Want people to believe your brand? Make sure your photography is authentic.
Websites are visual channels, where the words and messages are crucially important, but so is the imagery. And yet, the imagery often comes second place.
All the elements have equal weighting in terms of having an impact on the potential customer. The images support the message. If the message is one of high end quality; poor quality photography will negate this. If the message is about quirky, creative innovation; bog standard, dull photography will work against it.
But the implications can be worse than that.
People are savvy. They are not easily fooled. If they spot the same stock shot you are using on another website, they are going to smell a rat. Of course, that’s unlucky, and you’re no less a genuine, credible business. But it will have an impact on customer trust as they don’t know whether you’re a bona fide company or a not-so-credible company hiding behind a website.
If you’re relying on stock shots, there are other dangers. Stock shots, particularly if containing images of people, are often shot in different countries and some time ago. Rooting through images to look for authentic-looking, up to date images is an enormous task and sometimes background details can be a dead giveaway on close inspection. People’s clothes, the phones they are holding, the types of drinks on a table; can all indicate a completely different culture and era. This could completely devalue and damage your brand.
Bespoke, commercial photography on the other hand will be totally unique to you. Tailored to your brand. Able to convey your values and selling points. It will set off your products, service or people in a way that reflects what you want people to believe about them.
Hope to be perceived as upmarket and high quality? Nothing shows quality better than a beautiful high-quality suite of photographs, with all the production and editing required to refine it to perfection. Aiming to come across creative/quirky/contemporary? Stylised photography, blending photography with graphic design, or using monochrome, saturated colours or other innovative techniques, gives you the opportunity to display your creative side. Looking to show off projects in a gallery? Ensure you use the genuine article – and show it off in its finest glory with the lighting, angles, attention to detail that a professional photographer will use to ensure your portfolio sells.
Authentic photography that’s bespoke and tailored to you is the most believable, convincing and powerful option when it comes to imagery.
And that, is what you want from your marketing.
To be believed. To engage and persuade your customer that buying from you is the right choice.
It’s not as expensive as you think. It can be quicker to arrange than you think. And the results will be more spectacular and impactful than you can imagine.
To discuss your website photography and how I can help, contact me now [email protected], 07767 776839. All the above photographs are from a bespoke commercial shoot for Silvermere Inn on the Lake, Cobham.