How to Source the Best Free Photos for your Website
Our secrets to DIYing your website imagery (while still looking super pro!)
Banking on gorgeous imagery to help you stand out from the crowd ... but don't have the budget for professional brand photography just yet? Don't panic - you can still have pro-looking website imagery without blowing your budget.
Because when it comes to creating a high-converting website, you’re totally right: You NEED amazing imagery! Did you know we typically only remember 10% of the things we hear and 20% of the things we read, but 80% of what we see and do?
HP wrote published an entire paper on it, saying: “Pictures have a direct route to long-term memory, each image storing its own information as a coherent ‘chunk’ or concept.”
Research from Skyword also revealed that you can get 94% more views than your competitors if you use compelling imagery. So, if you’re looking to create a memorable brand and website, great images are a MUST.
But before you jump into DIYing your website imagery ...
… We just want to make sure that the DIY route is definitely the best track and decision for you.
Now, if you've got a peanut-sized budget (and you don't have a nut allergy), then DIY might legitimately be your only option. And that's totally okay. You have to start somewhere, and we're going to show you how to pick images that suit your brand and still make you look like a pro.
But if you have the budget for professional photography and ...
Are charging premium prices and need to come across as a total professional to your audience
Are a service-based biz where you're the face of the brand (and people need to feel like they know and connect with you)
Sell physical products
Have a physical space or place that needs to appear on your website (like an Airbnb)
... Then you might want to invest in professional brand photography. If this sounds like you, go ahead and read our article on How to Work with a Pro Photographer to Get Your Best Photos.
Okay, now that we've got that out of the way, let's talk about DIYing your website imagery. And, like most things, it all starts with strategy.
How to create your DIY website imagery strategy
Before you even think about hunting down the best photos for your website, you need to have a solid strategy and plan in place.
“But I’m not investing in pro brand photography yet, do I really need a strategy?”
Yep, absolutely! A strategy is there to make sure your website imagery makes sense, feels good, stays on brand and appeals to your FYT (F*ck Yes Tribe). And, truth time, without a strategy, you run the risk of choosing imagery that sucks rather than sells.
So, before you start browsing free photo sites, make sure you have a strategy that answers these questions:
What is the purpose of your imagery? What would you like it to achieve?
Who do you want your imagery to appeal to? This is your FYT (go here if you don’t know who they are yet).
What mood would you like to portray?
Where will your images be used? On your site, but where exactly?
Will you be using them anywhere else? For example, will you multi-task your images in email newsletters or on social media?
What will your imagery be promoting? What is the service, experience or product they'll be aligned with?
Okay, now you that you have the basics of your image strategy, you can go ahead and begin mapping out and marking up where your photos will go. A good – and free - tool to create easy wireframes (aka a visual skeleton of your site) is octopus.do This will give you an idea of the size of images you need for each space on your site.
How to pick the perfect imagery for your site
Now for the fun stuff! You now know what kind of images you need and where you want them to go. Next, you’re going to start collecting possibilities for your photos. When you’re rounding up options, make sure you:
Be mindful of photo tone and style.
You'll want your imagery to match the style of your brand. If you're a friendly female coach, don't choose dark, moody photos. Opt for something that communicates a light and friendly feeling, too.
Find photos that match your industry and message.
If you’re selling YOU as a service (for example if you’re a coach or actor), don’t use photos of OTHER people. If you’re selling a type of service, you’ll want to use photos that display that service (for example a yoga studio and/or practice if you’re a yoga instructor).
Pay attention to filters & colors.
Some photographers differentiate their work by applying filters and distinct styles to their imagery. For example, one photographer might specialize in cool tones while another fancies warm tones. Pro tip: Once you find an image you like, try searching for complementary images by checking out the photographer’s full portfolio.
Keep it consistent.
Once you have a bunch of possibilities, consider how each of them will look in the context of your site and any of your existing photography. You don’t want images to appear inconsistent across your brand.
Stick to credible sources.
In case you don't know this yet, you can't just save any old image from the internet and pop it on your website. You will need to find credible sources to find royalty-free photos that you’re legally allowed to use. Yep, legally. If you violate copyright law, you could get sued.
So, once you find a free stock image website, make sure you double check their licensing page and read the licenses carefully, so you completely understand and follow their terms.
Where to find free stock images
Wondering where you can start? A few great sites for free stock photos are:
You can also find upgraded paid stock photos here:
With the right strategy and resources, you can create stunning website imagery that captures your brand's essence and attracts your ideal clients without breaking the bank. Remember to stay consistent with your brand's tone and style, and always use credible sources. Happy DIYing, and watch your website come to life with beautiful, cohesive photos!
