Okay, so you’ve decided to redesign your website. You’ve organized your information flow and written some great content to fill those inside pages. The only thing missing now are the images that will make your website—wait for it—POP! Here are our seven tips for selecting great royalty-free images.
Without an unlimited budget, paying a photographer to shoot everything in your universe may be impossible. One idea is to seek out a friend who has a decent DSLR camera and knows how to use it. You might be able to barter with them for their services. OR You might be lucky enough to connect with a photographer who is just starting and is willing to shoot for free and use your images in their portfolio.
But if you’re like many business owners, you need an inexpensive source of images that help tell your story. That’s where royalty-free sites like iStock, Fotolia, 123RF, or others come into play.
So, if you can’t afford a photographer, here are our 7 tips for selecting great royalty-free images for your website.
#1: Take your time
Don’t rush when you’re in search mode. Consider that one of your competitors might be in a hurry and will likely grab the first image that ‘almost’ works. Slow down and consider the strengths and weaknesses of each image. Try starting at the last page of search results and move in reverse. We often find that by taking an extra 5 or 10 minutes, we can uncover less utilized images that help our website stand apart from the competitors.
#2: Experiment with non-literal images
The best websites include images that convey feelings as well as specifics. For example, say that the blurry image of the warehouse space that represents your business consists of a blue forklift when, in reality, your company forklift is orange. Relax, website users will not write you off. They aren’t looking at that blue forklift. They are deciding (usually subconsciously) if your company might be right for them. Non-literal images can work well as background images that use parallax (that subtle movement of an image behind large bold text on the page) and can be softened or affected in different ways that will support your message.
This isn’t product inventory; it’s a point of reference for your ideal clients.
#3: Think About Colour
Do the colours in the image work with your overall site theme. Think ‘cool’ colours and ‘warm’ colours and base your decision on the bigger design picture.
#4: Choose images based on your ideal client
Usually, one of the goals of your website is to attract new clients. To do that, you need to get into the headspace of your prospects. So, for example, if you’re selling insurance, you need to understand the reasons behind your client’s buying decisions. It’s not because they want to spend money on insurance every month. It’s because they want the benefits that come with having insurance. Less stress, the promise of quality family time, and happiness are what you are selling. So, look for images of couples or families that display the benefits of your product or service.
#5: Choose average-looking people
That woman with the perfect (photoshopped) skin, amazing hair and eyes might be doctor. But if you click ‘more shots with this model’ or whatever term your image site uses, you’ll discover she is also a lawyer and a dental assistant. Talented? Yes. Gorgeous? Yup. Realistic? Nope. In this case, settling for average is better!
#6: Choose images that represent your brand
If you don’t wear a suit to work (or cuff links) and you don’t deal with guys in suits, don’t bother downloading “suit-wearing handshake guy.” Change up the search terms and keep digging for images that relate to the relaxed vibe that surrounds your business. And remember, images of people are not stand-ins for you and your staff. Those people on your website should represent clients—happy clients who had their problems solved by you.
Do NOT download this image. Don’t do it!
#7: Download the high-res version
When it’s time to download, don’t always pick the smallest (least expensive) version. Your homepage’s main image may need to be 1800 pixels wide, BUT if you want to include that image in a brochure, you need more pixels to print cleanly.
Here’s how the math works: an 1800-pixel image will display at full screen on most monitors and print at 300dpi (dots per inch) or 6 inches wide—not big enough for an 8.5 x 11 PDF sell sheet.
You probably don’t need every image to be high-resolution, but ensure your brand-building photos are of the highest quality and stored safely for future use.