So you think your website’s working for you?
Data from Microsoft Research suggests perhaps not! The vast majority of visitors click away from a site within the first 10-20 seconds, so in order to gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds. Great information is important, but studies show that on the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.
Fabulous SEO and appearing on top of the google search engine results won’t help you if you can’t keep the visitor on your site. In the fight to engage your visitor, real photos of real businesses win hands down over bog standard obvious stock photos. Visitors are not fooled by stock and it’s a turn off. Think about this. If you were visiting a site, would you feel better seeing completely random people high-fiving, shaking hands and appearing to do actual work? Or would you rather see real people within the company doing work and interacting with actual customers? Plus, with stock photos there is a good chance that there are hundreds, if not thousands of other websites using that same photo trying to present the same message. When you’re considering what types of images to use on your website, you have to ask “Is this authentic or unique?” and “Is this going to differentiate me from my competitors?” .
What’s the alternative?
The alternative is to make an investment in your print and web marketing that will serve you now and into the future. That’s where editorial photographers make the difference.
If you paint houses, show it. Do you build a product? Show it, and show how and where and who’s involved. Invite your viewers to be part of your story and not in a hokey way. Most importantly, show the benefits for your clients and therefore what it could potentially do for your website visitor/potential client.
Take the example of a community bank providing small business loans. While you can show the building and the nice lady (hopefully) behind the counter etc. that’s not compelling. It’s their relationships with real businesses and real people that matters . Bob the car mechanic down the street is not going to switch to your bank because it has a nice carpet or well groomed staff. A nice banking facility should be a given. Bob needs to see the value. He wants to matter and feel that he’ll get a fair shake. Showing actual clients and businesses shows relationships in the community and the real effects of the banks small banking program is what makes a difference to a viewer. Compelling images are the ONLY way to show that value. And that’s what we provide.
As professional editorial photographers we will bring in the right equipment to photograph you and your company; will work with your graphic designer and developers and take the time to create photographs that authentically represent your business, it’s energy and it’s professionalism. and help convey your message. Call us. Spend a few minutes discussing your needs. The cost is probably less than you think and if I’m not the right photographer for the job, no problem I’ll recommend a photographer I think would be.