The ugly truth is that most small business websites do a lousy job of doing their job– whether it’s brand building, engaging, converting or selling. The most common culprits are lack of planning, technical limitations or simply following popular trends that don’t make good business sense.
Know those enormous photos that take 2 page scrolls to reach the bottom? Those are extremely frustrating if there is no information payoff at the end. Similarly, the infinite scroll feature used by Facebook, Pinterest and Google Images is a big no-no for business sites for reasons ranging from bad SEO to viewer disengagement.
It’s a fact. People look at visuals before words so use them effectively. According to a Nielsen eye-tracking study visitors pay close attention to photos and other images that contain relevant information. However, if the images are decorative or obviously used just to “jazz up” a page, they are ignored. Stock photos of people for example are disregarded, while photos of real people are scrutinized closely.