They say a picture is worth a thousand words, and the metaphor works when it comes to website photos. Images can help increase traffic, generate new leads, and inevitably grow your business and increase revenue. A relevant image allows the viewer to connect more fully with the written content. Images create an impression and determine whether a viewer will stay and return to a website, buy something from a website, or even hire a lawyer.
Visual content online is important and makes a difference to the average consumer, including lawyer photos. Attorney photos can be a key factor in whether a potential client hires your law firm for their legal needs or continues to look for a new attorney. An effective legal marketing strategy must consider the importance of lawyer photos to potential clients and incorporate them in the best way possible.
Lawyer photos attract new clients
Consumers enjoy looking at images. An aesthetically pleasing website will generate more traffic than one that is not very pleasing to the eye. An image will break up the text and offer visual elements consolidating values and ideals. Images also enhance written content by providing readers with a graphic to help them understand the main ideas presented. Images help tell a story and attract future customers to your site.
An interesting photo often encourages readers to read on and stay on a web page. Attorney personal images and bio pages are often the most visited content on law firm websites. That’s why these images need to be well-taken, professional photos that represent the absolute best of your law firm. Images and photos also help potential clients feel more comfortable with the law firm team and can influence their decision to hire a specific firm.
Photos provide search engine optimization (SEO) benefits.
The quality and relevance of images can provide an effective boost law firm website rankings. For example, Google uses metadata to evaluate visual content. This metadata, which includes captions, alt text and photo titles, contributes to the ranking of web pages in Google and other search engines. If a law firm publishes an article about motor vehicle collisions with heavy trucks. Includes relevant photos of motor vehicle accidents with heavy trucks; Google and other search engines will use these images to demonstrate whether the article or website content focuses on what the title illustrates. Relevant photos will increase the reliability and credibility of your website, thereby increasing your search engine rankings.
The photos demonstrate the brand identity
Web design should set your law firm apart from other law firms, including your website photos. Your content and design should establish the unique and recognizable identity of your law firm. Images should be carefully chosen to illustrate your brand. Photos should show strength and compassion while conveying the right messages to customers. In today’s digital age, the quality and professionalism of photos contribute to the overall message, perception and culture of a business brand.
Shareable photos increase traffic
Law firm website photos should be shared to increase views and attract potential visitors to your website. For example, photos with an attached story will help recruit customers, especially if the information is shared on a social media platform or via email. The ability to share attorney photos is a key component of a growing law firm’s social media and marketing strategy.
Effective photos should be captivating and displayed alongside relevant information, interesting stories or key details of your legal practice. All shareable photos should promote and direct visitors to your business website.
The more your photos are shared online, the more your services will be marketed to potential and future clients who need legal help. Sharing photos will generate leads and opportunities to grow your law firm and increase revenue for your business.
For photos to generate new leads, law firms need to stay on top of trends on social media platforms. For example, what is trending on Tik Tok and Instagram may not be as popular on Facebook, Linked In or Snapchat. It’s important to stay current and aware of new social media developments and trends so you know where to share your firm’s specific photos and stories to help drive traffic to your law firm’s website.
How to improve your website photos
The quality and composition of lawyer photos make some photos more effective and influential than others. High-quality visual content will increase website traffic, while low-quality or unattractive images can reduce a website’s traffic and ability to generate leads. Careful and intentional choices regarding visual content are key factors in professional attorney photos. How can you improve your lawyer photos?
Use of the environment
Lawyer pictures don’t have to be boring office photos. Taking photos outdoors, at a local landmark, near the courthouse, or in a nearby town will allow viewers to better relate to the team at a law firm. Outdoor lighting can make photos more vibrant and attractive. Using the environment will enhance the photos and make them more attractive to future customers.
Use of body language and posture
Conveying a message with photos helps establish your brand and differentiate your business from the competition. Body language and postures can enrich your photos. For example, standing straight and facing the camera illustrates power, while sitting and looking away indicates a passive personality. Active appearance in images is also a beneficial feature that generates interest and new leads. Presenting an image of a lawyer working and interacting with a client helps viewers relate to the lawyer more positively.
Use of a professional photographer
If you want to stand out from the competition, hiring a professional photographer to take lawyer photos may be the way to go. High-quality photos captured by a professional photographer can attract and influence future clients. If the prospect sees your firm as qualified, relatable and compassionate, they will be more likely to hire your law firm to help with their legal problems. Quality photographs indicate quality service. Professional images will bring clients to your site, keep them there, and could be the difference between hiring your firm or continuing your search for a lawyer.
Following state regulations
State bar rules determine what can and cannot be included in attorney photos. For example, some states prohibit lawyers from using stock photos. Before using attorney photos in your marketing strategy, please review the state bar’s advertising rules. Be sure to follow the rules and work within the state bar limits.
Use of color
Color plays an important role in demonstrating a law firm’s brand and identity. Certain colors symbolize strength, confidence and compassion. Darker and deeper colors often indicate vigor and power. For example, deep green colors are associated with wealth and prestige, while blues tend to calm and indicate trust and compassion. A color scheme is more than a decoration; it should be a component of your strategy to attract and win customers. Choosing a color scheme and using it on your law firm website and as part of your marketing branding will set you apart from the competition and make your firm more memorable to potential clients. Color is important and should be an integral aspect of your marketing strategy.
Digital Marketing Next Steps
Lawyer photos may seem like a simple part of your website design, but they take on a much more important role as they could decide whether a potential client hires your firm or moves on to another law firm. Lawyer photos create a great opportunity for law firms to attract potential clients to their website, build rapport and trust with future clients and differentiate their brand from other law firms.
Incorporating visual stories and putting a face to your law firm will help you connect with potential and hopefully future clients before they even set foot in your office. Don’t underestimate the effect and importance of lawyer photos. They set the stage for what will play out when a new customer meets you for the first time. Using professional, attractive, and strategically placed photos will help draw viewers to your site, build trust in your company, and grow your business.
Annette Choti, Esq. graduated from law school 20 years ago and is the founder of Law Quill, a legal digital marketing agency focused on small law firms and solopreneurs. Annette wrote the best selling book Click Magnet: The Ultimate Digital Marketing Guide for Law Firmsand hosts the podcast Legal Marketing Room. He is one of the most sought after CLE conferences and speakers in the United States and Canada. Annette used to do theater and comedy professionally, which isn’t that different from the legal field if we’re all being honest. Annette can be found LinkedIn oh annette@lawquill.com.
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