Stock Art vs. Law Firm Photography: What Are You Saying to Your Clients?

If a picture is worth a thousand words, what are the marketing images on your firm's website saying? The choice between stock art and real photography determines whether potential clients feel they are looking at a real firm or a template.

The Hidden Costs of Stock Art

Stock images are generic by design. The savings on photography quickly evaporate in the form of lost personal connections with potential clients. Firms in the same market have used the same stock photo of a handshake. When a potential client recognizes the image from a competitor's site, the credibility damage is real.

What Real Photography Actually Does

Research indicates visitors are 35 percent more likely to book a consultation when they see actual firm attorneys rather than generic models. People hire people. The photograph is frequently the moment the hire decision happens.