Updated: Oct 13, 2020
Professional photography is all about using high quality equipment to produce exceptional quality, unique and visually stunning imagery.
A totally different creature from amateur photography or stock imagery, professional photography is an integral part of any brand’s messaging, tone of voice, and overall perception; therefore forming the very backbone of most business’ marketing activity.
Get it right, and just the photography used on your website can increase your conversions by up to 161%. Correct us if we’re wrong, but we think these are the stats that most business owners dream of!
And that doesn’t (yet) take into account the positive effect professional photography has on things like engagement rates, brand perception, and even brand awareness; all this and more is exactly what happened to one of our clients when we took on their creative project and transformed their product imagery.
Why professional photography is important.
A perception of quality:
Using professional photography immediately raises the perception of quality associated with your brand, you could sell the most well-made, visually stunning products, but if the photography you use is poor, your products will look poor.
75% of online shoppers rely on product imagery when making a decision about a potential purchase.
What does this say about the relationship between potential customers and photography?
It says that potential customers like to see what they’re buying online before they do so, and emotionally invest in images they are presented with.
Professional photography is incredibly versatile, and can be used across all sorts of media; whether on your website, your printed adverts, your email banners or your social media posts. Whereas amateur photos are often too pixelated to use in multiple places.
Good visual content is 40% more likely to get shared on your social channels.
But what does this tell us about how potential customers interact with content online?
It tells us that today’s online audiences prefer short form content (videos, images, memes etc.) to long pieces of written content; that our shortening attention spans have increased the importance of professional photography as one of the most engaging forms of content.
Your Media Represents Your Brand.
Basically, what we're getting at here is that, often times the cost of professional photography makes it tempting for business owners to take photos themselves or find a lower cost alternative to hiring a professional photographer. If this thought crosses your mind, remember: your photos represent your brand. Low quality, unprofessional photos on your website will communicate the same about your organization and the products and services you offer. Your photos and your website are hugely important when it comes to making a first impression on customers. Don’t skimp on them!
I’ll just leave these two photographs here, and let you decide for yourself which one you’d rather have shown on your website.