If Law is a people business why do so many law firm websites use images of models not real people?
I asked this question on a Linked In discussion a while back. The responses I got then are still valid now.
I asked this question on a Linked In discussion a while back. The responses I got then are still valid now.
One reader suggested that perhaps the real lawyers were too ugly to have their pictures on their site and models, even if it so obvious that they are not actually the lawyers that the client will deal with, represent a far better face of the law firm.
Another contributor suggested it might have something to do with cost. Hiring a photographer, retouching the photos in Photoshop if necessary and then uploading them to your site all costs money and time.
One commentator also pointed out that firms using stock images of people, instead of authentic ones, also often use standard pictures of skyline, blue clouds and chess pieces to show clear thinking, strategic excellence and other "buzz". However, he was quickly brought to task as his own LinkedIn picture is the avatar provided by LinkedIn for those users who haven't uploaded a picture.
The web and social media is where your client base, actual and potential, as well as your peers and colleagues go to research you and your law firm. With so many solicitors bemoaning the fact that law is not a commodity but a profession where people connect with people, I find it surprising that so many are willing to hide behind fake images. Not to mention the damage using standard pictures can do for SEO (but more on that another time).
Even on HSL Workshare, our own bespoke networking site for solicitors in small law firms, those users with a real picture have more connections and more activity than those still using the avatar. So, if you want to paint a picture of what you are like to do business with, start by taking a picture.
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