It may sound like a ridiculous question but it’s one I find myself muttering when I see websites with photos that don’t do anything good for the business.
So often photos are included on websites that only:
- misrepresent the brand or philosophy
- don’t reflect the culture of the targeted area/market
- fail to inspire – i.e. BORING, weak, low-impact
- fail to show products clearly and in a favourable light
- do not give real life examples of the business at work
- use horrible profile photos that don’t inspire confidence in the person pictured
- imply a lack of attention to detail and a lack of quality
- just look cheesy and sales-pitchy
So why are there photos on your website? Presumably they’re there to:
- Create interest
- Match and enhance the words
- Provide strong examples
- Improve your SEO
- Build a brand
- Make your website look pretty (don’t underestimate what this does in people’s brains)
These are just the essentials. Then you may also be using photos to:
- Show how you are different
- Show who you are as people
- Create an online gallery or shop and sell products
If you boil it all down to one thing, the photos are there to:
- Make people buy
Think about what you want the photos to do versus what they might actually be doing.
Now think about how clever buyers are (aren’t you a discerning buyer?) and how much first impressions count. And where they’re going for their first impression.
So I ask the question again: Why are there photos on YOUR website?
The answer is: if they’re not great shots, they are there to help your competition.