Say goodbye to handshakes and plastic smiles

by Chris Vogel

You’ll see this across the web: professional service providers afraid of confusing their audience so they use hopelessly generic, industry specific stock photography. If it’s a lawyer you’re guaranteed to find a gavel, a courtroom or marble pillars. An accountant will most likely feature calculators, flow charts and people sitting around tables in suits having the times of their lives.

This needs to stop.

You don’t need to communicate your industry with imagery–just say it: Sally smith CPA, Jim Johnson Law Firm. Let the imagery on your site speak to your personality, to what makes you special and unique. It should be done with subtlety by using visuals that indirectly reference your specialties. It’s all about capturing an emotion, about conveying an atmosphere.