How to Incorporate Visual Content on Your Website
Visuals are excellent ways to capture the attention of your readers and keep them engaged on your website.
Visual content was the most successful form of content for 23% of small businesses in 2018, according to a recent survey from Visual Objects.
There are several ways to incorporate visual content on your website, even on a small budget.
In this article, we demonstrate how your company can use visuals on your website to improve engagement and garner appeal for your products and services.
Specifically, consider investing in the following 3 forms of visual content to achieve more online success.
1. Invest in video content
2. Feature images of staff
3. Rely on infographics to communicate data
Videos Educate Customers and Demonstrate Value
According to a 2018 Hubspot report, over half of consumers want more video content from the brands they support.
That may be why more than 40% of small businesses plan to invest in video marketing in 2019, according to the Visual Objects survey.
There are several different types of videos your business can incorporate on its website to improve engagement and drive interest. A few include:
- Explainer videos: Explain your products and their application to potential customers.
- Case Studies: Show the effect and results your products and services can bring to a clients’ business.
- Customer testimonials: Create a human connection with your audience. People respond to emotion, and demonstrating the personal benefit you bring your clients is a powerful call-to-action.
A good example of an effective customer testimonial video is a Microsoft Surface clip that features cupcake shop owners and former NFL players Brian Orakpo and Michael Griffin.
Microsoft’s video entertains its visitors and educates consumers about its product capabilities.
Lyft, on the other hand, has produced videos that feature celebrities working undercover as Lyft drivers.
For example, one video shows Chance the Rapper driving around unaware riders. This both entertains customers and demonstrates the surprise experiences you can have ordering a Lyft.
Brands don’t have to create expensive viral videos to capture attention, though.
Informative and educational videos also can compel website visitors to learn and understand the value of your services. What matters is that your video content is relevant to your audience and that they clearly demonstrate how your products can provide benefits for them.
Feature Photos of Staff to Show Human Side of Company
Sharing images of your employees and company leaders across your website provides visitors with a personal connection to your brand.
In fact, photos of people and products attract attention better than written content.
For example, The Virgin Group shares staff images across its entire website. In one blog post, it highlights the benefits of balancing work and wellness by including pictures of its employees’ activities outside of work.
Showcasing your staff reminds customers about the human element of your business. This can benefit B2B services providers in particular, such as software or web development companies, whose business is often driven by the function of their products rather than their appeal.
Communicate Data Through Infographics
Infographics are an excellent way to turn statistical information into visual content that’s easy to consume.
For example, HubSpot frequently uses infographics to complement its educational content. In its guide to creating a sale process, the company outlines its Inbound sales methodology with a colorful infographic.
Infographics allow you to break complex topics, such as the Inbound Sales Methodology, into easily consumed visual content.
The visual presentation captures readers’ attention and helps them remember the information you provide.
Publish More Visual Content in 2019
Visual content engages your website visitors and helps them remember the points you’re trying to make about your product and industry.
Experiment with video production, photos of your staff, and infographics to better engage your website visitors.