Until recently, the photos of lawyers on most law firm websites looked like “a chance mating of a police line-up shot and the driver’s license photo,” says Norman Rubenstein, a law firm branding strategist and planner at Zeughauser Group consulting firm.
Not anymore. Increasingly, Am Law 200 firms are redesigning their websites to make them more attractive and user-friendly to prospective clients and hires—and more easily distinguished from one another in a competitive marketplace. Firms are hiring marketing and image consultants and top-caliber professional photographers to make sure that their websites and lawyers stand out from one another when prospective clients go online, or search on LinkedIn for legal services, which is how many corporate counsel and others scout out legal help now.
