Tips for Using Photos on B2B Websites

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I dare say that the vast majority of us who have participated in the planning, design or construction of a website for B2B companies have heard the following phrase:

“Please find a stock photo that shows a very professional team and add it to the About Us section.”

And even though websites have evolved greatly and now we all care about whether the site is optimized for mobile and tablet or has a modern design, the subject of photographs continues to be a great area of ​​opportunity on websites, especially for B2B company sites.



I remember a few years ago when the printed edition of the whatsapp new zealand newspaper El Norte had a very useful technology section called Interfase, in which they published this excellent comic strip on the subject:

Cartoon the north.png

Note: We couldn't find the author of this comic strip, if you know him please leave us a comment to provide a link to his site, blog and thank him for his great creativity.


Including photos with the right characteristics will not only help your website to convey greater trust, as you will see in some of our tips, it will also allow you to increase the number of conversions or contacts you generate on your B2B website.


In this article we will discuss the following tips:

1. Always use real photos of your equipment vs stock photos.

2. If you can't include real photos, use photos that are far away.

3. Use stock photos but add your personal touch.

4. When you have too much text a photo can help.

5. As far as possible, try to accompany your commercial messages with people's faces.

6. If you make sure that the photos you post are as large as possible, you will improve your conversion rate.

7. On your landing pages, use collage-style photos to show the variety of your products.

8. Use the zoom effect on your photos.

9. Add an SEO touch to your photographs.

10. Final thoughts.




1. Always use real photos of your equipment vs stock photos
Let me tell you a story. There was a very beautiful young woman who, besides being a doctor...

Stock image example on website (1).pngAt the same time, she was also a teenager who promoted listening to music on the internet.

Stock image example on website (2).png

And in her spare time she was a defender of women's rights.

Stock image example on website (3).png


Without beating around the bush, the message is very clear and direct:

Always prioritize real photos vs. stock photos.

Jakob Nielsen mentions that when you don't have photos of real people on your website or blog, the visitor may assume that you are trying to hide something. Perhaps this statement is a bit drastic, but leaving aside the threatening aspect of it, the benefits of including real vs. stock photos on your B2B website will help you in several aspects such as:


1. You will start on the right foot with your prospect
By presenting photos that are close to the reality of your company, you will be giving a more human touch to the relationship, conveying that in addition to your company existing, there is a team behind it that will support your future clients.


2. Your sales staff will convey greater credibility
It is common that at the end of a call or sales presentation, the prospect visits the website or company blog of his potential supplier to verify that what the seller promised is viable. He will get an excellent impression when he sees that behind the seller there is a whole team ready to support him.

We invite you to discover our guide:
[ 5 common mistakes B2B companies make in their digital marketing strategy ]

3. Increase your level of trust with your prospect's multiple buyers
Typically, in a B2B sales process, several people are involved in making the final decision. In some cases, these are people that your sales team will not be able to access to give their best pitch. Having real photos of the team on your website is that small detail that will help you convey greater confidence and credibility to those who give the final signature and
that during the process they will only glance at your website to validate the information and references they have about your company.