Unveiling the 19 Best Sources to Find Website Photos

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Finding professional images for your website can be harder than it sounds. You want them to be high quality, relevant, and properly licensed, so you can use them totally worry-free. Images should enhance your content, but the wrong image can have the opposite effect.

We put together this guide to help you easily find professional, affordable images whenever you need them. We started by reaching out to other website owners, web designers, and photographers to discover how they source their images.

In this guide, you’ll find the best 19 places to find professional images, as well as quotes, tips, and extra advice on how to tell good images from bad ones, how much images cost, and more. We even provide a quick crash course in which image licenses are safe to use under our top 19 list, so you’ll be ready to start picking photos as soon as you’ve finished reading!

1. Unsplash (free)

Best resource for finding free, high-quality images

  • Unsplash is used by 33% of the 85 respondents we spoke to
  • 2 million+ photos
  • License: Unsplash has its own license that lets you use its images for free – for commercial and non-commercial use

Out of the 85 respondents that we spoke to, made up of website owners, designers, and photographers, Unsplash was easily the most popular source of free images. It’s a huge resource of over 2 million free images submitted by photographers from around the world.

You don’t even need to enter an email to download images, making it a quick, easy, and free way of sourcing high-quality images.

“There are various ways to source professional images, and we mostly prefer to use free stock image websites and credit the authors. One of the best websites for these kinds of images is Unsplash, where you can get tons of high-quality, professional-looking images from all kinds of categories. You don’t need to ask for any permissions, but you can choose to credit the author and give them a shout-out (which we always do!)”

– Aaron Haynes, CEO at Loganix

2. Pexels (free)

Best for sourcing free videos as well as stock images

  • 3 million+ free photos and videos on Pexels
  • Useful download history feature
  • License: Pexels has its own license that lets you use all its images and videos for free, for commercial and non-commercial purposes

Pexels is a huge database of images and videos. Like Unsplash, Pexels has its own licensing, so you can download and use any of its images worry-free. Some of the photos feel a little more “stock image” than Unsplash’s collections, but there are still plenty of awesome finds. We especially like the inclusion of videos in Pexels’ library!

“Our company sources our visuals from Pexels as it houses a whole sea of various and beautifully assorted stock photos. This site offers free images for non-professionals to use, but they also provide affordable yet comprehensive commercial license packages for paid stock photos. The best thing about Pexels’s images and videos is that although they’re “stock,” they convey the utmost professional vibes which align with any brand.”

– Solomon Thimothy, co-founder of Clickx

3. Pixabay (free)

Best for easily sourcing different media in one place

  • 2.2 million+ free images
  • Pixabay doesn’t just provide photos – you’ll also find illustrations, vectors, music, and videos
  • License: Pixabay has its own license that lets you download its images for free, for both commercial and non-commercial use.

Pixabay is a large library of free of charge, royalty-free stock images. Its Pixabay License lets you download and use these images for commercial use, with no attribution needed. We like the fact you can choose your image size before downloading it. You get useful details about each image, too, such as how many times it’s been downloaded so far.

“I tend to use Pixabay to source all of my images. Not only are there ample pictures to choose from, but they’re all high quality images that are uploaded by content creators. The nice thing about the site is it gives you the option to thank the photographer/graphic designer, and encourages the practice of providing backlinks to the creator (though not required). This is a nice touch that really helps everyone involved.”

– Tomasz Mlodzki, CEO and founder of photoAiD

4. Rawpixel (free and paid)

Best for personal websites

  • Rawpixel has a handy integration with Pinterest if you want to save images
  • Free version is limited – it’s unsuitable if you need more than 10 images per day
  • Licenses: Personal, Commercial, Public Domain, Editorial

You can download unlimited images from Rawpixel’s Public Domain collection, but only 10 images per day from its Free collection, which offers more choice.

If you need a large number of images, you’ll need one of Rawpixel’s paid plans. This is why we recommend it for personal websites that don’t need a lot of images. You have to pay $19 per month for unlimited commercial downloads – something Unsplash provides for free!

Rawpixel’s licensing rules aren’t as straightforward as other sites either. Download from the Public Domain collection to be safe, as these images can be used for personal or commercial use without attribution. Otherwise, you need to make sure you pick images with the right license for your needs.

There are perks, however, and some pretty neat features that make Rawpixel stand out from the crowd. For example, you can save images to ‘Creative Board’ collections, and browse other people’s collections too. And if you’re a Pinterest fan, you’ll love the fact you can Pin images to your own Pinterest boards!

5. Flickr (free)

Best for large image collections 

  • Flickr has tens of billions of photos
  • A higher number of “real” photos, rather than generic stock images
  • Licenses: Attribution, Non-Commercial, No Derivative Works, Share Alike, Public Domain Dedication (CC0), Public Domain Work

Flickr is a frankly enormous image hosting platform, with tens of billions of photos to browse through. There are multiple license types on Flickr, so be sure to select “Commercial use & mods allowed” when you search to be totally safe. And always check each individual photo’s licensing terms, as they do vary – some will require attribution, for example.

6. Canva (free and paid)

Best for using images to create your own graphics

  • 89 million+ photos (free and paid)
  • Use images to create your own designs
  • License: Free Media License Agreement – you can use Canva’s images for commercial and non-commercial use

Canva is a hugely popular tool for creating graphics with ease – from social media posts to presentations and infographics. It has a free image library that it offers as part of its design software. You’ll need to create a free account to use Canva – some photos are reserved for Pro users, though, so you may want to upgrade to a paid plan if you use Canva a lot.

“Nowadays, I use Canva for all my image sourcing. Canva offers a free tier that gives you access to a deep library of free stock photos and illustrations. It makes it easy to edit them as well, to add text, filters, etc.

Canva also offers a pro tier for $9.99 per month. This tier expands the stock photo and illustration library immensely. I use this tier and have never had to look elsewhere for an image to fit a blog post, ebook, or any other marketing materials. I highly recommend it!”

– Eric Brantner, Editor-in-Chief of MakeALivingWriting.com

7. Stocksnap (free)

Best for sourcing stock images stress-free

  • Stock images rather than candid shots
  • New photos added to Stocksnap every week
  • License: Creative Commons CC0 – you can download images for free and use them for commercial or non-commercial use, without attributing the creator

You may guess from the name that Stocksnap is dedicated to providing stock images. You’ll find less natural photos here than with Flickr, for example, but there’s still a great range of high-quality images to choose from. We like its simple licensing approach, and how easy it is to filter and search its image library.

8. Snappa (free and paid)

A simplified alternative to Canva

  • 5 million+ photos
  • Free version of Snappa allows three downloads per month
  • License: 100% royalty-free – you can use images for commercial and non-commercial use without attribution

You need to create a free account to use Snappa – similar to Canva, it’s a tool that helps you create graphics, and has an image library as part of its platform. You can only access Snappa’s in-editor image library, which is a big reason why we tend to favor Canva over Snappa. Still, it’s a nice, simple tool for whipping up quick graphics.

“For stock images, I really like using Snappa. It is free up to a certain number of downloads, then $20 a month after that.  The reason I prefer Snappa is because I have access to all their stock images, as well as their editing tool.  This allows me to edit the images or add text and graphics, all within one tool.”

– Erik Wright, owner and CEO at New Horizon Home Buyers

9. Same Energy (free)

Best for finding inspiration 

  • Same Energy has 19 million images
  • Visual search engine
  • License: Mixed – filter to only view CC-BY licensed images, which can be used for commercial and non-commercial use as long as you provide attribution

Same Energy is a cool visual search engine where you can browse its range of images, or upload your own photo to see tailored results. For example, if you upload a photo of a dog, the images you see will all relate to your search. This is an awesome tool for exploring styles and searching for images in a really visual way.

Because it’s a search engine, it pulls images from different sources – you can filter your search to only show results for Creative Common (specifically, CC-BY) images. It’s worth noting that CC-BY images will need attribution – right-click on any image to view its source and license.

“A new and unique tool I have found called Same Energy allows you to search through images and find photos with the “same energy”. Give it a try and you will see what I mean. You can also filter the photos so they only show options with Creative Commons licensing, if you wish to use them on a website you are working on.”

– David Alexander, founder of MazePress

10. Wikimedia Commons (free)

Best for hidden gems

  • Wikimedia Commons has 71 million+ media files
  • Great variety of images
  • Licenses: Multiple – mostly public domain, CC-BY, and CC-BY-SA – our advice is to check each image’s license before using, as many require attribution

Wikimedia Commons is a collection of media files – anyone can contribute, and anyone can use these images for their own use. You can find some real niche photos in its archives, so it’s worth digging through!

Wikimedia Commons is free to use, but does come with drawbacks – it’s not as enjoyable to navigate as other image libraries, and the licensing is a little less clear cut. We strongly recommend checking the license of any images you want to use, and searching the Public Domain category for starters.

“Wikimedia Commons has some hidden gems, like skyline pictures and old historic pictures of cities.” – Stephen at Syracuse Digital Marketing

11. Shutterstock (paid)

Best for high-quality, paid stock images

  • Shutterstock has 360+ million images
  • Pricing starts at $29 per month for 10 images per month (first month free)
  • Licenses: Standard (unlimited web distribution) and Enhanced (allowed in merchandise)

Shutterstock was a popular source of images amongst the respondents we spoke to. You get your first month free, after which it costs a minimum of $29 per month (billed annually). There are different pricing levels depending on how many images you want per month, and which license you need.

Check out Shutterstock’s two license options to see whether the Standard or Enhanced license is best for you. The downside to Shutterstock is how expensive it is, especially for its Enhanced license, but the upside is the sheer volume and quality of images you get to choose from.

“I’ve been running my travel blog for over a decade now, and in the past, I’ve always published my personal travel photos within my articles. As time has passed, however, those photos have grown outdated. The images are low resolution, low quality, and look as though they were taken a decade ago. Destinations have changed, too, and my photos no longer represent how they appear today.

Using stock images allows me to update my old articles with fresh photos – without me needing to fly around the planet to take them myself. And my readers have responded positively to these spruced-up articles. With higher-quality images, my website looks more professional, the destinations I cover look more appealing, and my audience are spending more time on my site. My affiliate commissions have increased, too, as readers have decided my recommendations are more trustworthy when surrounded by high-quality photos.

I use Shutterstock to source my travel photos. In comparison to free stock image sites, such as Pixabay and Unsplash, Shutterstock offers up higher-quality photos, a wider variety of options, and a fantastic search engine. For example, I love that I can search for a photo of a particular city and filter the results to show images with a person in them – my readers always connect more with that style of photo, as it helps them to visualise themselves on vacation in that specific scene.”

– Lauren Juliff, owner of Never Ending Footsteps

12. Getty Images (paid)

Best for sourcing topical images

  • Getty Images has 350+ million images
  • Pricing ranges from $175 (for one image) to $4,250 (for 10 large images)
  • Licenses: Multiple – royalty-free, rights-ready, and rights-managed

Getty Images isn’t great for personal use because of its high prices, but it is perfect for businesses – especially if you need topical, relevant images. We love the Events filter, which shows you images from recent events linked to your image search.

So, how much does Getty Images cost? You can buy a single, small image for $175, or pay up to $4,250 for a bundle pack of 10 large images. Packs don’t expire, so you can download these at any time.

You can filter your image searches by license type – out of the three main licensing types that Getty Images provides, royalty-free is the most common, and is also safest.

“We always use paid-for images for mood boards, websites, social media, and promotional materials.

First choice is to have the client hire a professional photographer for a custom brand shoot that includes headshots, the client “in action” at work, and some tools or close-ups to use as backgrounds. This is the only way to ensure the images we use are fully aligned with the brand style we’re developing…

Second choice is to use paid-for, royalty-free images. I only use Getty Images. Their prices are higher, but the images in their library are often more unique or exclusive to their platform. That means the chances of the client seeing the same image used in another local business’s marketing collateral are slim… Clients prefer the accessibility and price of stock photos, but I feel the stronger investment for their “one chance at a first impression” is a custom photo shoot.”

– Nikki Takahashi, founder and CEO of Fetching Finn

13. Adobe Stock (paid)

Best paid option for creatives

  • Adobe Stock has 60+ million images
  • Pricing starts at $29.99 for 10 standard images per month
  • License: Standard (fine for most projects) or Extended (suitable for merchandise)

Adobe Stock has some beautiful, creative stock images to break the mold of dull, boring photos. This is the upside of paying for images – if you browse Adobe Stock’s range of free photos, they’re a lot more generic.

There are different payment options for its premium images. You can choose a subscription (which starts at $29.99 per month, billed annually), credits, or a combination of both.

“We use a mix of paid and free sources for professional images for our own site, and also our clients. For paid, we subscribe through Adobe Stock because it has a great variety of niche photos that free sites don’t have, on top of graphics, icons, and more that we can use on websites and social media.”

– Sarah Blocksidge, Marketing Manager at Sixth City Marketing

14. Death to Stock (paid)

Best for different, authentic stock images

  • Death to Stock has 4,500+ photos
  • Pricing starts at $12 per month, billed annually
  • License: Multiple – Limited, Standard, Extended – all three let you use images for commercial and non-commercial purposes, but other terms vary

Death to Stock has a fresh, creative take on stock images – it has a strong focus on creatives, and providing great branding tools. It adds new media every 30 days to keep its collections new and interesting – you even get to vote on which visuals get added to the library!

Pricing starts at $12 per month when billed annually, which is designed for small businesses, startups, and social media managers. Most images come with a Standard license.

“Modern subscription-model photo sites are serving our company well. For example, Death to Stock delivers monthly newsletters with fresh, creative stock photos right to the inbox. With more and more content being churned out, readers are getting used to the typical stock-free images. Using creative, high-quality photos that users haven’t seen before makes the content more engaging.

Using a subscription-based model is also cheaper in the long run than buying stock-free photos individually. The membership is quite affordable, starting at $12 a month for small businesses.”

– Grant Aldrich, Founder and CEO of OnlineDegree.com

15. Hire a Photographer (paid)

We know it’s not technically a “place” to find photos, but when we asked other website owners, hiring a photographer was one of the most common answers to our question of where they source images for their websites.

“Our favourite method of sourcing images will always be commissioning a photographer to work alongside us and our clients, allowing us to create fully bespoke imagery for our clients including high quality imagery featuring their products and services. This provides a much more branded and trusted feel across the website, and allows you to guarantee the perfect imagery suited for the content.

We have seen visible boosts in the conversion rate when using this method. This is due to displaying a stronger trust signal to potential customers, as it offers visual representation of the quality of both the business and what they provide.”

– Jack Story, Co-Founder and Director of Assured Marketing

Whether you take your own photos or hire someone else to do it, getting creative is one of the best ways to ensure you get original, brand-aligned images for your website. Sometimes, stock images just don’t quite cut it – here are some examples of times you may want to use a photographer instead:

  • Product photos
  • Team photos
  • Photos of your office space
  • Events

Find out more

Product photos are super important to take yourself, as it builds trust in the product and helps you provide details for potential buyers. Check out our guide on How to Take Product Photos for more information!

16. DALL-E 2 (free and paid)

Best for AI produced images 

  • DALL-E 2 comes with limitless images thanks to AI creation
  • Pricing starts at $15 for 115 credits.
  • License: Licenses need to be obtained by DALL-E 2 for commercial use.

DALL-E 2 is one of many new AI Image generators that have popped up on the market in recent months.

Led by OpenAI, the company behind ChatGPT, the art platform creates images from text in a matter of seconds.

DALL-E 2 is super simple to use. You just type your image requirement into the search bar and the AI will generate an image for you. There are some limitations to the types of images you can create, with DALL-E 2 prohibiting harmful and political content as well as images of public figures in order to avoid deep fakes.

You can modify the image DALL-E 2 creates if it’s not quite right and your final image will be credited to you as the creator. It’s important to remember though that AI image generators such as DALL-E 2 use thousands of existing images and pieces of artwork already on the internet to inspire your piece, with no credit to those original artists. While this is totally legal, some people question if it’s the ethical route for sourcing imagery for your website.

“We use DALL-E 2  in our projects. The tool helps automate routine tasks and create original designs. For example, the tool suggests the best composition or picks the perfect color palette. Also, they help us to analyze user preferences and behavior.

We will definitely continue to use AI in our work in the future. It gives new opportunities to our designers, and allows us to create innovative and personalized designs. And it makes workflow simply faster.

But we remember ethical aspects and strive to use AI responsibly to respect human creativity and our designers’ interests.”

– Nadzeya Sankovich, Vice-President of Health Reporter

17. Midjourney (paid)

Best for convincing AI images 

  • Midjourney comes with limitless images thanks to AI creation
  • Pricing starts at $10
  • License: Paying members’ images are governed under General Commercial Terms and able to be used commercially.

Midjourney is an AI image generator that allows you to create images from simple text prompts.

Midjourney is simple to use and requires no coding or specialist software and the results can look strikingly realistic. Users access Midjourney via the Discord chat app.

The platform relies on machine learning to create images and there are next to no limitations on what you can create. In fact, some of Midjourney’s images have gone viral on social media thanks to how realistic (and entertaining) they were.

Unlike most AI image generators there’s no free trial option but pricing starts at $10 per month which will net you up to 200 image creations.

I use Midjourney to generate images for my website. Using Midjourney has been a lot of fun. You access the software in Discord, which seemed a little strange to me at first, but I soon got used to it.

I find Midjourney works best when I have a general idea about what I want my image to include, but don’t have anything too specific in mind. For example, it has come up with some great images related to hackers which I’ve used to illustrate my posts about ransomware.

I plan to continue using Midjourney to make images for my site in the future. I’ve been very happy with it so far, it generates interesting images that make my content more eye-catching.

– Rebecca Morris, Founder of Safe Not Scammed 

18. Artbreeder (free and paid)

Best for AI art and image replication 

  • Artbreeder comes with limitless images thanks to AI creation
  • You can use Artbreeder for free, while subscription plans start at $8.99
  • License: Each Artbreeder image is owned by the user who created it.

Another AI image generator, Artbreeder has made our list of best places for website photos thanks to the platform’s skill at creating unique artwork.

Artbreeder has two main uses, you can either use it to replicate an existing image or to create something totally new and unique.

One of the best features of Artbreeder is its Splicer tool that allows users to create your own graphics by combining and editing multiple different photos.

While Artbreeder will create content based on what the user inputs into the system, it also has the ability to use its own knowledge of what’s on the internet to make edits and changes to the final creation. Artbreeder uses a collaborative approach with artists in order to create the very best pieces of AI art.

You can use Artbreeder for free, or if you want to create masses of imagery and artwork you can sign up to one of the paid plans that start at $8.99.

“In my work, I have employed AI software Artbreeder. The platform has been invaluable in my creative process, allowing me to explore a vast range of visually stunning images that would have been otherwise challenging to discover manually.

Artbreeder  combines the power of AI with the creative contributions of a community of artists. The platform allows users to remix and evolve existing images, resulting in an endless array of artistic variations. The collaborative nature of Artbreeder has not only provided me with a vast pool of diverse images but has also fostered inspiration and sparked new ideas.”

– Claire, HR Officer at View Auckland

19. User-Generated Photos (free)

Best for real-life images of your products/services 

  • Limitless image potential
  • You can collect user-generated photos for free
  • License: In most cases ownership of the photos will sit with both the original user and the brand that posts it, providing permission is granted.

User-generated images are images that have been taken by your audience and they are one of the best ways of sourcing images.

User-generated images are taken by users of your product or service in action that they then give you permission to use across your website and marketing platforms.

For example, if you’re a hairdresser and you use photos that your clients have taken of their new haircuts to promote your work, they are user-generated photos.

There are various benefits to using user-generated content including giving your brand social proof and showing potential customers how satisfied your existing customers are with your products or services.

If you want to use user-generated photos then you will need the permission of the user. The best way to collect both the photos and permission is either via social media or via a form on your website.

You can encourage users to share their images on social media using a specific hashtag and you can comment on any that you like asking if you can use them on your website. You can also set up a dedicated page on your website where users can upload their images of your products or services with the intention of being featured.

Top tip! Always remember to credit the original user who took and submitted the image as a way of showing your appreciation.
User-generated images serve multiple purposes for us, enabling us to enhance our products and services, engage with our audience, and gather valuable insights. By utilizing user-generated images, we can leverage the power of authentic content that resonates with our target audience, building trust and credibility in our brand..

We collect user-generated images through various channels and methods to ensure a diverse and representative collection. One common approach is to encourage our users to share their experiences and images through social media platforms, online communities, and dedicated forums.

To maintain the authenticity and ownership of the user-generated images, we always ensure to credit the contributors whenever we use their content. We respect the intellectual property rights of our users and comply with relevant copyright laws.

– Jon Morgan, CEO of Venture Smarter

Image Licenses – Which Ones Are Safe to Use?

One of the hardest things about finding professional photos for websites is knowing whether it’s legally safe to use them. What if you use an image and get in trouble for not attributing it to the creator, for example?

There are different types of license, so we always recommend checking your images before using them.

Sites like Unsplash, Pexels, and Pixabay have their own license, meaning you can use any of their images for commercial or noncommercial use, without attribution. If you want a worry-free way to source professional images, they’re a great go-to.

However, it’s still good to know which licenses to look out for when you’re sourcing photos online, so here’s a quick overview of the main license types you should know about:

Creative Commons (CC) licenses allow the free distribution of usually copyrighted work. Creative Commons licenses are used by creators who want to give people the right to share, use, and even alter the content they’ve produced.

There are six different types of Creative Commons licenses, with different rules:

1. Attribution (CC-BY) – The most relaxed license, you can share and adapt content as long as you credit the original creator. You can use this license for commercial purposes too.

2. Attribution-ShareAlike (CC BY-SA) – You can share and adapt content, even for commercial use, as long as you give credit and license your new creations under identical terms.

3. Attribution-NoDerivs (CC BY-ND) – You can reuse the images for any purpose, including commercial use, as long as you give credit to the creator. However, you can’t alter the image in any way.

4. Attribution-NonCommercial (CC BY-NC) – You can adapt and build on the content as long as you give credit to the creator, but you can’t use it commercially.

5. Attribution-NonCommercial-ShareAlike (CC BY-NC-SA) – You can remix, adapt, and build upon the creator’s work, as long as you credit the creator and license your new creations under identical terms. You can’t use this license for commercial purposes.

6. Attribution-NonCommercial-NoDerivs (CC BY-NC-ND) – You can download images and share them with others as long as you credit the creator, but you can’t make any changes or use them commercially in any way.

We recommend looking for Attribution licenses on the whole, as it’s the most relaxed Creative Commons license available.

In general terms, work in the public domain is free of known copyright restrictions. Usually this applies to content where the copyright has expired, but creators can dedicate their work to the public domain too. This means that you can use these images without restrictions.

Figuring out if a random image belongs to the public domain can be difficult, so we recommend looking for the Creative Commons CC0 license. This is a “no rights reserved” license that shows the content has been dedicated to the public domain by the creator.

You can copy, share, and modify images with the CC0 license, even for commercial purposes, without asking permission or giving credit to the creator.

The first thing to know about Royalty Free images is that they aren’t copyright free (or, in fact, free at all). You usually pay to acquire the right to use the image – you don’t buy the photo itself. The photo creator continues to hold the copyright, while you buy the right to use the photo.

Royalty Free photos are called this because you only have to pay once to use the image multiple times, instead of having to pay the creator royalties every time you use their work.

How to Pick the Right Images For Your Website

Now you know the best places to find your images, it’s time to ask yourself exactly which images you should choose.

1. Use High-Quality Images

When choosing photos for your website, avoid blurry or pixelated images at all costs. Fuzzy images simply don’t look professional, and may reduce trust in your brand.

Our top tip to avoid pixelated images is to know the size you need before choosing photos. If you pick an image that you have to stretch to fit a banner, background, or featured image, it will distort the image and end up blurry!

photos for websites blurry image example
This could be a lovely photo, but it’s far too blurry. If you saw this on a website, you’d probably think it looked amateur and unprofessional, right?
Top Tip! How to Tell If an Image Is High Quality
  • First check – is it blurry? If it’s in any way grainy or pixelated, your image is not high quality!
  • Check your image’s dpi (dots per inch) – right-click on an image in File Explorer to go to Properties > Details, and look under the Horizontal Resolution and Vertical Resolution sections for the dpi
  • 300 dpi or above is considered high resolution
  • 72 dpi is low resolution

It’s vital that you optimize your images before uploading them to your website – otherwise your site speed may suffer.

Compressing your images can affect the quality, so be sure to choose lossless compression – this shrinks the file size without affecting the pixel data, so won’t affect the actual quality of the image.

Find Out More

Our Image Optimization Guide walks you through everything you need to know about optimizing images for your website.

2. Use Unique Images

The problem with stock images is that they can appear bland, generic, and pretty corny too.

pexels generic stock example
Although this is undeniably a high-quality image, sourced from Pexels, it’s not really saying all that much – what value will it add to your content?

Users can tell when you’ve thrown in an image as a filler, and will ignore it. Think about how images can add value to your content, instead of just using them to break up text.

Avoid fake-looking stock images – opt for more natural, candid shots instead that will engage your users.

candid natural photo for website
This image, sourced from Unsplash, is a natural, relaxed photo that feels more real than a generic stock image.

Some of the sites we’ve listed above show you how many times an image has been downloaded already. If you find an image with a small number of downloads, that reduces the chance your visitors will have seen the same image used across other websites, keeping your content feeling fresh and unique.

3. Add Meaning

While putting this list together, we’ve enjoyed looking at hundreds of beautiful photos. But you shouldn’t choose an image just because it looks nice. Instead, ask yourself what meaning images can add to your website. They say a picture speaks a thousand words, so make sure your website photos are doing the right kind of talking.

A simple example of this is to show someone using your product, instead of only showing a photo of the product on its own – images are great for adding context and answering users’ questions straight away.

4. Use Images With Faces

People are naturally drawn to faces, so images with people in hold a lot of power.

image with faces
People are naturally drawn to images with faces. This image, sourced from Pixabay, has three women looking directly out at the audience, which can be useful for grabbing attention!

You can even direct your audience’s gaze with images – indeed, it’s been found that people will follow the gaze of people in photos. So placing a call to action or a product next to a photo can draw more attention if the person in the photo is looking towards it.

You should also keep your target audience in mind at all times. Are you showing images that relate to them? This could apply to body shape, age, race, or more – be mindful about who you’re talking to and who you may be leaving out with your choice of images.

5. Think About Your Users’ Needs

Is a photo really the best thing to use here? This is an excellent question to ask before you pick your image. Would a graphic, illustration, video, or infographic actually be more useful to your audience?

Images should always add value to your content, and sometimes photos aren’t the answer. For example, if you’re explaining a complex topic, perhaps a diagram would work better!

6. Reflect Your Target Audience 

The images you choose to feature on your website should resonate with your target audience and their lifestyle, values, and aspirations.

When choosing images think carefully about the key demographics of your target audience including their age, gender, location, and cultural background.

This is particularly important if you’re including images that feature people. The people in your images should reflect the people you are hoping to target. For example, if your product is aimed at young millennials, don’t fill your website with images of pensioners!

7. Maintain Consistency

It’s important that you maintain consistency with your images across not just your website but all of your online and offline marketing platforms.

Be sure to choose images that match your existing branding and opt for the same styles, color schemes, and filters for all of your imagery.

It’s also important to make sure the image quality is the same throughout and try to pick images that use similar compositions and photography styles. All of this will help to create a strong sense of brand identity across your website.

Where to Find Professional Photos For Websites: Recap

This article has listed 19 of the best places to find both free and paid photos for websites online. We recommend exploring a few different options to find the best fit for you – you may even want to use a few different sites for different uses. For example, Pexels may be your go-to for videos, while you might use Pixabay for sourcing illustrations.

Our go-to site for finding free professional photos is Unsplash, thanks to its huge choice of images and its straightforward, generous licensing terms.

If your chosen site doesn’t have its own license, like Unsplash has, then the safest licenses to use are CC0 (public domain) and Attribution (CC-BY) licenses. Royalty Free images are also a good choice, but you may have to pay to use these.

You should now know where to find great website images, and feel confident on how to pick the best images for your website – remember to check they’re high quality, unique, and add value to your content!


Images are crucial to a great website. High-quality images help to engage users by capturing their attention. Images can help to make webpages more exciting and are particularly useful for breaking up large sections of text.
There are free online tools you can use to easily resize your images, such as ImageResizer.com and BeFunky. Resizing images is important for a consistent look across your website – it doesn’t look good if all your images are different sizes!
We recommend taking original photos for unique aspects of your website – team photos, for example, should be real people rather than stock photos! Product photos are another important place where it’s worth taking your own snaps – not only does it build customer trust, but you can show your products off from different angles and in different contexts.
You can, but we recommend using an image library like the ones in our list instead. This is because it’s much harder to find licensing information on Google, which may lead to legal trouble. If you do use Google, do an advanced search – click on Tools > Usage Rights, and select the license types you want to see.
When you add an image to a web page there are a few things to remember:
  • Optimize images for performance: Make sure the file size is as small as possible so that it doesn’t slow down your page load speed.
  • Think of the user: Make sure you’ve formatted the shape and size of the image so that it isn’t too big or too small for the screen.
  • Optimize images for SEO: Add alt text and captions to your images to ensure your website remains accessible and SEO friendly.

Written by:
Lucy Carney is a Content Manager at Website Builder Expert, specializing in website building, ecommerce, and digital marketing. Previously working as a Writer and then Senior Writer on the brand, Lucy has 6 years of hands-on experience testing web building platforms including Wix, Squarespace, and Shopify. Lucy is passionate about using her knowledge to help small business owners build their online presence and achieve their goals. She’s reported on industry trends over the years, attended events such as the eCommerce Expo, and advised readers directly with over 400 comment replies on the site to date. Her work has also featured on other online publications such as the Shopify Partners Blog, Usability Geek, Serpstat, and Open Source, and has over 100 articles published on the Website Builder Expert blog.


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