Are Your Website’s Stock Photos Costing You Clients? 3 Reasons Why
Do you know that feeling when you visit a cold and sterile website?
It’s similar to the feeling when you’re on the phone with a chatbot, and you furiously press “0” so you can speak with an actual person.
An awkward experience like that makes you think a little differently about the company.
Whether you’re chatting with a bot or a real person, creating an authentic connection through all of your brand's touchpoints is more important than ever.
This is especially the case regarding your brand and website imagery.
As a new business owner or seasoned entrepreneur, stock photos can exponentially elevate your brand.
They can be a great asset in communicating your brand message, enhancing the visual appeal of your content, and making your website more engaging.
While I suggest taking professional headshots and branded images of you and your team, stock photos can save you time and money when you need additional brand-enhancing imagery on your website.
But... there's an effective way to source and use stock images that elevate rather than hurt your brand.
How are your stock photos performing?
Do they feel cold and flat?
Do they feel mismatched with your professional headshots?
Is your image content aligned with your message?
In this article, we'll dive into three reasons why your stock photos are sabotaging your conversion rates and actionable tips for choosing amazing, on-brand images that attract your ideal clients.
From the impact of generic images on emotions to matching your brand's aesthetic, you'll learn how to make your website more trustworthy and increase your chances of converting visitors into loyal clients.
1) Your stock photos aren't relevant to your brand
This can create a disconnect between your content and your brand identity and mislead your audience.
Irrelevant images can make it difficult for your audience to understand what your brand is all about.
And keep in mind… “it takes about 50 milliseconds (ms) (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they’ll stay or leave.”
Visitors are more likely to engage with your website when it has high-quality photos relevant to your brand that align with your mission, vision, and values.
How to choose relevant website stock photos
The right stock photos can help you create a narrative that aligns with your brand's messaging.
By choosing images that convey the values and beliefs of your business, you can build a story that resonates with your audience and amplifies your brand identity. This can differentiate your brand from other coaches and consultants in your industry.
START BY UNDERSTANDING YOUR IDEAL CLIENT.
What images resonate with them? Consider using images of people like your ideal client engaging in the activity of your business.
NEXT, DEVELOP YOUR BRAND STORY.
Think about the journey you’ll take your client’s on once they work with you. Where are they now in their business, and where do they hope to go? Consider how you can use your images to tell that story.
2) Your stock photos don’t match your brand’s aesthetic
One of the main goals of web design is to create a seamless experience for your website audience. That means as few distractions as possible!
But when you’re using mismatched, low-quality stock photos, this can create a negative impression, leading your audience to question your professionalism and credibility.
Think for a moment…
You visit a website, and the primary brand colors are navy, periwinkle blue, and taupe.
The first image has a red car in it; the next image features pink flowers, and the image after that includes a bowl of oranges.
These random colors aren’t connected with the brand and don’t align with the overall palette.
Wouldn’t that distract you from the main intent of the website, which is to tell you about their services and how they can support you?
Even the slightest misalignment can throw your audience off track and send them running for the door.
How to select stock photos that match your brand’s visuals
Your website's imagery should support your brand's identity while building trust and credibility with your audience.
Here are three questions to consider when selecting stock photos to match your visual aesthetic:
ARE THESE PHOTOS CONSISTENT WITH MY BRAND COLORS?
Select images that align with your colors in tint and tone. If your brand favors warm colors, then look for images that have warm undertones or customize them with filters. Or if you have a prominent accent color in your palette, look for images that also have pops of that color within them.
ARE THESE PHOTOS COHESIVE WITH MY OVERALL VISUAL DESIGN?
You’ll want to select photos that add to rather than detract from your main design intent. Creating a mood board of images that communicate your brand’s message and personality can be a great way to build a foundation and guide for your stock photos.
DO THESE PHOTOS CREATE A SEAMLESS VISUAL EXPERIENCE?
Select 20 - 30 stock photos that speak to your brand story and match your brand aesthetic. Look at these images side-by-side and ensure you have a variety of image content. Eliminate any images that feel out of place.
If these photos were on your site, would they create a seamless experience? Would any of them distract your audience from getting to know you and understanding your services? If so, eliminate them! It’s better to have a few very select batch of images that speak directly to your brand and your audience.
3) Your stock photos are uninspiring and inauthentic
Have you thought about how your stock images make your audience feel?
Do they make you feel excited? Happy? Motivated? Serious? Playful?
Using uninspiring stock photos can have a negative emotional impact on your website’s visitors.
They can make your brand feel inauthentic or unrelatable. And these photos may even make your audience feel like you’re trying to deceive them. Yikes!
These stock photos can come across as fake or staged, lack creativity, and miss that mark in capturing your audience's attention.
Here are a few pitfalls to beware of to avoid selecting uninspiring, emotionless stock photos:
STEREOTYPICAL SITUATIONS: Avoid photos that depict cliched scenarios, such as men in suits shaking hands in a boardroom, that don't reflect the reality of modern workplaces.
ARTIFICIAL LIGHTING: Watch out for stock photos taken in studios with artificial lighting, which can make them look cold and uninviting.
UNNATURAL POSES: Beware of stock photos featuring models in awkward poses that look staged and unnatural. This can immediately make your site feel unapproachable.
How to select engaging and inspiring stock images for your website
It's important to consider the emotional impact of your visuals when choosing stock photos.
Your images should connect with your audience on a deeper level and make them feel something positive about your brand.
This emotional connection can go a long way in building brand loyalty and driving conversions.
START BY THINKING ABOUT THE EMOTION YOU WANT YOUR STOCK IMAGES TO CONVEY.
What do you want people to feel when they visit your website?
If your brand is warm and welcoming, look for images in light and sunny settings featuring people smiling and enjoying life. Your brand may be more serious and creative. You’ll want to select images of people working thoroughly in their craft and engaged in deep thought or conversation.
CONSIDER THE IDEAL SETTING OF YOUR IDEAL CLIENT.
What does it look like? Do they spend their days working in a co-working space or coffee shop? Or is your ideal client a corporate executive who works in a high-rise building downtown?
People value authenticity and crave a genuine connection with the businesses they interact with.
By using photos of workplaces, teams, or products that look and feel like your business, you can communicate the heart of your brand and showcase your brand story.
The idea is to make your audience feel like they're a part of something personal and human rather than just another transaction.
Choose stock photos that accurately represent the diversity of people, lifestyles, and cultures your business serves.
This level of intentionality can send a message that your brand deeply understands its ideal clients, which can lead to long-lasting loyalty and support from your audience.
Let your stock photos work for you!
The photos on your website can make or break your conversion rates. Strategically selecting on-brand stock photos can communicate the emotional impact and authenticity needed to build trust with potential clients.
By matching your brand's aesthetic and using relevant images, you can create a website that is both visually appealing and trustworthy.
Remember, first impressions matter, and your website's visuals are often the first thing visitors see. Make sure they are sending the right message.
As you move forward, take time to choose your images intentionally and strategically to create a website that converts.
As Maya Angelou said, "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Make sure your website is leaving the right impression.
Are you ready to elevate your website?
There are so many moving parts to developing an irresistible brand and website. To get you started, I've created a FREE GUIDE: 5 Strategies to Instantly Elevate Your Website, outlining my five design secrets to creating a magnetic website that connects, converts, and inspires. Let’s get started!
