GovCon Images, What To Use
When it comes to creating compelling government contracting websites, imagery can often be a tricky component to get right. The day-to-day work of government contractors may not always lend itself to engaging visuals. In certain cases, such as working with the military or cybersecurity, there’s often the added challenge of top-secret work. So how do you select the right images that both align with your business and convey your message?
In this blog, we’ll break down the strategies that work for government contractor websites and how you can reflect your company’s mission through effective imagery. If you’d rather watch than read, check out the full conversation in the video below, where we dive deeper into this subject.
Finding the Right Visuals for Government Contractor Websites
1. Use Images That Reflect the Mission
When selecting imagery, focus on finding visuals that reflect your company’s mission rather than the day-to-day work. For example, if your business is involved in aerospace, consider images that evoke a sense of scale, such as pictures of spacecraft or celestial landscapes. On the other hand, if your work is more technical or niche, using microscopic images or pictures of intricate details can reflect the precision of your work. A note of caution though, relevance matters. When working with mission-based photography, you can get too general. The people visiting your website are experts. They will see through references that aren’t specifically to your product or service.
Even if the work feels mundane, the right image can capture the larger mission. It’s all about evoking the feelings and ideas that align with the services you provide.
2. Abstract Imagery
Sometimes, finding a direct image that represents your business can feel impossible. This is where abstract imagery comes in. Using abstract visuals, like patterns or elements tied to your branding, can be a powerful way to communicate what your company does without showing a literal representation.
For example, creating images based on shapes or symbols that are relevant to your branding can make a lasting impression. You can even take it a step further by incorporating your brand’s design elements into the images, which adds a layer of personalization and professionalism.
3. Infographics and Illustrated Graphics
Another effective option is using infographic-style images. Infographics can visually represent data, statistics, or key points of your company’s services. Not only do they capture attention, but they can also educate visitors about what you do in a succinct, engaging way. Plus, infographics often perform well across various platforms, from websites to downloadable PDFs.
Illustrated graphics, when done thoughtfully, can be another option for creating engaging visuals. However, it’s important to avoid graphics that feel too cartoonish, especially in the more serious space of government contracting. Stick to illustrations that align with your brand’s tone and mission.
What NOT to Do
While there are many options for creating great imagery, there are a few pitfalls to avoid.
- Avoid Off-Brand Imagery: If you’ve seen something on another website that you like, that doesn’t necessarily mean it will work for your brand. Always ensure that the imagery you use is consistent with your mission and professional tone.
- Use Stock Images Sparingly: Stock images can be a useful resource, especially when you’re in a pinch or operating on a tight budget. However, they can also make your website feel generic and stale if overused. If you must use stock images, ensure that they aren’t overly familiar or used by multiple websites. Look for creative ways to customize them, like overlaying text, adjusting colors to match your brand, or cropping them for a more dynamic composition.
Bonus Tips for Successful Imagery
When you arrange a professional photoshoot or take photos in-house, remember the small details. Ensure the space is clean and uncluttered, remove any distracting items, like water bottles or cords, and focus on creating a polished, professional look.
Ready to Enhance Your Website with Compelling Imagery?
Building the right website for government contractors is a specialized task, and the imagery you choose plays a critical role in how your business is perceived. If you need help elevating your website and its visuals, Spring Insight is here to assist.
Book a complimentary consultation today, and let’s discuss how we can create a website that truly reflects the work your company does.