Images make or break your website. They can build trust, convey emotions, and drive conversions—or they can make your site look cheap and untrustworthy. Here's how to choose images that work.
Why Images Matter
- Articles with images get 94% more views
- Visual content is processed 60,000x faster than text
- Users form impressions in 0.05 seconds
- Quality images increase perceived value of your business
Types of Website Images
Hero Images
Large images at top of pages that set the tone.
- High quality and high resolution
- Relevant to page content
- Space for text overlay
- Evoke desired emotion
Product Photos
For e-commerce and service showcases.
- Professional quality essential
- Consistent style across products
- Multiple angles when relevant
- Proper lighting and background
Team Photos
Build trust and humanize your brand.
- Professional but approachable
- Consistent style and background
- Genuine expressions (not forced smiles)
Supporting Images
Break up text and illustrate concepts.
- Relevant to content
- Add value (not just decoration)
- Consistent style with site
Where to Get Images
Professional Photography
- Best for: Products, team, locations
- Cost: $500-$5,000+
- Pros: Unique, high quality, on-brand
- Cons: Higher cost, takes time
Premium Stock Photos
- Sources: Shutterstock, iStock, Adobe Stock
- Cost: $10-$100 per image or subscription
- Pros: Large selection, immediate access
- Cons: May appear on other sites
Free Stock Photos
- Sources: Unsplash, Pexels, Pixabay
- Cost: Free
- Pros: No cost, many high-quality options
- Cons: Very commonly used, limited selection
Choosing the Right Images
Authenticity
- Real photos of your team and work perform better
- Avoid obviously staged stock photos
- Diverse and inclusive imagery
Relevance
- Images should support the content
- Don't use images just for decoration
- Match image mood to page purpose
Quality
- High resolution (not pixelated)
- Good lighting and composition
- Professional appearance
Consistency
- Same style across the site
- Consistent color palette
- Similar treatment (filters, overlays)
Image Optimization
File Format
- WebP: Best for most web images (smaller files)
- JPEG: Photos and complex images
- PNG: Images needing transparency
- SVG: Icons and logos
File Size
- Compress images before uploading
- Target under 100KB for most images
- Use tools like TinyPNG, ImageOptim
Dimensions
- Size images for their display size
- Use responsive images for different screens
- Don't rely on HTML/CSS to resize
Alt Text
- Describe image for screen readers
- Include relevant keywords naturally
- Keep it concise but descriptive
Common Image Mistakes
- Using obviously generic stock photos
- Low-quality or pixelated images
- Images unrelated to content
- Inconsistent style across site
- Not optimizing for web (slow loading)
- Missing alt text
Need help with website imagery? Contact us to discuss your visual content strategy.
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