Intentional Website Photos Matter

Intentional Website Photos Matter

Your website isn’t just a fancy accessory to your brand. It’s the virtual front door. Your site needs to communicate the right things about your brand and effectively tell your story. When it comes to visual storytelling, the saying “a photo is worth 1,000 words” holds true. In fact, studies have shown that our brains process images 60,000 times faster than text. This means that a single photo has the power to convey a message and evoke emotions more efficiently than a written paragraph.

When it comes to your website, an eye-catching photo that communicates the right thing about your organization can make all the difference in capturing your audience’s attention. But too many brands are putting the wrong kinds of photos front and center on their sites.

The Problem

I’m not saying you can’t put business product photos on your website. You can. You want a photo of your church’s steeple on the homepage? Go for it. Want to feature an aerial shot of your community or city? No problem. But… many organizations focus so much on photos of their product or building or community, that they neglect the most powerful kind of photo… photos of happy smiling people, being bettered by their brand.

Smiling Faces Matter

Including photos of happy customers, donors, partners, or visitors on your website can be highly effective. It shows people that your brand is not only trustworthy and reliable, but also capable of creating positive experiences for those who partner with you. People see themselves in those photos. Photos like this elicit an emotional response and, thus, elicit action. People are more likely to buy from a business when they see others just like them enjoying the product or service. They’re more likely to show up to a church on a Sunday morning if they see photos happy people in a Sunday school class or a connect group. They’re more likely to donate to a non-profit if they see photos that display the positive impact that they organization is having on others around the world.

So, where should these happy smiling faces show up on your site?

1. Homepage: Your homepage is often the first impression visitors have of your website. By including photos of happy people on your homepage, you can create a welcoming and positive first impression for potential customers, donors, visitors, or supporters.
2. Testimonials page: Featuring testimonials with accompanying photos can add credibility and authenticity to the reviews. It also allows visitors to see real people who have had a positive experience with your organization.
3. About us page: Including team photos on your about us page can humanize your brand and create a personal connection with your audience. It also allows visitors to put a face to the names behind the brand.
4. Donate page (for churches or non-profits): When asking for donations, it’s important to show the impact of those donations. Including photos of happy volunteers or beneficiaries can be a powerful motivator for potential donors.
5. Product pages (for businesses): Including photos of satisfied customers using your product can help potential customers visualize themselves using and enjoying the product. This can also build trust and credibility for your brand.

3 Ways to Get Photos of Happy People:

1. Taking your own photos: One of the best ways to get genuine and authentic photos of happy people using your product, or being bettered by your church or non-profit is by taking them yourself. This will not only save you money, but also give your brand a personal touch. After all, your specific brand has a unique DNA. You can hire models or use friends and family as subjects for the photoshoot.
2. Using paid subscription services: If photography is not your strong suit or if you don’t have access to proper equipment, you can opt for a paid subscription service like iStock. These services offer high-quality images taken by professionals which can be used for commercial purposes with proper licensing. However, this option can (over time) be more expensive than hiring a photographer or using your own equipment.
3. Use a non-paid royalty free service like Unsplash or Pexels: These websites offer a wide range of high-quality images that can be used for free, without any attribution or licensing requirements. However, since these images are available to everyone, they may not be unique and can be used by other businesses as well.

Your website is the virtual front door to your organization. Make sure that you’re communicating the right things about your brand with the types of photos you’re utilizing!