A picture could be worth a thousand words, but only if you use the right one. Remember, many clients are scared to enter a courtroom, and nothing increases that anxiety more than working with a faceless law firm. If they are browsing your website and all they find are vague stock photos or wide shots of your office, that’s exactly what you are presenting.
However, photos of real people on landing pages statistically double the conversions. Now while that may seem obvious – if you can put a human face to a service, clients are more likely to engage with it – not many firms take advantage of it. Let’s put it this way: if you were looking to remodel your home, would you put your trust in a company with a snappy icon but no photos, or a company that isn’t afraid to show off their carpenters and designers while at work or happy families in a renovated kitchen? You should never hide the team of attorneys and paralegals who make your firm successful.
For law firms, one of the most important steps you can take to convincing a client to trust you is to showcase your attorneys and staff. Both group photos and individual shots for attorney profiles can go a long way to demonstrating the human side of your firm and alleviating any fears new clients may have about picking up the phone and calling you.
At the end of the day, when the case is signed, it is you and the client one on one. Do not leave your client guessing; show your face right away on your homepage and earn their trust. But remember, the right photos are what matter and quality will always trump quantity. There is no reason to rush a group photo onto your site or flood your “About Us” with quarterly photos of your office.
Instead, consult with a marketing professional to make sure your photos convey the right qualities through your attire, pose, and expression. Professional photographers are more than happy to take high-quality shots that let your firm’s personality shine. If you are going through a website redesign, then this process can all be done at the same time so that every landing page gets the attention it deserves.
In addition, holiday parties, community events, fundraisers, and charities – these are all perfect opportunities to snap a few pics to later share on social media. If you have any announcements for your blogs, such as a new ranking in Super Lawyers or a local marathon your staff participated in, then adding a photo can go a long way to connecting a real person to your success.
But like your clients, you may not be sure where to get started. Instead of sorting through photographers and portfolios yourself, let the web design team at SLS Consulting, Inc. do it for you. We have worked with numerous clients to find the right photographer for your firm’s brand identity and can coordinate with your office to get the highest quality photos for your website. If you’re looking to update your company’s website design and add a real face to your firm, contact us at (323) 254-1510.
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