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Are You Losing Business Because of Bad Photography?

It’s a common sentiment, you think you’ve done everything possible to build your law business…
You have worked hard on building a business that represents your ideals. You have built relationships in your industry. You have a great office space that you have spent time decorating to make your clients feel comfortable. You have hired an all-star staff. You have advertisements in relevant marketing channels. You have created a beautiful website that clearly depicts your firm’s purpose, but you still aren’t signing the cases that you want.
This is a frustrating reality for many legal professionals, who have spent an unmeasurable amount of time and energy making their business the best it can be, but are not seeing the expected results.
A simple area many professionals tend to ignore is the quality of the images they are posting on their site. In a society so hyper-focused on image and a marketing landscape where consumers have to digest thousands of images per day, your photos have to be top-notch, or you are wasting your time. Marcel Just, director of the Center for Cognitive Brain Imaging at Carnegie Mellon University, explains how important images are to digital marketing in an interview for Nieman Reports, saying: “Processing print isn’t something the human brain was built for. The printed word is a human artifact. It’s very convenientand it’s worked very well for us for 5,000 years, but it’s an invention of human beings. By contrast Mother Nature has built into our brain our ability to see the visual world and interpret it.” –Marcel Just, Director of the Center for Cognitive Brain Imaging, Carnegie Mellon University

PROFESSIONAL LAW FIRM PHOTOGRAPHY TIPS
• Be Personal
Stock images always seem like a great idea at the time. They are cost effective, professional, and a stock image exists for almost any situation you can think of. However, stock images are impersonal, and many fall into the fake or cheesy categories. Stock images don’t give a genuine representation of the people behind your firm, making you seem untrustworthy, which is the last thing any law firm wants. Images of actual people sitting in your law firm will always win out.
• Be Interesting
Your clients are inundated with images through media outlets that flood our inboxes, mailboxes, and social feeds. If your image does not spark any emotion in the viewer, it is worthless. I’m not necessarily talking about an intense emotional connection, but some type of spark that willkeep your visitor interested. If your firm is involved in the community, give visitors a glimpse of your staff working hard to help locals. If you have a big case going on or an interview, snap a behind-the-scenes image so clients feel like they get the inside scoop on your work.
• Be Specific
I have a background in retail marketing; nothing drives me crazier than an image with no subject and distracting background clutter. Make sure that your consumer knows exactly how your image relates to the topic they are reading about. To achieve this, you can blur out the background slightly or take images with a crisp clean background.
• Be Current
Keeping out-of-date photos on your site signals to visitors that you don’t pay attention to detail and don’t care about being current. These red flags signal to your consumer that you may treat their case the same way. One of the easiest ways to tell if your photos are outdated is by examining the fashion and style choices made in the photos. A good rule of thumb is to update attorney profile images every year or two, and update images when you hire or lose staff members. In addition to the standard photos, continually post images from current events happening at your firm.
• Be High Quality
The final and most important aspect of any photo is the quality. No matter how personal, interesting, specific, or current your images are, if they are of sub-par quality, you might as well not even have them on your site. A low-quality image on a website demonstrates that the creators are apathetic to quality overall and will likely be apathetic to the quality of a client’s case. The best way to solve this problem is to hire a professional photographer to come to your business and take photos of your staff and your space.

TYPES OF IMAGES TO INCLUDE ON YOUR LAW FIRM WEBSITE:

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Rachel Harmon

Rachel Harmon is an Analyst for Consultwebs and supports Marketing Consultants by auditing client’s websites and looking for gaps in their online marketing campaigns. She specializes in ensuring clients’ site redesigns, launches, content revisions/ additions and other aspects of their online marketing are executed smoothly and in harmony with the firm’s brand.

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Filed Under: Featured StoriesPersonal Development

About the Author: Rachel Harmon is an Analyst for Consultwebs and supports Marketing Consultants by auditing client’s websites and looking for gaps in their online marketing campaigns. She specializes in ensuring clients’ site redesigns, launches, content revisions/ additions and other aspects of their online marketing are executed smoothly and in harmony with the firm’s brand.

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