Website Images Without Stock Photos
By CodexierPublished 4 min read
Visitors have seen the smiling headset team and the handshake over a laptop a thousand times. They skip past them, and some start doubting what else on the page is borrowed. Your own images, even imperfect ones, show that there are real people and real premises behind the site. This guide covers how to get them without a big production budget.
Why stock photos cost trust
Stock images fail for a simple reason: they prove nothing. A buyer comparing three electricians or three accounting firms is looking for evidence that you exist, that your premises are real and that the people they will meet look competent. A generic photo provides none of that, and a reverse image search can reveal that your competitor uses the same one. Your own pictures do the opposite: they carry information, even when the lighting is not perfect.
Planning a half-day shoot
Half a day with a local photographer is usually enough, if you prepare. The preparation is a shot list tied to the pages of your site.
| Page | Images to capture | Tip |
|---|---|---|
| Home | One wide hero image of the team or place, in landscape | Leave empty space for the headline |
| Services | People doing the actual work, hands and tools in view | One series per main service |
| About | Portraits of each person, plus one group image | Same background and light for all portraits |
| Contact | Entrance, sign and parking | Helps visitors find you |
| Details | Materials, products, equipment close up | Useful as section images across the site |
- Tidy the premises the day before, and remove anything with other brands or customer data on screens.
- Tell staff what to wear: plain colours, no big logos.
- Ask for both landscape and portrait versions of key images, since mobile layouts crop differently.
- Agree in writing that you may use the images on your website, social media and ads, without a time limit.
Phone photography done properly
A modern phone is good enough for most web images. What makes phone photos look amateur is rarely the camera; it is light, angle and clutter.
- Shoot near a window or outdoors in shade. Turn off the flash.
- Clean the lens. It sounds trivial and fixes most hazy photos.
- Hold the phone at chest height and level, not tilted up or down.
- Use the main camera rather than the wide or zoom lens, and avoid digital zoom.
- Take many frames of each scene and pick the best later.
- Keep the original files; resizing and conversion for the web happens on export.
Illustrating abstract services
Consultants, software firms and accountants often say there is nothing to photograph. There is usually something better than a photo.
Process diagrams
A simple drawing of the steps a customer goes through explains the service and looks professional.
Real screenshots
Anonymised screens of reports, dashboards or deliverables show exactly what the customer gets.
People at work
A workshop, a whiteboard session or a meeting room with your team is still more credible than stock.
AI-generated images
Acceptable for abstract illustrations, never for people or places presented as yours. Label them if they could be mistaken for real.
Rights, consent and staff photos
Under Swedish copyright law the photographer owns the images unless you agree otherwise, so the licence you get matters. Photos of identifiable people are personal data under GDPR. For staff, get written consent for web use, explain that they can withdraw it, and remove their portrait when they leave. For customers, ask before photographing and keep the consent with the image. Avoid photographing children unless a guardian has agreed in writing.
When this is not worth the effort: a pure landing page for a short campaign, or a site that will be replaced within months, can live with a few neutral images. For a site that should work for years, own images are part of what our business website launch plans for. See also our guide to trust signals, prices on the pricing page, or book a short call.
Frequently asked questions
Is it wrong to use any stock photos at all?
No. Neutral stock images of textures, landscapes or objects are fine as background. The problem is stock photos of people and places that pretend to be your team or your premises.
Do we need a professional photographer?
Not always. A professional is worth it for portraits and the home page hero image. Service and detail images can often be taken with a phone if you follow the rules on light and angle.
Can we use photos an employee took on their own phone?
Yes, if they agree. The employee who took the photo holds the copyright, so ask for permission in writing, especially if the photo will also appear in ads.
How should images be prepared before upload?
Keep originals, and let the website or an export step create web versions in WebP or AVIF at several sizes. Uploading full camera files directly makes pages slow.
Get a shot list for your site
In 15 minutes we go through your pages and tell you which images you need, and which you can take yourself.
Book a free 15-minute call