The human attention span is at its lowest ever thanks to mobile technology. Companies have a matter of seconds to capture the attention of its customers. People switch from one site to another instantly, going back to ‘Google’, scrolling down and clicking on another link. Within those few seconds businesses have to show case what they do and what they offer in the best possible light. Those who do this successfully end up reaping all the rewards.
Many start-ups understand the importance of a website and rush to get something up and running as quickly as possible. This is all very well, as having a website can immediately allow potential customers to see what you do. Whether those customers decide to stay on the site, purchase something and return is another matter.
One way to tackle this is to have content that is engaging, and to ensure that on screen it looks visually exciting and attractive. Layout is one important factor when thinking about a website, Imagery is another.
Why do many companies fail on this crucial point and why is it over looked?
The truth is many companies do not understand the relevance of having beautiful images. For them they fail to see the connection that a better-looking website can potentially lead to more sales through a better user experience. They will leave their site design to an agency or web designer who will often use whatever existing assets they are given and will assume that would be good enough. Obtaining additional images or graphics is just an added expense that isn’t warranted.
Images are more powerful than words.
People digest information easier through images, shape and colour then compared with words. Having large amounts of text on a site may be inciteful to the end user but it’s no good if no-one actually reads it. Instagram, a social media platform based on sharing information through images have over a billion people use its app every month – a great indicator of how people now consume data.
What are the benefits?
1. You look professional.
Having a well-designed website that is attractive gives the impression that you take pride in the services/ products you offer. You understand the importance of quality and have attention to detail. You operate in a professional manor and care about your audience.
2. Stand out from competitors
A beautiful website can make you stand out from other companies competing in the same space. It can make your company look modern and up to date in comparison to competitor sites that may look tired and dated.
3. Brand builder
Imagery and assets used for your site can help empower your brand. Colours, fonts and images used in your marketing material can be leveraged on your site to make your brand have a consistent look and feel – giving the impression that you are a well-established company.
What imagery can you use on a website?
1. Photographs
This is the most basic asset that can be leveraged on your website other than words. This is also the main type of medium that many sites fail to exploit fully and use effectively. This is due to a lack of know-how on how and when to use photography. When it is used, its often-using poor-quality images that have low resolution and poor composition.
There are many ways in which to make the products stand out and look better on screen. See our blog ‘5 ways to display products for your website and product portfolio’. For service-based companies, photography can be used as a tool to complement text and an evoke an emotional response. For instance, private chefs who sell their service as a cook can capture attention through great photography of their food. Having mouth-watering photographs with elegant plates of food can capture an audience like nothing else.
Photography doesn’t have to be expensive. There are many photographers out there that are competitively priced. These professionals can help capture what you do effectively and utilizing the images on screen can help set you apart. Alternatively, there are royalty free sites that allow you to download high res images for you to use. Depending on the license agreements, you can use and adjust these images how you see fit.
2. Vectors
Using vectors and flat graphics is a great way of commutating information. They can be used as icons to represent what your core competencies are or be used as icons in a diagram. There is a great way of adding colour and detail that perhaps a single image wouldn’t be able to capture. Vectors can be used as repeat patterns and overlays to cover large areas on a site. These can either be created by vector illustrators, bought through vector sites or be used from free sites where you would have to give accreditation.
3. Sketches
An underestimated medium that can provide originality to a site. They can be used to communicate sensitive topics of discussion and provide a more emotional engagement with its target audience. This type of visual can soften the look and feel of a site to make the person reading more at ease with the subject matter.
4. Video and Animation
Video and Animation can be a great alternative to image slideshows or image reels used on a site. They allow a lot more content to be shown in a very short time. It can enable complicated diagrams with large amounts of text to be explained succinctly using a medium that’s far more engaging. Companies have now started to use this on their home page to hook consumers to stay on the site for longer. Incorporating sound with video also means that there can be little to no text on the page. Video and Animation however can be expensive depending on the length. As well as this, they take up large amounts of space and Loading speeds may vary depending on your internet speed.
Incorporating just some of the guidelines mentioned above will help ensure that your website is visually exciting. It will compel consumers to linger on your site for longer, view further content and engage with your business in a much more meaningful way.
