We live in a world dominated by the photograph. For the first time ever, the number of photographs taken in the world in one year exceeded 1 trillion in 2015 – that’s a lot of photographs! Here, Creative Director, Les Jones shares his views on the importance of using quality photography on your practice website and brochure to showcase your business in the best possible light.
For many time-poor people, the photograph has replaced the written word as the communication tool of choice. They are able to glean information in seconds via a photograph that would otherwise take much longer to convey in words.
‘The quality and subject matter of your photography is becoming more and more important in the ongoing challenge of engaging with your audience.’
As prospective patients search online for a new dental practice, their decisions to stay on your website or bounce off to another will largely be driven by the image you project in the first few seconds of them landing on your page. As such, the quality and subject matter of your photography is becoming more and more important in the ongoing challenge of engaging with your audience.
However, take a look at many dental websites and without doubt, the photographic imagery is probably doing more harm than good – poorly lit pictures of reception areas, unflattering team photographs taken up against a wall with a direct flash, and subjects that add little to the customer’s knowledge or feeling of what the practice has to offer – a picture of your front door…really?
Take a step back from your website and brochures and ask yourself – ‘is the quality of our photography working for us or against us?’
In an environment where many consumer decisions are based not on facts, but gut feeling – your photographs have an extremely important role to play in conveying the quality and personality of your practice. As the old saying goes, a picture paints a thousand words.
‘In an environment where many consumer decisions are based not on facts, but gut feeling – your photographs have an extremely important role to play.’
So, think about what messages you want to convey through your photography and then invest in the services of a professional photographer with the skills and the right equipment to bring your ideas to life. It’s an investment that will pay dividends.