One of our recent responsive web design projects has been for Schulte Industries, a Saskatchewan based producer of rotary cutters, and rock and snow removal equipment. Now, normally this is the part in the Blog post where I begin my ramble about the origins of the company and give you an overview of the web design project. However, I am not going to do that (you can find that information over on our Portfolio page). Instead I want to focus on a single aspect of this project, that we (as in all of us at the office) feel is important to any web design or redesign project. And that aspect is the use of images. Great images.

What I’m about to say might be slightly unconventional of me (as I want you to leave this post – OMG!), but for 2 minutes I want you to go and take a look at the new Schulte website (if you haven’t already done so), then come back to me. So, what did you think? One of the first things that strikes you has to be their imagery. And from a web design agency perspective, the new Schulte website should be seen as a lesson on why it’s important to invest in high quality images for your website.

The Art of Powerful Photography

Great looking imagery is an extremely powerful way of engaging your website audience with immediacy and impact – especially these days. In a world where we’re constantly spoon-fed information visually (since reading information for ourselves has become a dying-art these days), you can promote and educate your audience about your business (and its products – if that’s what you’re offering) by using appropriate and well-selected imagery. However, not all business owners consider this when designing their websites.

Like me, I’m sure you’ve all been online and come across some terrible looking websites. Yes, the design is a portion of the blame, but what about the images? Well, they are to blame too. Bad design compounded with low quality imagery tends to make for a sucky website – FACT. But, why do some businesses choose to go ahead and let this represent their brand?

To be honest – who knows. It could be a cost issue or simply they don’t understand the importance of what is now acceptable, and credible, when it comes to a company’s online presence. In fact, and get this, some businesses tend not to even use images on their website. O. M. G. Regardless, if you are a business owner and are considering a redesign of your website (or you’re thinking of improving it in someway), then maybe take a look at the images you are currently using and think about these important facts:

• Articles with images generate 94% more total views
• 60% of consumers are more likely to consider or contact a business when an image shows up in local search results
• In an ecommerce site, 67% of consumers say the quality of a product image is “very important” in selecting and purchasing a product
• In an online store, customers think that the quality of a products image is more important than product-specific information (63%), a long description (54%) and ratings and reviews (53%)
• Engagement rate on Facebook for photos averages 0.37% where text only is 0.27% – this translates to a 37% higher level of engagement for photos over text

Facts supplied by Jeff Bullas.

I don’t know about you, but when I look at this list, number 4 – 63% of consumers think the image of a product is more important than the description – speaks volumes. So, with these facts in mind, do you think your current set of online images are powerful enough to attract and engage your audience? If not, then in my humble opinion let’s all take a leaf out of Schulte’s book and when it comes to redesigning your website invest in high quality images. Agreed?

Let me know what you think about the use of high quality images in your web design and whether your think it’s worth investing in or not, by leaving your comments below!