Someone once said that the best way to find original ideas is to make a list of all of the usual ones, then do the opposite. This can be applied to all of your legal marketing—your law firm taglines, your radios ads, the topics for your blog posts—but maybe most importantly, the graphics on your website.

Try this experiment: give yourself one minute to write down all the kinds of pictures and images you have seen on the home page of attorney websites. Do they include:

  1. A gavel? This is the most overused image on an attorney’s site. While lawyers may love it, customers don’t.
     
  2. A courthouse? This imagery is more likely to scare customers away from a suit than bring them to your door. Clients are nervous about going to court.
     
  3. Scales of justice? It’s as much of a cliché to put scales on your website as it is for dentists to use pictures of teeth. At best, it looks like a cartoon; at worst, it seems as if you don’t trust your customers to figure out what business you’re in.
     
  4. A logo? Again, many attorneys use a logo on their site because they have paid someone to design it for them. Include it if you want, but since it doesn’t offer much information, it should never take center stage.
     
  5. The attorney’s picture? A head shot or a staff photo may look professional, but your customer doesn’t need to see you immediately. If he wants to know what you look like, he’ll go to your contact page.

If your homepage relies on these images, it’s time to rethink your marketing strategy. Call 888-791-2150 today or click the link on this page to download a free sample chapter of our Great Legal Marketing book.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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