THE RIGHT PICTURES AND GRAPHICS HAVE A POWERFUL EFFECT ON VISITOR TO CUSTOMER CONVERSIONThe topics and content you use on your website and blog are important, but people tend to scan pages to find specific information. That means you need to find ways to entice visitors to your page to stay on the page and enjoy the nuggets of knowledge that you have to offer. Showing that you know your stuff can help you to convert visitors to customers. An effective way to break up the content on your website and show the points you are making is through graphics. You can’t just go choosing pictures for your website without much thought. Instead, you have to take the time to find pictures and other graphics that truly hammer home the points you are making.
MAKE VISITORS FEEL THE EXPERIENCEThe graphics you use on your website should let the visitor experience your product or service. You want them to feel like they are right there with what you have to offer. As you are looking at pictures, think about how they tie into your product or service. Cold, hard pictures usually don’t have a place in marketing unless you are selling freezers and slabs.
LET THE PICTURES EXPAND THE STORYEvery page of your website or blog has a story to tell. The pictures you choose for the page should tell the same story as the page’s message. When you think about the story you are telling, you have to look past the obvious. The pictures on the page should tell the unspoken story. For example, a phone company might have pictures of family members speaking. That would be the obvious story. Diving deeper into the story could mean having a picture that includes a bassinet with a newborn behind a younger woman who is speaking to an obviously older woman. The story goes from “families communicate” to “family members stay in touch for all the important moments in life.”
SHOW THE INTIMATE DETAILSJust like in the example we just discussed, the intimate points of the picture matter. The pictures you use for your blog or website have to show the personal side of your product or service, but they should go even beyond just personal. You need to make an intimate connection with your visitors. They need to feel the love. Intimate details in pictures are often very subtle. In fact, those intimate details aren’t even the main focus of the picture. The background, the story the picture is telling, and the small details of the picture all combine to give you the intimate message behind the picture.
MAKE THE VISITOR GET IN TOUCH WITH THEIR DESIRESThe old saying says that you can’t always get what you want. When you are choosing pictures for your website, you want to pick ones that make your visitors forget that. You want to show them that your product or service can get them into a place where they feel like they are one step closer to meeting their deep desires. For example, a picture of a clean white carpet is nice for a carpet cleaning company. A better option is showing a clean carpet that has children’s toys or other points that show that a family lives there. The details of the toys and other points can make the visitor feel like they can get one step closer to a clean, pristine home if they use your carpet cleaning service.
FIND THE RIGHT BALANCEWhen you use multiple pictures on a page, your pictures should balance out. Having a page full of complex graphics like detailed graphs is likely to going to send the average person away from your website. The graphics on your website have to meet the need of humans to have all of the available information and the desire of humans to keep things as simple as possible.
SHOW THE EFFECTS OF THE NUMBERSLooking at a page that is full of numbers can be daunting for some people. When you are dealing with an industry where numbers matter, don’t just say the numbers. Show the effects of the numbers. Use graphs, charts, and other presentations to let your website’s visitors see how the numbers can affect them. Simple graphs might be able to present complex data in digestible chunks. Infographics can pull a bunch of complicated facts together in a way that helps the reader to better understand it all. Charts can show the correlation between facts and figures. Mixing up the types of number-related presentations on pages can entice customers to do business with your company.
SEND DEEPER MESSAGES WITH SMALL DETAILSThink back to the phone company example and the carpet cleaning company example we mentioned earlier. In both of those examples, we discussed how one small change make a huge difference in the overall meaning. Your website needs small details in the pictures that make the visitors see that you pay attention to the tiniest details. Creative placement of small details can put your company a peg above the competition in a visitor’s eyes. That gives you the edge when it is time for that visitor to take action, and your company could very well have the benefit of that visit to sale conversion.