You’ve found the perfect photo on Google Images. It looks great, suits your brand and would be ideal for your homepage.
Can you download it and use it?
Or perhaps you’ve asked an AI tool to write your services page. The copy sounds professional, so surely, it’s ready to publish?
Not necessarily.
In our earlier article, we explored some of the concerns surrounding AI-generated content, including copyright, accuracy and quality.
But AI is only part of the picture. Every image, paragraph and graphic you add to your website deserves a little consideration before you hit publish.
1. Just because it’s online doesn’t mean you can use it
Copyright protects original creative work, including photographs, illustrations and written content. In Australia, copyright protection is generally automatic, so a creator doesn’t need to register their work or display a copyright symbol for it to be protected.
That means you cannot assume you have permission to copy a competitor’s service descriptions, download someone else’s photographs or use an illustration because you found it online.
Even crediting the original creator doesn’t automatically permit you to use their work commercially.
Before publishing someone else’s content, check whether you have permission, a suitable licence or another lawful basis for using it.
2. What about images from Google?
Google Images is a search tool, not a free stock photography library.
You can use Google’s Usage rights filter to find images with licensing information, but you still need to check the source and the licence conditions. Some images require payment or attribution, while others cannot be used for commercial purposes.
At Web-Sta, we encourage businesses to use their own photographs wherever possible, particularly when showcasing their team, premises, products or completed projects.
If you hire a photographer, make sure your agreement covers how you intend to use the images. If you purchase stock photography, keep a record of the licence and check that it covers your website and other marketing materials.
For more guidance, read our article on the danger of using Google images.
3. Could AI-generated content get you into trouble?
AI can be useful for brainstorming, developing content ideas and preparing a first draft, but you still need to check what it produces.
For example, asking AI to recreate a competitor’s website copy or generate an image closely resembling a photographer’s work could raise copyright concerns.
AI-generated content isn’t automatically copyright-infringing. However, using an AI tool doesn’t guarantee that its output is free from copyright issues, accurate or suitable for commercial use.
Before publishing, review the content carefully, check factual claims and make sure you understand the tool’s usage terms.
And if you’ve uploaded someone else’s photographs, documents or written work into an AI tool, consider whether you had permission to use that material in the first place.
4. What happens if someone makes a copyright complaint?
If a copyright owner believes you’ve used their work without permission, they may contact you requesting removal or payment.
A dispute could also lead to legal action, with possible outcomes including court orders to stop using the material and financial compensation. The consequences depend on the circumstances; there isn’t one automatic fine for every copyright infringement.
If you receive a complaint, take it seriously and seek appropriate legal advice rather than assuming that removing the content will resolve everything.
5. Protect your brand, not just your website
There’s another reason to think carefully about the content you publish.
Imagine visiting three local builders’ websites and seeing the same generic photographs, similar service descriptions and identical promises about quality workmanship and exceptional customer service.
How would you decide which business to contact?
Your website is an opportunity to show customers what makes your business different. Real project photos, genuine customer stories and specific information about your services give people something meaningful to connect with.
AI can help you develop ideas, but your experience, personality and knowledge of your customers are what make your content yours.
Before publishing, ask yourself whether the content accurately represents your business and gives customers a reason to choose you.
Give your content a final check
Before adding anything to your website, make sure you know where it came from, whether you have the right to use it and whether it reflects your business accurately.
Keep records of image licences and permissions, review AI-generated material and invest in original content wherever you can.
Your website should help customers recognise your business, understand what you offer and feel confident getting in touch.
Need help creating a website that looks and sounds like your business?
Contact us to discuss website design, copywriting and imagery that showcase what makes your business unique.
