Picture-Perfect: A Guide to Choosing Images for Your Small Business Website

Dec 5, 2023 | Effective websites

Reading Time: 2 minutes

Human beings perceive a staggering 80% of information through their eyes. Before they read a word of text on your website they pay attention to the images. That’s why choosing images for a website is a great opportunity for you as a business owner to connect with your visitors on a more subtle emotional level.  

So let’s dive into how to approach selecting the right visuals for your website. 

Consider your audience

Before you embark on the image selection journey, it’s vital to understand your target audience. Different demographics respond to various visual stimuli, so tailor your images to resonate with your specific customer base. Whether it’s age group, interests, or cultural background, aligning your visuals with your audience builds a stronger connection.

Great example of Patagonia brand choosing a relevant image for their audience

Authenticity Sells:

The rise of authentic marketing means that users connect more with real, relatable content. Take high-quality pictures of your workspace and team or behind-the-scenes moments to humanize your brand. This authenticity fosters trust and helps potential customers relate to your small business on a personal level.

Reflect Your Brand:

Images on your website should seamlessly integrate with your brand identity. Consider the color palette of your images in relation to your brand colors. Consistency in style and tone across your website creates a cohesive and memorable experience for visitors, solidifying your brand in their minds.

High-Quality Trumps Quantity:

In the age of high-resolution screens, grainy or pixelated images can be a major turn-off. Invest in high-quality, professional images that showcase your products, services, or team in the best light possible. The extra investment pays off in increased credibility and a polished online presence.

Relevance Is Key:

Every image on your website should serve a purpose. Whether it’s conveying a specific message, showcasing a product, or guiding visitors through your content, make sure each image is relevant to your business goals. Avoid the temptation to use generic stock photos that may dilute your brand’s uniqueness.

Optimize for Web Performance:

Large image files can slow down your website, impacting user experience and search engine rankings. Optimize your images for the web by compressing them without sacrificing quality. This not only improves loading times but also ensures your website remains accessible and user-friendly across various devices.

Optimzilla is an awesome free software for compressing images.

Utilize White Space:

Don’t underestimate the power of white space around your images. Providing ample breathing room enhances your website’s visual appeal, drawing attention to key elements.

Mobile-Friendly Imagery:

With the majority of internet users accessing websites via mobile devices, it’s crucial to ensure your images are mobile-friendly. Test how your visuals appear on various screen sizes and resolutions to guarantee a seamless user experience across all devices.

Responsive Test Tool is another free software that allows you to see how your website looks on different screens.


By investing time and thought into your visual content, you not only enhance the aesthetic appeal of your website but also build a stronger connection with potential customers. In the world of web design, images speak louder than words, so make sure yours tell a compelling and authentic story about your small business.

If you need help choosing images for your website, please email us at hello@blackcatwebstudio.com and we’ll be happy to help.