Your landing page is often the first impression visitors have of your business. A well-designed site means the difference between a user who bounces away and one who converts into a lead. Should you include a portfolio on your landing page? Will it distract from the buyer’s journey?
The answer isn’t cut and dried. You might find a portfolio works well on one landing page and not another. In a Databox survey, researchers found a 26% average landing page conversion rate across industries. However, some sites saw rates as high as 70%. Your goals should start where your site currently is and gradually increase until you hit the range you desire.
Does Your Business Site Need a Portfolio?
What does a portfolio do for your business site? You’ve likely seen galleries on sites for home builders, interior designers and cosmetic surgeons. If you can show a clear before and after or how your product is unique, a portfolio inspires users.
Yes: You Offer Custom Options
Companies offering custom solutions can best showcase their abilities via photo galleries. If you build homes, create outdoor landscapes, create home decor or do any other type of custom work, then a portfolio on your landing page is a must.
Utilize your portfolio to show off your best work. Choose only photos highlighting what you do best. If you add detailing to cars, share a range of common requests such as pinstripes and more detailed work such as flames down the side of an old Chevy.
Grace Point Contracting offers custom options based on the needs of each client. Note the highlighted gallery image in the screenshot above and the details on how they added new siding, windows and doors.
Potential customers want to see the quality of work before contracting, so the images highlight their abilities, the process and the beautiful finished product.
Yes: You Sell Services
Not everyone is great at selling themselves. You might be the best vinyl vehicle wrap installer in your state, but if you don’t know how to convey the message to potential business to business (B2B) buyers, you may miss out on sales.
Your landing page can serve as a sales tool, so you don’t have to pitch yourself as hard. You can even pull it up and use it as a prop when talking to potential clients. Use the portfolio to showcase the work you’re most proud of.
Kentucky Dent Guy uses a portfolio on his landing page to highlight some of the more challenging dent repairs he’s capable of. The photos automatically rotate, so you can see how he fixes bumpers, door dings and hail damage.
Since each job is unique, this allows leads to see if his service might work for them. He also includes a way to phone and text him to get a fast quote.
Yes: Before and After Is Your Lifeblood
A portfolio is the perfect solution for any business that does improvements. For example, if you own an interior design company, landscaping firm, dental practice or anything that goes from start to finish with an improvement, you can showcase the before and after photos in your portfolio and make a powerful impression.
Select images with startling contrast. Think about the services and products making you the most profit and highlight them on your landing page portfolio.
Streitz Dental Arts shows their abilities by placing side-by-side photos of before and after smiles on their website. Some of the images are startling, which encourages clients with severe dental issues to contact them.
When to Avoid a Portfolio on Your Landing Page
You might wonder if there is ever a time you shouldn’t put a portfolio on your landing page. Of course, there are times when it will distract from the sales funnel and not add much value to your site. Here is when you should say no to a landing page gallery:
No: You Sell a Consistent Product
If you sell the same product that does the same thing for each customer, you may not need a portfolio. You might be better served highlighting the image in use or showing it from different angles.
Consider the details a customer needs to make an informed decision about buying from you. If they only need price, product details and a few images, avoid a bulky portfolio and keep the page streamlined.
No: Your Bounce Rate Is High
Do site visitors land on your page and immediately bounce away? You may have too much clutter on your landing pages. Remember to focus on a single goal for a single element on your site.
Who is your target audience? If you drive visitors from Facebook to collect a free guide and capture their emails, you shouldn’t distract from the purpose of the page. Add a simple form and let them know what they’re getting in exchange for their information.
Powerful Portfolios for Your Site
There is a time and place to add portfolios to your business website. Think about the purpose of each page and whether an image gallery adds to your goal and moves the user toward an action.
Add new features and test to see how users respond. Over time, your use of images should improve and you’ll know what drives your target audience. In the meantime, add photos when it makes sense and adds to the discussion. You can always take them down again and try something else.
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.