Avoid these website photo mistakes: Your guide to better website imagery in New Zealand

Your website is often the first impression people get of your business. And like it or not, most people judge a book by its cover. If your site is filled with blurry images, cheesy stock photography or outdated photos, you’re likely losing customers before they’ve even read a word.

In a world where attention spans are short and competition is fierce, strong, professional visuals are no longer a nice-to-have, they’re essential.

Let’s break it down:

● They damage trust
People instinctively pick up on visual cues. Low-quality or off-brand photos signal that your business might also be low-quality or outdated. Especially in service-based industries, trust is everything, and your photos need to support that.

● They create confusion
Stock images that don’t match your brand or industry leave people unsure what you actually do. They can also make your business blend into the crowd, instead of standing out. Worst case? People might assume your website is fake or a scam, particularly e-commerce sites (online product stores).

● They reduce conversion rates
Visitors make snap decisions in the first few seconds. Unprofessional imagery can cause them to bounce, meaning fewer enquiries, fewer bookings, and fewer sales.
People instinctively pick up on visual cues. Low-quality or off-brand photos signal that your business might also be low-quality or outdated. Especially in service-based industries, trust is everything, and your photos need to support that.

● Real, authentic images of your team, your space, and your work – ideally taken by a local professional. Stock images can work in some cases (especially for high quality header images if you can’t afford a full photoshoot), if they’re the right type, for example a scenic photo of where you’re based.

● Consistent branding – similar colours, lighting, and tone so your site feels polished and intentional.

● Clear focus, as images should support your message, not distract from it. It needs to complement the rest of the content.

● Photos that match your target audience – if you’re targeting Kiwi business owners, your visuals should reflect that. People want to buy from people like them

If your website is letting you down visually, here’s where to start:

1. Audit your current images
Are they high-resolution? Do they match your brand? Are they real or stock? If they’re stock, is it really obvious? Be ruthless.

2. Book a professional photo shoot
It’s worth the investment, especially long-term. You want to capture your business authentically. It’s not always as expensive as you think, especially if you only need a few key shots. We can help with this!

3. Update strategically
Start with your homepage, about page and services, these are the highest-traffic areas. Replace stock images with a quality header image, real team shots, action shots of your work, and clean flatlays or detail images where relevant.

4. Add video content too if you can
In today’s digital world, video is a powerful trust-builder. A short, authentic video, whether it’s a business intro, behind-the-scenes, or a client testimonial, keeps people on your site longer and helps them connect with you faster.

At Webmad, we’ve helped loads of small, medium and large New Zealand businesses level up their websites with better imagery and smarter design. We’ll guide you on what types of photos you need, how to source them (we can even assist with photography for small shoots and videography too), and how they should be laid out on your site to build trust and drive enquiries.

Want us to take a look at your website and give some honest (but friendly!) feedback, or looking for a quote now?

Get in touch here!