With over 100.000 websites created and transferred everyday (dailychanges.com), how to make your website outstanding from them to increase sale performance, as well as gain a sharp rise in the returns of popular search engines like Google, Bing, Yahoo…etc becomes a common question. One of the most effective answers nowadays is to take advantages of professional visual communication methods namely images, videos. While videos are considered as a high bandwidth consumption solution, which can be burdensome to a website, professionally looking images show themselves as an effective and economic way. Moreover, eye-catching pictures usually gain a high number of views, as well as appear on the top query results of search engines, consequently, push the efficiency of SEO (Search Engine Optimization) marketing.
In recent years, the popularity of digital cameras gives a great chance to everybody to own a camera. According to the Camera & Imaging Product Association (CIPA), there were around 98 million digital cameras sold in 2012. This phenomenon, however, does not result in a decrease of professional photographic service demand. Furthermore, with the rapid development of social networks, for instance Facebook, Twister, Tumblr, Instagram, everybody now can conduct a small business by building up their own fan pages, even if the websites are totally free of charge. They usually take pictures by their own cameras or ask friends who are not professional in photography to shoot these images. As a result, low quality images, on one hand, steal a lot of time without producing any high quality photos. On the other hand, these demonstrations can negatively affect the imagination of clients about the captured products event if they have good quality. Undoubtedly, professional product images can impress clients immediately and form a sense of high quality products.
In term of sale, especially online-sale where the clients have only one way to approach the product via websites, the crucial thing in sale is how to give clients the most visual way which represents all beautiful aspects of product and create a feeling of high quality which inspires client to own the product immediately. Especially with bakeries or food stores, if the image does not look fresh and appetizing, no one would want to buy our products, regardless of how good our products are. If photos cannot finish their role in attracting customers and increasing sale, all our efforts become meaningless. In addition, professional photos that require a lot of works, will make our website stand out among million ones, create a unique view and style through which instantly impresses customers. Several researches point out that the visual impression and eye-catching design play a vital role in the marketing. A typical example is the research form Stanford Persuasive Technology Lab reveals that “46.1% of people say a website’s design is the number one criterion for discerning the credibility of the company” (link). Furthermore, Pinterest – a community special for photo and video sharing with the quality of resources higher than other ones generates more referral traffic for businesses than Google+, YouTube, and LinkedIn combined(Source: Shareaholic) . This community also drives sales directly from its website – of people with Pinterest accounts, 21% have purchased an item after seeing it on Pinterest.(Source: PriceGrabber). Hence, owning a website with professional product images is a key factor to accelerate sale performance.
Another striking benefit of professional photos is that it plays a vital role in any SEO campaign. From time to time, Google (and also other search engines) adjusts their search algorithm to fix “cheating” ways, through which a website can gain higher popularity in returned searches without producing any helpful resource for the public. Hence, any “cheating” for SEO only works for a short time period. By contrast, professional photos in particular or good content in general nowadays become a vital factor for any website. Through professional images, they gradually increase the popularity of your website in the search result returned by most popular search engines like Google, Bing, Yahoo…etc. Several searches show that 90% pictures returned in the search results are high quality. The more clients visit your website (via high quality images you have), the higher rank of your website. As a result, your website will appear in first places of search results, this phenomenon will boost the business efficiency considerably. In a research about the effects of Infographic (information represented in graphic ways), the result from Web Marketing Group – one of the leading marketing companies – shows that “Using infographics are scalable, shareable and brandable, and can add value to your SEO campaign. If you want to pimp your blog or dress up your text, create a stylish and informative infographic for everyone to feast their eyes on” (Source: Web Marketing Group).
In a nutshell, the most effective and durable way to promote products and services is investing money into professional visual communication rather than other useless methods. The initial cost can be high but it’s worthy for a long period of time and the benefits it brings to your business are not only in sale but also in branding your products as top quality stuff.
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