Where to get images legally
Safe sources for website images — free and paid — so you never accidentally use an image you don't have the right to use.
- Difficulty
- Beginner
Almost every image on the internet belongs to someone, and using one without permission is generally copyright infringement — even if you found it easily with a Google search. Some images are in the public domain, and US copyright law has its own exceptions, but neither is safe to assume.
This guide covers where to find great images you're allowed to use on your website.
Quick summary
Never use images from Google Image Search without checking the license. Use free stock sites like Unsplash or Pexels for general photography, a paid service like Shutterstock or Adobe Stock for more choice, or ideally your own photos for authenticity.
Free sources for website images
Unsplash (unsplash.com)
A large library of professional photographs. All of them can be downloaded and used for free, for commercial and non-commercial purposes, with no permission needed — attribution isn't required, though Unsplash says photographers appreciate it. What you can't do: sell the images without significantly modifying them, or bundle them into a competing service.
Best for: Lifestyle, architecture, nature, business, and abstract photography.
Pexels (pexels.com)
Similar to Unsplash — free photos and videos with a simple license, and no attribution required. Pexels does draw some lines: don't sell unaltered copies, don't imply that a person or brand in the shot endorses you, and don't use an image as part of a trademark, design mark or business name.
Best for: A broad range of subjects, including some categories Unsplash doesn't cover as well.
Pixabay (pixabay.com)
Free photos, illustrations, vector graphics, videos and music, with no attribution required. Its license has more conditions than Unsplash's — among them, you can't sell or distribute the content on its own — so read it before you rely on a Pixabay file. Quality varies more, too.
Best for: Illustrations and vector graphics as well as photos.
Google Images with license filter
If you use Google Images, filter by usage rights: go to images.google.com, search, then click Tools under the search box and pick a license type under Usage rights. That narrows results to images with license information attached. Google bases the filter on what the hosting site says, so follow the License details link and confirm the license on the original source before using anything.
Always check the license
Even on free sites, read the license for any image before using it. Most are very permissive, but some require attribution, some prohibit commercial use, and individual images may have exceptions.
Paid sources
Paid stock libraries have much larger catalogs and stricter quality control. They're worth the investment for important pages where you need exactly the right image.
Adobe Stock (stock.adobe.com)
Images, vectors, templates, music and video. You can buy a monthly subscription with a set number of credits, or credit packs you use as you need them. You don't need any other Adobe product to use it, but it does work inside Creative Cloud apps — you can preview, edit and license an image in Photoshop before buying.
Shutterstock (shutterstock.com)
Another large general-purpose stock library. Check shutterstock.com for its current plans, prices and license terms.
Getty Images (gettyimages.com)
Editorial and commercial photography. Getty licenses in three ways: royalty-free (pay once, then reuse it), rights-ready and rights-managed (priced for a specific use). Good for brand-focused work where you need exactly the right image.
iStock (istockphoto.com)
Photos, illustrations, vectors, video clips and music. You can pay with credits bought in packs or with a monthly or annual subscription. Every download comes with iStock's standard license; an extended license costs more and adds rights you'd need for things like merchandise or a large print run.
Why your own photos are often best
Real photos of your actual team, office, products, and work almost always outperform stock images for trust. Visitors can tell the difference.
Stock photos of generic "happy business people" feel hollow and interchangeable. A genuine photo of you at your desk, or your team in your actual workspace, tells a much more compelling story.
See Using your own photos well for practical tips on taking good photos with your phone.
What you cannot use
- Images found via Google Image Search (unless you've verified the license)
- Images from competitors' websites
- Images from social media posts (unless the creator has explicitly made them free to use)
- Stock images with watermarks (the watermark means you haven't paid for the license)
- Images generated by AI tools, unless the tool's own terms of service allow the use you have in mind — the rules vary widely, so read them first
Common questions
Can I use images from Wikipedia?
Many images on Wikipedia use Creative Commons licenses that allow commercial reuse, but you need to check each one individually. Click the image on Wikipedia and look at the license information on the file page.
What if I used an unlicensed image on my old site without realizing?
Replace it as soon as possible. Image owners do look for unlicensed uses of their work, and a letter asking you to pay is a real possibility. Don't panic — just replace it promptly.
Is it okay to use brand logos on my website?
If you're a client or partner of a brand, they usually want you to use their logo (it's good for them too). Check their brand guidelines page, which will tell you what's allowed. If in doubt, ask them directly.
Related guides
- Image basics for your website
- Stock photos & licensing
- Using your own photos well
- Organizing your brand assets
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