Use Smiles to Sell Your Website
- kmunn87
- Sep 19
- 3 min read
Updated: Oct 1
Ever noticed how a genuine smile can light up a room?
The same thing happens online. When you use photos of people showing emotion on your website - especially smiles - you tap into some pretty powerful psychology. Faces aren’t just decoration; they influence how people feel, what they remember, and whether they trust you.
Whether you’re building a Wix or Squarespace website, the right emotional expressions can make your visitors feel welcome, safe, and connected to your brand. And when visitors feel good, they’re far more likely to stick around and take action.
For example, look at this photo and I dare you not to smile.
WHY EMOTIONAL EXPRESSIONS WORK
Humans are hardwired to respond to faces. Psychologists call this the facial feedback hypothesis where seeing an expression can make us feel the emotion ourselves. That means a photo of someone smiling can actually boost a visitor’s mood.
Smiles build trust. One study shows that genuin smiles help induce trust and even signal higher earning opportunities.
Negative expressions grab attention. Sad or distressed faces can trigger empathy, which is why charities often use them in campaigns but they need to be used strategically, so they don’t overwhelm.
Mirror neurons make us copy. Our brains naturally mimic what we see, so if your homepage shows happy, relaxed people, your visitors will feel more positive too.
WHY WEBSITES WITHOUT FACES FALL FLAT
A site full of stock icons, graphics, or abstract visuals might look “neat,” but it can feel a bit souless. Without faces, there’s no emotional anchor for visitors. In fact, eye-tracking studies show users’ attention is drawn first to faces even before text or logos (Nielsen Norman Group, 2010).
If you’re a charity, therapist, or holistic practitioner, using authentic, relatable photos of people can make all the difference between someone clicking away or choosing to connect with you.
HOW TO USE SMILES ON YOUR WEBSITE
Step 1: Choose Authentic Smiles
Use photos of real people for example your team, your community, your clients (with consent).
Avoid cheesy stock photos that look staged or unnatural.
Step 2: Match the Mood to Your Message
For wellness, yoga, or therapy: calm, reassuring expressions.
For charities: empathetic but hopeful images.
For creative or sporty businesses: joyful, energetic smiles.
Step 3: Guide the Gaze
Use images where the person is looking toward your headline or call-to-action. Research shows visitors follow their gaze. Neat huh?
QUICK TIPS FOR WIX AND SQUARESPACE WEBSITES
Hero Sections: Use a strong, emotional photo right at the top.
Testimonials: Pair quotes with photos of the real person smiling.
About Page: Show your face! Visitors are more likely to trust and remember you.
Call-to-Action Sections: Place an engaging photo next to your “Sign Up” or “Donate” button.
YOUR ACTION PLAN
Review your homepage and about page.
Ask: do they feature genuine, emotional expressions, or just stock filler?
Replace one stock image with a photo of a real person connected to your brand.
Test with a friend and ask them how the page makes them feel in 10 seconds.
The difference between a website that converts and one that doesn’t often comes down to whether people feel fluffy the moment they land.
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ABOUT THE AUTHOR
Written by Katie Di Feliciantonio at Made by Katie, a Surrey-based Wix and Squarespace web design studio.
I work with charities and small businesses, offering tailored packages to suit your needs: Mini Websites for a fast, affordable online presence, Bespoke Website Builds for a fully custom website, and Page Makeovers to refresh and optimise your existing site.
REFERENCES
Nielsen Norman Group. (2010). Photos as Web Content. https://www.nngroup.com/articles/photos-as-web-content/
Harker, L. & Keltner, D. (2001). Expressions of Positive Emotion in Women’s College Yearbook Pictures and Their Relationship to Personality and Life Outcomes Across Adulthood. Journal of Personality and Social Psychology, 80(1).
Honest signaling in trust interactions: smiles rated as genuine induce trust and signal higher earning opportunities (2015) https://www.sciencedirect.com/science/article/pii/S1090513814001007
