Four Ways to Use Photos of People on Your Therapy Website

Do you have photos of humans on your website?

I often get asked whether it's better to show photos of people on your therapy or coaching website.

Generally, yes. Websites with photos of humans have better conversion rates. (Conversion means "converting website visitors to buyers.")

Here's why:

We like faces because we recognize ourselves. If a problem, dilemma, habit, or whatever else resonates with us, we feel connected and understood. This builds trust, which multiplies conversion.

My single piece of advice: Whenever you decide to use faces in your design, make sure you do it in a purposeful way.

Here are some great ways to use photos of people on your therapy or coaching website:

1. A photograph of someone expressing their feelings – for example, as a result of benefitting from your service – is much clearer and also more convincing than a bunch of descriptive text.

2. Photographs of people who look like your ideal client. Try your best to capture the demographics (e.g. race, age, gender) and lifestyle or roles (i.e. professional, artist, parent) in your photos.

3. Make sure the photo aligns with the content. If you're talking about family therapy, use a photo of a family.

4. Try to use stock images that don't look like posed images. Instead, use photos that look like your ideal client in real-life situations.

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