Top 10 Tips to Creating Brand Images for your Website that Connect and Convert

Your website is an incredible tool for your business and often the first place people will go to 'check you out' . Being the first thing people see, your visuals will do your talking for you, silently making their mark. They can literally make or break your customer's experience and effectiveness of your site, so, incredibly important to get not just great images, but the right ones!

Here we will share top tips to ensuring your images are making the right impression, engaging with your audience and encouraging them to spend time with you.

ON BRAND

It's key that your visuals are aligned with your values, personality and mission. Your website is one of your greatest brand assets and your images will play an important role in reinforcing your brand identity and increasing your brand immersion.

Your colours are also an essential element to your visuals, further establishing your brand values and establishing a consistent look, feel and style. When done well and synchronised with your web design, the impact is incredible. See our case study of Jane as a great example HERE

AUDIENCE APPROPRIATE

Tailor your images to the likes and interests of your ideal clients so that you are relatable and relevant. You are more likely to attract and appeal to people who resonate and have a common interest with you.

Where location is important to your business, it can be effective to have this reflected in your images. If for example, you work in person with people locally, ensure your images are taken in places in the area, recognisable by your people. If you are wanting London based clients, have your brand images taken with London landmarks in the backdrop. Your ideal clients will see the signals and know you are for them

REAL IMAGES

People are craving connection and want to see that you are an authentic person behind your business. Not only do they want to see the face behind the brand in your welcome imagery, but they want to feel an affinity with you through your stories. Visuals from your own bank of brand images will build relationships of trust. Avoid stock images where possible as these will be impersonal, generic and potentially damage your brand integrity

COHESIVE LOOK AND FEEL

You want to take your audience on a journey with you both from your socials to your website and through your site itself. It's essential that wherever they land they are met with consistent messaging and style of imagery to increase trust in you and clarity of your mission. This can be everything from style and colours in your imagery to how you look

STORY TELLING

One of the best ways to build relationships online is through images that share your brand stories. These show people how you can help and guide them to the transformation they need. They are also a great way to show your personality and special gifts so that people can imagine what its like to spend time with you, making it much easier to choose you to work with

EMOTIONALLY APPEALING

Human nature is to respond to emotion. Images depicting this can stop the scroll on your site as well as create strong connections with your audience. Ensure the emotions are aligned to your brand and relevant to your ideal client for the best impact.

Expression brand images can be a clever way to add emotion to your visuals. They are full of your personality, get you noticed and allow you to showcase what's right for you whether it's joy, thoughtfulness, excitement, nostalgia... the world is your oyster!

SIGN POSTING

Your images are the first thing that people will see on your website and the reason that people will read on or click off. Where you can use your images to direct and link the reader to your content, they are even more effective. Think about how you can bring your message and copy to life visually. If you have a mission statement or quotes that you use on your site, how can you show these in an image that will entice people to stay with you?

IMAGE STYLES

Whilst you need to have a cohesive and consistent approach to your visuals, you also must have a variety of images to continue to entertain and engage. Having a professional welcome/headshot image is fantastic, but if you use this same image on every page, it will soon lose its impact.

Ideally you want a series of storytelling images that are clearly connected but show a different aspect i.e. the Scene Setter (overview) to the Close Up with a range of images in between to hone in.

It's also important to consider what you are wanting to achieve on each page. The Home page for example is an introduction to you and your services. Your Services page requires images that show your brand work story: how you do what you do to create results. Your About page needs visuals that share your personal brand stories and lifestyle to resonate with your clients

IMAGE FORMAT

It's also important to consider the size and shape of visuals you require for your site. In many cases you require many more landscape images than you think, especially if you have banners and visual backdrops to your sections. It may be worth having certain images in both portrait and landscape to ensure you have the options you need

HIGH QUALITY

With all these considerations (and that's before we've even talked about the technical bits!) we'd highly recommend hiring a professional brand photographer for your website visuals. This is a marketing asset that you want to direct people to and be proud of. A place which has longevity and showcases your expertise. Whilst selfies definitely have their place on social media for in the moment events, your website must have high quality images that make the right impression that you are invested in you. Not only that, they need to be the right images that reflect you and your brand

Looking for some help with your website visuals? Whether you are starting from scratch or know it's time for a refresh, let's chat about how we can get your website working for you, building those all important relationships and silently selling you and your expertise.

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