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A recent study conducted by BrightLocal set out to find if images are a powerful trust factor on local business websites. Take a minute to stop and consider BrightLocal’s reasoning:
Consumers arriving at a website may not be actively looking for photos of a business, but a picture speaks a 1,000 words and images convey a lot about a business and the people who run it and work there.
In order to find out if images do in fact build trust BrightLocal showed participants a series of 3 screenshots that resembled local business websites. Each website was identical except for the image used on it. The image options were:
- Genuine photo of a business owner
- Generic product or office photo
- No photo or image
The results found that nearly 80% of participants trusted the website with a photo of the staff, generic product or office location more than the website without any photos.
The Simple Change for Your Website
Add a photo of yourself, your staff, your office or some of your services to instill more trust and confidence in your website visitors.
Other Key Insights About Website Images and Trust
- Different types of businesses see varying results from the types of images they place on their websites.
- If your customers come to your place of business then a picture of your office or site can build trust.
- If your office isn’t particularly attractive, consider using staff photos and generic images.
- If you are a service-based business, such as a dentist or plumber, where your staff plays a big role in providing a good experience consider adding pictures of your employees.
- A generic picture of your services (such as a faucet for a plumber or toothbrush for a dentist) can instill trust by instantly sending the message that you do indeed offer what they are looking for.
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