Attorney portraits are, without a doubt, the single most impactful element of an attorney’s bio. Why? Because images evoke a quick and powerful emotional response in a way that written words can’t.
However, there’s another consideration: more and more business is being pitched long distance — without meeting in person. This means that someone’s only image of an attorney may be his or her photo on the firm’s website. Despite this possibility, many law firms haven’t traditionally put much thought or effort into their attorney portraits.
But things appear to be changing. Some firms are now recognizing the importance of these images and are investing in more lush and engaging photos.
We recently surveyed attorney bio photos and below is a sampling of what we saw — both good and bad. We’d love to know what you think. Also, if you know of any firm using great attorney photos, please leave a comment (and include a link).
Note: The photos below were not resized. We took the photos directly from the respective firm’s website.
Traditional photos, but well executed and used nice and large.
Like a lot of global firms, Greenberg Traurig’s photos lack consistency.
Bois Schiller & Flexner
All attorney bios feature a string of three photos. Nice. But used a bit small for my taste.
Axiom is not really a law firm — they’re more of a placement agency. That said, their bios are striking – in part because they focus on an attorney's personal life. Many attorney profiles also feature biographic video documentaries.
Environmental shots with interesting cropping. Some of the shots are inspiring; others, less so.
White and Case
All photos are shot on a white background for consistency. But they’re used so small.
Black-and-white photos work well with their hot-pink color scheme. Unfortunately, their photos lack consistency.
Big, closely cropped pictures – and video too!
Their tagline is “The Law is Evolving…So is Your Lawyer.” Their uber-casual photos reinforce this message.
Nice clean look. Very consistent from person to person. And I like the cropping.