Attorneys, it’s time to take your law firm website to the next level. If you’re trying to grow your law firm, professional attorney photos are one of the most important investments you can make in your online presence.
Why are photos so important if you’re trying to get clients and grow your law firm? Let’s explore.
The Photos on Your Law Firm’s Website Are an Invaluable Tool
Attorney photos are an oft-overlooked digital marketing component. Typically, law firms and attorneys focus on various marketing strategies to grow their business by improving their law firm’s brand.
They may invest in:
- Local SEO
- Google PPC ads
- Professional SEO services to improve organic search results
- Graphic web design for the firm’s website
- Content writing to improve a blog post or blog article
- Improving website design and website content
However, many law firms overlook a crucial marketing tool that has an enormous impact on potential leads – photographs of their lawyers on their website, social media platforms, and other marketing materials.
When potential clients begin searching the internet for attorneys, they may be anxious and uncertain. That’s understandable. Most people in search of a lawyer are dealing with stressful life events – like death, injury, divorce, criminal charges, or financial woes.
Their need for an attorney might be urgent, or they might be searching for legal help for the first time. Therefore, they may feel vulnerable.
Professional photos – including headshots, action shots, candids, and images of the office – are a way to make your website visitors feel more comfortable and help you build trust. When people place a smiling face to a name, it can make them feel more comfortable about reaching out to the firm for help.
All of your marketing efforts may go to waste if you do not set your law practice apart from the rest of the legal industry with high-quality attorney photos.
10 Tips for Taking and Posting Attorney Photos to Impress and Engage Potential Clients
There are many ways that you can create attorney photos for your legal practice. Below are a few tips to help you develop attorney photos that hit the mark and generate potential leads.
Avoid Static Photographs in a Studio
A portrait photograph may not be the best choice for an attorney photograph. Instead of visiting a photo studio and taking a headshot, consider creating a statement by taking an “active” attorney photograph.
You may want to use the outside of your office as a backdrop. Standing outside of your building gives potential clients a face to go with your name, but it also gives them a view of your office building.
Consider mixing it up – have the photographer grab some shots of you both standing and sitting, but try to make sure that you’re always active.
What do we mean by active?
It could include photos of you:
- Conferring with your colleagues
- Typing or doing paperwork
- Researching or analyzing legal documents
- Walking – around your office, building, or city
- Shaking hands with clients
- Reviewing case materials with clients or staff
“Active” could also mean appearing deep in thought, listening to a conversation, or engaging in some aspect of your daily practice. You just don’t want to appear passive or unambitious in your photos, especially if you’re sitting down.
Leverage your photos to convey the message that you are active, welcoming, and ready to work.
Add Personal Touches
During your photoshoot, ask the photographer to point out areas of interest inside and outside of your office. For example, if you work downtown, you might want to capture the skyline in the background. Likewise, if your office is near a landmark, you might want to use that as a background to connect your practice to the community.
Your photos don’t even have to be of you. They could capture something that shows off an accomplishment or highlights your role in the community.
Creating a personal connection with your target audience may encourage them to contact your law firm for an appointment. Many people searching for a lawyer want the “hometown” attorney instead of a large, national corporation.
Also, using interesting backgrounds and personalized touches avoid the appearance of stock photographs. You want a potential client to stop, look at your face, and decide that you are the person who can help them with their legal matter.
Use Candid Shots of Your Legal Team
Candid shots of your attorneys and legal team can humanize your law firm’s website. You want a potential client to get the impression that your law firm is part of the community. Being part of the community can make a potential client believe that you are trustworthy, compassionate, and dedicated to service.
Therefore, add some candid shots of your legal team working as volunteers in the community. If you can choose activities that are related to your practice area, even better.
For example, your team could volunteer at a nursing home if you accept nursing home abuse cases. You may want to volunteer or participate in activities that raise awareness of domestic violence if you handle family law matters.
Choosing Clothing, Colors, and Backgrounds
Working with a professional photographer is the best way to ensure that your attorney photos look great. A photographer understands how to choose the best backgrounds, lighting situations, colors, and clothing that compliment a person’s skin tone and hair color. In addition, the photographer can suggest what colors to avoid.
Also, a photographer has a good eye for things that might be dated or seasonal, which you want to avoid. Finally, your attorney photos should be considered “evergreen” content for your website. You want your investment in these photographs to last for years.
Choose clothing and colors that project power and confidence. For attorneys, suits are often the best choice for attorney photos. Make sure you consider your practice area and target audience when choosing colors and clothing.
For example, attorneys who practice elder law may want to dress in softer shades that evoke feelings of comfort and affection. However, a lawyer who practices corporate law might choose a dark, tailored suit that many people associate with corporate law and litigators.
Whatever your specialty or area of focus, it’s always best to keep these simple tips in mind when it comes to your attire and appearance for photos:
- Wear clothes that fit well – have your suit professionally altered by a tailor, if necessary
- Make sure the items you choose are ironed or steamed before the photoshoot
- Avoid shiny ties or other pieces of clothing that can reflect light
If you can, bring a few different shirt-and-tie options with you – a photographer can give you feedback about what works best for your particular shoot.
Look Friendly and Inviting
Regardless of the area of law you practice or the background you choose for your attorney photos, you need to appear friendly, approachable, and inviting.
Make sure that you take some shots where you’re smiling. If you don’t smile, the person viewing your photo might assume that you are aggressive, standoffish, or even mean.
Do Not Use Selfies as Attorney Photos
Some attorneys try to save money by taking selfies or asking their staff members or family members to take photographs. Your audience will spot a selfie. Selfies can convey messages that you do not want a potential client to associate with your law firm, such as being inexperienced, unprofessional, and inferior.
Be Mindful of Your Body Language
Your body language can shut down a potential lead. You really need to consider your audience and what you’re trying to sell when posing for your photos.
For instance, you might want to cross your arms and stand tall to convey power and control – something clients might want in an attorney. But, body language experts say that crossing your arms can make you come off as defensive, unapproachable, and even afraid.
So, stand up tall. If you’re going to cross your arms, make sure you balance this non-verbal cue with smiling or eye usage to make yourself more approachable.
It’s all about balance and using your body language to your advantage.
Your photographer should be able to help you choose an ideal pose. The best strategy is to try a few different orientations and positions to see what ultimately looks best.
Be Consistent with Attorney Photos
Each attorney photo for the law firm should display the attorney’s unique personality. However, you also want to be consistent. Therefore, try to focus on a theme for the photographs, such as everyone standing or everyone using a headshot.
Consider Longevity As You Pose For Group Shots
It can be great to get a group shot for your law firm’s website. But, keep in mind that you’ll have to retake the photograph (or do some serious edits) if anyone leaves the firm.
That doesn’t mean you should avoid group photographs, but it does make it wise to have individual shots, photographs of the core members of your team working together, and a group shot of the entire staff.
Invest in Professional Services
You get one chance to make a first impression. A potential client may not read but one or two sentences of your attorney bio. However, they may stare at your picture for a minute or two if it is engaging.
The wrong picture could cause a potential client to click on another law firm’s website. However, do not make the mistake of cutting corners. You invest a lot of money into marketing your firm, so take care in choosing the right photographer to take your attorney photos. Hiring a professional is a really worthwhile investment – you’re more likely to see the results for years to come.
Trust Your SEO Company to Help You Cultivate Your Image
Getting pictures taken for your law firm’s website seems simple enough. But, if you want to see a significant return on your investment, you need to make sure that you get it right. When you work with an SEO company for lawyers like LawRank, you’ll have help every step of the way.
Our attorney SEO specialists have years of industry experience that can be invaluable to you as you build your brand and craft your image. We know what works for attorney photos – and what doesn’t.
We can help you hire a professional photographer in your area (or connect you with ones we’ve sent to our clients before). We can also coordinate your photoshoot and choose the best images to make your law firm’s website shine.