The Website Strategy School: Lesson 4 – Photos and Words Make the Difference! Tips on Visuals and Writing

Among the elements that make up a website, “photography” and “writing” can be identified as factors that directly influence a user’s feelings and decisions. No matter how refined the design may be, if the photos appear unpolished or the text fails to convey its message, it will be difficult to gain the user’s trust. In fact, the quality of these materials can often become a decisive factor that greatly shapes the overall impression of a website.

Users form a first impression of a website within just a few seconds, and that impression heavily shapes their subsequent actions. According to general UX design insights, first impressions are largely based on visual information, with the quality of photos playing a key role in intuitive trust. High-quality images can enhance credibility toward a service or company, whereas low-quality images can immediately convey a sense of insecurity or cheapness.

But visual appeal alone isn’t enough to motivate users. For visitors to feel confident that “this site can solve my problem” and take actions such as inquiries or purchases, the power of words—well-crafted copy—is indispensable. Photos open the heart, and words move it. Only when these two elements work together can a website truly drive results.

1-1. The Power of Photos in Shaping First Impressions

It is said that users form their first impression of a website within just a few seconds of visiting. Research indicates that within approximately 0.05 seconds, users make judgments about a site’s appeal, and most of this judgment depends on visual elements. (Reference: CXL: First Impressions Matter ↗︎)

Photos and images have a significant impact on the instant impression a user receives. Bright, well-organized images or photos of staff smiling while interacting with customers naturally evoke a sense of security and trust. Conversely, photos of expressionless staff in dim lighting can unconsciously give the impression that “this service feels cold” or “might not be trustworthy.”

In other words, photos are not mere decoration—they shape the first impression and directly influence user behavior. While design and color schemes also contribute, the quality and content of images play an especially powerful role in building intuitive trust.

1-2. Psychology of Professionalism and Credibility

The impression photos create often reflects on the overall perception of the service. For example, if a clinic uses low-quality images on its website, many people may think, “Is this hospital reliable? Is their treatment approach careless?” On the other hand, professional, well-organized photos of the clinic interior or doctors attentively engaging with patients naturally instill a sense of trust.

This is an example of the psychological phenomenon known as the “halo effect,” where a single good (or bad) impression influences the overall evaluation of a person or organization. High-quality photos make the entire service feel premium. Understanding and strategically leveraging these psychological biases is the first step toward using photos to achieve tangible results.

1-3. Photos to Avoid and Common Mistakes

A common mistake on many websites is the overuse of generic stock images. Using Western-style stock images without adaptation may create a sense of disconnect, making the company feel “not authentically Japanese” or “unrelatable.”

AI-generated photos are now easier to create, but they may appear unnatural or obviously AI-generated, which requires careful attention. Typical errors include:

• Misaligned context: Using stock images of foreign models for IT recruitment pages
• AI-generated feel: Unnatural compositions or overly polished visuals
• Unclear concept: Photos that don’t match the company philosophy or brand tone
• Rights issues: Using images without permission, potentially causing legal problems later

Though these may seem like minor issues, they can strongly convey to users a sense of “untrustworthiness.”

1-4. Case Study: Improving Results Through Better Photos

We once worked on a website for a manufacturing company in Okayama. Initially, the photos were dark, inconsistent in quality, and lacked cohesion. Even though the products themselves were not cheap, the website gave an overall cheap impression, undervaluing the products.

We re-planned the photography and made the following improvements:

• Shooting during times with optimal natural light
• Actively photographing the production process and work scenes
• Using the same photographer (myself) wherever possible to ensure consistent quality

As a result, inquiries increased by approximately 1.8 times within six months of publication. Unified, high-quality images also allowed the same photos to be used across catalogs and other media, enhancing brand consistency. Improving photos is not merely about aesthetics—it directly boosts business outcomes.

I personally believe that high-quality photos are one of the most critical factors affecting a website’s success. In an era where smartphones and AI make photos easy to obtain, professional photography remains a key differentiator and a valuable asset across media.

1-5. Practical Template for a Photography Brief

To maximize the effectiveness of photos, it’s beneficial to prepare a photography brief in advance. This helps not only when hiring external photographers but also for internal shoots.

Key elements to outline include:

• Purpose/KPI: e.g., increase recruitment page applications by 30%
• Persona: clarify roles, concerns, decision criteria
• Scenes to capture: work process, quality checks, customer interactions, teamwork
• Placement: hero headers, service pages, case studies, recruitment pages
• Composition and tone: close-ups vs wide shots, gaze direction, background arrangement, brightness standards
• Technical requirements: 300–350dpi for print; convert to WebP or AVIF for web
• Rights verification: obtain consent from individuals, confirm permissions for logos or third-party objects

Using this template allows you to capture “results-driven photos” rather than just “visually appealing” images. Photos are not decoration—they are tools that directly influence user psychology and drive results.

2-1. Basic Principles of Information Architecture: Inverted Pyramid × PREP × Bullet Points

Copy should not only be readable but also quickly understandable and persuasive. Three effective structures are:

• Inverted Pyramid:

  Conclusion → Reason → Details. Key points appear first, effective for busy users (common in news articles)

• PREP Method:

  Point → Reason → Example → Point. Maintains logical consistency and enhances persuasiveness

• Bullet Points:

  Organizes complex elements for intuitive understanding and comparison

For example, a service page could be structured as: “What we offer (conclusion)” → “Why we are chosen (reason)” → “Case studies or testimonials (examples)” → “Therefore, you can trust us (reconclusion).”

2-2. Psychological Triggers to Capture Attention

Copy alone does not guarantee results. Incorporating psychological triggers can persuade users and elicit emotional engagement. Key triggers include:

• Social Proof: Evidence that others are using the service increases trust (e.g., customer numbers, reviews, awards)
• Scarcity/Limited Availability: “Only now” or “limited spots left” encourages action
• Authority: Endorsements from experts or third-party institutions strengthen credibility
• Consistency: Small commitments lead to larger actions (e.g., purchase or inquiry)

Integrating these triggers guides users from simply reading to taking action.

2-3. Storytelling to Evoke Emotion

For B2B or specialized services, listing data alone may not resonate. Storytelling helps.

When presenting case studies, include not just “performance improvement numbers” but also: “challenges before adoption,” “concerns during decision-making,” and “joy after implementation.” Readers can relate to these experiences.

Neuroscience supports this: people simulate the experiences of story characters, making stories memorable and motivating action.

2-4. Enhancing Copy and Trust with E-E-A-T

Website copy should not only inform but also make users feel confident in your credibility. Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) is helpful:

• Experience:

  Incorporate real experiences with the service or product

• Expertise:

  Showcase knowledge and skills; include qualifications, results, or methods

• Authoritativeness:

  Add third-party or expert endorsements

• Trustworthiness:

  Provide accurate, transparent information; clearly state pricing, policies, and privacy

Applying E-E-A-T helps evolve copy from readable content to persuasive text that encourages users to act. Focus on honestly and clearly conveying your experience rather than striving for perfect authority or expertise.

Users rely on intuitive trust rather than minor phrasing differences. E-E-A-T should be a guide, but the main focus should be user understanding and copy objectives.

2-5. Practical Improvement Checklist

When refining copy, self-check using the following:

• Is it structured in an inverted pyramid (key points first)?）
• Does PREP ensure logical persuasion?
• Are bullet points used to organize information?
• Are psychological triggers (social proof, authority, scarcity) applied?
• Is storytelling used to evoke emotional engagement?
• Is E-E-A-T considered?
• Does it avoid relying solely on AI-generated text?

Using this checklist significantly improves copy quality and, over time, enhances overall website writing skills.

Website success is not determined solely by design or color schemes. The quality of photos and copy has a major influence on outcomes. Photos instantly shape first impressions and build intuitive trust and comfort. Low-quality or off-concept images can unconsciously signal “untrustworthiness,” whereas high-quality, cohesive images enhance professionalism, credibility, and user action.

Similarly, copy must do more than convey information. Structured approaches like the inverted pyramid, PREP, bullet points, use of psychological triggers, storytelling, and E-E-A-T principles create content that is understandable, trustworthy, and actionable.

Additionally, practical tools like photography briefs and copy checklists allow deliberate improvement of content quality. In website production, combining visual appeal with strategic use of photos and copy—mindful of user psychology—is the key to achieving results.

The Website Strategy School delivers essential thinking and design principles for creating websites that drive real results. The series is designed for those who have just taken on website responsibilities, small business owners, sole proprietors, and marketing or PR staff. Even those with little experience in web or website management can learn with confidence.

This series focuses on the core concepts for achieving results: why you are creating the website, who it is for, and how to deliver it effectively. It also covers practical tips and strategies for managing and optimizing your website. Business owners, managers, and sole proprietors will learn how to design a website that fits their business or activities and connects directly to meaningful outcomes.

The content is based on my experience in web design and development. The methods presented are not the only correct ways—they are intended as a reference, so please feel free to read with a relaxed mindset.

Additionally, this series is written with the expectation that it will be periodically revised and expanded. The content may evolve over time, but the goal is to continuously improve and enrich it. We hope you will follow along with us on this journey.