It would be difficult to overstate the importance of great photography's contribution to the professional look and feel of your website. We are a very visual culture. There is a reason Facebook depends so heavily on images, photography and video. The lesson here is simple. Use as only good, strong and professional video and photography on your site when possible. It is fine to use your own images, but do so sparingly if you are not a good photographer. Poorly focused images and photos lacking composition and balance do your site no favors.
Use bold, brilliant photography. Years ago it was common to see websites with small images and lots of amateur attempts at photography. The more modern trend is to large images with great clarity and focus. Such photograph inherently looks professional and imparts a similar message to your site’s viewers. If your photography look like an amateur, the visitor to your site may attribute the same characteristic to your travel planning skill set.
Modern websites have two distinct characteristics from a visual perspective:
They look great on iPhones and desktops alike
They can span the entire screen, not just a boxy portion of your monitor
Too many sites foisted on the travel agency community look like they were designed in the early 2000's and, in fact, were. Don't accept less than your agency deserves.
Be sure to use good stock images that do not appear cliché. Business people shaking hands with big smiles on their faces don’t work and are clearly stock images.
Finally, invest in a professionally produced logo with a transparent background. Your logo represents your brand. You want it to be memorable, and for all the right reasons.
Exercise: After reading these materials, review your own website with a critical eye. How can you improve your site’s white space, balance and composition? How consistent and complementary are your color choices? Is your copy readable in all instances? Is there a logical low to the content or are items placed with no coherence?
What of your photography? Is it professional looking and bold? Does it inspire travel?
Does your site look modern? Find some great travel websites and compare your site to them. How does yours stack up? What do you like about your site and what would you change? What would you say is the user’s experience and reaction coming to your site?