When it comes to small business websites, customers are savvy. They look for product details, prices, and that all-important "contact us" button. But what about trust? What makes them feel like they can rely on you, a small business, over the giant corporations they're bombarded with online?
Spoiler alert: It’s you. Specifically, your face.
Think about it. People trust people. And in a digital world where anyone can throw up a stock image or hire a virtual assistant from halfway across the globe, showing your real face can be the most human thing you do online.
The Power of Real Images
In a recent survey, we tested the trust factor of small business websites. Our goal? To see how images, specifically those of business owners, impact consumer trust. We showed 4,000 people various websites, each with a different image strategy. The results? Crystal clear.
Genuine owner images: Trusted by 46% of consumers.
Generic images: Trusted by 33%.
No images: Trusted by only 21%.
That’s right. Nearly half of all consumers said they trusted a business more if they saw a real photo of the owner or staff. In fact, 79% of consumers preferred either an owner photo or even just a basic stock image to...nothing at all.
Why You Matter
When customers visit a small business website, they're making judgments faster than you can say "user experience." A real image of you or your team isn’t just about slapping a smiling face online. It’s about saying, "Hey, I’m here. I’m real. You can trust me."
Take service-based businesses like plumbers. Our survey showed that 52% of consumers felt more trust towards a plumbing website that featured an owner photo. Why? Because they’re going to let that plumber into their home! They want to know who they're dealing with. It’s not just about the job; it’s about feeling safe.
For less personal services like accounting, the impact was still significant. 40% of consumers trusted the accountant with a real image the most, while 34% were fine with a generic image of a calculator. But again, no photo? Forget about it. Only 26% found that trustworthy.
Real People > Stock Photos
Now, here’s where it gets interesting. Not all "people" photos are created equal. In the same survey, we pitted real owner photos against stock images of generic businesspeople. You know the ones: the perfect smile, holding a clipboard, looking just “serious” enough to mean business.
The verdict? 64% of consumers preferred the real deal. The takeaway is clear: even the most polished stock photo can’t compete with the authenticity of you, flaws and all.
“A real image is worth a thousand stock photos. It’s not just about looking professional, it’s about looking real.”
When Should You Skip the Owner Photo?
That being said, sometimes it’s not all about you. For businesses with physical locations, like retail stores or restaurants, premises photos are key. If your place looks great, flaunt it. Customers love seeing where they'll be visiting. But, if your office is less than camera-ready, you might want to lean into industry-related photos instead—think of a cozy café shot or a sleek tech gadget, depending on your biz.
If you’re selling a product that customers won’t necessarily need to see in person (like a service or consultation), the owner image might still be your best bet. But for businesses with storefronts or attractive spaces? Show them off.
The Bottom Line
Here’s what this all boils down to: a picture of you on your website tells customers you're real, trustworthy, and available. A blank homepage tells them...nothing. And in a world where trust is hard to come by, why leave it to chance?
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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