Stock photos seen on law firm websites that intend to deliver a visual punch make marketers like us cringe. The sobbing child standing by the side of a car crash, implying no guardianship plan has been put in place, or a group of family members glaring at each other to shows visitors what happens when mom cuts everyone but the youngest child out of the will. We don’t think you need the drama to reach qualified prospects; in fact, we think a heavy reliance on overly dramatic photos detracts from your law firm’s capabilities.
Our focus is to provide estate planning and Elder Law firm attorneys with a strategic marketing approach that conveys a high degree of professionalism, credibility and authority, where all of your design elements work together in a way that is respectful of your firm and of your clients.
We are very careful about the photos we select when crafting your law firm’s digital identity. It’s an important part of your marketing message.
We don’t believe that a good law firm needs to rely on dramatic photos to appeal to clients. We also prefer to use original photos and videos, taken at your office or when you visit our IMS video studios. The reason is simple: when the photo on your website is really you and when the picture of the office building is really where your office is located, you are building trust and recognition with new and returning clients.
Imaging your clients seeing an office building photo on your website that isn’t your office building. They’re asking themselves: did the firm move? Is this photo a mistake? Did they move and not tell me? All those questions, just from one image.
Next, imagine a stock photo of a staff meeting. Who are those people? We never met them when we were at the office. Did they hire a bunch of new people? Or worse, did they fire all the nice people we’ve met over the years and bring in a group of strangers?
In other words, your photos need to reflect your real staff, your real office and your real practice.
Not able to swing a photo shoot? We understand. That’s where careful selection of stock photos takes place. First, we start with stock photo suppliers that use only high resolution, high quality photography. Images are carefully curated to reflect your firm’s sensibility. We may chose images that reflect your community, like a New York City skyline or the Golden Gate Bridge, depending on where your office is located. Elderly couples with families may be included, but they will happy, positive images. If we select classic images, like a gavel or a law book, it’s to convey the long tradition of the law. Every image serves a purpose and is selected only after careful consideration.