Photos are more than simple snapshots or pretty images. They capture our interest, communicate feelings and speak to our emotions. Photos can evoke happiness or sadness. Online, they can show whether a business is family-owned or a large corporation. Photos can be warm, cold, friendly, or distant.
That is why choosing your insurance website’s photos should be a thoughtful decision. After all, they can make or break a website design.
The following are examples of quality image choices on agency websites. The photos work with the website’s other design features. The colors are complementary. The photo subject matter matches the agency. And, the photos evoke emotion from the website visitor. Take a look, and think about how photos could enhance your agency’s website.
Notice how the main photo compliments the logo. The gold hue in the photo highlights the gold in the logo. A laughing, smiling family gives off the feeling of joy, love and compassion. Even though this is a stock image, the feeling of a real life, candid image holds strong.
Notice how the photo, agency logo, colors, and call to action buttons all work together. Combined, these elements create a smooth transition throughout the website design. The website color scheme matches the agency’s logo and branding. The image choice builds on that same branding. See how the blues in the sky compliment the branding? Very strong.
The simplicity of the photo directs the eye to the main call to action in the middle of the screen. The photo does not distract or draw attention. The goal of this website is to encourage visitors to take action. The photo encourages visitors to either click the drop down menu or one of the three call to action buttons.
This is one of my personal favorites. Notice the gentleman’s shirt on the right. His shirt has a red and blue patchwork, which is like the agency’s logo colors. His shirt, even though it is very subtle, pulls the viewer throughout the website design.
The image itself shows a diverse group of people laughing together and enjoying life. It is clear this agency put a lot of thought and time into choosing an image. It has strong meaning, while complimenting the agency’s brand.
Now, let’s take a look at some examples of image choices with room for improvement. These photos aren’t poor quality. But, they can be more thoughtfully selected to make an even greater impact on online visitors.
Below is an example of a good quality photo. Yet, there is room for improvement. The colors in the image do not compliment the agency’s branding. This image has neutral colors whereas the logo is a bright teal.
Below is the same Concept design. But, with an image that does compliment the agency’s branding. Notice the difference in top to bottom. The blues of the clothing and water add to the brand. They don’t distract from it.
The below photo of the skyline is a quality image. But, the colors are too muted. This photo makes the agency website look washed out. It does not compliment the vibrancy of the logo.
Now, look at the same website with a thoughtful photo choice. The blues are perfect! The orange in the sunset matches the orange in the logo. The direction of the highway also draws the eye across the page. This image is pretty much perfect for the agency’s brand. Take notice of the red car, too. It’s a contrasting color, yet it’s positioned perfectly.
To Catch Attention, Evoke Emotion
Having a great looking insurance website will only catch a viewer’s eye for a split second. At the end of the day, it comes down to the quality of content and your ability to successfully assist your clients. Knowing your audience will greatly assist in making your website a representation of your brand. It will also act as a tool to convert a prospect into a customer.
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