The images on your website should reflect your ideal client. As an example in a review I was told that the ideal clients were business women. When I looked at the website all the photos, and I mean all the photos were of men in suits. I asked why are all the photos of men? She looked confused until she really looked at her website. She hadn’t noticed that the designer had only put images of business men on her website. 

As a visitor to her website, looking at her images alone I wouldn’t have guessed that her ideal clients were business women. I would have assumed that they were men. 

The images on your website tell your ideal client that they are in the right please.

What emotion do you want your ideal client to feel as they scroll through your website?      

The imagery should reflect how you want them to feel. Safe and secure? Wild and adventurous? Your images can create that emotion without us even being fully aware of it. 

The feeling that something isn’t quite right

If your business and website is inclusive of marginalised people, then this needs to reflect in the images too. 

There is a charity that advertises on Australian TV. It always shows blonde, blue eyed children. Always. It’s something that I notice because I’m not white, even though I may look white. I’m half Jamaican, half English and now Australian. I notice when something doesn’t feel right for me. 

Another example is an online network I was checking out. All of the images were of young, gorgeous women in suits. That is definitely not me. It didn’t feel a good fit just from looking at the images.

But I don’t like having my photo taken

A lot of us don’t like having our photo taken, until you find a really good photographer. Sorry to break this to you, YOU need to be in some of the photos and not just on the about page. 

If you are your brand, your photo needs to be on your home page so people know that they are in the right place. It also needs to be a recent photo, especially if you are on FB lives, reels or something that shows you as you are now.     

A photographer will capture who you are digitally. Your light, your laughter, your essence, your goofiness and all the rest too. You don’t just want the pictures of  you smiling at the camera like we’ve been told to do for years. I can still hear my Mum saying “Karen, smile at the camera” or the classic “Say cheese”. 

People want to connect with you, the authentic you, and so showing images that are not all smiley and happy and yet are on brand are best. You don’t want to end up looking like a Stepford wife. 

The image choices you make have a big impact on the user experience and effectiveness of your website.  

Take a look at your website from your ideal client's point of view. What on your website says it’s not a good fit for them? What are your images saying to them and is it something you want them to say.

If you need a different perspective, I provide this with my Strategic Web Review. Together we look at your website through the eyes of your ideal client.