How stock photos reinforce your marketing message


There is the classic saying “a picture is worth a thousand words”. What if that picture is really poor quality? What if that picture is irrelevant? What does that say about your brand?


You can read our blog on ‘Brighten up your website images’ to find out where to get quality images.


But this article is to make you think about what images are appropriate to your message. It doesn’t matter whether you are taking your own photos, or using stock images. At the end of the day, images on your site need to reinforce your message.
Sometimes it is easy.


Self-guided tour. The image implies, alone, space, freedom!
how stock photos reinforce your marketing message


Sometimes it’s more subtle.


Landlords/Owners. This image was selected for the demographic of the couple. Not a young couple, but happy and affluent. More likely to own a rental and wanting someone else to take care of it for them.
how stock photos reinforce your marketing message


When putting any image on your website, first consider your target market. Consider your message to them. Take a moment to ask yourself if the image you are putting up supports that message, and is of the quality and composition that represents your business.



What is sticky website content?


Sticky Content


Wikipedia sums it up nicely “Sticky content refers to content published on a website, which has the purpose of getting a user to return to that particular website or hold their attention and get them to spend longer periods of time at that site.”


It depends how your website is positioned. You may just want people to find your site, and ring you. You may just want people to check out your website for credibility in support of other marketing material.


If however you want people returning to your website on a regular basis, you need to think of what will make them return.


It might be that providing an eCatalogue (products and categories online, without the shopping cart and purchase facility) will bring clients back to the site regularly to check out product offerings or specifications.


Instructional videos, even 30 second home made ones, can be a resource clients return for.


If you are a service based industry, regularly update your portfolio or case studies.


News. Treat your website as your press release room. If there is something different of interest featured on the home page each time clients visit, it creates anticipation and expectation.


Think about what makes you go back to certain websites. Think about what would bring you back to your website.



Update your website calls to action


Update your website calls to actionIf you are unsure about calls to action read our blog article “What is a ‘call to action’?”


Now you know what they are, how do you go about updating them? Actually it is common sense. Decide what you want. Are you driving new contacts through the site, are you providing product info for new clients? Is your product or service quite plain and clear and needs no further explanation? Do people need to read about you and check details like pricing before contacting you? Are you selling directly from the website?


Take a look at your home page. Identify areas where you can change existing text to be more effective calls to action. Headings and sub-headings are great ones. Changing from “Welcome to XYZ Products” to “Contact Us Online For XYZ Products” or “Call 0800 888 8888 For XYZ” gives more instruction to a visitor. Watch this video if you are unsure about creating/editing these.


Look for ends of paragraphs or existing sentences to make into links to draw a visitor further into your website. It can be a natural progression to click on “To learn more about our range of xyz products click here >>”. Be sure to make the whole sentence a link. Learn more about creating links here


Calls to action aren’t limited to the homepage. If you have directed visitors to key information pages within your site you may give an action instruction on these too. Something bold at the bottom of the page may say -


“Contact Us Online >>”

and link to your contact form.


“Call 0800 888 8888 to order now”


or even something like

“View our Gallery >>”


By just using some common sense and tweaking what is already there, you can make your website a little bit more effective at changing visitors to customers.






What is a ‘call to action’?


What is a call to action?When a web page text link or image link or just content invites you to take some action, this is a call to action.


The call to action depends on what you are trying to achieve. Some calls to action are designed to get you deeper into the website, to learn more about the product or service, and then once you have more information to make contact through phone or the contact form online. Some may be as simple and bold as telling visitors to call you now. Your call to action will be specific to what you want to achieve.


For example as text link might say “For more information about our custom solutions click here >>”. This link is inviting the website visitor to click and go further into the website to learn more.


Call to action


This is an image from our website at the bottom of a paragraph of text inviting visitors to go and take a look at how easy our content management system is to use. On our website this image is a link. Click on the image and it takes you to the page.


“FREE QUOTE – CALL US NOW ON 0800 888 8888!”. Just plain content can be a call to action! If visitors know they need an emergency plumber, they just want to contact you fast from the home page.


Calls to action are not limited to the homepage of your website. If you have directed visitors to look deeper into the website, you may place on internal pages a call to action prompting them to contact you using the online contact form, or to make a booking enquiry, or simply to phone you.


Calls to action can be overdone, so keep it simple and keep it clear.



Put a video testimonial on your website


Put a video testimonial on your websiteHaving a real client say real things about your product or service for 15-30 seconds is very convincing.


And with the ease of taking these clips on smart phones and digital cameras, you can do this yourself.


Once you have your video, follow these steps on creating a YouTube account and inserting video into your website.