Abstract: 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.