How to Choose Images that Speak to your Clients

Is your website telling the story of your brand?

The right visuals can elicit a strong reaction from your audience. Images tell an immediate story and evoke emotions where words fall short. A picture is worth a thousand clicks, and combining curated images with a user-friendly interface can go a long way in making your family law website stand out from the rest.

Out of all the things you may be tempted to focus on, such as excellent copy, the right web address, and a catchy company slogan, the one thing that will set your site apart from the rest is its design.

The following are a few tips to help you decide what kind of images are best suited for your legal website:

Go for Warm and Fuzzy

Here’s a simple question: If you were to set your desktop wallpaper to a picture of you and your dog playing together, or of a building that looks like it’s towering over you, which of the two do you think would actually make you feel a positive emotion?

People love looking at happy, smiling faces because they can, at a subconscious level, relate to the emotion. Seeing a group of cheerful and content faces can leave an impression in your viewer’s mind. The happy person or people in the image gives your visitors a sense that you can be trusted. When you add these images to your copy, it can help clients equate the happy emotions in the pictures with the services you’re offering.

In contrast, a couple of boring headshots or a landscape populated by tall skyscrapers, no matter how impressive they look, seems mundane and uninteresting. If images are not creating emotion, they are just taking up your very valuable web space.

“When choosing images, think about if you had one giant photo shoot with all of your happiest clients.

Know your audience

The specific audience your are trying to reach probably won’t respond well to a random stock photo of someone whom they have nothing in common with. Not being able to relate to the people in your photos will either alienate or bore visitors, and they will move on.

Try to use images that represent your clients. This makes it easier to grab the attention of your ideal viewer. Consider several factors such as the average age group, profession, attire, etc. and have your photos embody those qualities.

Picture this: The look on the face of your client and their family as they walk out of the courtroom after you’ve just settled their case with flying colors. There. That, right there, is the emotion you’re going for.

Tell a clear story

The images you choose should support the story you’re trying to tell. In other words, the collection of images on your website should have a common theme that ties them together. The look and feel of all the pictures should be consistent throughout. 

Make sure that images have a similar color palette, are cropped the same, have the same quality, and so on. Think about if you had one giant photo shoot with all of your happiest clients. They would all have the same lighting, have similar backgrounds, and the same quality. That is what you are aiming for with your website.

Quality matters

Stay away from grainy or overly artsy images. The pictures of your smiling, ideal client should be crisp, clean, and high resolution.

Remember, as a legal website, you’re trying to inspire confidence in your clientele. Using a low-quality image is not going to help you get there. Clients will naturally assume that the care and consideration you take in perfecting your website is directly reflective of your brand.

Small file, big impact

The faster your website is to load, the more responsive your audience will be. If it packs more than a dozen images that are of a larger file size, it is likely going to be slow. This indicates poor web design and can put you at a disadvantage since not everyone is going to have the patience to wait and watch as that buffering icon takes it’s time. Some people live in areas with a poor network coverage. Others are simply way too busy.

In order to optimize the images on your website, there are two things you can do. First of all, you can crop out the irrelevant and unnecessary bits such as empty space. This is something that you need to do manually since you will be the best judge of what is and isn’t important in the image.

Secondly, you can use a variety of design tools that can help compress your file size without compromising the image quality. 

You need small files, but you also can’t compromise on the quality of your images.

What’s your image saying?

The images you use in your legal website will largely affect how your brand is perceived. Using optimized images that are of high quality, feature emotive subjects, and tell stories while adhering to a style that is congruent to the nature of your website are all key elements to making your site popular.

If you feel like your website could do with some changes, it’s about time you got started.


Cascade Digital Marketing has a Family Law Marketing system that will get you new clients automatically and generate more revenue every month. Through a proven system of web design and digital advertising, we get our family law clients new cases every month and up to 10 times ROI. What if you got $10,000 in fees for every $1,000 you spent on marketing? Interested? Let’s talk.


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