The right photo can be the difference between a new client or patient and a lost opportunity. Photography doesn’t just set the tone for a visitor on your homepage – your website’s imagery should convey the personality of your business.
Consumer data shows that the average person is confronted by 10,000 brand messages per day, and a business has 8 seconds to capture their attention long enough to impart any brand messaging. Mix this with the fact that the average person’s attention span is 8 seconds (one second slower than that of a goldfish’s 9 seconds) and the challenge is even more daunting. But don’t let those numbers intimidate you.
When it comes to your website, photography is vital to cutting through the “noise.” You want your practice to stand out from the competition; that’s a given. So, when the average visitor to your site has been bombarded by stock imagery from online retailers to the point where they no longer see the intended message, it provides a golden opportunity to set your practice apart.
Thoughtfully selecting captivating images will draw users in and communicate brand personality – without words! In fact, non-verbal cues resonate more deeply with online visitors.
Stock images are favored highly across all online media for several reasons. First, there are infinite stock photos to choose from. Businesses can find thousands of high-quality, professional images that are already touched up and sized for web use, no matter how obscure the subject matter. Second, they are easily searched for and purchased through endless online databases. Last, stock photos are definitely a lower-cost investment. Many stock photos can be purchased for less than $20.
Stock photos can be an inexpensive and quick solution to your photo problem, but beware: you may find that competitors are using the same images. Worse, you don’t want to be caught using the same image as an inappropriate or otherwise embarrassing viral meme.
Overall, if you are in a pinch, stock photos can be a good, short-term solution for your business. However, be aware that the visual impact will be undercut by the commonplace.
Creating custom imagery for your brand or practice makes it easy for you to stand out from the competition. Customized images allow you to communicate precise, clear brand messaging without compromising on originality and personality. Including photos of you, your staff and the business location itself can have a powerful impact on conversion. New clients want to know what it will be like to walk through your door, sit in your waiting room or lobby, interact with you and your staff – all before they will even consider calling to set up an appointment.
The higher cost of custom photoshoots is a major prohibitor for some businesses, thus creating a competitive edge for others. No matter which type of imagery you choose for your practice, be sure to choose images that appeal to your target audience and also enhance the user experience. They should convey brand personality and support the written content on your site.
Custom photography will cost more than its $20 stock photo counterpart, but is worth the investment. Avoiding generic, overly stylized imagery will allow your practice to make the personal connection those savvy, 8 second-surfers are looking for.
Learn how Page 1 Solutions can help you enhance your visual branding with a custom photo shoot. Please call 303-233-3886 or contact us online for a free website and marketing evaluation!