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Images, Graphics & AI for Digital Selling

The Power of Authentic First Impression B2B Images:

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Why You Need Genuine Photography and AI-Generated Images for an Engaging Visual Experience

When it comes to creating a successful business website, visual content plays a crucial role in every aspect of digital marketing. Images can break up text and convey information in a more engaging way, helping to create a better user experience for visitors to your site.


The Importance of Genuine Photography for Business Website Images

Using genuine photography for your business website images can be a powerful tool for creating a personal connection with your visitors. People are more likely to trust and engage with a business when they see real photos of the people behind it. Authentic and genuine photos of employees and staff can help showcase your company culture and values.

However, using the same type of images throughout your website can quickly become monotonous and dull. That's where varied business website images come in. By using a mix of genuine photography and AI-generated images, you can create an interesting and exciting visual experience for your website visitors. In this blog post, we'll explore the importance of using varied visual content and explain how genuine photography and AI-generated images can help create a more engaging user experience.

One of the most effective ways to connect with website visitors is through genuine photography. Using real photographs of people, products, and environments can create a personal connection and make your website feel more authentic. Here are some tips for using genuine photography on your business website.

  • Lighting: Make sure your photographs are well-lit and show your subjects in their best light. Natural lighting is often the best choice.
  • Employee variety: Use photographs of a variety of employees to showcase the diversity of your team and make your website more relatable to a wider audience.
  • Brand alignment: Make sure the photographs you choose align with your brand values and messaging.
Photo of Liz Maine Director of salesXchange
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Don't just use stock photos

Headshots are necessary for About Us and biography pages. But it goes further than that. By nature, we all like to see who we're dealing with and for them to be in a recognisable environment.

The same applies to articles and any other written piece of content on your website. Opting for a cheesy stock photo doesn't do anything for your credibility, but taking and including a relevant, meaningful photograph speaks volumes.

As part of the long-form article structure, dispersing the text with relevant images or graphics is necessary to indicate to Google that you're attempting to keep the reader engaged.

An initial suggestion is to establish some consistency with all senior management photos. These should be used on LinkedIn profiles too.

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Create an authentic connection!

Now compare it to the image below.  You will immediately notice that it is a genuine image (taken on Waterloo Bridge).  The point I'm making here is that it is so easy to get hold of stock photos from the likes of or  But the fact remains, when a browser, prospect or customer sees a genuine photograph they can see that you're normal! 

And by normal, I mean that they can relate to you and your site, and they feel a connection to you.  As I've mentioned before, your purpose is to be transparent, authentic, and visible.  You want prospects to warm to you and your business and by only using stock photos and none of your own images could tend to show a lack of sincerity.   Not that it's intended, it's just how it comes across.

You could try using photos of you, your staff and your offices.  The objective is to convey the essence of your company to the browser - the real you, no holds barred.  But do use your discretion; it's probably best not to have photos of you and your staff at the Christmas party after a few drinks!

Photo of Nigel & Liz Maine filming on Waterloo Bridge

No 2nd chance at a first impression.

Whatever turns you 'off' must be a consideration when planning the outward appearance of your business. It's not only necessary to be visually appealing; it needs to be engaging too.  Design, especially in B2B needs to be subtle, strong, and understated. Being bold and brash is reminiscent of wearing white socks with a suit!

It’s important to understand the link between good design and first impressions, starting with your logo and letterhead, through to all your communications with customers and staff.  And it's probably also a good idea to get feedback whenever you can; what you like may not resonate with your prospects, so be prepared to make changes if necessary.

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Cheap does not mean good!

Whenever I see this man in a photo it makes me laugh – I call him ‘Internet Man’.  He’s everywhere.  But why?  People seem to think that he gives the impression of a ‘safe pair of hands’ and that he can encourage people to buy from them.  It’s a personal choice, but he’s just another stock image that demonstrates a lack of creativity and, more importantly, a lack of authenticity.

Collage of the most popular man on the internet for stock photos
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The Importance of AI-Generated Images for Business Website Images

AI-generated images are becoming more popular in the world of web design. They offer a creative and innovative approach to business website images. With AI-generated images, you can create unique and eye-catching visuals that stand out from the crowd. They are also a cost-effective option for businesses who may not have the budget for professional photography.

A.I. Image for Photography - Stormtrooper and Model 

While genuine photography is a great way to create a personal connection with website visitors, it's not always practical or affordable. That's where AI-generated images come in. These images are computer-generated and can be used to create unique and interesting visuals on your website. Here are some tips for using AI-generated images on your business website.

  • Image quality: Choose high-quality images that look professional and are visually appealing.
  • Brand alignment: Make sure the images you choose align with your brand values and messaging.
  • Experimentation: Don't be afraid to try new things and see what works. AI-generated images can be a great way to add an unexpected and creative touch to your website.

 A.I. image examples

AI-generated art and images can be essential for businesses looking to create high-quality visual content efficiently and at scale. There are several reasons why businesses might find AI-generated art and images essential:

  1. Timesaving: One of the primary benefits of using AI to generate art and images is the time it can save. Creating visual content, such as graphics and illustrations, can be a time-consuming process, especially if it needs to be done frequently. AI can generate art and images quickly and efficiently, allowing businesses to focus on other tasks.
  2. Cost-effective: In addition to saving time, using AI to generate art and images can also be more cost-effective than hiring human designers. This is especially useful for businesses that need to produce a large volume of visual content on a regular basis.
  3. Consistency: AI-generated art and images can be consistent in terms of style and quality, which is important for maintaining a cohesive brand image. When multiple people are responsible for creating visual content, there may be variations in style and quality. AI-generated art and images can ensure that all visual content adheres to the same standards.
  4. Personalization: AI can also be used to create personalized art and images for specific audiences. For example, a business could use AI to generate customized graphics for different customer segments. This can be a more effective way to engage with customers than using generic visual content.
  5. Efficiency: AI-generated art and images can be more efficient than human-generated content in certain contexts. For example, if a business needs to generate large amounts of visual content in multiple languages, AI can handle the translation process more quickly and accurately than humans.
  6. Improved accuracy: In some cases, AI-generated art and images can be more accurate than human-generated content. For example, AI can generate technical illustrations with a high level of precision and without errors.
  7. Increased productivity: By using AI to handle routine tasks such as art and image generation, businesses can free up their human employees to focus on more complex and creative tasks, leading to increased productivity.
  1. Overall, AI-generated art and images can be a valuable tool for businesses looking to create high-quality visual content efficiently and at scale. It can save time, reduce costs, ensure consistency, enable personalization, and improve accuracy, all while increasing efficiency and productivity.

Some websites to research are as follows:

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Don’t Make Me Think

Visual communications are like a market with traders at their stalls trying to attract the attention of the passers-by; the traders are showing off their wares and are trying to convince the passers-by that they need their products. The traders reinforce their attack with inviting and appealing body language, so says Bo Bergström, author of Essentials of Visual Communications.

This visual logic must permeate everything you do, including your website. To help achieve this, there is a book with the answer in its name - 'Don't Make Me Think' by Steve Krug.

As the title suggests, once you have attracted a customer, the goal is to handle them in such a way that they don't have to think about what you're saying or selling. KISS always plays a part - Keep It Strictly Simple. The fact is, many of us try to over-complicate our business design and never seem to put ourselves in the shoes of our customers. Next time you buy something, think about what made you buy it!

To make sure you're moving in the right direction, be sure to ask as many questions as possible and test your ideas before committing.  Ask those around you what they think, ask existing customers and even current prospects - and most of all, keep it personal and don’t ask your mother, she’ll always tell you it looks great!

For us, design is about getting your customers to subconsciously acknowledge that you're the experts and of course that they should buy from you and no-one else! 

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Graphic and Web Design for Business

The importance of design is often under-estimated by many businesses. We all know what we don't like the look of, but how does your business come across to new and existing customers? Design encompasses so much, from the look and feel of your business cards and letterhead, to the first impression of a website. 

In a report on the BBC dating back to 2006, a survey and research by Gitte Lindgaard from Carleton University found that browsers clicked away from a website they didn’t like within 500 milliseconds - - so it's important to get it right. 

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Why is it important to use genuine photography on a business website?

Using genuine photography on a business website is important because it helps build trust and credibility with potential customers. Real images of people and employees create a personal connection and humanise the brand. It showcases the authenticity of the business and makes it more relatable to visitors.

Can stock photos be a cost-effective solution for businesses?

Yes, stock photos can be a cost-effective solution for businesses. They offer a wide range of high-quality images at affordable prices. Using stock photos saves businesses from the expense of organising custom photo shoots and provides access to a vast library of visuals that can enhance the overall look and feel of the website.

How can A.I. generated images enhance the visual experience for website visitors?

A.I. generated images can enhance the visual experience by offering customisation and uniqueness. These images can be tailored to match a business's brand and style, creating visually compelling visuals that stand out. A.I. generated images can also be created quickly and cost-effectively, allowing businesses to have a variety of visuals that are customised to their specific needs.

Are A.I. generated images a replacement for genuine photography?

No, A.I. generated images are not a replacement for genuine photography. While they offer unique customisation and can be visually appealing, genuine photography adds authenticity and a personal touch to a website. It's important to use a mix of genuine photography, stock photos, and A.I. generated images to create a well-rounded and engaging visual experience.

How can businesses optimise images for better search engine visibility?

To optimise images for better search engine visibility, businesses should use relevant file names, descriptive alt tags, and captions that include relevant keywords. Optimising image sises and formats to improve website loading times is also important. These optimisations help search engines understand the content of the images and improve the overall performance and visibility of the website in search engine results.

Can varied visual content improve user engagement on a website?

Yes, using varied visual content, such as genuine photography, stock photos, and A.I. generated images, can significantly improve user engagement on a website. A visually appealing and diverse visual experience captures the attention of visitors, increases their time spent on the website, and encourages them to explore further. By providing a visually stimulating environment, businesses can create a more engaging user experience and increase the chances of conversion.


In conclusion, using varied business website images is an effective way to create an engaging and visually appealing experience for website visitors. By incorporating genuine photography and AI-generated images, you can create a more personal and creative visual experience that will make your website stand out. So don't be afraid to experiment and try new things - your website visitors will thank you for it!

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The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it. 

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