And sometimes, they're not words you want to hear.
I was looking at a website of a local company when I found this:
What was it trying to tell me? "Our people have all gone to lunch?" "Our people have all quit?"
The firm is, in fact, a services firm whose staff seem to be its primary asset. The entire site is filled with photos of empty conference rooms, empty lobbies, and and empty reception areas.
When I first got there, I actually thought they sold furniture.
Finding good images can be hard, particularly if you don't have a physical product to sell. But it's very important. Think about what they're telling site visitors.