Increase conversions with photography

Jennifer Alyse photographing Dana Corey for Roger That rebrandAs I view the raw images from a recent client photo shoot, I am reminded again of the importance of photography. (see my iPhone pics to the right and below from the shoot.)

Why are images so important? Because people buy from people they trust. In lieu of a face to face to interaction, your website is often your first touchpoint with a customer, so it must build immediate rapport with them. Having images that your customers can relate to is essential to establishing rapport from the first impression.

Too often photography is seen as a secondary cost to be downplayed as extraneous and/or as a place to save money. Yet images make or break the look and feel of a site. Combined with the right key messaging and calls-to-action, they quickly tell a story and help convince website visitors to do what you want them to do. Just ask HighRise, a CRM for small businesses. Among changes to their landing page, they featured a prominent photo of a user along with a testimonial headline. The result? They saw paid sign-ups increase by 102.5%. (read article)

“Photography is the only language that can be understood anywhere in the world.”

- Bruno Barbey

Jennifer Alyse photographing Roger That client Dana CoreyAs you plan for your brand or web project, do an inventory of your photos. How many do you have? What is their quality? Were they taken by an amateur or a professional? What kind of story do they tell? And most importantly, do they tell the right story? Then, talk to the creative director or designer on the project. Do the photos you have suffice? If not, what are your options?

Depending on the project and its budget, we may recommend purchasing stock photography from sites like iStock, Stocksy or Getty Images. More often than not, we will recommend hiring a commercial photographer to create the best user experience for your customers.

The best course of action is to have a conversation with your agency to determine your specific photography needs and set a budget with which you are comfortable to ensure you launch a site that converts your target audience.

Wondering what you can expect to spend? Like all things in the creative industry, the price ranges vary drastically. The numbers we quote below are geared toward small- to medium-sized websites with minimal complexity.

Stock photos: on average, $30 and up for a single image, depending on the site and photographer

Commercial photography: $700 and up, depending on a variety of factors

Photos of Jennifer Alyse shooting Roger That client Dana Corey (her new brand and website are coming soon)
Written by Agency Director Jennifer Ruwart 
Contact Jennifer at