Let’s start this article off by acknowledging the elephant in the room. If you’re a small business and you have a website, there’s a pretty good chance you’re using stock photos on your website. The reality is that most small businesses don’t have the time or energy to invest in having a professional photographer come in several times to take realistic photos of the work they do, especially for service-based businesses. That’s completely okay.
What’s not okay (that is, if you want your business to give off the impression of authenticity and show customers that you’re real people who care about them) is generic businessy business photos that:
- Would never happen in real life
- Convey inauthentic emotions, or no emotions at all.
- Include generic business moments without a single defining or relatable characteristic
These photos scream I’M A STOCK PHOTO! Which translates to I’M FAKE! Not exactly the kind of branding you want for your small business.
As human beings, we process visual information 60,000 faster than text. That means your website & social images are making an impression WAY before your potential customer reads even a single word you’ve put out there.