Practice Management

Not long ago my wife and I drove out to a Texas winery.  We had visited the website for the winery and thought that this would be an interesting place to visit on a sunny Sunday afternoon.  As we looked for the place while driving the back roads of rural Texas we had difficulty visually identifying the place and passed by it initially.  Why?  I had associated the nice stock photos of a winery building they  had on their website for the shack out of which they actually operated.

Those stock photos gave me the wrong impression of the place.  They exuded a feeling and a sense of culture that did not actually exist.  As it turned out I liked their wine, but I think I was a little put out because my frame of reference was confused.  It is kind of like getting your mind set to eat a big ol' ribeye steak only to be stuck with a cheap pizza, or ordering a chicken sandwich at the fast food drive food to find out they gave you a hamburger instead after you are miles down the road.

And, as I think about it, that is the biggest problem that I have with most attorney websites (and some blogs).  Design is fine, but you need to avoid using stock photos of attorneys, and clients and buildings and the like.  it does not serve your purpose.

I have attorneys tell me all of the time they do not use their picture on the site because they have a problem with their perception of themselves.  But, I put my ugly mug on my site.  So the solution is to use stock photos that give people the wrong representation about how you might look, your office might look, or the part of town in which you are located.  Take Popeye's advice, "I yam what I yam".

It is really a credibility issue.  People do business with people, so you need to help your potential client get to know you.  Photos of you, your office, your location, will get them to know you in a way that is authentic.  And, do yourself a favor, do not use cheesy glamor shots and 10 year old photos.

I tend to think that some websites and blog sites can look too slick.  Especially for consumers, this might scare them off.  Do not try to mimic Big Law if you represent consumers.  Consumers do not go to Big Law because of the fear of the fees.  Is that what you want?  Some of the best sites I have seen are not all that attractive, but they are natural and friendly and honest.

It is really an issue of accessibility.  When you market yourself, this sends a visual message that you will be accessible.  By including actual photos of you, your office, and your staff and your surroundings potential clients will have time to warm up to you before they speak or meet with you.  When a potential client  is comfortable with you they will more likely do business with you.  If they are busy trying to get over the confusion between the Cary Grant person located at the big tower downtown, and the squatly person working out of a converted home in the burbs, they might not think to actually retain you.

Lawyers who use stock photos would no more think about buying a picture frame for their desk and leave in it the fake picture of the good looking family that came with it.  So, why would you do you do this on your website or blog?

The bottom line is really this -- potential clients can tell the difference between stock photos and real photos.  If you need to, get somebody that knows what they are doing to take a photo of you.  But, fake websites and blogs can leave a potential client wondering and wanting hire something different.