When it comes to website photography, choosing the right images is crucial for putting your business in the best light. Whether it’s stock, custom or AI-generated, each option has its own benefits and drawbacks.
When you think about photography for your website, you might be tempted to grab a free stock image from Unsplash or hit up an AI tool to generate a quick visual. But here’s the thing: Not all photos are created equal, and the type of imagery you choose can either enhance or hurt your brand. Let’s break it down.
Bad Stock Photography: The Free, the Unimaginative and the Overused
You know the ones — generic, overly posed people with too-white teeth and an uncanny, robotic smile. Maybe they’re sitting in a boardroom, holding a notebook, looking like they’re trying to figure out how to have an actual conversation. Or they’re pointing at a computer screen in a way that screams, “I’m not actually working, just pretending.”
Sure, bad stock images are usually free (or at least really cheap). But here’s the thing — they’re everywhere. And we mean everywhere. Using the same images as your competitors is like showing up to a party in the same outfit as everyone else — and not in a trendy, coordinated way. It’s off-putting, and worse, it doesn’t build trust. People don’t want to feel like they’re being sold something fake, especially in an age where transparency is everything. It doesn’t help build your brand either, because it doesn’t show who you are or what makes you different.
Good Stock Photography: The Quality Over Quantity Option
Now, good stock — that’s a step in the right direction. These photos cost a little more, but they’re worth it. Think of them as the designer version of stock photos. You get better quality, and the images feel more tailored to your company. They’re more artistic and unique, helping to set the tone of your site and drive home your branding.
The price tag for good stock means they’re used by fewer companies, so you won’t see them all over the internet. But here’s the catch: Because of that price, it can add up quickly. If you’re trying to populate your entire site with these images (we recommend 2-3 images per page on a 20-page website), you’re looking at a bill that can add up quickly. That means it’s great for single-image purchases only.
While they still aren’t quite as unique as custom photos (we’ll get to that), good stock photos can help convey the tone of your business without giving off that stale, generic or untrustworthy feeling. You’ll stand out more than your competitors using free stock, but you still won’t be 100% representing your business the way custom photos can.
Custom Photography: The Gold Standard for Authenticity
Custom photography is the most powerful way to represent your business. It’s not about using generic images that anyone could pick off a stock site. It’s about showing your team, your space and your culture in a way that connects with your audience and reinforces your brand’s identity.
Yes, it’s an investment — but it’s one that pays off in trust and authenticity. Custom photos give potential customers and employees a true sense of who you are, how you work and what sets you apart from the competition. They help tell a story that resonates, making it easier to attract the right clients and talent. Plus, if your business has specific equipment or features that make you unique, custom photography ensures those assets are represented accurately — no generic or misleading imagery here.
Custom photography also honors your employees. Featuring team members who have been with your company for years gives them a sense of ownership and pride in your business. When you invest in custom photography, you’re not just adding filler to your site — you’re strengthening your brand’s presence and building meaningful connections, both internally and externally.
AI Imagery: Proceed With Caution
Finally, let’s talk about AI-generated imagery. Yes, we know, AI is cool, but it has its downsides. The biggest one? It can feel uncanny. It’s almost there but just not quite right — people with strangely symmetrical faces, backgrounds that look a little too perfect or lighting that’s just a bit too dream-like.
If you’re not nailing your prompts perfectly, they can look generic, awkward or downright weird. And let’s be honest — nobody wants to feel like they’re looking at a robot’s interpretation of a business. But for industries with tight NDAs or ones that can’t share their actual work (like some tech or healthcare businesses), AI images can be a decent option. You can show a concept or a feeling without violating confidentiality. Just make sure you have an expert to help you get the prompts just right and a photo editor to help you make them not feel so glossy and fake.
The Bottom Line: What’s Right for Your Business?
So, what’s the verdict? Bad stock? No, thanks. Good stock? Maybe, if you only need a few non-specific photos. Custom photos? That’s your winner, especially if you’re looking to build real, lasting connections with your audience. And if you’re unsure if AI imagery is right for your business, let’s talk about it.
