Many of our senior living facilities want to know if it matters whether they use real or stock photography matters on their websites.
Your website is a billboard in the middle of the ocean that needs specific and planned out items to get noticed. Internet users are constantly becoming smarter and faster at assessing websites, and in-turn are using your website as one of their deciding factors when searching for a senior living residence for their family member or friend. Your website is often your first impression to a potential occupant, so it is an investment worth making.
Studies are showing that using real or stock photography does matter, and that there are huge benefits to using real photography. Real photos allow the visitor to connect to your website and the services that you offer. The photography on your website is intended to make the visitor relate to your site, and stock photos come across as perfect or staged, which is not relatable.
Visual Website Optimizer’s recent article states that real photos can improve website conversions and that stock photos are generally ignored. Photos are essential to your brand and the messaging that you want the public to take in. These photos should be used to your advantage and be truly beneficial to attracting high-quality residents.
Another reason to avoid using stock photos is the potential of your competitors using the same, or similar, images. Despite the size of the stock photo pool, if a competitor is using the same or similar photos, your potential occupant or new resident family could be confused and feel a lack of originality. If stock photos are the only viable option for your website, there are sources available where you can determine who else is using that photo.
It is important to view photography as an investment, one that can be used for years to come. Your original photos can also be used in subsequent marketing tactics, such as direct mail, print advertisements, flyers, newsletters, referral postcards, welcome packets, and more.
Hire a professional photographer and allow your original photographs to tell the story of your senior living residence and build the relationship with potential and current occupants the way your community deserves.