What are the best images you can use for your website, social media, or other marketing if you’re in a service business?

I’ve been talking a lot recently about where to find and how to create images for your marketing. The best images you can use in your marketing aren’t professional stock photos, AI-generated images, or even visuals you’ve created with the many software tools that are available.

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Why Authentic Images Beat Stock Photos

The best images are authentic pictures of you and your team. And I’m not just talking about professional headshots, although they do have a place in your marketing.

I’m talking about more candid or relaxed images of you and your team; images of the people you work with interacting with one another and with people in your community or with clients (if you have their permission, of course).

Scientific research shows that using human photos on your website increases your conversion rate, but using stock photos can have a negative impact on your trustworthiness.

With the rise of AI, authenticity and trustworthiness are more important than ever. If you’re a lawyer or in another service business, people want to know who they will be working with and to be sure that they are engaging with a real person and not a bot.

Authentic images:

• Are, by definition, unique
• Humanize you
• Resonate with your audience
• Foster a deeper connection with your audience

What do you think? Let me know.

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