How Visual Media Can Improve Your Company's Website / by Ocean Belcher

Your website = your welcome mat to the outside world. Make sure it’s inviting and full of character so people want to step inside for cups of tea. High-impact visuals play a huge role in the overall success of your website and your digital marketing efforts. Whether you use them as your ‘website hero’s’ or display them across Twitter, Instagram and Facebook, how your business is displayed visually is how it will be remembered in the minds of potential clients.

So how can you use photographic assets to improve your website and business?

TIP #1 – SAY NO TO BAD STOCK IMAGES

It’s common knowledge that visual content is now the cornerstone to almost every successful branding campaign, and will help you reach your conversion goals.

Yet companies still choose to use cheesy stock images that incorrectly portray their brand image and company culture. You know the ones – where people are shaking hands in suits with their over-the-top facial expressions. Is this REALLY you?

In the content marketing era, you want to be showing the world how great your brand is, not just telling them. There can’t be words without pictures – yet the wrong images can do more harm to your business than good. So think carefully about the message you want to portray and make sure you have the images that align best with this.

TIP #2 – AIM FOR AUTHENTICITY

Building on the above, when branding your company you want to maintain both your personality and authenticity – but there’s very limited ways in which stock photography can achieve this. Let’s be honest, someone else is probably already using those photographs on their website too, which puts you at a disadvantage.

To maintain that air of authenticity, you need to be unique! Generic content with generic stock images won’t help you do this.

Make sure you have some damn good visuals that really stand proud behind the products and services you’re offering. And make sure they’re truly YOU.

TIP #3 – CREATE AN AMAZING INSTAGRAM ACCOUNT

A recent statement on FastCompany.com read that Instagram users were 58x more likely to interact with a brand’s post on Instagram than those on Facebook, and 120x more likely than Twitter, highlighting the power of this particular social platform. Users are craving visual content and the ability to share and react to stories and experiences.

Why not have a look at other businesses in your space that have highly successful Instagram accounts and ask yourself why? What are they doing that you aren’t? How did they get to this point? Then start taking steps to get there. Find out how I can help today.

TIP #4 – BRAND YOUR INSTAGRAM AND OTHER SOCIAL MEDIA ACCOUNTS

Instagram, Facebook, Twitter, Snapchat, Google+, Pinterest, Tumbler… the list goes on. And while we know that social media is a crucial element in the marketing mix, you need to ensure consistency across all channels. There’s nothing worse than landing on a company’s social media accounts to find they all look different – is this even the same company? A disjointed and fragmented user experience is an experienced marketers’ worse nightmare, but it’s fairly easy to avoid.

Make sure your profile image and bio is consistent across all channels. Use the same glossy images, tell the same brand story, and make sure these accounts really feel like your own!

TIP #5 – ADD NAMES, CAPTIONS AND ALT TEXT TO YOUR IMAGES TO IMPROVE SEO

It’s really easy to upload images to your website and leave the default file name attached to these. Why would you need to update them, right?

This is actually a habit you need to break in order for your website to perform well in Google search. You see, search engines not only crawl the text on your website to determine how it should appear on Google, but they also search for keywords within your image file names and attribute these to your overall ranking too. As such, make sure you have descriptive, keyword-rich filenames for your images to ensure you website is reaching it’s true potential.

At the end of the day, remember:

Pictures speak louder than words.

Especially in the digital age where people are more inclined to scroll and skim your website than read the whole page of text, It’s true – we all do it! Therefore, having powerful images that resonate with your products and services are the quickest way to capture a visitor’s attention.

Let's talk about your photography and content marketing needs today!