After the show you have dozens of good photos, yet often only two reach the website, too heavy and without a description. This guide shows which pictures go where, how to crop and compress them and what useful alt text looks like.
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Trade fair photos are worth more than one news post. Spread across the right pages, they keep your website current for the whole year. Typical places:
Decide these places before the show. Your photographer then knows, for example, that you need a landscape shot with calm space for a headline, and shoots for it. If your company runs sites in several languages or markets, plan the images for each of them at the same time. Our guide on how to brief a trade fair photographer helps with the preparation.
A website is less forgiving than a quick social post. Images stay up for months and are shown large. Check every photo against this list:
For a main image, choose a clear subject placed slightly off centre with some quiet space beside it. That is where text can sit without covering a face. For a show report, mix an overview, conversations and a detail so the post is not five versions of the same picture.
Camera files are far too large for the web. A full-resolution photo slows the page down, especially on phones with a weak connection. These guide values work well:
| Use | Aspect ratio | Width |
|---|---|---|
| Homepage main image | 16:9 or wider | about 2,000 to 2,400 px |
| Image in an article | 3:2 or 4:3 | about 1,200 to 1,600 px |
| Team photo, tile | 1:1 or 4:5 | about 800 to 1,200 px |
| Link preview image | 1.91:1 | 1,200 × 630 px |
Save web versions as WebP or AVIF, with JPEG as a fallback, in the sRGB colour space. As a rule of thumb, a main image should stay well below 500 KB after compression, and images inside an article smaller still. Strip location data from the metadata on export if your camera recorded any.
Most content management systems create several sizes from one upload. Upload a version at a sensible width, never the original. Images further down the page can load lazily, but the main image at the top should load immediately, or the page looks empty when it opens.
Search engines and screen readers do not see the picture. They read the file name and the alt text. Both take a minute per photo and are still often skipped.
Replace the camera number with a descriptive name in lower case with hyphens, for example companyname-stand-showname-2026-customer-meeting.jpg. Avoid special characters and accents.
Alt text describes in one sentence what the image shows and why it is on this page. It does not start with "image of" and it is not a list of keywords.
Purely decorative images get an empty alt attribute. On a multilingual site, every language version needs its own alt text. An English description on your Arabic or Chinese page helps nobody. A caption can add context such as the show, hall and date.
To stop the photos sitting in a download folder for weeks, agree a simple routine before the show:
For teams flying in, it helps to name one person at head office who receives the photos and updates the site while the stand team is still travelling. At Pixer you receive full-resolution photos within 24 hours after the show ends, usually with the first ones the same day, and with unlimited usage rights, so your website, newsletter and sales decks are covered. For narrowing a delivery down to the strongest images, see selecting and retouching trade fair photos.
Knowing where images will go lets the photographer shoot for it, such as landscape frames with room for text.
Natural faces, no clutter, no competitor logos and no readable visitor badges.
16:9 for main images, 3:2 in articles, 1:1 for tiles, 1.91:1 for link previews.
WebP or AVIF in sRGB instead of originals. The main image loads first, the rest lazily.
Company, subject, show and year in the file name instead of a camera number.
One sentence that describes the picture, in the language of the page. No keyword lists.
Three to six well-chosen images are usually enough: one overview of the stand, two or three conversations, a product detail and a team photo. More pictures do not make the post better, only slower.
If you feature recognisable visitors, get their consent. Overview shots where people only appear in the background are judged differently. When in doubt, take legal advice for the countries where your site is published.
WebP or AVIF give small files at good quality, with JPEG as a fallback. PNG is too heavy for photographs.
No. Upload a web version at a suitable width and keep the originals in your archive. Full-resolution files slow the page down noticeably.
A keyword can appear if it genuinely describes the image. What matters more is that someone who cannot see the picture understands what it shows.
Ideally during the show week, while contacts still remember your stand. With delivery within 24 hours after the show ends, that is realistic even if your team is flying home.
Need show photos that also work on your website? Tell us the show, your stand and the pages you want to fill, and we will plan the shots around them.
We reply within 24 hours. During a show week, WhatsApp is fastest.
