The Problem with Hero Images:
Creating an effective hero image, especially for an attorney's website, can be tricky. It’s easy to fall into the trap of focusing too much on the attorney or firm, but the key is to make the visitor the hero of the story, positioning the attorney as their guide and the problem they’re facing as the villain. This approach not only builds trust but also draws potential clients into the narrative of their own success, where the attorney plays a critical supporting role.
Let’s dive deeper into the challenges of creating these hero images and how to avoid common pitfalls, especially when creating visuals for each service an attorney offers, as well as posts, articles, and videos.
1. Positioning: The Visitor as the Hero
One of the biggest mistakes when designing hero images for attorney websites is making the attorney the focal point. While it’s tempting to showcase the lawyer's achievements or experience, the visitor must be the center of the story. A potential client is likely already overwhelmed and searching for someone to help them through their legal battle. The hero image should make them feel like the firm understands their struggle and is ready to guide them to victory.
Solution:
- Make the visitor the focus. Use language and imagery that shows you understand their problem, whether it's a DUI charge, a personal injury case, or a business dispute.
- Highlight the problem as the villain. This could be done with subtle visual cues (like ominous color tones or images that suggest conflict or hardship) that frame the client’s situation as the “enemy” they’re up against.
- Position the attorney as the guide. Use imagery that shows the attorney as approachable, knowledgeable, and trustworthy—a partner in overcoming the visitor’s legal challenge.
This storytelling technique can be tailored to each service the attorney offers. If you're marketing for criminal defense, for example, the villain may be the legal system or a tough prosecutor. For estate planning, the villain could be uncertainty about the future. Whatever the service, the hero image should immediately connect with the visitor’s problem.
2. Consistency Across Platforms: Service Pages, Posts, Articles, and Videos
It’s not enough to create a single hero image for the website’s homepage. Every service an attorney offers should have a dedicated image that reflects this story structure: visitor = hero, attorney = guide, problem = villain.
This strategy should also extend beyond the website:
- LinkedIn posts: Images should reflect the specific pain points of that audience and service.
- Articles and blog posts: Custom images for each article can reinforce the problem and guide narrative.
- Videos: Thumbnails should follow the same formula—whether you're promoting the attorney’s expertise or tackling a specific legal issue.
3. Visual Elements: Colors, Fonts, and Call-to-Actions (CTAs)
Hero images aren’t just about the imagery—they’re about creating an emotional response through a mix of colors, fonts, and CTAs.
Color Schemes
Colors convey emotions and should be carefully chosen to support the narrative:
- Problem-focused tones: Use dark, foreboding colors to symbolize the villain or challenge, creating a sense of urgency and gravity.
- Trust and safety tones: Use calming, lighter tones for the guide (attorney), such as blues or greens, which evoke trust, security, and hope.
- Action tones: For CTAs like “Contact Us” or “Schedule a Consultation,” use bold colors that stand out. Reds, oranges, and bright blues can encourage users to take immediate action without overwhelming the design.
Fonts
Fonts play a subtle but critical role in hero images:
- Headline fonts: The hero’s problem should be conveyed in a bold, easily readable font that catches attention.
- Support text fonts: For guiding text, use clean, simple fonts that are professional yet approachable, ensuring the attorney comes across as a reliable figure.
- CTA fonts: Your call-to-action buttons should stand out with a font that contrasts the rest of the page but still complements the design, ensuring they catch the visitor’s eye.
4. Call-to-Actions (CTAs): Placement and Design Matter
CTAs in hero images are crucial—they need to be compelling enough to turn visitors into leads. Yet, it’s common to see poorly designed CTAs that blend into the background or are placed awkwardly.
Best Practices for CTA Design:
- CTA color: The color of your CTA should contrast with the rest of the hero image, making it stand out. If the hero image uses soft blues and grays, the CTA could be a bold red or orange to grab attention.
- Button size and placement: The CTA should be prominent but not overpowering. Typically, it’s best to place the button toward the bottom or right of the hero image, with enough space around it to prevent it from being cluttered.
- CTA text: The language of the CTA should resonate with the visitor’s needs. Instead of just saying “Contact Us,” try “Get Legal Help Today” or “Speak with a Lawyer Now.”
5. Responsive Design: Hero Images Across Devices
Hero images must also work well on different devices. A hero image that looks great on a desktop could become cluttered or lose its impact on mobile. Ensure that:
- The hero image is responsive, resizing appropriately without losing its message or critical elements like the CTA.
- Font sizes adjust so that text remains legible across devices.
- Buttons remain tappable on mobile, with ample spacing.
Conclusion
Crafting an attorney website hero image is about more than just finding a striking photo of a lawyer or gavel. It’s about storytelling—making the visitor the hero, the attorney the guide, and the problem the villain. With carefully selected colors, fonts, and CTAs, each hero image should be designed to pull visitors into the story, offering them a solution to their problem and guiding them toward action. This narrative must be applied consistently across all platforms, from service pages to social media and beyond.