By: Valeriia Volodina, Legal Stylist-Photographer.
Abstract
In this article, legal marketing expert Valeriia Volodina discusses how photography on social media may help lawyers build trust, increase visibility, and potentially convert views into consultations. She outlines how to adapt visual content for Instagram, Facebook, and LinkedIn, considering the nuances of each platform. Special attention is given to engagement strategy — from the first visual contact to a request for legal services. The material is based on hands-on experience and recent statistics in digital marketing.
Social media has become an increasingly relevant channel for promoting legal services. While 70% of small businesses use visual content in their marketing strategies, approximately 80% of users tend to remember what they see better than what they read. For lawyers, this could be especially significant, as potential clients often make decisions based on initial impressions — and a high-quality photo can potentially be a decisive factor.
Why might photography be effective?
Studies suggest that people remember around 65% of information presented visually after three days, compared to just 10% of information that is text-only.
Content that includes images receives up to 180% more engagement on social platforms, and graphic-based posts are 40 times more likely to be shared.
On LinkedIn, posts with images receive 98% more comments, and Facebook posts with visuals tend to get 53% more likes and 104% more comments than those without.
For a lawyer, where reputation and trust are central, such numbers can act as tangible tools. By encouraging views, engagement, and discussion, photography can strengthen the specialist’s image, making content feel more human, more visual, and more memorable.
Types of Photos on Social Media That Could Work for Lawyers
Here are five types of photos that are generally effective for legal professionals:
- Portraits and professional images of lawyers
High-quality portraits help build trust. It’s important that these images appear clean and convey confidence and openness. These images tend to work well when introducing the team or in personal posts on behalf of the lawyer. - Office and work process photos
People want to see where and how you work. Photos from meetings, court hearings, conferences, and daily office life can help humanize the legal practice and reduce the formality often associated with legal work. - Infographics and visualizations of legal concepts
Complex terms and procedures can be easier to digest through simple graphics. Visualizing legal processes, rights, obligations, or case stages may work well for social media. - Client photos (with their consent) and visual testimonials
Success stories featuring the faces of satisfied clients and quote-style testimonials often serve as valuable social proof. This kind of content can build trust and may increase engagement. - Creative images to boost engagement
Behind-the-scenes shots, humorous everyday moments, and holiday greetings all help reveal the more personal side of legal work, making the content more relatable and interesting to followers.
Platforms and Photo Publishing Tips for Lawyers
Another key consideration is adapting the same content for different platforms. For instance, if you attended a legal conference, on LinkedIn it might make sense to post a formal photo with a short takeaway or analytical insight (e.g., “Top 3 trends in corporate law discussed at the forum”). On Instagram, however, it might be more effective to go with a more candid shot (e.g., a casual photo with colleagues or a speaking moment) and pair it with a short, “human” tip (e.g., “At the conference, we discussed a new tax optimization scheme — if you have remote employees, it’s worth paying attention to…”). The message is the same, but the format and tone should be adapted to the platform. This approach helps save time and effort while maintaining visibility and activity across different networks.
This platform prioritizes visuals. It’s important to use bright, well-lit photos: professional portraits, office life shots, behind-the-scenes moments (such as how a lawyer prepares for court), and simple infographics that are easy to digest in the feed. Straightforward photos — where the lawyer is explaining something or showing a document — are often perceived better than overly posed shots. People tend not to read much here — the post must be visually compelling, and the text should remain concise. Stories and Reels with visual captions often work well for reach and engagement, especially if they offer useful tips or showcase the human side of the profession.
This platform works well for combining visuals with text. Here, you can share more context: photos from legal seminars, team meetings, and personal work moments — especially when the caption includes a case breakdown or step-by-step advice. Facebook users tend to read, comment, save, and share — and the photo should support the main idea, not merely serve as decoration. Client testimonials paired with their photos and brief comments also tend to work well for building trust. More emotional images are also appropriate — for instance, moments of achieving results, handing over documents, or winning a case.
This platform requires restraint and formality. It’s a professional network, so overly “entertaining” photos may be perceived as unprofessional. Business portraits, conference shots, and photos illustrating participation in professional events tend to be appropriate here. Visual materials that emphasize expertise are especially valued — for example, a photo of a lawyer accompanied by a brief comment on a new law, or a visualization of legal statistics. The content should be cleanly designed, minimalist, and presented in a professional tone — this builds trust and enhances the reputation. Posting visualized analytics, concise insights from legal practice, and structured tips in carousel format can also work well.
Photo content is a full-fledged tool in legal marketing. It can help lawyers stand out from their competitors, build trust, and make complex information more accessible. When social media promotion is approached strategically — with a clear understanding of the audience and the specifics of each platform — these tools could work in your favor every day, building your reputation consistently.
References
Linder, J. (2025). Images Statistics: Visual content boosts engagement, sharing, and conversions significantly across platforms. Gitnux. Available at: https://gitnux.org/images-statistics
Harrington, J. (2019). 16 Statistics that Make the Case for More Visual Storytelling in Law Firm Content Marketing. Hcommunications. Available at: https://www.hcommunications.biz/blog/16-statistics-that-make-the-case-for-more-visual-storytelling-in-law-firm-content-marketing
Bhattacharya, J. (2025). Image SEO Statistics: Key Trends and Insights for 2025. SEO Sandwitch. Available at: https://seosandwitch.com/image-seo-statistics
Disclaimer: This article is intended for informational purposes only and does not constitute legal advice. The views expressed here are based on marketing strategies for lawyers and visual content best practices. For specific legal advice, please consult with a qualified legal professional.
