Deadly Marketing Mistake #12: Using Bad Photos of Your Firm

Yes, you did look great in that jean jacket holding up that collar. Unfortunately, times have changed. Professional photos used to not be important because we seldom handed out photos of ourselves past high school. Now the Internet makes your avatar the virtual representation of you. People judge you every time they stare at that photo.

Here are some rules and suggestions for your “portraits.”

No glamour shots. It’s not the 1980’s anymore. Put down the hairspray!

No Olan Mills “Turn to the side now tilt your heady at me you saucy thing.” Is this your high school graduation photo? No? Then dump that generic blue background.

If I can see anyone else in the photo, especially someone else’s shoulder, that is a no go. You know those girls who crop their friends out of their Facebook photos? Don’t be one of those girls.

Get an awesome professional photographer to take your photos. As great as your mom is at taking pictures with her iPhone, clients can tell when your photo has been taken professionally. It shows you care how you’re represented on the Internet.

Make sure your photos convey your personality. Don’t take a picture with your friend’s cat you’re allergic to because you think it will win you clients.

If you are a consumer lawyer, smiling won’t kill your reputation. I know you want to be perceived as tough in the courtroom, but tough people can smile, too. Smiling makes you seem more likable – an important factor, especially if your clients are searching for you online.

Once you decide on a photo, use it consistently everywhere. Like I mentioned in the previous post, repetition increases conversion rates. Branding yourself is just as important as branding your practice – by using the same photo of yourself consistently, people will begin to feel like they “know you” just by seeing your face.

Things you can do to make it different than other attorneys

  • You can go without a suit.
  • You can do it outside of the office.
  • You can have people in the background.*
  • You can be moving or doing something.
  • You can have some fun!

*Provided they’re blurred out and you are still the focus – this is different from the “cropping someone out” no-no.
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