Contractor Marketing Tip: Using Photos The Right Way on Your Website

 

This was the topic of my newsletter I sent out to my subscribers yesterday. I thought it was important so I want you to have it too. If you aren’t subscribed to our construction marketing email newsletter, click here to get signed up, it’s free!

I hope you had a great week and you are getting some down time this weekend. Today I want to talk about a topic that has come up a lot here at Darren’s, and thats images. The use of images on websites and social media has exploded. Today I want to talk about image use on your website, so here goes.

Each element of your website design must be carefully considered for its contribution to the overall appearance and impact on prospective clients. This is particularly true for the images that you select use. Each image has the power to demonstrate the quality of your work and establish your brand and reputation.

Your website design and images should be developed to attract customers, gain trust, and convert to sales. It is a good business practice to evaluate your website on a regular basis to ensure that each element is working in a positive.

Purpose

The caption of a photo on a certain blog I read says, “Because I needed a picture here.” This clearly demonstrates the idea that we often feel like we need an image in a specific place but are unsure of what it should be. While this humorous caption of a private blog may be entertaining, purposeless images do not have a place in your professional contractor website design.

Each image should be carefully chosen to captivate prospective clients, impress, and sell. That is why you really want to only showcase completed work on your site. Only in rare occasions do you really need to promote a before and after approach to image use.

With a highly visual business like home improvement, you should never run short of images of your own projects that can be proudly displayed as effective website elements. Make sure that each image has your company name or website address embedded within it, so that it continues to be defined as yours wherever it travels online through social media shares and posts.

Direct

Images are great at capturing attention, but you don’t want your website visitors to focus entirely on them and miss your textual content. By using pictures that direct the eye toward related text and organizing images with this philosophy in mind, you can captivate website visitors with images while ensuring that they read related text as well.
Look at examples on websites that you typically visit. Is a spokesperson holding a product or directing their own eyes in the direction of text? This technique is frequently utilized, but we often don’t even notice. It is a great way to make the most of images in your overall contractor website design.

Simplify

If a picture says 1,000 words, make sure you are using images to tell that story. People love looking at images. Use an image wherever possible. For example, you could write an article about the extensive fleet of modern equipment that you have or simply feature a panoramic photograph of it for even greater impact.

Optimization

Once you have the best images selected for each page of your website, you will need to ensure that their size is optimized. While internet users love images, they can’t stand slow running websites. The most impressive images in the world will not make a difference if your potential customer has clicked away from the page before it finished loading.

Today’s internet users have itchy clicky fingers. If your page takes too long to load, doesn’t look great on a smartphone screen, or isn’t attractive, they will only take a few seconds to decide to click away. Your images can keep them from doing that as long as they load properly, quickly, and in an appropriate size. Test your website on various platforms to ensure that your images look great regardless of what device your customers are using to view them.