Stock vs. Original Images
As a former photographer’s agent with over 20 years of experience in the advertising industry, I know that photography is more than just a feature on a website—it’s a tool for storytelling.
Before founding Fresh Eggs, I spent years marketing commercial photographers to major advertising agencies and clients like Lowe’s, Delta, Chick-fil-A, HGTV, AFLAC, and the American Red Cross. During this time, I developed a keen eye for selecting visuals that resonate with audiences. And that’s something I bring to every website I design.
In fact, I have a background in photography myself, having attended the Portfolio Center (now Miami Ad School), an advertising school here in Atlanta. It was there that I learned not only photography but also the art of art direction, which taught me how to envision and plan the perfect shots to tell a story. These skills are invaluable when I’m working with photographers and helping clients get the most out of a photoshoot for their website. This experience has instilled in me a deep appreciation for how impactful a well-executed photo can be on a website. Let’s dive into why using great photography is essential and how it can help your small business stand out online.
The Science Behind It: Why Images Matter on Websites
You’ve probably heard the phrase, “A picture is worth a thousand words.” According to research, that saying couldn’t be more true. In fact, people tend to remember only 10% of what they read but can recall 65% of what they see.
Visuals help concepts stick.
A study by BuzzSumo, which analyzed over a million articles, found that blog posts with an image every 75–100 words received double the social media shares compared to articles with fewer images. This means using the right photos on your website can translate into more web traffic, increased engagement, and better brand recall. Simply put, photography can be a game-changer when it comes to your online presence.
Stock vs. Original Photography: What’s Best for Your Business?
When it comes to small business websites, you generally have two options: stock photography or original, custom images. Both have their pros and cons, and making the right choice depends on your budget, brand, and overall goals.
Stock Photography
Stock photos are pre-produced images available for purchase through licensing. While stock can be convenient and less expensive than hiring a photographer, it often falls short when it comes to authenticity. A large amount of stock photos out there are generic, staged, or overused. In fact, many internet-savvy visitors have trained themselves to ignore stock photos, a phenomenon known as “Banner Blindness.” These images are often perceived as advertisements, causing viewers to lose interest quickly.
Choosing the Right Stock Photos If you have to go the stock route, it’s crucial to choose images wisely. Here are a few tips for making stock work:
- Consistency is key: The images you choose should be cohesive in lighting, subject matter, and mood.
- Authenticity matters: Does the image feel real? Does it fit with your brand’s message and the content on the page? Photos should resonate with your audience and feel genuine—not forced or fake.
- Stay away from overly staged people and clichés: Avoid images of people looking directly at the camera. Photos showing people naturally engaged in an environment will feel more authentic. Think about how many times have you seen the same scenario (for instance a coffee mug next to a laptop).
When used correctly, stock photography can still enhance your website. For example, adding a color overlay or using a photo collage can help mitigate the “stocky” feel while still complementing your content. These treatments can also help text readability on your website.
Original Photography
Original photography is my personal favorite because it’s shot specifically for your business and website. The images are authentic, unique, and tailored to fit your brand’s voice and story. When done right, original photos can give your website a significant edge over competitors.
For instance, one of our clients—a gynecology practice—wanted to redesign their website with more authentic visuals. Their previous site was full of stock images, and the doctor headshots were dated. We spent a day shooting at their office, using their staff and real patients as models. This not only kept the shoot budget-friendly but also resulted in 17 custom images that truly reflect who they are. All this was done for under $5,000—a smart investment considering the added value of authenticity.
Similarly, for a construction company client, we organized a full-day shoot at one of their job sites. These custom photos showcase the team in action and are completely unique to their business. As a result, their new website stands out from their competition, who often rely on generic, impersonal stock photos.
The Lifestyle Shoot Option
Both of the above examples are considered lifestyle shoots—images of people in real locations, doing something authentic in the business. In both cases, our clients provided their own talent and kept costs down by avoiding the need for outside stylists, props, or wardrobe. However, while lifestyle shoots can yield excellent results, they can be out of budget or overkill for some small businesses.
Environmental Vignettes
If a full-scale lifestyle shoot is beyond your budget, there’s a simpler yet effective option—environmental vignettes. This approach involves capturing elements of the business environment, rather than focusing on people or staged actions. For example, we did this for a church client, where a photographer walked around their space, capturing candid, organic moments. These images were far more authentic than stock photos and much less expensive than a full lifestyle shoot, yet they still made the website stand out.
We also recently combined lifestyle shots in the office and at one of their client’s locations, headshots, and environmental vignettes around the office for an architecture firm. This shoot gave us a variety of visuals, mixing people in action with shots of the working environment, creating a dynamic, multi-faceted visual experience for their site.
Making Stock Photography Work for You
Sometimes stock photography is necessary. If you have to use stock, here are some strategies to get the most out of it:
- Consistency is key: Make sure all the stock photos on your site look like they belong together. Pay attention to lighting, angles, and subject matter to create a seamless visual narrative.
- Focus on context: Rather than using stock photos with faces, try focusing on context or setting shots. Photos of hands, objects, or people from behind can convey the story without the distraction of unfamiliar faces.
- Enhance with design: Add a color overlay or use stock images as part of a collage to tone down the “stocky” feel while still leveraging the visual content.
Final Thoughts: Elevating Your Website with Thoughtful Photography
No matter what your budget is, the right use of photography can elevate your website and make it stand out.
- Original photography will always win on authenticity: If you can swing it, custom photos make your business appear more credible, relatable, and unique.
- Stock photos, when chosen wisely, can still be effective: Just make sure they resonate with your brand and message. Avoid the cliches and generic shots that can detract from your website’s authenticity.
- Photos impact your website’s effectiveness: Websites with well-chosen visuals are more engaging, memorable, and more likely to convert visitors into customers.
In the end, the goal is to use visuals that not only reflect your brand but also enhance the user’s experience. After all, a picture is worth a thousand words—so let’s make sure yours tell the right story.
Whether you’re starting fresh or looking to revamp your existing site, I’d love to help you navigate your photography options. Let’s create a website that not only looks great but works hard for your business and doesn’t look like your competition.
