As a law firm and business owner, you're diligent about how you spend every dollar. It’s easy to understand how pricey professional photography could be outsourced to a friend with a cell phone for free. But you might want to reconsider how professional photos improve your law firm’s brand and reputation — and your ability to attract new clients.
Make an Emotional Connection with Clients
When people are searching for an attorney, they’re likely in a difficult situation and looking for a remedy to a problem. It's important to establish an emotional connection with prospective clients to assure them that you and your firm are trustworthy and can help solve their challenge. One of the easiest ways to do that is through high-quality photography on your website and other digital channels — the places online where prospects are searching for you.
If you’re presenting yourself as the attorney who can help with a prospect’s family law issues, estate planning matters, or criminal defense issues, for example, you want prospects to be able to identify and understand who they'll be working with directly.
Photographs of you working in action, holding client meetings, and being involved in your community can humanize your law firm, making it more approachable to prospects.
Build Credibility and Trust
Prospective clients often judge the professionalism and competence of a law firm based on its visual presentation. First impressions matter, so don’t skimp on how you’re portraying your firm and services to the digital world. Professional photos establish your credibility, and the more credible you come across to prospects, the more trust they’ll have in your ability to help them.
Set Your Firm Up for Marketing Success
Having a fresh set of professional photos also ensures that you’ll have access to the digital assets required for various marketing channels. For example, your website, advertising, and social media channels all require photos of different sizes. But if your current photos were taken several years ago, it’s likely the file size is too small and of low quality to be used effectively across all your marketing channels.
Furthermore, professional photography on your law firm’s website can boost conversion rates by up to 95% and increase engagement rates — and that boosts your ability to generate leads and new business. Professional photography puts you in the best position to get the most out of your marketing efforts.
Differentiate Your Law Firm
The legal industry is highly competitive. Strong branding and professional photography help law firms distinguish themselves from competitors and stand out in the market by conveying professionalism. Grainy photos — or worse, stock photography — of you, your legal staff, and your office will only help you fall into a sea of sameness.
Modernize Your Look
If you’ve been practicing law for several years and are still using a photo of yourself from when you first started, it’s time for an updated, professional headshot. Being a seasoned attorney is viewed as favorable among prospective clients, so embrace your established tenure. Use your years of experience to your advantage by highlighting professional, current photos on your website and social media profiles. It will help clients view you as an attorney they can trust to handle their case.
Is Professional Photography Worth It for Law Firms?
The benefits of professional photography services for law firms far outweigh the costs (you might even be surprised to find reasonably priced options). You’ll improve your firm’s digital marketing performance, enhance your law firm brand, and establish a positive first impression with potential clients.
Legalfit can help you accomplish this with professional photoshoots that deliver high-quality photographs of your staff and office. Contact us to learn how to get started.
