Website Imagery - What Do You Need to Consider?

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What do these images say to you?



A picture is worth a thousand words. The accuracy of that popular saying could be disputed but there is little doubt that when someone first visits a website and lands on the homepage, the images displayed are one of the first things which they notice and on which they judge the website, both at a conscious and subconscious level.

Have a look at the images on your website or better still ask an acquaintance. Without knowing about your company, what impression do they form?

Next, think about your target audience and the purpose of the website. What are you hoping to achieve by using these images and are they effective?

You would be surprised how many websites include images which not only do not support the website’s function, but actually have a negative effect. This could be because they

  • are so abstract that visitors to the website are confused about what the company does
  • are old fashioned/ outdated, leaving visitors with that impression of the company
  • are dull, so do not engage visitors
  • lack authenticity - contrived images can look cheesy, and lose the personal connection

There are, of course, always issues to overcome:

Should you use people images? It’s typical that employees move on as soon as they’re featured on a website! But of course, few people will know who’s left, so it’s OK to keep the pictures there for a while.

The cost of professional photography can be prohibitive, but are stock photographs too impersonal? They usually are; if your budget only stretches that far, look for striking choices or ones which form a consistent suite – that gives the impression of a larger budget.

How formal should the images be? How to look professional without looking staid? Mix up the environments and type of people chosen – we don’t all sit behind a desk 24/7.

With career websites in particular, the use of imagery offers a significant opportunity to provide prospective employees with an insight into the work culture and environment of a company.

There are many challenges involved with selecting the right imagery, but they are as important as, if not more important than, the wording so it’s worth using the necessary resources to make the right impact.

On a positive note, developments in technology, with high performing cameras now present on many mobile phones and other devices, have meant that quality photography can be produced quickly and in a cost effective way. You may find that you already have a talented photographer in your team.

Once you have created the images, remember that they can be shared on social media networks, potentially increasing your audience. And with many companies and individuals making use of opportunities for social media promotion, there is a proliferation of different styles and more flexibility regarding what constitutes a professional image and how it can be disseminated.

We hope this is helpful. Genius Consultancy can help with website design and has links with several professional photographers so do get in touch if you require assistance.