There are so many reasons for using images and videos on your website, I could write a book about it – one day maybe I will.
But here are a few of the most important reasons you need great content on your website:
Because you care
If you care about your customers, you won’t be boring or make using your website difficult to use. People going onto your website will have an emotional connection with using it – so make it a joy to use with good quality, varied content. People will appreciate it.
Images will have a much faster impact on people than text. They can make people stop scrolling and are an opportunity to connect to the viewer before they’ve read a single word. So use that opportunity – use great images right at the top of your website, and on every page you can.
Even after that initial response to a great image or video segment, what’s the rest of the journey on the website like? Is it long paragraphs for people to trawl through, or is it broken up into an easy-to-digest and delicious meal of great images, short chunks of text and well-made videos. Put another way – do you want your website to be a bowl of beige potato soup or a visually stimulating tapas of nibbles, perhaps with the option of some rich dessert of great quality longform content if people have the inclination, space and time to consume it? Be tapas, don’t be soup.
Choice & inclusivity
Some people really prefer getting their information in written form, some prefer videos and maybe even struggle to read, others like charts and diagrams, others like clear and emotive photographs. The richer the media mix on your website, the more you’ll appeal to a wider spectrum of people. That’s not only good business, but also being inclusive.
Is anyone there?
There are some websites – we’ve all seen them – that seem to have been designed in the 1990s, with tiny little amateur photos and boring writing. They sometimes make you wonder whether the business is still trading. They are the wilted lettuce leaf of the website world. Make your website the equivalent of a fresh and diverse salad with crisp and juicy content, professional photographs, engaging video and interesting writing.
If you care about your business, if you care about your customers, then you should care about putting out the best content you possibly can. If you’ve got in-house resources to take photos, make videos or write copy that will really connect with people – then it’s really, really worth spending the time on it. If you don’t have those resources, then the investment to outsource to professionals is not only an investment in your business, it’s also an investment in your customers – and they’ll appreciate it.
Make a good impression – don’t be a wilted lettuce leaf.