Remember that the web is still being used heavily by those folks who are doing research. This has been an eye opener for often it is the client that does not understand the difference. Depending on what your site is all about, try writing for voice instead of print. Stay very focused on one message and work on delivering it very well. This also tends to increase the visitors interaction.
People respond to lifestyle photos rather than product photos.
Try a picture of Grandpa sitting in the rocker with his feet up, relaxing by the fireplace with the family dog by laying by his feet. You got it. Is this what your are getting at. The visitor is treated to an image of a Speaker. Make your visitor smile.