Are You Chasing Away Clients with Your Stock Photos?

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“Wait,” you might say, “how can be I be scaring customers away with pictures? Am I not supposed to be making my website more personable to foster relationships with visitors?”

Yes, that is exactly what you are supposed to do. What many business owners might not realize, however, is that there is a right way and a wrong way to use pictures. The right way will help draw customers into the site, encourage them to form those critical relationships with your company and then convert into paying customers. The wrong way can make them feel disconnected from the company, make your brand seem generic, and give the customer nothing to remember.

The Importance of Authenticity

The number one most important tip you should understand is the value that genuine, personal pictures bring to your site. As any content marketing agency will tell you, adding pictures of actual customers and employees will improve your webpage drastically and give it an extra edge over your competition. These images tell visitors that you have real, delighted customers, speaking to your authenticity and value. Pictures of your employees give visitors a face to connect with when they scan your pages. Suddenly, they are not just reading names at the end of blog posts — they can visualize a face with the name and start to build that highly sought-after relationship.

The Proper Use of Stock Photos

Stock photos, like all images and multimedia, should be used sparingly and appropriately. A little bit of white space on a page is not a bad thing! It can actually help visitors process the information you have. Images should only be used when they make sense given their context, never just to fill a random space. This means seeking images that complement your content and reinforce your ideas. If the image is a bit generic, trying adding text to help tie it better to your content so the viewer understands your connection.

Look for images that seem as though they could fit together. Maybe the images have similar backgrounds or follow a related theme. When the pictures look as though they belong together, the site seems more cohesive. Ask yourself these questions when you find a picture you like:

– Can my buyer personas relate to this image?

– Does this image need to be cropped or edited to fit my content?

– Do my stock photos seem to ‘go together’? Do they have similar themes and backgrounds?

– Do I have only stock photos on my site or have I used some personalized shots as well?

Make it Yours

When used properly, stock photos do not have to come across as cheesy or impersonal. Look for photos that fit with your business and the message you are trying to convey and you can capture that desired personal look that customers and companies seek. When used appropriately, pictures can be a delightful asset. So use them sparingly, wisely, and start drawing in some more site visitors.

Jessica B enjoys writing about marketing, real estate, home improvement, families, and health. When she is not sitting in front of a computer, she tends to be chasing her children, baking, or just sitting back with a nice glass of wine at the end of the day.


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