Picture Perfect: Tips for Getting the Profile Photo You Deserve

By Jamie K. Mulholland

This article was originally published on Law.com.

I love working with attorneys. They are savvy, intelligent and assertive. They are rattled by very little, except for one little thing: a camera. 

To be fair, “photophobia” isn’t limited to lawyers. So many people get so nervous at the thought of a photo session that, when a new picture is needed, the task gets put off repeatedly, until suddenly the headshot is many years old. This is not good, considering that attorney biographies are some of the most viewed pages on law firm websites, and a crucial part of the review process when someone is considering retaining you or your firm. The photo in that biography is a fantastic opportunity to leave a great impression on the viewer and reinforce your capabilities and experience. As such, it is just as important of an asset to your CV as the actual qualifications on it. The good news is that a new photo, if one is needed, need not be a daunting venture and is easier than you think. Here are some tips to help. 

1. List Your “Looks”

Take some time to think about where you need your image to be, or where adding an image where one isn’t currently used might improve some element of your marketing. 

Yes, there is the firm website, but perhaps you want a different one for your business card, especially if you have a good referral network that helps distribute them to potential clients. Then, there are social media posts, news releases, client alerts and various printed materials. If you think of the many places where you might use photos, and also how often you communicate through those vehicles, you might determine that you will want multiple final images from your photographer (more on that later). 

Also, think about what each final deliverable photo should communicate and how each should align with your firm culture and your personal practice. If you work mostly with businesses, you might opt for a more formal, traditional look, while a criminal defense or personal injury attorney might prefer a bold, assertive image. Similarly, a family law attorney may want to project warmth and empathy. 

You have now made a physical list of the photos you need and what you want each to project. Congratulations! You’ve made what is called a “shot list.” This gives your photographer clear direction for the shoot and ensures you walk away with exactly what you need. 

1. Pick your Paparazzo

There are two ways to end up with a photo you hate: having a non-professional take it, or choosing someone because he or she was the cheapest option. 

Photography is a true craft, a vocation for someone who understands lighting, composition and camera settings, and who can coach and reassure each subject to obtain the ideal end product. I have seen some photographers do amazing work with some of the most unwilling subjects. It is really a gift. So, how do you get one of those super-duper shooters?  

• Ask around: As you see other lawyers’ photos that you like, ask them who did their shots. Often, you’ll find it is someone who has experience working with attorneys. They will have an innate understanding of the standards you are looking for and the nuances of non-verbal communication in the photos.
• Web search: Jump on your computer and search for “headshots near me,” or “professional photographers near me,” that sort of thing. Note that, like attorneys, many photographers will specialize in a certain type of practice. The family beach or wedding photographer may not be as strong of a choice for you as someone who does a lot of corporate work.
• Review their portfolio: The samples on their websites will tell you almost immediately if it is what you are looking for…or not. Look for consistency in their work. Do their subjects look authentic and relaxed, or stiff and over-posed? There is nothing worse than when someone who would otherwise look great in a photo has clearly been told do so something – like cross arms in front of his or her chest – that is stiff and unnatural for them. What you see is what you will probably get, so let that be your guide.
• Negotiate the rate: Some photographers have session rates only, where you pay for their time and need to purchase images after the fact. Others offer deals where a fee covers both the session rate and one or more images. If you really like the photographer’s work and know that you want to come out of the session with a fixed number of images for the various needs mentioned earlier, reach out and see if you can arrange for a customized package. Don’t forget to get both low (for the website and social) and high (print) resolution images.

1. Prep for the Session

Dress for Success

Your clothing should certainly convey authority and a presence, of course, but it is also important for you to feel comfortable in what you’re wearing at the same time. Your photographer will have some recommendations on colors or styles prior to the shoot, but I have found it is always best to keep things simple. 

• A Classic Look is Timeless: For most attorneys, this means a clean-cut suit or jacket. Deep, solid colors like navy blue, charcoal gray, or black are generally the most effective. For shirts and blouses, solid white and light blue are crisp and complimentary. Stay away from anything denoting a season, such as turtlenecks (winter) or bright colors or florals (summer). Also avoid anything reflecting a current fad, as something that is trendy today can quickly look dated.
• Don’t Forget the Fit: What you wear should be pressed and fit perfectly. Jackets that bunch at the neck or are too loose in the shoulders or chest will look sloppy and unprofessional.
• Bring Options: Bring at least two full changes of clothing. You may not need both but depending on the background - whether it is a backdrop or an “environmental” shot (meaning, you’re photographed in natural surroundings, like your office or a conference room) - one tone of color may look way better than another.
• Bring a Buddy: If you have an in-house marketer, he or she should be present. If not, ask your firm’s external marketing service provider to be there. Or, at the very least, a pal with a creative eye. The photographer is there for you, yes, but he or she will also be concerned with lighting, positioning and focus. Having someone there with eyes on you and you alone may catch a lock of hair in the wrong place, or a collar gone askew.

Grooming: Refined, Not Remade

If a haircut or touch up is needed, it is best to do it 5-7 days before the shoot and not the day before. This allows the style to settle naturally. Avoid extreme hairstyling or excessive use of product. If you are opting to have a professional apply your makeup, make sure it is subtle and natural. This is meant to be you at your best, not you made into someone else.

Shooting Stance

Your photographer will have plenty of ideas on positioning your body for the shoot, whether you are seated or standing. Remember to:

• Adapt the direction to your body. The photographer will follow your physical cues. For example, if you are sitting at a desk and the photographer prompts you to fold your hands, but it feels unnatural, maybe laying them flat, one over the other will feel more like something you do naturally. A subtle shift like that will immediately make you feel more comfortable and confident, and it will show in your posture and on your face.
• Relax. Stress often causes shoulders to rise. Actively remind yourself to drop your shoulders if you can. One photographer I know will, several times during a session, ask her subject to take a deep breath in, physically pulling their shoulders up high on the inhale, and then drop them with a big exhale. It is a nice reset button for someone who might be feeling tense. You might even close your eyes to put yourself in a good mental place and think of something that makes you happy or proud. Opening your eyes signifies that you are ready for the next set of shots. Do this as often as you need to during the session.
• Chin down. I am about to contradict myself because this might feel just a bit awkward, but trust me as you will see how it benefits you. During the photos, try to keep your forehead and chin slightly forward and then down a bit. It creates a nice strong jawline on camera.
• Smile! Or don’t. As mentioned before, smiling with full teeth may not be the look you want. Perhaps practice this in a mirror before the session for each of the “looks” you want: your soft/business smile, your warm, full smile, or your “the other side absolutely does not want to go up against me in court” knowing grin.
• Speak Up. During the session, you will likely be shown some test shots on the photographer’s camera. Here is where it is very important that you say what you like and don’t like. This lets them know what is working for you, and what they can build upon to improve future shots. They are there to work with you and will follow your lead. 

You are amazing. The work you do is amazing. More clients need to have access to you! Don’t settle for just “good enough.” Get yourself the definitive professional image that your profile – and practice - deserves.

About: 

Jamie Mulholland assists attorneys and law firms across the country with marketing and business development. Learn more at mulhollandmarketing.com.