Visuals play a significant role in communication and persuasion. They are essential for grabbing attention and can be used to trigger emotions that ultimately lead to conversions. Studies also show humans process images 60,000 times faster than text, which is why conversion rates tend to be higher when you use images.
Especially when designing websites, emphasis is often kept on the design. A visually well-designed site entices visitors to stick around, learn more about what you do, and eventually convert towards your services.
Home service contractors, independent insurance agencies, and Realtors can benefit from using images to show off their work or services. It will surely help them connect with potential customers.
But not just any image will do – you need to know how to use images effectively to get the best results.
Here are some tips to help you use pictures effectively to boost website conversions:
01) Use Emotionally Charged Images
Images that evoke positive emotions – such as happiness, love, or pride – tend to be more successful in getting people to convert. Humans are hardwired to respond to images that trigger an emotional response. And triggering them will give you a positive response.
Let’s say you are a realtor selling a luxury home. What would be more effective – a picture of the house with a “For Sale” sign in the front yard or a photo of a happy family moving into their new home?
The answer is obvious – the image of the family is much more likely to result in conversion because it triggers an emotional response.
Check the image in below screenshot used by remax.com
Now, what do you think of this happy family? You probably feel good, right? And if you were looking for a new place to live, you might be more likely to contact the realtors from Remax. It’s because this image makes you feel good that it’s expected to lead to conversion.
02) Use Action-Oriented Images
Images that depict something happening are more effective than static images. This is because action-oriented photos help to explain things quickly and clearly. They also help engage the viewer, resulting in a higher conversion rate.
Let’s say you are providing home services, such as painting or repairs. Which image do you think would be more effective in getting people to contact you? A before-and-after photo of one of your projects or a headshot of yourself?
The answer is the before-and-after photo because it shows the viewer what you can do. The headshot is fine, but it doesn’t really tell the viewer anything about your services.
See the below image from CWM Home Improvements.
They have done a fantastic job in advertising their services by showing a before and after scenario.
Today’s consumers want to know what they are getting before they purchase, and action-oriented images help show them exactly that.
03) Use Unique and Eye-Catching Images
One thing is for sure. You are doing a business, but you aren’t alone in the industry. So you need to be noticeable, and at first sight, an impressive image will make it happen.
When using images on your website, make sure they are unique and eye-catching. This will help to grab attention and keep people engaged.
If you use interesting images of the highest quality, people will be more likely to stick around and check out your website. It will also boost your sales by 14% and also improve the shopping experience by 17%.
For instance, we all know of the brand Nike. They use an image of the Nike swoosh on almost all of their products. This image is so recognizable that people don’t even have to see Nike’s name to know what it is.
Check the below screenshot:
You can see the quality, resolution, and uniqueness of this image, which makes it impressive and helps Nike stand out among other similar businesses.
Of course, not all businesses have the marketing budget to hire photographers like Nike for custom shots. If that’s the circumstance for you, you can conveniently invest in stock photos and find high-quality images without breaking the bank. Instead of putting together a photo shoot, you can purchase ‘ready’ pictures for your website.
The time saved can be put towards other tasks, such as creating more engaging content or designing a better website.
04) Balance the Images with text
The use of images is an excellent way to catch your audience’s attention, but the text should be well balanced with them as well. Too much text can be overwhelming and cause people to leave your website.
On the other hand, too many images can make your website look like a visual mess. The key is to find a balance that works for you and your website.
That’s where the correct usage of texts comes into place. Not too much, not too little. The textual content on images should be easy to read and understand.
A general rule is to use images sparingly and only when needed. For example, if you have a blog post about the top 10 tips to improve website conversions, you might want to use one image per tip.
You can also use “the rule of thirds” when it comes to balancing images and text. This rule states that the composition of an image should be divided into thirds, both horizontally and vertically.
This rule can be applied to your website by dividing the content area into thirds and using one image per third. This will help to keep the layout balanced and visually appealing.
05) Use the Right Image Size and Format
Images that are too small or too large can result in a poor user experience. Small pictures can be hard to see, and large images can take forever to load.
The ideal image size depends on a few factors, such as the type of image, the resolution, and the size of the screen. As a general rule, images should be at least 600 pixels wide.
Larger images may look good, but they can slow down your website’s loading. This is especially true for mobile devices which have slower internet speeds.
When choosing a format for the images, you will mainly come across two options: JPEG and PNG.
JPEGs are the preferred choice for photos because they have small file sizes and don’t lose quality when compressed. On the other hand, PNGs are utilized for images with transparent backgrounds, such as logos, but they have a larger file size. If a JPEG file has a size of 35KBs, you can expect PNG to take around 420KBs.
The bottom line is that you should use the right image size and format for your website. Using too small or large of an image will slow down your website, and using the wrong format can make the image appear distorted.
Images are crucial in making your website look great and ensuring that people stay on your site. When your website is visually appealing and easy to use, you’ll attract more visitors and boost your website conversions.
By following the tips above, you can create a website that looks professional and is easy to navigate. This will help you increase your website conversion rate and make more sales.
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Linda Musselwhite is an author, speaker and co-owner of Musselwhite Marketing (est 2009). Linda’s previous positions as Human Resources Administrator. Combined with extraordinary customer service makes her the obvious choice of day to day operations for Musselwhite Marketing.
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