One of the most powerful elements to a law firm website are bio photos/headshots.
Strong photos are an easy way to connect with prospective clients, but many law firms don’t update their lawyers’ photos or have consistent photos.
It is essential to get new photos taken every few years. When potential clients visit your site, it’s important that they see you as you are now, not the you from 10 years ago.
Depending on how many attorneys and associates work at your firm, it can be complicated to schedule and budget for a photo session especially during the pandemic, but trust me, it’s worth it. There are ways to do this – reach out to my photographer go-to’s Barry Benton and Greg Lorfing at Gittings Photography for help with this.
Look at other law firm and professional service websites for bio photo inspiration as well as outside of the industry completely for a fresh approach.
It’s not necessary anymore to have formal portraits in full suits and ties. I would take two final photos of each lawyer – one formal and one casual – this will give you variety for use on your social media platforms too.
Make sure to keep your bios photos and text updated. When a new lawyer joins your team, have a plan in place to get new photos taken of them that are consistent with the others.
Please include your senior administrative team in your web site bios – just including lawyers today is just antiquated!
Finally, please smile in your photos. There’s one infamous law firm website where all of the lawyers are photographed looking like bulldogs or formidable courtroom opponents.
But that’s not necessarily what is going to resonate with all clients. I think it’s the completely wrong approach. Be you. Be approachable. They say that photos where people are smiling resonate much more than photos where individuals are not.
Now say “cheese.”
Check out this video to learn more.