They say a picture is worth a thousand words, and the metaphor works when it comes to website photos. Pictures may help to boost traffic, generate new leads and clients, and inevitably grow your business and increase revenue. A relevant picture allows the viewer to connect more fully to the written content. Pictures create an impression and determine whether a viewer will remain on and return to a website, purchase something from a website, or even hire a lawyer.
Online visual content matters and makes a difference to the average consumer, including attorney photos. Attorney photos can be a key factor in whether a potential client hires your law firm for their legal needs or continues searching for a new attorney. An effective legal marketing strategy must consider how important attorney photos may be to potential clients and incorporate them in the best way possible.
Attorney Photos Attract New Clients
Consumers enjoy looking at pictures. An aesthetically appealing website will generate more traffic than one that is not very pleasing to the eye. A picture will break up text and offer visuals consolidating values and ideals. Pictures also enhance the written content by providing readers with a graphic to help them comprehend the main ideas presented. Pictures help to narrate a story and attract future clients to your site.
An interesting photo often encourages readers to keep reading and to remain on a web page. Attorneys’ personal pictures and biography pages are often the most visited content on law firm websites. That is why these images must be well-done, professional photos that depict the absolute best of your law firm. Images and photos also help potential clients feel more comfortable with the law firm’s team and can influence their decision to hire a specific law firm.
Photos Provide Search Engine Optimization (SEO) Advantages
The quality and relevance of images may provide an effective increase in rankings for law firm websites. For example, Google uses metadata to evaluate visual content. This metadata, which includes captions, alt text, and photo titles, contributes to the webpage rankings on Google and other search engines. If a law firm publishes an article about motor vehicle crashes with heavy-duty trucks. It includes relevant photos of motor vehicle accidents with heavy-duty trucks; Google and other search engines will use those images to prove whether the article or website content is focused on what the title illustrates. Relevant photos will add to the reliability and credibility of your website, thus adding to the ranking of your search engines.
Photos Demonstrate Brand Identity
Web design should set your law firm apart from other law firms, including the photos on your website. Your content and design should establish your law firm’s unique and recognizable identity. The images should be carefully chosen to illustrate your brand. Photos should show strength and compassion while delivering the right messages to clients. 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
Photos on a law firm’s website must be shareable to increase viewings and pull potential visitors to your website. For example, photos with a story attached to them will help to recruit clients, especially if the information is shared on a social media platform or via email. The shareability of attorney photos is a key component of a growing law firm’s social media and marketing strategy.
Effective photos should be captivating and be shown along with pertinent information, interesting stories, or key details of your law practice. All shareable photos should promote and direct visitors to your firm’s website.
The more your photos are shared online, the more your services will be marketed to potential and future clients needing 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 must 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 is important to be aware and conscious of new social media developments and trends, so you know where to share your firm’s specific photos and stories to help increase traffic to your law firm’s website.
How to Improve your Website Photos
The quality and composition of attorney photos make some photos more effective and influential than others. Visual content that is high quality will increase website traffic, whereas low-quality or unattractive images can lessen a website’s traffic and the ability to generate leads. Careful and intentional choices regarding visual content are key factors in professional attorney photos. How can you improve your attorney photos?
Use of the environment
Attorney pictures do not need to be boring office photos. Taking photos outdoors, at a local landmark, near the courthouse, or in a close city will allow viewers to relate better to a law firm’s team. Outdoor lighting can make photos more vibrant and engaging. Using the environment will improve photos and make them more attractive to future clients.
Use of body language and posing
Conveying a message with photos helps establish your brand and set your firm apart from the competition. Body language and poses can enrich your photos. For example, standing up and facing the camera illustrates the power, while sitting and looking away indicates a passive personality. Looking active in pictures is also a beneficial characteristic that generates interest and new leads. Presenting a picture of an attorney working with and interacting with a client helps viewers relate to the attorney more positively.
Use of a professional photographer
If you want to stand out from the competition, hiring a professional photographer to take attorney photos may be the way to go. The high-quality photos a professional photographer captures can attract and influence future clients. If prospective client sees your firm as qualified, relatable, and compassionate, they will be more likely to employ your law firm to help with their legal issues. Quality photographs indicate quality service. Professional pictures will bring clients to your site, keep them there, and could be the difference between hiring your firm or continuing their search for an attorney.
Following state rules
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, consult your state bar’s advertising rules. Be sure to follow the rules and work within the confines of the state bar.
Use of color
Color plays an important part in demonstrating a law firm’s brand and identity. Certain colors symbolize strength, trust, and compassion. Darker, deep colors often indicate vigor and power. For example, deep green colors are associated with wealth and prestige, while blues are often calming and indicate trust and compassion. A color scheme is more than just decoration; it should be a component of your strategy to attract and win clients. Choosing a color scheme and using it throughout your law firm’s website and as part of your marketing brand will set you apart from the competition and make your firm more memorable to possible clients. Color matters and should be an integral aspect of your marketing strategy.
Digital Marketing Next Steps
Attorney photos may seem like a simple part of your website design, but they take on a much more significant role, as they could decide whether a potential client hires your firm or moves on to another law firm. Attorney photos create a great opportunity for law firms to attract potential clients to their website, build rapport and trust with future clients, and set their brand apart from other law firms.
Incorporating visual stories and putting a face to your law firm will help you connect with prospective and hopefully future clients before they set foot into your office. Do not downplay the effect and importance of attorney photos. They set the stage for what will play out when a new client meets you for the first time. Using professional, engaging, and strategically placed photos will help bring viewers to your site, build trust in your firm, 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 and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at firstname.lastname@example.org.