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.
Every image on the internet belongs to someone. Using it without permission is copyright infringement — even if you found it easily with a Google search.
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)
Thousands of high-quality, professional photographs — free to use on your website, including for commercial purposes. No attribution required (though it's appreciated).
Best for: Lifestyle, architecture, nature, business, and abstract photography.
Pexels (pexels.com)
Similar to Unsplash — free photos and videos with a simple license. No sign-up required. Also covers a wide range of subjects.
Best for: A broad range of subjects, including some categories Unsplash doesn't cover as well.
Pixabay (pixabay.com)
Free photos, illustrations, and vector graphics. Larger library than Unsplash/Pexels, though quality varies more.
Best for: Illustrations and vector graphics as well as photos.
Google Images with license filter
If you use Google Images, filter by usage rights. In Google Images, go to Tools → Usage Rights → Creative Commons licenses. This limits results to images licensed for reuse. Always confirm the specific license on the original source before using.
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)
Huge library of photos, illustrations, and videos. Subscription and per-image pricing. Integrates with Adobe Creative Cloud.
Shutterstock (shutterstock.com)
One of the largest stock image libraries. Subscription-based with flexible plans.
Getty Images (gettyimages.com)
Premium editorial and commercial photography. More expensive but exceptional quality for brand-focused work.
iStock (istockphoto.com)
Getty Images' more affordable tier. Good quality, lower prices than Getty directly.
Why your own photos are often best
Real photos of your actual team, office, products, and work almost always outperform stock images for trust and conversion. 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 — check the specific tool's terms of service, as rules vary widely
Common questions
Related guides
- Image basics for your website
- Stock photos & licensing
- Using your own photos well
- Organizing your brand assets
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