Let’s go back to the earlier example of the grandmother with a vacuum cleaner that cleaned an entire room. If the photo showed her as sad, then the entire photo will have a drastically different idea. Emotions in photos are powerful images because people can empathize.
It is for this reason athletic product vendors use photos of people in action and look tense or even somewhat angry. It helps promote their product because it encourages and improves motion and athletics.
Charity websites are exemplary users of emotionally-provoking images. True enough, you’d read through an entire article if you saw an image of a child crying while holding a teddy bear in a dimly-lit room.
The Right Photo Helps
Designers will definitely make suggestions on images to help your website gain more traffic and visibility. With these kind of photos, you have a website that encourages readers to consume your content, consider your service, and act upon their initial urges with powerful actionable images.