Stock photos – the generic face of today’s law firm
I’m no branding expert, but I know when something’s wrong. And I see a lot of things wrong with the websites of law firms out there.
When you want to stand out, it’s counterintuitive to plaster your website and promotional materials with the same default stock image of a lawyer or other professional in a fricking dark suit.
But it happens ALL … THE … TIME.
There’s nothing quite like a sea of generic looking websites all selling legal services that look so similar you can’t tell them apart. Firms (or their web designers) seem to have a love of insipid, lifeless and inaccessibly corporate stock photos (usually one of the brunettes above) plastered across their sites as though it’s a badge of honour.
I saw an ad in the Metro the other day (yes, the Metro!!) for a firm whose strapline was, “no ordinary law firm”. Naturally it featured a generic stock photo of (you guessed) that same brunette in a dark suit. Ordinary? Ordinary? Well, maybe their legal services aren’t, but their ads certainly are.
Where’s the personality gone? Lawyers might not be the most photogenic bunch, but surely the staff of a firm can’t be so un-photogenic that they simply cannot be shown to prospective clients under any circumstances.
Yep, I realise people move on and firms don’t want to be put to the hassle and expense of updating their images whenever a key member of staff leaves, but they can still be used for the background, ‘atmospheric’ shots (you know, of the team hard at work trying to win their client’s medical negligence case like it’s the only file they’ve got open).
I just give up.