The Importance of Pictures on Your Higher Ed Website

photographerThere’s plenty of talk about content and how important quality content is for online marketing, including the higher ed industry. Yet, many content managers fail to recognize the importance of visual tools within the content realm. The fact is, people process visual data at a rate of 60,000 times faster than text. There have also been studies conducted that indicate social posts containing pictures perform exponentially better at garnering engagement. That said, let’s take a look at why your higher ed website absolutely, positively must contain pictures.

Relatable – What is the goal of your prospective students? For most of them, it’s getting to the finish line and earning a degree so they can pursue their desired careers. Seeing an image of another student working hard in class, participating in athletics or receiving their college diploma can help establish a relationship and endear your prospects to your school.

Compelling – They say a picture’s worth a thousand words, and they’re right. Photographs tell stories without the need for the written word, which makes them incredibly compelling. Especially in terms of marketing. By including quality photographs throughout your higher ed website, you’ll create a more robust and emotional experience for your visitors.

Consumable – Let’s face it. People are busy – including those whom you’re trying to market to. Sometimes a quality image is all a visitor has time to see when stopping by your website. When someone is in a rush, and they land on a page that contains a ton of text, it can be overwhelming which can lead to a higher bounce rate. Pictures anchor your written content.

In order for you to achieve these three goals through images on your higher ed website, you must consider the following best practices:

  • Quality – Only use images that are of high quality, otherwise you may inadvertently paint your school in a bad light.
  • Location – Because images are so powerful at capturing attention, try to position them above the fold (anywhere on the page that’s above where a visitor will have to scroll down).
  • Balance – Just as not having enough pictures can negatively impact your site, too many can as well.
  • Usable – If you didn’t take a photo yourself, make sure you have permission from the owner before posting it on your site, otherwise you could end up in hot water.

Simply put, images play an important role as part of your overall higher ed content marketing strategy. Put these tips to use and you’ll have a more compelling website that will help you achieve your marketing goals.

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