Let’s be honest, most stock photos on law firm websites all kind of look the same. Scales of justice, a courthouse, maybe a gavel or two. But if you want your website to actually connect with people and feel trustworthy, your imagery needs to do more than just fill space. It needs to feel intentional.
The good news? You don’t need to hire a photographer to get great-looking visuals. Stock photos can absolutely work, as long as you choose them wisely.
Here’s how we think about it when we’re selecting images for law firm websites.
Generic Legal Imagery: Use with Care
You know the ones. Lady Justice, marble columns, courtroom benches, law books with little gold lettering. These types of images are everywhere, and that’s kind of the problem. They’re so overused that they don’t really say much about your firm anymore.
That said, they’re not totally off the table. We still use them from time to time, especially as background images where they add a subtle layer of professionalism without taking center stage. They can help set a tone, but we usually avoid using them as the main featured image on a homepage or practice area page.
If your website is relying heavily on these types of photos, it might be time to switch things up.
Location-Specific Images: Our Go-To Choice
This is one of our favorite ways to make a site feel local and relatable. Since most law firms serve clients within a specific city or region, showing off familiar landmarks can build trust faster than a stock image of a courtroom ever could.
Think about it, if someone sees a photo of their local pier, skyline, or neighborhood on your homepage, it creates an instant connection. It says, We’re here, we know this community, and we’re part of it.
Whether your office is near the beach, in a downtown high-rise, or tucked into a historic neighborhood, a few well-chosen local images can go a long way.
Practice Area-Specific Photos: Use with Intention
Images that reflect your practice areas can help reinforce your messaging, if they’re done well. For example, a personal injury page might include images of car accidents or medical care. A bankruptcy page might show past due notices or financial stress. A divorce page might include emotionally charged moments like a couple sitting apart on the couch.
The key here is tone. You want the imagery to support the content, not distract or overwhelm. Try to avoid anything that feels too dramatic, staged, or cliché. A slightly more natural, even empathetic, tone works better, especially when your clients may already be going through something stressful.
We often use these types of images on individual service pages rather than the homepage. That way, each practice area has a visual identity that matches the message.
One Last Tip: Keep It Consistent
Whatever images you choose, make sure they feel like they belong together. That doesn’t mean they all have to look identical, but they should have a similar style, tone, and quality. A sleek, modern homepage doesn’t pair well with a grainy courtroom photo from 2005.
If your site feels disjointed or “stocky,” a quick refresh with better photo choices can make a huge difference in how professional your firm appears online.
Need Help Picking the Right Look?
We’ve built and managed websites for law firms across the country, and we know how to choose stock photos that feel local, credible, and on-brand. Whether your site needs a full redesign or just a few image updates, we’re here to help.
If your website isn’t making the right first impression, we can help. Schedule a free consultation and let’s talk about how to make your firm stand out online.
