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| A | B | C | D | E |
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Tell us what you needGenerated pictures are now very easy to make. Type a sentence, wait a few seconds, and you have a bright, tidy image of a café interior or a smiling plumber. It costs nothing and it never needs a good hair day. So the question we get asked most often about images is a fair one: why bother with real photos at all?
The short answer is that it depends on what the picture is for. Some parts of a website are fine with a generated image, and some parts are quietly damaged by one. This post goes through which is which, then covers how to take photos on a phone that are good enough to use, and what the file sizes and formats actually mean.
A generated image is a decoration. Treated as one, it does its job. Nobody is misled by an abstract pattern at the top of a page or a soft background behind a heading. In our experience these uses are perfectly reasonable:
The test is whether the picture is making a claim. A texture makes no claim. A photo of a kitchen on a kitchen fitter's website makes a very clear one: we made this.
The problem with a generated image of your shop, your team, your food or your work is that it is a small lie, and customers are good at spotting small lies even when they cannot name them. Generated people have a particular smoothness. Generated food is a little too glossy. Generated shopfronts have signs with letters that almost spell something. People notice, and once they notice they wonder what else on the page is not real.
It also fails on the practical level. Someone looking for a hairdresser wants to see the actual chairs and the actual results. Someone choosing a café wants to know whether it has the sort of tables they like. A generated picture answers none of that. It is a picture of a hairdresser that does not exist, on a page about one that does.
And there is a newer reason. AI assistants that read websites to recommend businesses cannot see images at all. They read the text around them and the descriptions attached to them. A real photo with a plain caption, "the front of the shop on Fore Street", tells the assistant where you are. A generated image with no caption tells it nothing. Real pictures come with real facts attached; generated ones do not.
A generated picture of your shop is a picture of a shop that does not exist.
You do not need a camera or a photographer. A phone from the last few years takes better pictures than most of the equipment professionals used a decade ago. What makes the difference is light, tidiness and a bit of patience. Here is what we tell clients:
For food, shoot from directly above or from a low angle at the side, near a window, before anyone has touched the plate. For finished work, photograph it the moment it is done and before the customer's own things go back. That is the only day it will look like that.
A phone photo comes off the camera at several megabytes. Put twenty of those on a page and it will take a long time to load on a mobile signal, and slow pages lose visitors and rank lower in search. So every image needs shrinking before it goes on a site. Here is roughly what the words mean:
| Term | What it means | What to aim for |
|---|---|---|
| Pixels | The width and height of the picture | About 1600 wide for a big banner, 800 for a normal photo |
| File size | How much data it is | Under 200 KB for most photos, under 400 KB for a banner |
| JPG | The usual format for photos | Fine for anything with real colours and gradients |
| PNG | A format for flat graphics and logos | Logos, icons, screenshots; not photos, it makes them huge |
| WebP | A newer, smaller format | Same picture, roughly a third smaller; all modern browsers show it |
| Alt text | A short written description | One plain sentence saying what is in the picture and where |
You do not have to do the shrinking yourself. Most website systems, ours included, resize and convert images when they are uploaded and serve the right size to each screen. What you do have to do is write the alt text, because nobody else knows that the picture is "the workshop on Station Road" rather than just "workshop".
Pick a bright morning. Tidy the shop or the van or the workshop. Take a wide shot from outside, two or three inside, one of each person on the team doing something, and close-ups of whatever you sell or make. Then pick the best dozen. That is enough for a whole site, and it will be worth more than a hundred generated images because every one of them is true.
We take or sort photos for the sites we build, and we shrink and caption them as part of the job. But the raw pictures are always better when they come from you, on an ordinary day, in your own light. If you have got a quiet week in August, it is a good time to get them done before the shop fills up again in September.