a computer - implemented system and method of operating a web - site that provides accounts for respective users is disclosed . the method comprises : receiving an image uploaded from a user to the account of the user , wherein the image is to be incorporated into the account for presentation to other users who have been granted appropriate access to the account , and wherein the image is received as an image data file encoding the image in accordance with a standard image format ; converting the image from the standard image format of the image data file into a format in which the image is encoded using a markup language , wherein the markup language is generally used for transmitting a page of content from said web - site to a browser run by a user ; and incorporating the image encoded using the markup language into a page of content prior to transmission of the page of content over a telecommunications network to a browser run by a user .