We don't put pictures of any of our rooms on our home page. There's our logo on one side at the top, and a banner ad advertising some special we're running that clicks through to more information and a link to our booking engine.
Sometimes we have a photo link to a new series of pictures in our photo gallery. There is, of course, a clear link to our Rooms & Reservations page, with multiple images of each of our rooms.
Currently, we have a video I shot of hummingbirds fighting over the feeder featured on our front page.
When I was designing our website, before I wrote a line of code, I visited hundreds of B&B websites, and I hated almost all of them. They were invariably too pretty, but much too difficult to discover basic information like what the rooms looked like and how much they cost.
Also, there was almost always too much information on any given page. I learned a long time ago that people approach new websites like explorers: they want to be actively engaged in finding stuff. So I give them lots of stuff to click on.
They were also almost invariably misleading. Gushing market-speak language. Over-promising when it came to amenities. Artfully-described mediocre meals. When we started to write the copy for our website, we made a deliberate decision to describe our rooms honestly, telling their blemishes as well as their virtues. It has stood us in good stead. We rarely have a guest who is disappointed by a room--even though we're more of the funky ski-lodge than the chintz 'n' lace Victorian antiques sort of place. We have had guests tell us that we're better than one of our competitors who aim for the high-end crowd.
I suspect that our website design has been a filter to market us to people who are looking for what we have to offer; people who want high-end don't choose to stay with us.
The one thing we don't skimp on is meals: we always surprise and we always exceed expectations. That is one area where returning guests have come to expect exceptional excellence.