Visuals are a great tool for piquing your customers’ interest. Don’t be shy – show off your tour or activity! You may have the best offer in the world, but if you’re unable to convey your it through compelling images, you risk people bouncing off your site to a competitor who does.

Here are the 3 kinds of images you should be using:

Scenic Images

What it looks like: These are those photos that have zero people in them. Typically they are preserved, natural scenes with little to no sign of human life within the frame.

The aim: To trigger a sense of wonder and awe. People should want to see it with their own eyes. An appreciation for nature is inherent in all people, so they usually end up being forwarded and shared on social networks with great speed.

Social Images

What it looks like: These are those images that have people in them, usually smiling or engrossed in the tour or activity. You need to think about the reason they’re going in the first place – for example, a diving tour might have someone smiling in their scuba gear after the thrill of seeing a shark, and a walking tour might have someone staring off into the distance, conjuring up a feeling of accomplishment and peace.

The aim: So people can picture themselves in their shoes. Seeing former satisfied customers will allow viewers to imagine themselves on your tour or activity enjoying themselves.

Images that Promote Offers

Whenever you have a new promotion, create an image for it to stick on your site. That way you’re making sure your content is up-to-date and people have a good reason to come back (you might have a new deal on!).

There’s nothing worse than seeing a site’s owners don’t care enough about it to update it, especially if that site is owned by a business. What kind of impression does that leave? It sends the message that since you can’t keep your own site in check, your customer service is probably questionable.

Image Arrangement Must Do’s

1. Keep your image ‘above the fold’ – meaning that users shouldn’t have to scroll down to see it. People are actually that lazy and won’t scroll down if nothing interests them at first glance. Remember that images speak louder than words, especially when you’re trying to catch their eye in a few seconds.

2. Don’t overdo it. Image overload is distracting! Stick to one or more powerful image about your tour or activity, this is more effective than tons of little images. Transitioning slides are all the rage these days so you could use that to get the best of both options.

3. Create a photo gallery. When people do their research for your tour or activity, they may want to browse pictures of it before or after reading about the details. Make it easy for them by having a photo (and video!) gallery set up for them to scan through. Remember that there should be a clear way of booking with you from there (for example, put in a button saying “Book Now!” on the side, or similar).

For all websites, but especially the tour or activity sector, imagery is a non-negotiable must-have. After all, why should potential customers book your tour or activity if you don’t set their expectations through imagery?

How do you use photos on your website? Where do you put them?

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