Visual content.
WHAT IMAGES SHOULD DO
Show something useful: the product, the place, the people, how something works.
WHAT THEY SHOULD NOT DO
Fill space Decorate Substitute for explanation
WHAT TO AVOID
Generic stock photography of unrelated people Images that could be anywhere Images that contradict what you are
WHY
Visitors recognise stock imagery immediately, and it reduces trust.
WHAT TO USE INSTEAD
Your own photographs, even if imperfect.
Real premises, real products, real people, with permission.
WHAT TO CHECK
Size and compression, before uploading That they work at the sizes actually displayed That they crop acceptably on narrow screens
THE CROPPING POINT
An image composed for a wide screen loses its subject when cropped for a phone.
WHAT TO PROVIDE
Alternative text describing what the image conveys.
WHAT TO AVOID PUTTING IN IMAGES
Text, which cannot be read by assistive technology or scaled.
WHAT TO STRIP
Metadata, particularly location.
