Financial advice website images: A guide

In financial advice, first impressions matter. Just as a firm handshake sets the tone for a face-to-face meeting, the right design and imagery make an instant impact online. Your website is a digital introduction to your business, and effective visuals can enhance trust and credibility right from the first click.

For most advice practices, websites are primarily a tool to build trust and foster engagement with referrals rather than attracting cold leads. This means two key factors are crucial: credibility and referability. Below, we explore how thoughtful image selection can support these aims.

The impact of visuals on credibility

Research shows that website design heavily influences perceptions of credibility and trustworthiness. Here are some key statistics:

• 94% of first impressions are design-related, with 46% of consumers basing a site’s credibility on its visual appeal and aesthetics (Silence, Briggs, Fishwick, and Harris, 2004).
• 75% of consumers make credibility judgments based on website design (Stanford, 2002).
• In a world increasingly dominated by mobile browsing, a well-designed mobile experience is critical for referability—today, this figure is estimated to be over 80%.

These stats emphasise how quickly visitors form judgments. You have approximately:

• 0.005 seconds (1/200th of a second!) to create an initial impression.
• 2.6 seconds before a visitor’s eyes land on the area that most influences that impression.
• 5.94 seconds for the main image to engage them (Dahal, 2011).

Given these brief moments, selecting the right imagery for your site is essential. Here’s a breakdown of image types and tips for using each effectively.

Internally sourced images: The power of real people

Certain images should come directly from your team or a professional photographer. Key examples include headshots, team photos, and shots of your office.

High-quality, professional photos of your team are invaluable in financial advice, where clients often form relationships with the individuals behind the brand. To present your team authentically:

• Use consistent, professional photos: Ideally taken with the same backdrop or environment, creating a unified look.
• Dress as you would for a client meeting: Choose attire that reflects your brand—whether that’s a branded polo or business formal.
• Show your real workspace: Even if your office isn’t grand, include it; authenticity helps build trust.

Consider a backup option with just the key staff or advisers, so that frequent team changes don’t disrupt your visuals. Well-executed team photos help convey that clients can expect an authentic, welcoming experience from the moment they walk in the door.

Externally sourced images: Leveraging stock photos wisely

Using stock photos can be helpful, but be cautious to avoid images that feel staged or overly generic. Here are some types of licenses to keep in mind:

• Purchased license: Ranging from single-use to unlimited use.
• Attribution required: Free to use with credit to the photographer.
• Freely usable: These don’t require attribution but are often appreciated.

Paid stock libraries

• Getty images: Known for high-quality, exclusive content.
• iStockphoto: Offers similar quality to Getty but at a lower price point.
• Shutterstock: A more competitively priced option with a vast range.
• Adobe Stock: Integrates seamlessly with Adobe Creative Cloud, making it a convenient choice for design work.

Free stock libraries

• Pexels: Offers a wide range of professional-looking images.
• Unsplash: Slightly more artistic, with a good selection of authentic-feeling people shots.

Tips for stock photo selection

• Focus on relevance: Select images that visually support the message on each page.
• Centre the subject: This ensures images display well across devices.
• Choose natural, candid shots: Avoid overly posed images, as genuine visuals foster trust.
• Colour soordination: Pick images with colours that align with your branding for a cohesive look.

Illustrations as an alternative

Custom illustrations are another way to convey personality and enhance user experience. Platforms like Upwork can connect you with talented illustrators, while services like Canva (with its extensive image library) are ideal if you’re managing your own graphics.

Image management for performance and SEO

While the image itself is key, managing it well on your website can make a significant difference in speed, compatibility, and SEO.

File size

High resolution is essential, but overly large files can slow your site down. Use an editor to resize and compress images—aim for around 1000×800 pixels for standard pages, keeping file sizes below 200KB.

File types

• JPEG: Standard for most photos, balancing quality and file size.
• PNG: Ideal for transparent backgrounds.
• GIF: For animated images.
• WebP: Google’s new format, offering high compression without losing quality (ensure compatibility with Safari if using).

SEO Considerations

WordPress and other content management systems (CMS) allow you to add SEO-friendly details to each image:

• Title: A short description (rarely visible).
• Alternative text (Alt Text): Essential for SEO and accessibility, describing the image content.
• Caption: Optional but useful for highlighting important points.
• Description: A good place to record the image’s source or copyright information.

Quick steps to improve your imagery

1. Add high-quality team photos: This builds credibility and makes your team relatable.
2. Review stock images: Do they feel genuine or do they look staged? Authenticity is key.
3. Run a speed test: Use Google PageSpeed Insights to see if image sizes or formats can be improved.
4. Check for SEO: Ensure each image has an alt text description, especially if it supports your content.

With the right approach, your website imagery can help clients know, like, and trust you, forming a positive connection before you’ve met.

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