By Steve Fretzin & Andrew Michaels
The Power of Professional Headshots: Boosting Trust and Growing
Your Practice
When it comes to presenting yourself as a professional, few things are as powerful as a strong first impression. In today’s digital world, that first impression often comes before a handshake or an in-person meeting—it happens through your online presence. I had the chance to share ideas about this with Andrew Michaels, the owner of State Street Headshots, and we delved into why your headshot is such an essential part of how you’re perceived. This may sound simple, but as Andrew explained, the right image can speak volumes about your professionalism, credibility, and personality before you’ve said a single word.
Andrew’s background is as interesting as his work. His early love for music and branding shaped his eye for what works visually. He shared how his experience as a musician led him to notice how professional bands presented themselves compared to those just starting out. It wasn’t just the music that made an impression, but also the branding—the album art, the website design, the overall vibe. This understanding of how visuals influence perception translates directly into the work he does now, helping professionals—especially lawyers—show their best side.
As lawyers, we often think that our knowledge, skills, and track record will speak for themselves. But the truth is, before a potential client reads your bio or learns about your cases, they’ve likely already seen your photo. Whether it’s on your website, LinkedIn, or another platform, your headshot is often the first piece of information someone has about you. And like it or not, they will make judgments based on that image. Andrew emphasized that, just like we judge a book by its cover, people will form an opinion about you based on your headshot.
So why is this important? Because in our line of work, trust is everything. If someone sees a headshot that’s outdated, pixelated, or casual, they might question your professionalism, even if you’re the most competent lawyer in town. Andrew highlighted how clients don’t just want a good lawyer—they want someone they can trust. Your headshot is the first step in building that trust.
Andrew made a compelling point: your headshot should reflect your brand and the kind of work you do. For example, a lawyer specializing in criminal defense might want to project a serious, authoritative image. In contrast, a family lawyer might benefit from a warmer, more approachable headshot. The goal is to convey the right message through your image so that when potential clients see it, they feel confident in reaching out to you.
One of the things I found fascinating about his approach is how he customizes each headshot session to the individual. It’s not about standing in front of a camera and smiling. Instead, it’s about creating an image that aligns with your personal brand and professional goals. He shared that when working with lawyers, he considers everything from facial expression to posture, to the background of the photo, ensuring that each element reflects the lawyer’s unique style and practice.
We also discussed some common mistakes lawyers make when it comes to headshots. According to Andrew, one of the biggest errors is using a photo that’s either too casual or simply outdated. He mentioned seeing headshots where the lawyer is wearing casual clothes or even holding a smartphone selfie-style. In today’s competitive market, that’s not going to cut it. A professional headshot not only shows that you take yourself and your work seriously, but it also sets the tone for how others will perceive you.
He recommends having a range of photos that you can use for different purposes—some more formal for your website, others more casual or approachable for social media. This allows you to tailor your image to different audiences and settings, always presenting the best version of yourself.
As we wrapped up, Andrew and I talked about the investment aspect of professional headshots. I know many lawyers might hesitate to spend money on something they think is as simple as a photo, but Andrew made it clear that this is more than just an expense—it’s an investment in your personal brand. He explained that the return on investment is clear: a great headshot can help convert website visitors into clients, improve engagement on social media, and even enhance your credibility during media appearances or speaking engagements.
The bottom line? In a profession where first impressions matter, investing in a professional headshot is not just smart—it’s essential. It’s about more than just looking good. It’s about projecting confidence, professionalism, and approachability, all of which can help you build trust and grow your practice.
For more information about taking your law practice to the next level, please email me directly at [email protected].
Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at [email protected].