Pictures say more than a 1000 words. And that’s the problem. The pictures need to focus on what the words are saying. But images are important and super helpful.
There are different types of visuals and depending on the nature of your site you want to opt for one or the other. Just don’t mix and match - you want it to be consistent.
All images should be of high quality and professionally edited. Video screenshots, pixelated photos, and over exaggerated stock footage rarely makes the cut.
Essential Assets
Most small service businesses will need a visual representation for each talking point in their messaging. Here is a list of essential content pieces every website should have:
Hero Image:
This is the first image your visitors see in the hero section. This section is also referred to as "above the fold".
The hero image should ideally showcase the experience a client is having when engaging your services. What do they feel like as it relates to your brand?
Tip: The subject should ideally look towards the call to action on your hero section. This will entice visitors more to click the button.
Service Image:
Service images need to show exactly what you offer. If your services vary, make sure your pictures show that. Perhaps you have various engagement levels or have turned your services into different packages. It's smart to make each one look distinct in your photos.
About Image:
In this image you don't want to make it all about yourself rather what you stand for and want to achieve for your customer. Give a face to your business, but in a meaningful way that shows that you are there to help your customer.
Contact Image:
The contact image is a great opportunity to create a connection before your prospect talks to you. If you are a solopreneur a portrait can work well. Just don't use stock footage of a call centre model with a headset. You want to build trust and encourage communication.
The types of content:
If you are unsure about the types of visual content you want to use here are the most common ones.
Photography
Lifestyle photography captures real people doing everyday things. It's effective because it resonates with your clients, who are also real people. The catch is that it can be costly. You'll need to hire a professional photographer to get the right shots. However, these images are valuable and can be used in various marketing materials.
Quality matters too. While your phone might take good photos, they may not be sufficient. If you're working with low-resolution images, think about getting a photographer.
Tip: For website images, export them at double the resolution you intend to show and then compress them before you upload them.
Videography
Videography is similar to photography, but it's often more engaging. However, it can be pricier. Making a video takes lots of time and resources, but when done well, the results can be amazing. Many people would rather watch a video about your services than read text on your website.
Having a video background is popular too. It's a good idea to play it in slow motion, with no text, and make sure it loops so it never stops.
Tip: Video files are big, so you might want to host them on another platform to keep your website loading quickly.
Stock footage
Stock footage is handy, but it has its downsides. It can be overused and become cliché, which makes it less trustworthy. This is especially true now that AI creates much of our footage. Use it only when needed and ensure it fits well with your other content.
Illustrations
Icons are usually vector graphics that look sharp on any screen. They're simple symbols that share a clear idea or benefit. You can find awesome libraries and collections of icons. Remember, consistency matters - ensure they match the rest of your content.
You can also have more detailed illustrations that go beyond icons and symbols. These can replace lifestyle footage in some instances and are often used for SaaS (Software as a Service).
Animations
Animations are often used on tech websites. They can make your site look professional and sleek. But, they're best for bigger budgets and when they really help get your point across. Designers might like them a lot, but not all customers think they're important.
AI content
AI is amazing but it's just starting out. Sites with new ideas and early designs are perfect for AI use. For a published website though, we prefer buying from real people, not machines.
It's also hard to make sure everything matches when you're working with lots of AI-created content. The images can become a bit of a hit and miss.
They may all look good, but they need to share a common story.
Another challenge are faces and hands. AI is having a really tough time making these realistic.
The best use for AI on websites, at least for now, are backgrounds or scenery shots, where incorrect nuances are a little bit more forgiving.
Remember, you can't claim copyright on AI-generated stuff.
Get your content right
Content creation is a huge industry, and many agencies do only that. It's important for small service businesses as well but don't overdo it. Begin with a clear message, essential content pieces and improve gradually.
A major problem is inconsistency on your website. If you choose 3D animations, stay with that style. Mixing different types can make your site seem inconsistent, as if it's put together from various places.
%20(1).webp)
