Your website’s images support your content and create a brand experience for your site’s visitors. Photographs demonstrate the benefits of your legal services and highlight the features that your practice delivers to its clients.
But law firms don’t always understand how their site’s images can support their marketing efforts.
Choosing between stock and custom photography is an important decision that depends on many different factors. The following will help you understand which option is best for your law firm’s website design and marketing strategies.
Why Images Matter in Digital Marketing
Whether you choose stock or custom photography for your website’s design, you need to consider the ways in which photos support your business objectives and client service.
Images provide a visual medium with which you can express your unique value proposition.
Images can say so much more about your brand than words can. This makes it easy for visitors to identify important aspects related to your practice when they land on your website.
Photographs can resonate with your audience on an emotional level. They can also make your brand message more relevant to your target audience.
Unique and relevant images capture the attention of users and drive them into the content of your website. Like headlines, photographs are essential to creating the first steps within your sales process.
Today’s businesses can use stock or custom photography to accomplish these objectives. But which one is best for your law firm?
Stock Photography
Stock photography provides a number of benefits to law firms and other businesses. Using stock photography saves you the time and money required to create compelling images for your site.
There are many resources available for choosing stock images that fit your branding and marketing goals. This gives your marketing team a wide range of options when choosing the images that help you sell your legal services.
But stock photography can appear generic, which may negatively impact your ability to create a unique brand voice. Today’s online users have become good at recognizing stock photos given the many similarities that these images have.
Also, stock photographs may require your web design team to accommodate these images in order to create an effective design. But images should reflect your website’s content, voice, and brand experience.
Custom Photography
Using custom photographs require an additional use of your resources. But the results that they provide your practice may be worth the investment.
Custom photography makes it easy to create a consistent brand message. Your website’s pages must have a consistent look and feel that help users move further along in your sales process.
You can define the benefits of your legal services using custom images and reinforce the value proposition of your practice.
Use data related to your target market to create images that are more likely to resonate with them and increase your conversion rates.
These images are customized to your marketing strategy, which gives you better results over time.
Custom photographs can be used to highlight your team members, client testimonials, and other elements that build trust and credibility among your target audience.
Like stock photography, custom images are powerful tools that grab the attention of prospective clients. But custom photographs make a greater impact and leave a lasting impression on your site’s visitors.
What types of images have worked best for your law firm’s website design? Let us know in the comments below.
If you’re not sure how to use images to support your marketing strategy, consider the benefits and limitations of stock and custom photography.
Understanding the best option for your law firm enhances your website’s performance while helping you reach more of your ideal prospective clients.
