Wright Agency

In the absence of visuals, the power of words alone may not be fully realized. Elevate your copy by incorporating visual elements that complement and enhance the text.

Did you have a passion for books with illustrations when you were a child? (Our favorite childhood memory, right!?)

The addition of pictures to the text provided an extra element of enjoyment and allowed you to explore new worlds and characters through vibrant images. Today, this remains true. While we may have grown older, the visuals we use in our marketing copy have evolved from illustrations to include graphics, screenshots, and infographics. Visuals have retained their significance, and incorporating them into your marketing copy can transform it from unremarkable to unforgettable. This is because visuals tell a story, enhancing your online content. In the absence of visuals, your words will stand alone, reducing the appeal and excitement of your material for your audience.

As a copywriter, chances are you’re putting a lot of effort into the writing. But with people’s attention spans getting shorter by the minute, it’s easy to get carried away with words and forget about the power of visuals in storytelling. Don’t sleep on the influence of a good visual narrative – it can make all the difference in capturing your audience’s attention. Strong writing skills are undoubtedly essential to effective storytelling. However, visual storytelling can provide an additional dimension to your content, whether it be for your company’s blog, social media, or overall brand narrative. By incorporating various visual elements, you can further strengthen your storytelling abilities and offer an alternative way for your audience to engage with and comprehend your message. 

Numbers! 

• 37% of marketers consider visuals are their most valuable marketing asset, second only to blogs.
• People tend to remember 10% of the information they hear and retain an average of 65% of what they see, making visual information a smart strategy for companies that want to encourage brand recall.

Visuals have become a vital component in crafting captivating online content. They not only make your material more stimulating, but they also lead readers through your text and enable them to comprehend it more effectively. Content lacking in visuals can seem lifeless and uninspired, falling short of grabbing the reader’s attention and losing out on potential engagement. In this blog, Wright, a professional copywriting agency, explains the importance of visuals in copy, how to choose the right visual, and shares some options to consider. However, as a business owner, you can avoid all the hassle of copywriting by hiring a professional copywriter that is experienced in creating compelling copy that CONVERTS. 

Importance of visuals and graphics in your copy

Visual content has become increasingly important in content marketing as attention spans continue to decrease. By incorporating visual elements such as images, infographics, videos, and GIFs, brands can make their content more easily digestible and skimmable for readers. This is particularly important because the majority of people are visual learners, meaning they find it easier to understand and remember information that is presented in a visual format.

Additionally, incorporating visual elements can help to create a consistent and recognizable aesthetic for a brand, which is crucial for effective storytelling. This can be achieved by using a consistent color palette, font, and style across all visual elements.

In terms of SEO, visual elements also play an important role. Google pays attention to the visuals on a webpage and takes them into account when ranking pages in search results. To ensure the best possible SEO, it’s important to optimize images with SEO-friendly captions and alt text and to ensure that images don’t affect page loading speeds.

Overall, incorporating visual storytelling into your content marketing efforts can help to improve engagement, understanding, and retention among your audience, while also boosting brand recognition and SEO performance.

Consider the following factors when choosing visuals for your copy

1. Relevance

To effectively communicate your message, it’s essential to carefully select visuals that align with and reinforce the content of your copy. For instance, when writing about a new product, choose images that showcase the product and its key features. This will help your audience better understand and appreciate the product’s value proposition. Similarly, when creating content around a charitable event, incorporating images of people doing good deeds can evoke emotion and help drive engagement. It’s important to note that the visuals you use should be relevant and purposeful, rather than chosen solely for their aesthetic appeal. Random or irrelevant images can be confusing and may detract from the overall message you’re trying to convey. By using appropriate and meaningful visuals, you can enhance the impact of your copy and create a more engaging and memorable experience for your audience.

2. Quality

In addition to choosing appropriate visuals, it’s crucial to ensure their quality is good enough. Poor-quality images can make your writing look unprofessional and undermine the message you’re trying to convey. Instead, aim to use clear, sharp, and visually appealing graphics and photographs of the highest quality possible. The quality of your visuals reflects on your brand and the value you place on your audience’s experience. Therefore, investing in high-quality visuals can have a significant impact on your content’s effectiveness and overall success. Remember that the goal is not only to add visual appeal but to enhance the message you’re trying to communicate to your audience.

3. Branding

It’s important to ensure that the visuals you choose align with your brand’s visual identity. This means using colors, fonts, and imagery that are consistent with your brand’s style and message. Doing so will help to reinforce your brand’s image and make your copywriting more recognizable to your audience. Inconsistent visuals can be confusing and detract from your brand’s message, so it’s essential to maintain consistency across all visual elements of your content. By aligning your visuals with your brand identity, you’ll strengthen your brand recognition and build a more cohesive visual identity.

4. Diversity and Inclusivity

When selecting visuals for your content, it is important to be conscious of diversity and inclusivity. This means including people from various races, genders, ages, and abilities in your images to represent a wide range of individuals. Avoid using stereotypical images or visuals that could be considered offensive or exclusionary. By incorporating diverse visuals, you can create a more inclusive and welcoming environment for your audience.

5. Legal Considerations

When incorporating images and graphics into your content, it’s important to be aware of any legal considerations. Always make sure that you have the right to use the images, either by purchasing a license or using royalty-free options. Avoid using copyrighted images or graphics without permission, as this could result in legal issues for you and your business. Taking the time to obtain proper permission or using legal alternatives will ensure that your content is not only visually appealing but also legally sound.

Visual options you can make use of when writing your copy

1. Images

Don’t underestimate the power of photos in visual content – they’re easy to find or create and can greatly enhance your blog’s performance. Just be sure to choose high-quality images that are relevant to the surrounding text, avoid using repeat photos, and optimize image file sizes for web use. If you have original images, use them, or check out stock photography platforms for authentic imagery. Avoid using cheesy stock photos and, instead, opt for more authentic options. For instance, the images in this blog are from pexels.com. 

2. Infographics

Incorporating infographics into your marketing strategy and blog content can help simplify complex concepts and make data more digestible. With the abundance of information available, it can be overwhelming for readers to sift through numbers and statistics. Infographics provide an effective way to break down information and present it in a visually appealing and easily understandable format.

Some types of infographics:

• Statistical infographics: an effective way to simplify and visually present survey results, research analyses, and numerical data to make them easily understandable.
• Informational infographics: a great way to present an overview of a topic, create a quick list, or break up long blocks of text
• Timeline infographics: can be extremely useful in demonstrating the progression of a particular event or process.
• Geographic infographics: If you are trying to visualize data based on location, geographic infographics are the best choice.

3. Illustrations

Illustrations are a valuable tool for adding personality, color, and context to your content. While infographics can help to visualize data and information, illustrations can be utilized to convey abstract concepts and enhance the visual appeal of a text-heavy page. By maintaining a consistent style that aligns with your brand identity, these illustrations can contribute to the overall aesthetic of your blog or website. Consider having an in-house designer create custom illustrations for your posts, ensuring consistency and providing ample resources for your graphic needs.

4. Screenshots

To provide readers with a clear understanding of your content, consider using screenshots to showcase your perspective, particularly when describing a process on an online software or application; annotating the images with text, arrows, boxes, and circles can further clarify your points and enhance the reader’s comprehension. 

5. Videos

According to a study by Hubspot, more than half of people (54%) are interested in seeing more video content from marketers, making it an essential addition to your content strategy to increase engagement. Video content has a track record of significantly improving blog performance, but it’s best to prioritize creating original content. If you do use videos created by others, make sure to give proper credit.

6. Memes and GIFs

To make your blog posts more engaging and approachable, consider including relevant GIFs and memes that add a touch of humor, particularly if your tone calls for it. Additionally, dynamic images and GIFs can also help provide context, show contrast, or showcase multiple images quickly, making them valuable addition to articles and guides.

In conclusion, incorporating visuals into your copywriting can have a significant impact on the effectiveness of your content. From infographics to screenshots, illustrations to GIFs, various types of visuals can enhance your storytelling efforts and make your content more engaging for readers. By choosing the right visuals and incorporating them strategically, you can break up the text, highlight important information, and create a consistent aesthetic for your brand. With the attention span of online users getting shorter, it’s crucial to make your content easily digestible, and visuals are a great way to achieve that.

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