Stock Photo Survival Guide

Selecting great visuals can make or break a website. The right images build trust, support your message, and guide users through your content. The wrong ones… well, they can make your site feel generic, dated, or even unprofessional.

We recommend using original images to help reflect your brand’s identity and ensure you stand out from competitors. However, we know that creating your own custom visuals isn’t always feasible and often recommend stock images as a powerful alternative — if used wisely.

This quick Stock Photo Survival Guide will help you choose images that elevate your brand and avoid common pitfalls, even as AI-generated images become easier than ever to create.

1. Choose Images That Fit Your Brand

Before downloading the first pretty picture you find, pause and ask:

• Does this image reflect our brand personality?
• Does it support the message on the page?
• Does it feel realistic for our industry?

Think beyond literal interpretations. If you’re a service-based business, images showing happy customers, real people interacting, or tools-of-the-trade often feel more authentic than abstract graphics.

Pro Tip: When possible, pick images with a consistent visual style, such as similar lighting, colors, and tone. This creates a polished, unified look across your website.

2. Avoid the “Stocky” Look

Some stock images create an instant “this isn’t real” vibe, especially those featuring:

• Overly staged office scenes
• People pointing at screens
• Unrealistically happy models
• Perfectly diverse groups arranged in a circle

Pro Tip: If it looks like it came from a corporate brochure in 2009, skip it. Instead, look for natural, candid moments in believable environments that don’t feel forced.

3. Prioritize Quality and Composition

High quality images matter. A photo that is blurry, pixelated, or sloppily cropped instantly dates your site.

When evaluating a photo:

• Check the resolution to ensure it can scale for banners or full-width layouts.
• Look at the subject alignment to ensure it works with your page’s layout, such as the subject facing inward toward your content or the horizontal or vertical orientation.
• Consider negative space for areas where text can be added cleanly.

Pro Tip: If you’re comfortable editing images, don’t be afraid to crop or or tweak the color to make the image blend seamlessly into your site.

4. Don’t Forget to Check Usage Rights!

Every stock site has different licensing rules. Some offer free commercial use, while others require attribution or have restrictions on digital ads.

Before using any image:

• Confirm it’s licensed for commercial use.
• Check whether attribution is required. Some free stock platforms expect you to credit the photographer or source.
• Review any restrictions on online marketing or print materials.
• Save a copy of the license or usage terms for your records.

Pro Tip: Providing proper credit when required not only keeps you legally compliant but also shows respect for the creators who make these resources available.

5. Use AI-Generated Images Safely

AI imagery can be incredibly useful, but must be handled thoughtfully.

• Check the platform’s usage rights. Not all AI tools provide full commercial-use permissions.
• Avoid recreating real people, logos, or brands. This can create legal issues.
• Watch for distortions. Hands, text, reflections, and crowds can look “off” if not carefully reviewed.
• Use AI as a supplement, not a replacement. It’s great for abstract concepts, backgrounds, and illustrations, but avoid using AI to impersonate employees, customers, or real locations.

Pro Tip: Don’t be afraid to ask your web design team to guide you toward ethical and safe usage.

6. When in Doubt, Ask Your Designer

Your website team knows your brand, layout, and audience better than any stock library ever could. If you’re unsure which images to choose or how to style them for maximum impact, just ask us! We’re here to help.

And if you want visuals that go beyond stock entirely, our design team can create custom, on-brand imagery made specially for your business. From curated photo selections to fully custom graphics, we’ll make sure your website looks polished, cohesive, and unmistakably you.

Stock photos and AI images are powerful tools when chosen wisely. With a thoughtful approach, you can create a website that feels polished, authentic, and aligned with your brand. And if you ever need guidance or want custom visuals crafted specifically for your business, we’re here to help every step of the way.