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How to Use Images & Videos to Enhance Your Website

When you visit a website, what catches your eye first? Chances are, it’s the images or videos. The saying, “A picture is worth a thousand words”, is true – good visuals can explain your products or services faster than text alone.

Web designing using video software to create a video for a landing page

Intro

The right images and videos do more than just look good—they shape how visitors understand your brand and decide to interact with your site. They can turn a quick glance into real engagement, influencing visitors to stick around, learn more, and, ideally, take action.

In this guide, we’ll cover everything from choosing the right visuals to optimising them for performance and impact.

Author

About The Author

I’m Andrew Newby, the director of Edge Studio. Over the years, I’ve worked hard to better understand how to tell a story through web design, using images and videos to capture attention.

At Edge Studio, we know that a website’s images are as important as its content. With an eye for design and an understanding of user experience, I lead my team to create websites that improve engagement and conversions.

Whether you want to update your existing website or start fresh, we’re here to guide you through every step, bringing your brand to life for an online audience.

Article author, Edge Studio owner Andrew Newby

The Right Visuals

When looking at the visual side of your site, every image should be a deliberate choice. Here are my recommendations for a few of the most important things to consider:

Aligning Visuals with Brand Identity

Your visuals should reflect your brand’s personality. Whether your brand is professional and sleek or friendly and casual, your images and videos should communicate that. Consistency here helps build trust with your visitors. If you’re not sure where to start, use your brand’s colour scheme, tone of voice, and overall messaging as a guide.

Quality & Resolution

High-quality visuals are non-negotiable – blurry or pixelated images can hurt your brand’s credibility. Make sure that the images are high resolution and look good on all devices, especially since more people are browsing on mobile phones than ever before. High-resolution images and videos make your site look professional and trustworthy.

Stock vs. Original Photography

I believe that there’s a place for both stock photos and original photography. Stock images are great when you need something high-quality and quickly accessible, but they generally lack a personal touch. Original photography, while more resource-intensive, can give your site authenticity that stock photos can’t match.

Optimisation

Best Practices for Image Optimisation

Optimising your images ensures they don’t slow down your site or compromise on quality. Here are a few techniques that we use at Edge Studio:

File Types & Compression

Choosing the right file type matters – JPEGs are great for photographs, while PNGs are better for images that require transparency. WebP, a newer format, offers high-quality results with smaller file sizes. Tools like Adobe Photoshop, TinyPNG, or Squoosh can reduce file sizes, which helps speed up your site without losing image quality.

Video and images use in web design

Responsive Images for Different Devices

It’s essential that your images look good on any device. Using responsive image solutions like srcset attributes in HTML can help serve the correct image size to each device, enhancing loading times and user experience. In my practice, ensuring that images adjust to screen sizes has not only improved engagement but also boosted our SEO rankings.

Alt Text & File Names

Optimising images for SEO is something we always prioritise at Edge Studio. Using keywords in your file names and alt text helps search engines understand your images and improve your content’s visibility when people are searching for your product or service online.

Image optimisation can be straightforward if you use the right tools and techniques. I’ve seen firsthand how optimised visuals can improve page load times, boost SEO, and enhance overall user engagement. Let’s put these practices to work and ensure your visuals are not just seen but are impactful.

Videos

Incorporating Videos Effectively

Videos can transform how visitors interact with your site, offering a great way to showcase your products, explain services, or share testimonials. But before adding a bunch of videos to your site, here are a few things to consider:
Key Features:

Image and video editing software to optimise images

Types of Videos for Web

Explainers, testimonials, and product demos are all great options for a website. Explainer videos can break down complex information, making it accessible and engaging. Testimonials build trust by showcasing real-life success stories, while product demos provide a tangible feel for what you’re selling, boosting conversion rates.

Embedded vs. Self-Hosted

Once you’ve determined what video you want to add, you need to decide where to host it. Embedded videos (using platforms like YouTube or Vimeo) can save on hosting costs and simplify the process. However, self-hosting gives you more control over the video player and the overall user experience. In my experience, smaller businesses benefit from embedding for cost efficiency, while larger enterprises might prefer self-hosting for enhanced control.

Video SEO Optimisation

Optimising your videos for search engines is just as important as optimising your text. Make sure to use relevant keywords in your video titles, descriptions, and tags. Including a transcript can also boost SEO, making the content accessible to search engines. You may also want to create thumbnails that catch the eye, which can help increase your click-through rates.

Text & Visuals

Balancing Text & Visuals

Getting the balance right between text and visuals keeps users interested and makes sure they absorb the information you want them to. To create that balance, I recommend taking the following steps:

Create a Visual Hierarchy

A visual hierarchy steers visitors through your website. Use larger or vibrant images to draw attention to key areas, guiding users to your most important content. For example, a standout image or video at the beginning of a page can grab attention and encourage viewers to read on.

Consider Text-to-Image Ratio

The right mix of text and images prevents one from overwhelming the other. Too much text can bore users, while too many images can dilute your message. A practical rule I follow is to include a visual element – be it an image or a video – for every 100-150 words. This ratio helps maintain interest without cluttering the page.

Tools & Resources

With so many tools out there, it can be difficult knowing where to start. So, with that in mind, I thought I’d share some of the resources, programs and software that I’ve found the most useful.

Best Image Editing Tools

  • Adobe Photoshop is the great for complex images and layer-based edits.
  • Canva is perfect for template-based designs and social media images.
  • GIMP is a free alternative to Photoshop that’s quite powerful for both basic and advanced image editing.

Best Sources for Images

  • Unsplash has high-quality, royalty-free images.
  • Shutterstock requires a subscription but has a huge amount of images and videos.
  • Getty Images has professional-grade stock photos, great for commercial use.

Whether you’re a novice looking for easy-to-use tools or an experienced designer needing advanced capabilities, these resources cover all needs.

Summary

Build a Site with Edge Studio

If you’re looking to upgrade your website’s visual appeal but aren’t sure where to start, get in touch with us at Edge Studio. We specialise in creating engaging websites that turn visitors into customers.

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