AMT Squirrel Works - Logistics and Transportation Marketing

The advantage of using your own photos VS. stock photos, on your website

One of the first questions we, at AMT Squirrel Works, ask our customers is whether they would prefer to provide their own photos or make use of stock photos. Sure, stock photos are a lot more convenient, easier to source and seem “more professional” but there are several advantages to using your own photos that you may not have considered yet.

  1. What you envision may be someone else’s vision

No matter how good the quality or how professional the photo, you will never find a stock photo that perfectly meets your vision. Remember that a picture is worth 1000 words, so why use someone else’s words on a website that is meant to represent your brand and engage your customers?

Having someone take photos of your company, equipment, team, and drivers means that you can choose the message communicated in those photos. A great example of this is snapping a photo of your team, at the end of the week, when everyone is in a good mood and ready for the weekend! This sort of photo will make you seem like a much more approachable and personal brokerage – a company who cares for their team, which reinforces the message that you will care just as much about your customer and their shipping needs.

  1. Everybody uses the same stock photos

One of the free services that we, at AMT Squirrel Works, offer is an audit of your current website. Having done hundreds of these audits, we have come to know all the stock photos that typically get used in the logistics field.

Admittedly, there are only so many “pretty” pictures of trucks that seem appropriate for your website, which results in most transportation websites using the exact same photo. You need to ask yourself, what makes you stand out from your competitor’s website, when you have the same pictures representing you both? We believe that the reaction you should be looking for, when someone visits your website for the first time, is “WOW!” and the only way to properly achieve this is by using custom photography, and using it to tell a story that they haven’t heard or seen before!

If a truck costs roughly $150,000 – $200,000 why would you not want to show it off?

  1. Cost vs. Investment

The number one reason that more logistics companies are not using their own photos is simply due to the initial cost. Yes, it can be costly to hire a professional photographer to come out and take pictures of you, your team and your equipment, but consider the business you’re losing by not having those personalized photos.

If you and every other transportation company are using the exact same photos, chances are that you’re losing out on customers because they see no proprietary value in doing business with you, over your competitor.

While the initial cost will outweigh the fee of using stock photos, it should be seen as a smart investment. Remember that those photos will not only be used to establish your brand throughout your website but can also be used on social media and newsletters, which all provide new ways to engage with your customer.

  1. You have the opportunity to immediately connect with your customer

Take a look through some stock photos – what do those pictures make you feel? Somehow, we always feel a weird disconnection with the person in those photos. Truth is, that you may not know it, but you don’t naturally relate to someone with a perfectly white crisp shirt, and a matching smile.

By using your own photos of your team, you are using the opportunity to immediately connect with your potential customer by telling them who you are, what you value and how your company does things differently. Just as it is comforting knowing that there is a real person on the other end of the phone, your customer will feel better being able to put a face to the person they’re trusting with their valuable shipments.

Do you see the value of using your own photos versus using another stock photo?