I recently watched a very interesting video interview with Bryan Eisenberg, author of Waiting for Your Cat to Bark? or Persuading Customers When They Ignore Marketing. In the video he discusses the importance of photos within the framework of your web site. See Video.
When a person lands on your web site, you have seconds to grab their attention. During this first “impression,” you need a strong and persuasive headline, and when it makes sense, an intriguing photo. More important is the need for appealing photos in your product pages.
The Internet is a virtual shopping experience. People cannot touch, feel or smell a product. However, with the right photo you can convey the value and benefits of your products. Because it is all about getting a customer to buy your products or services.
Eisenberg gives an example of a company that sells gourmet fruit online. They offer exceptional pears. Most retailers would have a picture of a pear on a nice background with some lighting. Harry & David take it a step further. They have a photo of a pear cut in half, with spoon of scooped out pear with juice dripping from it. From this photo your brain can begin to simulate the taste of sweetness from this juicy pears.
Photos can also work with service businesses. For example, landscapers can have photos of previous projects where they transformed a yard into a garden of Eden. Exterminators can effectively use pictures of damage caused by termites. Restaurants can have pictures of their entrees.
Using photos requires balance. On one hand, you want it to entice your audience, on the other, you do not want it to overwhelm your message and value proposition.
Go beyond the boring stock photos so many web sites employ. Make your photos work for you and distinguish you from you competition. Let them help sell your business.
