A business’s website is still one of the most valuable sales tools it has. Whether customers are searching for services offered, prices, operating hours, or any other type of information, they usually turn to the internet to get what they need. It’s important to present that information in a professional, easy-to-navigate format in order to win over any potential customers who might be visiting.

Today’s marketers rely heavily on visual content marketing to get through to customers. Through the use of photos and videos, marketers can get a message across that would normally take hundreds of words. But it’s important to ensure you’re using the right images in the best way possible. Otherwise, you may find that customers are exiting your site and instead choosing to do business with one of your competitors. Here are a few ways you can use your website to turn visitors into buyers.

Case Studies

If customers are considering buying from your brand, they likely want to learn more about it. For that reason, case studies have become increasingly popular as a sales tool. However, pages of text can scare off time-challenged website visitors who just want the basics. Some brands choose to include miniature case studies on their blog or on a dedicated case studies page. This type of content involves describing the content in a few paragraphs or so, along with before-and-after photos or videos. The visuals are especially important since many customers will solely view those as they try to make a decision.

Product Pages

If you’re a product-based business, you know the importance of showing off your products on your website. This is especially true if you rely heavily on online sales. Customers want to see multiple views of a product, along with details of its build, measurements, and instructions for care or installation. Turn your product page into a conversion tool by uploading as many views of each item as possible, along with the details customers will likely be interested in knowing. This is one area where you might benefit from paying a professional photographer to portray your products in the highest-quality manner possible. Even if you shoot the photos yourself or use manufacturer photos, make sure each photo is high resolution and provide customers the opportunity to zoom in for a closer view of the fine details of the item. Over time, update each page to incorporate answers to questions you regularly hear from customers on various products. Even one additional picture or detail could mean the difference between a customer completing a purchase or abandoning your site without buying anything. Additionally, ensure that your photography extends seamlessly to all customer touchpoints, from mobile devices to all social channels. Your visuals can create a better, connected shopping experience across all your digital channels.

About Us

For service-based businesses, people are a top asset. People arrive at your site wanting to learn more about what you offer, your reputation, and your mission. Many service-based businesses use staff photos to put a “face” on the company. Customers connect on a very basic level with photos of your team members, determining immediately whether you’re a business they can trust. Often companies use photos of team members and their families, pictures of staff hard at work, or visuals from office gatherings. Many businesses reserve this information for a dedicated “About Us” page, but some businesses showcase the information upfront on their landing page, ensuring it’s the first impression they make.

Industry-Specific Graphics

For B2B-oriented organizations, showing a high level of industry expertise can make a big difference in winning clients. Use eye-catching stock photos that showcase your firm’s knowledge level, as well as pictures of your most experienced team members. If your firm has won awards or commendations, use graphics to draw attention to that, as well. Your landing page should tell your brand’s story in an engaging way. If you sell products to businesses, follow the directions above for including high-quality images and detailed item descriptions.

As you create and improve your website, keep your target demographic in mind and choose photos that will speak specifically to them. Even better, leverage tools that can help you build dynamic webpages and personalized content that automatically displays visuals tailored to each customer’s history and preferences. If possible, include photos of customers within that demographic using your products or interacting with your staff. This will appeal to your audience on a visceral level, increasing conversions and brand loyalty. As you extend your marketing to your social media platforms, you can use this same approach to establish your brand’s image.


Dan Steiner is a professional writer, author, and marketing influencer. He is an active mentor in the California startup community, and has helped numerous brands grow over the years. Currently he serves as CEO at Elite Legal Marketing, a law firm marketing agency. Dan's published work has been featured in dozens of media outlets, including Entrepreneur, Inc, HuffingtonPost, GoDaddy, among many others. When he’s not writing or speaking, you can find Dan at the gym, backpacking, or volunteering at his local animal shelter.

Photo by: Igor Miske