Your law firm marketing plan likely contains a myriad of complex and interlinking components–print ads, branded content, a compelling website, and an active social media page. It’s easy to feel overwhelmed by the many marketing channels you must access.
For some firms, this stress results in a halfhearted effort for each marketing channel, doing only the bare minimum. That’s a strategy doomed to failure.
After all, the entire purpose of your law firm marketing plan is to get new clients and increase brand recognition. If you’re not putting your full effort into this strategy, you’re wasting valuable time and money.
Quality Photography: The Key to First Impressions
Research consistently shows that what matters most in any marketing plan is the very first impression you make. A recent Google survey found that users form first impressions of an advertisement within 17 milliseconds. That first impression is heavily based on design elements.
The takeaway here is that long walls of text won’t help. Neither will witty marketing slogans or earnest advice. If you want to capture a user’s attention long enough to get them to read what you have to say–or watch a video, or engage with your social media page–you have to grab their attention the moment they look at your ad or navigate to your page.
So what’s the key here? Photography. Lots of excellent, attention-getting portraiture. The right images break up text, convey a story you can’t adequately tell in words, and make your firm feel more relatable.
Without images, your law firm marketing plan is incomplete. Users quickly navigate away from websites and social media pages without images. Don’t allow them to ignore your firm by offering either no images or boring, cliched photos.
What Photography Works Best to Amplify Your Law Firm Marketing Plan?
So what does a compelling image really look like? Many law firms know that users want to see some visuals, so they slap a few stock pictures on their website and call it a day.
The problem is that every other law firm is using the same pool of stock images. Stock photography is generic by design. So the pictures will not do their job of capturing the viewer’s attention. And they certainly won’t differentiate you from your competition.
To truly stand out, the photography on your firm’s website should be:
- Crisp, clean, and clear. They shouldn’t look like you snapped them during a quick selfie session with your phone.
- Professional, showing your firm in the most positive possible light. Opt for the jacket and button your top button.
- True to who you are. Don’t plan a photo session based on what you’ve seen other firms do. Work with a photographer to explore options for capturing what makes your firm unique. Good photos are the ultimate branding. Use them wisely.
- Varied. Don’t use the same portrait on every page, and don’t select images that all look the same, relying on the same background and staging. Variety is the spice of life, even in advertising.
Keys to Choosing a Quality Photographer
Excellent marketing requires stellar images–something only an experienced professional photographer can deliver. So don’t just select the first photographer you meet. Interview each candidate.
Ask the following questions:
- How many law firms have you worked with?
- Can I speak to references?
- Can I see your portfolio?
- What branding strategy do you think would work best for my firm?
- How does pricing work, and is there any limitation on how or when I can use the images?
- What do you do to help our staff feel comfortable having their portrait taken?
A good photography suite is an investment in your law firm marketing plan that offers a handsome return. So take the time to find a photographer who can work with your needs and goals. Then watch clients begin lighting up your phones.