Make your visual assets impactful and original.
It doesn’t need to be expensive. Take images with your phone and add them to your landing page to see how they look.
Use a tool like Tineye to research stock photos.
Stock photos can look cheesy and inauthentic. But they’re also a risk because they may have been used many times elsewhere. If someone has had a bad web experience and certain imagery was part of it, they may react negatively when they see your landing page.
Users who click ads look for a match between ad content—images included—and landing page content. Using the same or similar imagery reinforces the sense that they’ve landed “in the right place.”
For example, if you’re trying to appeal to hip 20-somethings, an image of a well-dressed couple in an urban loft makes more sense than a suburban setting.
If most of your target market is small and medium businesses, don’t feature a case study of your one Fortune 500 client. Your target audience should see themselves in your imagery.
Your audience and your customers are diverse—showcase that diversity.